Creating a strong brand. September 2017

Transcription

1 Creating a strong brand September 2017

2 Purpose of today Creating a strong brand Benefits of creating a strong brand Rebrand status Application in the North West 2

3 We love our brands So much choice! We use brands as short cuts to making decisions. Successful brands have: Ways of doing things that we instantly recognise and expect A distinctive look, feel and tone of voice. And their logo becomes an instantly recognisable symbol of what to expect from the brand 3

4 Our favourite brands Symbols and wordmarks - 5 minute quiz 4

5 Symbols 5

6 Symbols 6

7 Symbols 7

8 Symbols 8

9 Symbols 9

10 Symbols 10

11 Symbols 11

12 Symbols 12

13 Symbols 13

14 Symbols 14

15 Typography and colour Wordmarks can distinguish the brand and aid its identification The style of the font can convey the character and tone of the business. Colours are powerful, linked to emotion and sensation They play a significant role in our purchasing decisions. Our brain recognises colour before we read a word 15

16 Wordmark example 16

17 How memorable is a wordmark design? We have changed the names behind some very well known wordmarks Can you still recognise the business by the font, colour and design of the mark? 17

18 Wordmark 18

19 Wordmark 19

20 Wordmark 20

21 Wordmark 21

22 Wordmark 22

23 Wordmark 23

24 Wordmark 24

25 Wordmark answers 25

26 How to create a strong brand 26

27 How do brands become successful? Golden Rules of Brand 27

28 The golden rules of brand Vision Great brands delight people Emotional connection Brand Clear, relevant and memorable Great brand experience Fiona Ross, Virgin Global Brand Team 28

29 What is a brand? A brand is built around 2 ways of seeing: The Promise: What s inside the business 1. The business - who we are, what we do and how we do it Brand reputation Customer expectation 2. The customer - their experience, perception and future expectations of your brand Customer experience 29

30 Business Promise Our Reputation Consistently delivered Research, adjust, innovate 30

31 Benefits of creating a brand 31

32 Why create a brand? It is impossible to avoid creating a brand, so create an intentional one.. 32

33 4 major benefits of creating a brand 1 Differentiation 2 Connecting with people 3 Added value 4 Signifying change 33

34 1 Differentiation Branding makes it clear why your product or service is better than any other on offer. Create a rewarding and memorable experience across every manifestation of the brand from shop window to advertising and web site. Be distinctive and clear about what you stand for and what you offer. 34

35 2 Connecting with people Brands connect with people emotionally, culturally, economically. People build loyalties to all types of product and services and swear by them cars, clothes, foods. Loyalty means repeat business They become trusted brands. 35

36 3 Added value Brands create value by adding an emotional significance that exceeds their actual value. Status: designer hand bag: It s buying into a dream, an aspiration.. it says I ve arrived Reducing risk: technology Nobody was ever fired for choosing IBM Belief: luxury face cream Customers will pay more for exclusivity and a brand they believe in 36

37 4 Signifying change Organisations use branding to signify change: e.g. change of ownership, change of direction, change of market New approach to market Globalisation 37

38 The Swim England brand

39 Why the ASA has rebranded To create a clear, relevant and memorable brand that connects with our audiences. Will be more attractive to sponsors looking for suitable association and partnership Will help to raise visibility amongst key audiences and support the industry 39

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42 Discipline logos 42

43 England Talent logos 43

44 Regional logos Swim England regions using the new identity 44

45 Affiliates logos 45

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50 Learn to Swim Programme ASA Pre-School Swimmer Learn to Swim Aquatic Skills 51

51 Learn to Swim Programme Swim England Pre-School Swimmer Learn to Swim Aquatic Skills 52

52 How to create consistent branded communications New brand guides 1. Tone and way of writing: clear, straightforward and approachable Short sentences, write naturally Positive and collaborative language, avoiding jargon and acronyms 2. Photography and images: more immersive Capture the energy, spirit and diversity of our disciplines and participants Bring our viewer into the water and into the story to be part of the experience, not observing from a distance 53

