Media Planning & Brand Management. Stella Romagnoli Marketing & Digital Communication LUMSA
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1 Media Planning & Brand Management Stella Romagnoli Marketing & Digital Communication LUMSA
2 Lesson 2. Expressing the Brand. Brand Identification System 2
3 Branding Building Process 1. Define and position the Brand (Brand Values, Personality & Brand Drivers: Brand Value Proposition) 2. Express the brand 3. Build awareness and reputation for the brand 4. Measure the brand 3
4 What will you learn at the end of this section? What is a Brand Identification System What is a Corporate Identity Manual or Brand Book or Brand Style Guide and its components How to choose a brand name How to choose a web domain name What s a tagline Definition of logo and sound logo Expressing the brand with the products Considering the brand experience throughout the customer journey Expressing the brand on social media 4
5 2. Express the Brand 5
6 Express the brand
7 Express the brand Express the brand means: creating a name, visual look and feel for the brand, and a total customer experience for the target audience for when they encounter the brand 7
8 The look & feel of the brand
9 Brand Identification System 9
10 Brand Identification System A Brand Identity System is a collection of elements that work together to create unified, consistent and flexible brand assets that effectively communicate the brand value to the target audience It is a set of verbal and iconic signs that, through the mechanisms of denotation and connotation, express the identity of a brand, as well as the guidelines for its effective management Alberto Pastore, Maria Vernuccio - Impresa e Comunicazione
11 These elements are the most enduring over time HIGH Brand name Level of endurance Buildings Points of sales Packaging Web site IDENTITY ELEMENTS Design Symbol Colors Typography Slogan, tag-line Jingle Tone of voice Advertising LOW Promotional materials INDIRECT Relationship between Identity and touchpoint DIRECT Alberto Pastore, Maria Vernuccio - Impresa e Comunicazione
12 Brand Identification System The permanent communication elements: 1. Brand name 2. Design (visual identity: colors, graphics, visual image, etc.) 3. Symbols (logo, favicon) 4. Typography (font) 5. Slogan (payoff or tag-line) 6. Sound branding, jingle 7. Tone of voice 12
13 Identity elements The brand identity elements should be: Distinctive Easy to remember Meaningful Consistent with the brand personality and the value proposition Flexible / adaptable (over time, other markets, etc.) Legally protectable 13
14 The brand name 14
15 The brand name The brand name is the necessary condition of existence of the brand (in particular the sound component of the name) Stages of the naming process: 1. Set the positioning goals (brand promise, persona, values ) 2. brainstorming 3. Screening based on a legal verification (original name) 4. Selection of a list of names 5. Check the web domain name availability 6. Choice of the name 15
16 Brand name process: Mobile Alliance case-study 16
17 The name of the brand should Be easy to pronounce Be understandable / easy to remember Reflect the brand value and purpose Be consistent with mission, brand personality, target and value proposition Be flexible (extension of the brand architecture, other countries, etc.) Be unique and memorable 17
18 Web domain name The web domain name is very important for the digital strategy The domain name should be: Easy to remember Hard to misspell Not too long Keyword driven (it is better to use simple words that people might search for on Google) It is also useful to buy similar names (and different extentions) to avoid competitors using them. 18
19 Domain name
20 Top level domain.com is for company (and it is the most difficult to find free).org is for government.edu is for education.it is for Italy (and there are all the Countries extentions,.eu for Europe, etc.) 20
21 21
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25 Slogan, tag-line, payoff 25
26 Slogan, tag-line, payoff, key message Many logos may be combined with a tag-line: a short statement that describes the company or product, or explains its philosophy. It provides support for the brand identity and positioning 26
27 Brand logo 27
28 Brand logo The logo is the most important visual representation of the brand A logo (abbreviation of logotype) is a combination of graphic marks, text, emblems or symbols that, together with the name, are used to aid and promote public identification and recognition. It may be an abstract or figurative design or include the text of the name. 28
29 29
30 The rules of logos design Good logos identify (they don t describe) Logos must be visually engaging Logos must be memorable Logos must be able to exist in a variety of media A logo is the foundation of the visual system 30
31 Wordmarks
32 Wordmark A good wordmark isn t simply a typeset. It should be a proprietary set of letter forms, easy to read and memorable. It s an icon of a name. 32
