Essential Brand Elements November 13, Hannah Paramore, Paramore Digital
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2 Essential Brand Elements November 13, 2017 Hannah Paramore, Paramore Digital
3 Brand Elements Brand Identity: your logo, color palette, tagline Brand Image/Perception how your brand is perceived by others Brand Positioning the position a brand holds in the mind of the consumer Brand Personality - how a brand behaves Brand Experience how your customer feels while using your product
4
5 Marketing creates: Essential Brand design Elements Case Liseberg Robert Arvidsson, Head of Marketing Essential Brand Design
6 Agenda 1.Introduction to Liseberg 2.Background and strategy perspepectives 3.Visual identity toolkit 4.Brand architecture and portfolio strategy Essential Brand Design
7 Essential Brand Design 12- INTRODUCTION
8 Welcome to gothenburg, Sweden Essential Brand Design
9 Essential Brand Design Brand dna: comfortable disorientation
10 Essential Brand Design
11 Need for strategic Change We were doing good, but A company that needed to speed up and adapt to the world outside No significant development of brand strategy and visual identiy for a long time This affected Brand attractiveness and the ability to attract different Essential Brand Design
12 NO FIXED strategy - but seven STRATEGIC DRIVERS of change Culture Strategy Structure Essential Brand Design
13 CHANGE AND DEVELOPMENT Road MAP LONG TERM PLANNING ORGANISATIONAL CHANGE BRAND PLATFORM AND VISUAL IDENTITY Essential Brand Design
14 VISUAL IDENTITY DEVELOPMENT Essential Brand Design 12-
15 Essential Brand Design
16 ? Essential Brand Design
17 Logotype Colours Typography Mascot Images Adult Children Liseberg is for everyone! Adult Children Essential Brand Design
18 Essential Brand Design Inspiration and visual identity DNA
19 Essential Brand Design
20 Visual identity toolkit Adult Children Essential Brand Design
21 Essential Brand Design VISUAL IDENTITY TOOLKIT
22 Essential Brand Design
23 Essential Brand Design
24 Essential Brand Design
25 Essential Brand Design
26 Essential Brand Design
27 Brand Platform Vision Mission Positioning statement Essential Brand Design
28 Essential Brand Design 12- Portfolio IDENTITY
29 Essential Brand Design PORTFOLIO ADAPTION
30 Essential Brand Design
31 Essential Brand Design
32 Essential Brand Design
33 Essential Brand Design Promise vs DELIVERY FINDING THAT SWEETSPOT without loosing core identity and personality
34 THE NEW DIGITAL LANDSCAPE Essential Brand Design 12-
35 DIGITAL CUSTOMER EXPERIENCE TODAY Long time ago Essential Brand Design
36 Modular design system some examples Essential Brand Design
37 Modular design system some examples Essential Brand Design
38 MOBILE FIRST Liseberg app Web shop Premium and retargeting display banners Essential Brand Design
39 TABLET AND DESKTOP In park displays liseberg.se and liseberg.com Self service kiosks for tickets Essential Brand Design
40 RESULTS AND ROI Business objectives: Brand identity supported business strategy and model much better Brand equity and positioning monitoring: - Successful repositioning of Rabbit IP - Reinforced important Brand equity attributes (related to kids and family etc.) - Improvements on general brand equity index Internally: A real symbol of change and consolidation Other implications: - Strong identity but with great flexibility creates a clear brand expression in a complex landscape with a broad range of target groups - Digital transformation made easy Strategy Culture Structure Essential Brand Design
41 Learnings and Key success factors Clear brief (the why, experiences, needs, strategic, context, etc.) The history often reveals the answers try not to decode an unpredictable future The industry of fun let it truly affect brand DNA Essential Brand Design
42 THANK YOU! liseberg.se Essential Brand Design
43 Brand Assessment Brand Assessment Tool
44 Brand Assessment Tool Content
45 Brand Assessment Brand Assessment Tool Boots On the Ground Research
46 Boots Most people really know what their weaknesses are but they live in denial. Journal your thoughts for a month Review 5 year financial performance Look honestly at your brand assets Watch the people in the park
47 Brand Assessment Brand Assessment Tool Boots On the Ground Research Listen to the People
48 Listen to the People Employees Do they know the company s mission and core values? Where do they think you are failing/succeeding? Ask the oldest person in the company. Ask the youngest person in the company. Customers Visitor intercept research Social graph
49 Brand Assessment Brand Assessment Tool Boots On the Ground Research Listen to the People Write the Plan
50 Write the Plan A plan is a written document that is: Agreed to Used Adjusted Rewritten
DIGITALISATION WITH NO BOARDERS. Markus Ruotsalainen Manager Digital Channels, Liseberg
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