Media Planning & Brand Management. Stella Romagnoli Marketing & Digital Communication LUMSA

Transcription

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

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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

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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

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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