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Overview of discussion

• Origins • Brand basics • Who & how • Benefits & risks

03 Overview

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04 Origins

The brand

Originates from Old Norse ‘brandr’ to burn

Bass Brewery Ale becomes the first brand trademarked in 1876

By 1980 there were 10,000 trademarks in the US

By 2013 the number has grown to 300,000

1876 1980 2013

Risk branding

05 Risk & safety catches on

06 Definition

Risk Branding

A business entity’s intentional branding of its operational or go-to-market risk and safety management to engage its employees, customers or other business stakeholders, for the purposes of cultural change (internal), market growth or reputational enhancement (external).

07 Safety and risk branding – do it

right

Good Brilliant Better

08 Effective branding

Gas Safe Register

An example of seamless branding – UK’s

Gas Safe Register

http://www.youtube.com/watch?v=27y9mbPKsX4

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09 Brand basics

Key terms

Brand elements – logo, tagline, catchphrase, trademark

Brand engagement – forming the attachment

Brand experience – it’s what we feel

Brand franchise – reaching critical mass

ZER0HARM TM

indentify risk, manage risk

“A brand is the creation of faith in two groups of people that absolutely cannot be fooled: your employees and your customers”

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Who & how 10

HSE

Determine your target audience,

grow and protect your brand

Who do you want to engage?

What do you want to achieve?

How will you grow your brand?

How will you protect your brand?

11 Creation

Products are made, brands are created

“Every artist is a cannibal, every poet is a thief”

“Bad artists copy. Good artists steal”

“I can’t understand why people are frightened of new ideas. I’m frightened of the old ones”

Bono

Picasso

John Cage

12 Creation

Products are made, brands are created

Where you have an existing brand portfolio, work with those designs or themes and attempt to integrate. Play around with your ideas and get a pro to fine tune your design.

14 Brand diversification

Building a brand portfolio

15 What are the risks?

Lessons learned from BP

Ultimately your brand will only be as good as your systems.

www.stagingconnections.org/app/stagesafe