Brand Workshop Outline

science+art=emotion

Brand Communication WorkshopAugust 2007

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ignite your brand 2008science+art=emotion

What is a Brand?

The brand is all that is communicated visually and otherwise to portray the personality of the organisation, its products and services. And, as such, strong brands are enormously powerful business tools.

It is not simply a logo. An organisations logo stands as an emblem for all that their brand encompasses.


Brand Building

Science + Art = emotion

The Strategic Approach (The Science) When we approach branding, we recognise it is

a business challenge which requires the implementation of a robust strategy to improve

the chances of success. To be successful a companys brand must fit congruently with its

products, services and the markets. Good branding takes all the parts into consideration,

from the way the company behaves (Brand Personality) to the way it looks (The Visual

Identity).

The Visual Identity (The Art) is the visual representation of the brand. This visual language

gets represented on all marketing collateral such as sales literature, websites, signage etc.

and will effect the way the organisation is perceived.

OFFICES

SHOWROOMS

AWARDS

GREEN POLICIES

OTHER COMMUNITYPROGRAMMES

STRATEGIES

VALUEPERCEPTION

STAFF

INTERNALAND EXTERNAL

POLICIES

ON-LINE

PREMISES

CHARITIES SPONSORED

EVENTS

SALESMANSCARS

SALESMANSSUITS

PARTNERPROGRAMMES

QUALITYPERCEPTION

POSITIONING

THE NAME NEEDS TO BE DISTINCTIVE

IN ITS MARKET,IDEALLY UNIQUE

THE LOGO IS A TAGSHORTHAND FOR

THE BRAND

SERVICEOFFER

COPYSTYLE

PHOTOGRAPHY

IN MEDIA

PRICEPERCEPTION

ADVERTISING

SALESLITERATURE

WEBSITE

SIGNAGE

CORPORATELITERATURE

DISPLAY

POWERPOINTPRES.

ONLINEMAIL

PR

DIRECTMAIL

VIS

UAL ID

ENTITYOVER

ALL B

RAND

NAME & LOGO


their Are mAny reASonS Why orgAniSAtionS reASSeSS their BrAnd

the products and services they offer change

their markets needs and requirements change

their target audiences change

their corporate structures change

their brand is tired and/or has been overtaken in the marketplace

their brand is dissipated through inconsistent use

Solution : ASSeSS current BrAnd, creAte , drive And direct

neW BrAnd

To progress future marketing and communications effectively

research the competition

undertake a brand communications workshop (to develop brand values)

create a new brand identity (only change if deemed necessary from brand workshop)

develop brand identity guidelines (even if logo has not changed)

create a marketing strategy for the coming year

Why examine your Brand?


BrAnd vAlueS

brand values define the personality of a company, its products and its services

they are guidelines used to control consistency of the brand message,

both internally and externally

once established they are referred to in the creation of all marketing

and communication briefs

all marketing and communication solutions can be measured

against the values

Why Brand values?

the Brand Workshop

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AimS of the BrAnd WorkShop

to create a consensus amongst all parties responsible for delivering

the Client brand message

to define Client core values and strengths

provide an opportunity for the key decision makers to help define the Client brand

use the groups combined knowledge, experience and creativity to generate

new marketing / communication ideas

to finalise a set of core brand values that can be carried forward into

all Client marketing and communication material

The workshop will not only define the Client brand, but will also highlight where

guidelines are needed for future communications materials (e.g. website, sales

marketing literature).

These tools can then be produced with confidence knowing that the content is

consistent with the agreed brand guidelines.

Brand Workshop objectives


the Brand Workshop

exerciSe 1 - define the neW tArget Audience

who are the Client audience ?

is there more than one target audience ?

categorise into primary and secondary targets

describe their needs, characteristics, demographics

exercise time 10am: 60 mins - private/corporate - take us till 11am

gAp

client Audiencewhat you

want to

project

what

they

perceive

communicAtion gAp

This exercise will outline what Client is marketing, to whom,

and what the desired response should be.


Exercise time 11am: car 30 mins - animal 30 mins - take us till 12pm

this exercise is to aid client in understanding the ideas / values that are behind

some major brands, and to examine the ideas / values that lie behind their own.

exerciSe 2 - BrAnd explorAtion - cAr/AnimAl

Through other brand association

look at brands and describe the qualities and values associated with them.

then if Client was a car -what would it be and why (traditional/modern, flexible etc).

