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The 5 rules for
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Agency presentation
5 ESSENTIAL BRANDING RULES FOR ARCHITECTS
18 years training and prac0sing as an Architect in Manchester Co-‐founded OMI Architects Manchester 1993 17 years immersed in brand strategy, design and communica0on Co-‐founded Anglo-‐Danish Agency Spring
ABOUT MY EXPERIENCE..
10x
6% Clarity
Repositioning and rebranding Manchester Society of Architects
Agency presentation
BRANDS WORK The evidence shows it is one of the most powerful commercial and psychological tools of the last 100 years (AS PART OF A MARKETING STRATEGY!!)
SHOCKING STATISTICS
architectmarke0ng 2014
BENEFITS OFA STRONG BRAND
• creates trust – with owners, partners, clients and other stakeholders
• works as an entrance barrier for intruding compe0tors • eases moving into new business areas • eases moving into new markets • supports commitment and decreases price elasFcity • strengthens resilience to market fluctuaFons • aTracts and retains human talent
5 RULES OF BRANDING
RULE NO.1 "A brand is a collecFon of percepFons in the mind of the customer.” Colin Bates!
…A ZIP FILE OF MEANING
More than a logo -‐ definable values and meaning
People make emotional decisions for rational reasons Humans are emotional creatures…
5 RULES OF BRANDING
RULE NO.2
“Create the best perception of yourself in the mind of your client” THINK ABOUT THE WAY YOU PERCEIVE PEOPLE???
5 RULES OF BRANDING
RULE NO.3
“BEING THE ‘BEST’ IS NOT AS IMPORTANT AS BEING THE MOST RELEVANT!” WHAT QUALITY DOES YOUR CLIENT ACTUALLY VALUE?
5 RULES OF BRANDING
RULE NO.4
“UNDERSTAND YOUR COMPETITORS ‘POSITIONING AND BE DIFFERENT’” DIFFERENTIATION IS THE ONLY OTHER MARKETING TOOL EXCEPT COST
5 RULES OF BRANDING
RULE NO.5
“BE DICTINCTIVE – BE MEMORABLE” ‘STICKINESS’ ( IN THE MINDS OF THE MARKET) MATTERS
5 RULES OF BRANDING
RULE NO.5
“BE DICTINCTIVE – BE MEMORABLE” ‘STICKINESS’ ( IN THE MINDS OF THE MARKET) MATTERS