33 Monogram
34 Monogram 34
35 Icons
36 Figurative design: icons Icons are symbols used as a logo. Usually they need to be linked with the brand name for a few years before they can be recognized. 36
37 Jingle: the sound logo
38 Brand identity must be refreshed to stay updated 38
39 Toward simplicity and iconicity 39
40 Figurative design more simple and flat 40
41 Simpler wordmark with no shadows or 3d effects 41
42 Less words or slogans 42
43 From wordmark to icon 43
44 One famous and recent example of re-brandng 44
45 Deloitte. The new identity 45
46 The Corporate Identity guidelines 46
47 Corporate Identity Manual The Corporate Identity Manual, or Brand Book, or Brand Identity Style Guide or Brand Guidelines is a document that contains a set of rules on how the brand is presented to the world. This document outlines the components, their structure and their relationships to help people apply the brand consistently across all the touchpoints It contains both strategic and operational guidelines for the brand management to help keeping the brand promise (not only with the consistent visual but mostly with the respects of the values) 47
48 The Brand Book
49 The Brand Book components 1. Overview of brand values (mission, vision, core promise, drivers and persona) 2. Logo specifications and examples 3. Logo lockups (variations for different uses) 4. Color palette 5. Font styles 6. Typography 7. Image and photography guidelines 8. Writing style 9. Tone of voice 49
50 Other components of the Style Guidelines Design layouts Business card and letterhead design Brochure guidelines Signage/outdoor specifications Store design Social media guidelines 50
51 Brand Books examples 51
52 Linkedin. Very essential 52
53 53
54 Brand Book Freemove 54
55 British Airways
56 Heineken 56
57 3. Build awareness and reputation for the brand 57
58 We must keep the brand promise with our products and in all the touchpoints 58
59 Product performance and brand essence 59
60 Product performance and brand essence
61 How to link product features with brand drivers The products or services that we provide are the most important components of branding: they must deliver the benefits that we promise. We must be sure that there isn t a gap between products performance and the brand. Make a list of all key product/service features Identify each feature s benefit: Functional, Economic, Emotional, Self-expressive, Compare this list with the brand drivers and try to connect each benefit with at least one of the drivers 61
62 Brand Experience throughout the customer journey 62
63 Customer journey and brand experience
64 Brand experience To ensure that we mantain the Brand Promise in all the touchpoints, we must analyse the customer journey for our products/services Usually these are the steps: 1. Need recognition 2. Information search 3. Evaluation of alternatives 4. Purchase 5. Post-purchase behavior After defining our customer touchpoints, we select brand drivers to emphasize in each one of the steps with different media 64
65 Customer Journey and touchpoints Stores and packaging are very important for the brand experience 65
66 Packaging and brand experience Packaging is a very important touchpoint because it may be the first physical encounter your customer has with the brand It may also be the last physical encounter they have right before they buy the product In creating the packaging we must consider The funtional role (mantain goods, explain how it works, and so on) The emotional role (depending on brand values) The messages (to reinforce the positioning and the brand promise) The visual identity and tone of voice (consistent with the Brand Book) 66
67 Pakaging and brand essence 67
68 Branded space and environment Spaces could provide a multisensory experience for the brand Not only the retail stores, but also the company lobby, a sporting event, a convention, can carry the look and feel of the brand. Creating a branded space is more than just adding a logo. After choosing the location we must decide which brand driver to convey (it could depend on the size of the space) and which specific components within the space will have the job of communicating that driver 68
69 Brand experience in stores 69
70 Branded space 70
71 External communication 71
72 External communiction
73 External communication During this course we will focus on the external communication process We will analyse owned, paid and earned media And we will see how to choose, plan and buy paid media for an advertising campaign. 73
74 Expressing the brand On social media 74
75 Social media and digital channels
76 Using digital channel 1. Ensure consistent look & feel 2. Use the same voice 3. Define who can post (and who can t) 4. Specify the role of each site (tied to a brand driver) 76
77 Thanks Fonts: Branding Foundation Drew Boyd Lynda.com Branding for Designer Sean Adams Lynda.com Developing a Style Guide Nigel French Lynda.com Alberto Pastore, Maria Vernuccio - Impresa e Comunicazione