Through emotive association

explore other non-branded associations

the Brand Workshop

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Exercise time 1pm: 15 mins to find adverts - 30 mins to discuss - take us till 2pm

this exercise is to create a visual direction for the client brand

exerciSe 3 - viSuAliSe the client BrAnd - pick An Advert

Think about the Client look and feel then using the magazines provided:

pick an advert, an image, a phrase or word which would be right for Client

think about the emotion we want to generate in the mind of the audience

the explanation of why the image/word has been selected is as important

as the image itself

Look for

a look that fits your image (now and in the future)

an overall message that is similar to your own

aimed at the same audience

from a company/body with similar values

the Brand Workshop

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the Brand Workshop

exerciSe 4 - ASSeSS & Agree the feAtureS And BenefitS

1. What are the benefits that client will offer their core market

the customer gets

the customer can

2. What are the images/ideas that Client will project to their core market

the audience sees

the audience thinks

the audience believes

3. Not so important...

These benefits and ideas will change depending on who you are talking to

existing customers

potential customers

the media

your piers / competitors

Exercise time 2pm: 45 mins for features & benefits - key 15 mins - take us till 3pm

This exercise will define what Client customers gets & what the market

perception is

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the Brand Workshop

exerciSe 5 - develop A Single minded propoSition - elevAtor pitch -

Why client - viSion - miSSion

The proposition is a single minded thought / statement that helps define the Client and

forms the basis for developing future communications. It should be supported by key

benefits and differentiators.

To express in short statements, definitions of Client brand. They will typically cover

this is the sort of company we are (values and beliefs)

these are the benefits that we offer our customers

these are the sorts of products we sell

the statements will then be streamlined to create a short message

that can be used externally.

Exercise time 3pm: 20 mins for quick and dirty SMP - 20

mins Vision - 20 mins Mission - take us till 4.00pm

This exercise will outline ideas, that will ultimately create a statement to be used

internally to position the key proposition in the minds of the staff & directors

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the Brand Workshop

exerciSe 6 - determine the BrAnd vAlueS

Core Values - the sort of centre that Client will be

Company Values - how Client will be perceived

Tonal Values - the way that Client will communicate

Sample Brand map

viSionAry

enABlin

g

eStABliShed reliABle flexiBl

e

innovAtive

creAtive

honeSt frien

dly

intelligence

TONAL

COMPA

NY PR

ODUCT

CORE

VALUES

Exercise time 4pm: 20 mins - quick and dirty - take us till 4.20pm

This exercise will define how Client will take itself forward to the market

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Workshop rules

1. Be positive

believe anything is possible

2. Be prepared to participate

everybodys ideas are of equal worth

3. Be open minded

postpone and withhold any judgement on ideas

4. Be creative

encourage radical, lateral and innovative ideas

5. dont keep your thoughts to yourself

share them and build on other ideas put forward

6. dont criticise

your own or anybody elses ideas

7. Switch off all mobile phones please

8. have fun

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exerciSe 1 - define the neW target audience

exercise time 10am: 60 mins - private/corporate - take us till 11am

exerciSe 2 - Brand exploration - car/animal/fashion brand (kookia etc)

exercise time 11am: car 0 mins - animal 0 mins - - take us till 12am

exerciSe 3 - visualise client brand - pick an advert

exercise time 1pm: 1 mins to find adverts - 1 mins to discuss/maybe 0mins -

take us till 2.00pm

exerciSe 4 - Assess & Agree the features and benefits

exercise time 2pm: mins for features & benefits - key 1 mins - take us till .00pm

exerciSe 5 - develop a single minded proposition - elevator pitch - why

client - vision - mission

exercise time 3pm: 20 mins for quick and dirty SMP - 20mins Vision - 20 mins

Mission - take us till .00

exerciSe 6 - determine the brand values

exercise time 4pm: 20 mins - quick and dirty - take us till .20pm

timing

Brand Workshop follow up

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Workshop follow up

After the WorkShop the folloWing Will Be delivered to client

1. direct findings from the workshop

finalised brand map (see sample attached, created for Actis)

mood boards (see sample attached, created for Kenetic)

key insights

finalised single minded proposition, (sketch vision and mission)

2. competitors analysis

pull together 6 competitors web screen grabs and evaluate

3. marketing strategy

make suggestions about the best way forward for marketing

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mood Boards

Brand Workshop Outline

Business

Transcript of Brand Workshop Outline