Initiative Public RelationsExperience the true Art of our Originality

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What is Brand Identity? It defines your organisation A Promise that gets kept consistently It creates personality and a life for your products/services A unique / consistent look, tone, feel and voice for all communications It conveys the distinctive attributes of your organization It builds awareness of and an attitude towards your organization

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What is Brand Identity?

• Creates a new road for new customer relationships• Strengthens the impact of all messages• Provides your employees with a greater sense of commitment• It’s essential to your success

• No business is too small and no product too generic to develop a brand identity

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Key Brand Elements• Brand Name Name, slogan, logo

• Brand Position Description of your organization

• Brand Promise The single most important thing your organisation promises to deliver every time

• Brand Personality What you want your brand to be known for (fun, serious, magical, forceful, imaginative, etc.)

• Brand Tone Humorous, edgy, conservative

• Brand Story Your organisational history and the highlights how your products and services grew

• Brand Associations Colors, taglines, images, fonts, uniforms, signage, equipment, etc.

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Brand Building5

Marketing Vehicles Brochures

Print and e-newsletters

Website

Banner ads

Events

Public relations

Printed ads

Direct Mailings

Flyers and posters

Power point presentations

Transit media

Exhibit booth/signage

CD/multimedia

Facilities

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Determine the purposeEach marketing vehicle requires a unique tweak of the

brand to fit the medium.

Brochures need more marketing copy and detail

Ads are mini billboards, only the most critical info required

Posters are colorful and entertaining

Websites are a quick read, interactive with the audience

Newsletters are informational, with regular features

Exhibit booths are backdrops

Multimedia is entertainment/educational

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How much does it cost?

It depends on what you want? Bundling more projects will save you money The cost range for branding is broad and will be

determined based on scope of work Itemising each project will cost you more Projects can be based on hourly rates Hourly rates usually range from 500-2000Rmb

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What Are Our Branding Steps

Step One

• We Learn your marketing objectives and strategy

• We prioritise the projects

• We audit your existing and competitive materials and strategies

• Interviews/focus on your groups

• We write creative brief and define messages

• We create timelines and budgets

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Branding Steps (continued)

Step Two

• We Develop concepts/taglines/site architecture

• We start visual research

• We will present initial creative approaches

Step Three

• We develop outline and copy points per selected concept

• We develop media strategy

• We explore layout options

• We begin creating visual materials (photos/illustrations)

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Branding Steps (continued)

Step Four

• We will write a full copy draft

• We will revise and write final copy as per client comments

• We start layouts

Step Five• We create and present full layout and/or e-design

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Branding Steps (continued)

Step Six• We will develop final electronic files for print, or coding for web

• We will execute and management of products (website launch, launch media campaign, exhibit built, print pieces to printer, ads placed, press releases sent, etc.)

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Branding includes internal marketing

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Our keys to building successful branding We will find the right advertising agency

Our and Your top management must be committed to this effort

We will assign one point person to work with you

Do not make decisions by committee

We keep brand consistent internally and externally

Don’t rush the process-make sure you have enough time budgeted

We give the brand time to work

We create a brand style guide and give to every employee

We refresh/update brand after a few years

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What a good brand does for you It strengthens your employees loyalty It attracts new clients/customers It keeps your current relationships strong It builds your company confidence It builds your feelings of security and trust It creates a memorable, positive experience

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Time to create!

Now that you have solid messaging, it’s time to create.

Consistency is the number 1 golden rule

Reputation, reputation, reputation

A fact:

Did you know it takes 7-9 times of being exposed to your company

name for a potential client to remember it?

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