53 Example photography 54

54 Example photography 55

55 What the identity means for regions, counties and clubs 56

56 Benefits of the new identity Clear, meaningful, relevant identity Unifies us all and gives star billing to our sports Acts as a catalyst for change Links with national promotions such as Disney s Finding Dory Consistency: boost awareness and understanding 57

57 Regions How we are helping with the adoption: marketing proposal, fact sheets and updates regional brand guides, range of region and discipline logo formats and graphic wave elements regional templates including : Word, PowerPoint, digital stationery and 58

58 Creative support 1. Regional and discipline logos 59

59 Creative support 2. Brand identity graphical elements 60

60 Creative support 3. Regional brand guides with example applications 61

61 Creative support 4. Regional templates: PowerPoint, e-letterhead, word documents Plus creative support to design stationery, certificates and other widely used items. 62

62 Counties and clubs New affiliated logos and guides were sent out to all affiliated counties, clubs and organisations in April

63 Creative support County and club logo usage guides with example applications 64

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65 What about costs to replace old collateral? We recommend a replenish approach. Forward planning is easier Allows budgets to be used in the most effective manner. 66

66 Swim England North West presented by David Burgham 67

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68 Brief timeline November 2016 Clubs and counties consultation January 2017 Swim England brand presentation April 2017 Corporate branding discussed April/May 2017 Working party - kit agreed May 2017 Strategy launched Sept 2017 Club investment fund launched Pop up banners, regional kit ordered Certificates YVP, Aquatic Awards March October 2017 Website under construction 69

69 Pantone 2905C Pantone 7704C Pantone 485C

70 Technical Officials white polo shirts Volunteers and Young Volunteer Programme regional blue polo shirt Staff, Board members, Team Managers regional red polo shirt

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75 SWIM ENGLAND NORTH WEST Aquatic Awards 2017 Volunteer of the Year Winner Shaun Winstanley David Burgham Regional Chairman Date: September 2017

76 SWIM ENGLAND NORTH WEST This is to certify Completion of the Young Volunteer Programme Awarded to Kiera Hall David Burgham Regional Chairman Date: September 2017

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78 Thank You 79

79 Any questions? Thank you for your time today. Contact: Karen Williams, Head of Brand Marketing tel:

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81 Appendix 82

82 Brand awareness measures National tracker survey New identity live in April 2017 current score is 12% Brand influence on social media The Klout Score - is a number between that represents your influence. The more responses you get to your shared content, the more influential you are and the higher your Klout Score. Swim England s Klout Score in Sept was 68. Tom Daley is 81 vs Virgin Active 51 83

83 Fonts Print Panton Licensed true font and you may incur a cost for the license Costs around 150 for full suite of 36 font weights, icons and up to 5 licenses. Arial Free standard on all computers Online Ubuntu Recommended for the web this is a Google free font. Using Arial and Ubuntu fonts means Regions can adopt the identity at no cost. 84

84 Why have a true font as an option? Font design is a brand asset. The quality of the production of a true font means excellent legibility at all sizes and scales it is well finished (essential for high quality print production). The unique styling of the font suits the personality of our brand. It will: support recognition of the brand, is less anonymous than a standard font is harder to copy. If your designer already has Panton, then you may not incur a cost at all. 85

85 Regions trade mark agreement The only paperwork to sign would be the trade mark agreement This is because you are receiving our brand identity graphics elements as well as the logos. The consistency of the brand identity application is vital, so we just need to ensure we all use it in the right way. 86

86 Will we lose our regional identity? Changing your brand name Will make you part of a stronger national brand. Will not take away any of your hard work, kudos, commitment or regional personality. Each region carries on operating in just the same way as now. There are no tie-ins to national sponsorship TYR, so you can maintain your current business relationships and partnerships. 87

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