Sport & Leisure Industry - Session 8 - Branding: How (Part 2)
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The Sport & Leisure Industry Telling your brand’s story: Part 2
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Transcript of Sport & Leisure Industry - Session 8 - Branding: How (Part 2)
The Sport & Leisure Industry
Telling your brand’s story: Part 2
Session 1
Industry overview
Session 2
Marketing intro & the four P’s
Session 3
Word of mouth: promotions going viral
Session 4
Relationship marketing
Session 5
Branding: What & Why
Session 6
Branding: Understanding
your org
Session 7
Branding: Howpt 1
Today
Branding: How pt 2
Telling your brand’s story: Part 2
1. Understand the way in which a brand’s story is communicated through it’s verbal identity.
2. Ensure the concepts we’ve covered to date have been understood – You’ll be taking the lead on this!
Your brand’s story
Visual Identity
Verbal Identity
Logo
Colours
TypefacesSymbols
Name of Brand
Name of Products
Strapline
Tone of Voice
Verbal Identity: Tone of Voice
serious/professional/grown up >< fun/different/child like
A brands tone of voice and story go hand-in-hand.
Verbal Identity: Name of the Brand
Descriptive Associative Abstract
KICK TV
Shoot
Who Scored
Nike
Adidas
Reebok
UK Sport
Sport England
Youth Sport Trust
Brand names should fit with your story and tone of voice.
Verbal Identity: Name of the Products/Services
Descriptive Associative Abstract
Product names should fit with your story and tone of voice.
Don’t name your product after your brand name.
Products in the same range need to share an identity, so their names need to be related.
Calling your product the same as another product on the market is OK, but only if the other product is COMPLETELY unrelated to
yours.
Get Into Sport PredatorHyperspeed
Verbal Identity: Strapline
‘Just Do It’
Strapline: why a customer should choose you. 3-6 words with very few over 8. Slogan.
Mission statement: objective and primary purpose. Circa 40 words.
Verbal Identity: Strapline
Strapline: How
Challenge
Question and answer
Mirroring
AliterationRhyming
Verbal Identity: Strapline
Challenge
Challenge the reader into action.
Adidas… ‘Impossible is nothing’
Nike… ‘Just do it’
Verbal Identity: Strapline
Question and Answer
Posing and answering a question, or simply having two half sentences making different sides of a point.
Maybelline… ‘Maybe She’s Born With it, Maybe it’s Maybelline’
Verbal Identity: Strapline
Mirroring
Reflecting or repeating a word or words to make a memorable phrase.
Local shop… ‘Conveniently Reliable, Reliably Convenient’
Financial advisor… ‘Money Talks, So Let’s Talk Money’
Kit Kat… ‘Have a Break, Have a Kit Kat’
Verbal Identity: Strapline
Rhyming
Creating a small rhyme makes your sentence more memorable; though they can feel a little tacky if not done
well!
Shell… ‘You Can Tell When it’s Shell’
Verbal Identity: Strapline
Alliteration
Similar to rhyming, alliteration involves the first sound of a word instead of the end.
Land Rover… The Best Four by Four by Far
Stage 1…
Pair up.
Stage 4…
Your pair need to find another pair. You now
have have 8 minutes to teach the other pair all
you’ve found about your topic. They’ll also be
teaching you their topic. Make sure you take notes of what they’re teaching
you!
Stage 2…
Play the ‘topic lottery’
Stage 3…
You have 25 minutes to research the topic you
drew and collect as much information on the topic as possible. You can use
ANY source.
Stage 5…
In your pair you have 6 minutes to prepare a 2 minute talk on the topic you’ve just been taught by the other pair. How
you divide the 2 minutes between you is up to you. Just focus on the quality
of your content.
Stage 6…
Pair by pair, let’s hear your 90 second talks!
Telling your brand’s story: Part 2
1. Understand the way in which a brand’s story is communicated through it’s verbal identity.
2. Ensure the concepts we’ve covered to date have been understood – You’ll be taking the lead on this!
The Sport & Leisure Industry
Telling your brand’s story: Part 2
