“How to brand through text and pictures.”

Roger Aeschbacher

The following presentation was held by Roger Aeschbacher at the Museum of Kommunikation in Bern at the Swiss Biotech Association Event „Communication – Make the best of an important business tool“ on Nov 14th 2008 .

Did you come by train?

Multiple colours, multiple pictures/forms, multiple text styles compete for attention. Everything is very confusing

Did you arrive by car?

Multiple colours, multiple pictures/forms, multiple texts compete for attention. Everything is very confusing

Don‘t forget the Drämmli!

This happens, when a bus driver tries to make sense out of such confusing traffic signs, while driving.

It‘s a complex world

The world is globally networked

Understanding the system is difficult

Navigation through life is tough

Better use a GPS

Brands help us navigate through life

Brands give us orientation in an overcrowded marketplace. Brands simplify decisions. Brands comfort us … if kept simple.

One colour

One form

One word

One design

One smell

One soundscape, etc.

The challenge in communication

The speaker has a certain intention. The receiver must (and will) interpret it.

4 aspects are always communicated

„Wanna try this new

aspirin?“

– Fact: I found a new formulation. – Appeal: I want you to try it.– Relationship I like you and care for you.– Self-disclosure I know what is good for you.

Schulz von Thun

– Fact: You didn’t bring me the original. – Appeal: You want me to change brands.– Relationship You don’t care for me.– Self-disclosure You want to dominate me.

The receiver decides what he hears

Interpretation by receiver:

New message is sent:

„No!“

Communication is interpretation

All four aspects are always interpreted.

The receiver decides what he wants to hear.

The reaction may show how theinformation was received.

Non-verbal signs help us to interpretthe messages.

Claims communicate all 4 aspects

Claims, like all communication instruments, send always a four-fold message.

E.g.: „We Innovate Healthcare“

What is indeed communicated here? – Emphasis on fact– Strong self-disclosure– Important impact on relationship– Appeal may not be the one intended

Claims should care for all 4 aspects

– Fact: We speak your language– Appeal: We want you to talk to us– Relationship We see ourselves as partners– Self-disclosure We would like to be your

partner

Our own work: „We speak Life Sciences“

Tip: Balance all 4 aspects of a message well.Help reader interpret all 4 aspects.

Claims should care for all 4 aspects

– Fact: We know biotech and can help you

– Appeal: We want to help you– Relationship We are your partner– Self-disclosure We are happy to support you

Our work: „We help you biotech“

Tip: By balancing all 4 aspects, you can try to

steer the interpretation by the reader.

Tip: A meaningful visualization of a claim

will boost it‘s message.

The challenge with texts

Words carry meanings (usually) known to all.Yet, texts must (and will) be interpreted.

Which single word represents a companies throughout its development?– Young start up: Fast and furious– Break-through: Perfect partner– Pharma: Serious and stable

Danger using fake words, or using more words.

The challenge with pictures

Pictures are not decoration. Pictures convey tons of meanings.

Pictures don’t carry a tag how to use them.

Absence of body language, tonality allows more room for interpretation.

Very precise selection of pictures is needed.

Danger to use „generalized“ or „neutral“ images

Texts and pictures correspond

„In a well designed communication instrument, pictures and texts support each other to help a stakeholder understand all our intentions.“

Roger

Aeschbacher

Just one example: One of our texts

Challenge: How to communicate that a German company is happy to meet customers in Switzerland, too?

By using text an image

What to avoid with text and pictures

See on the slides just some current examples

of a specific communication instrument –advertisements photographed at the train station Basel SBB.

Negative: Text only

Texts stating purefacts are boring

Power of picturesis not used

Negative: Picture is boring

Text is interesting

Yet, picture is boring

Picture doesn‘t enhance meaning

Emotions not directed towards the product

Negative: Text and picture are boring

Is a yellow bottle light?

What should one do now?

What do I get, if I get the message?

Negative: Nice picture, nice text

Everything is perfect, but …doesn‘t really fit together.

Positive examples

Positive examples

Reduced to max.

Text evokes an image. Image is a text sign.

Text and picture boost each other.

Balance of fact, appeal, relationship, self-disclosure.

Positive examples

Reduced to max.

Text and picture correspond excellently.

Message is a fact and an appeal.

Relationship and appeal aspects are nicely visualized.

Positive examples: My favorite

Such a brand gives comfort

Reduced to max

Simple unique words create whole worlds

Excellent enhancement of text and picture

Balance between fact, appeal, relationship, self-disclos.

Brand invites you to enter a conversation, find comfort

Excellent CIs care for the „I“ and the „You“.

Excellent CIs enable a brand to steer the conversation with it‘s stake- and shareholders.

Texts, pictures, claims, newsletters, logos, etc. are simply instruments to enable a conversation.

Avoid pictures as decoration. Select them carefully.

Avoid texts as facts only.

Texts and pictures boost each other.

Care for all 4 aspects of a message.

Take home messages: How to brand through text and pictures

Always!

we are texters and designers

We are happy to help you communicate Find more information under www.skarema.com

Thank you for your attention

Roger Aeschbacher info@skarema.com078 637 69 80 www.skarema.com