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Why Is Branding So Important?Action Communications

Anita Beasley

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Branding – What is it?

• Definition of branding• Why it is so important• More than just a logo• Strategic process – can revisit at any time• Underpins ALL of your business and your marketing

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Famous brands

• Why are they famous?• What does the brand icon say to you?

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Why is it so important?

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Why is it so important?

1. Gives clarity and purpose to what you do

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Why is it so important?

1. Gives clarity and purpose to what you do2. Creates a strong synergistic image in the marketplace

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Why is it so important?

1. Gives clarity and purpose to what you do2. Creates a strong synergistic image in the marketplace3. Simplifies marketing and other decisions – FOCUS

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Why is it so important?

1. Gives clarity and purpose to what you do2. Creates a strong synergistic image in the marketplace3. Simplifies marketing and other decisions - FOCUS4. Enhances morale, loyalty & support – STAFF, CUSTOMERS & TRADE

PARTNERS

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Why is it so important?

1. Gives clarity and purpose to what you do2. Creates a strong synergistic image in the marketplace3. Simplifies marketing and other decisions - FOCUS4. Enhances morale, loyalty & support – STAFF, CUSTOMERS & TRADE

PARTNERS5. Enhances your professionalism – sets you up for success

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Why is it so important?

1. Gives clarity and purpose to what you do2. Creates a strong synergistic image in the marketplace3. Simplifies marketing and other decisions - FOCUS4. Enhances morale, loyalty & support – STAFF, CUSTOMERS & TRADE

PARTNERS5. Enhances your professionalism – sets you up for success 6. Increases trial of new products

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Why is it so important?

1. Gives clarity and purpose to what you do2. Creates a strong synergistic image in the marketplace3. Simplifies marketing and other decisions - FOCUS4. Enhances morale, loyalty & support – STAFF, CUSTOMERS & TRADE

PARTNERS5. Enhances your professionalism – sets you up for success 6. Increases trial of new products7. Makes you less sensitive to competitive pricing

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Why is it so important?

1. Gives clarity and purpose to what you do2. Creates a strong synergistic image in the marketplace3. Simplifies marketing and other decisions - FOCUS4. Enhances morale, loyalty & support – STAFF, CUSTOMERS & TRADE

PARTNERS5. Enhances your professionalism – sets you up for success 6. Increases trial of new products7. Makes you less sensitive to competitive pricing8. Enables you to attract great staff

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Why is it so important?

1. Gives clarity and purpose to what you do2. Creates a strong synergistic image in the marketplace3. Simplifies marketing and other decisions - FOCUS4. Enhances morale, loyalty & support – STAFF, CUSTOMERS & TRADE

PARTNERS5. Enhances your professionalism – sets you up for success 6. Increases trial of new products7. Makes you less sensitive to competitive pricing8. Enables you to attract great staff9. Helps you develop strategic relationships

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Why is it so important?

1. Gives clarity and purpose to what you do2. Creates a strong synergistic image in the marketplace3. Simplifies marketing and other decisions - FOCUS4. Enhances morale, loyalty & support – STAFF, CUSTOMERS & TRADE

PARTNERS5. Enhances your professionalism – sets you up for success 6. Increases trial of new products7. Makes you less sensitive to competitive pricing8. Enables you to attract great staff9. Helps you develop strategic relationships10. Adds value to your company from an IPO / merger / sell-out

perspective

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Branding – Foundations

• Brand strategy – understand who you are• Brand identity• Style guide – what this encompasses• Application – roll out• Consistency – no deviations• Management - guardianship

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Branding – Process

• Where do you start? New brand, Rebrand, Brand refresh• Brand Pyramid/Blueprint process• Essence/Brand promise• Vision/Tagline development• Brief for design• Design feedback/testing• Brand style guide

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Brand PyramidProcess to establish or revisit who you are and what you stand for

Core to any BRANDING STRATEGY

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Branding – Your Essence

• Distilling your essence • Your USP • Ideally a benefit• Could convey emotional benefit• Examples:

• Regional School – Country spirit realises individual potential• Obstacle course/adventure racing event company – Original outdoor experiences• Private emergency department – Medical peace of mind

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Branding – Great design

• Design is critical – what does it tell you? Core Story. Synergy• Logo identity – legible, reflect your essence (colour, typography, icon)• What is your style, personality, look and feel?• Get at least 3 options• Test it• Roll out across your marcoms – good design across everything• Consistency / guidelines

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Branding – Great imagery and words

• What is your personality?• What is your tone of voice?• Images are important – but not just any image• Articulate, clever copy will position and sell• Introduce icons and your colour palette

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Branding – Application Part 1

• Digital footprint• Corporate stationery• Signage, vehicles, uniforms, promotional merchandise• Marcoms – collateral, forms • HR – recruitment, inductions• Internal communications

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Branding – Application Part 2

• BRAND is also how you go about your business…

Your people, their behaviour, your products / services

Creates and image of your brand = perceptions

Brand LOYALTY

Business SUCCESS ESSENCEPERSONALITY

VALUESBENEFITS

ATTRIBUTESMISSION

These are part of Your Brand’s Attributes

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Case Study – The Talea Group

• Rename and rebrand from Paragon Associates• Small training and development consultancy• Brand pyramid process uncovered essence• New name based on ‘Talea’ – to tailor• Brand design brief to reflect essence, colours to appeal to corporate

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Case Study – The Talea Group

Before

After

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Case Study – The Talea Group website

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Case Study – The Hotel Network

• Refresh logo – EVOLVE – new tagline and rollout• Company had been complacent in marketing • Needed to reposition and bolster image/sales• Needed to look to B2C

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Case Study – The Hotel Network

• Needed to be viewed favourably amongst major brand names

• Needed to be vibrant in B2B bit not look like corporate competitors

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Case Study – The Hotel Network

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Case Study – The SCOTS PGC College

• Never had a proper logo!• Brand pyramid process unveiled new essence• New tagline developed• New positioning• Photography was key• New copy• New website, collateral and roll out

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Case Study –The SCOTS PGC College

Before After

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Case Study – The SCOTS PGC College

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Branding – Ongoing

• Ongoing brand management is key• Needs to permeate the business – From CEO down • Who is your brand champion?• Builds business equity and customer confidence• Prepare you for investors or sale

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Branding – Our Value Add

• Strategists• Brand Pyramid before design• Articulation: Yesterday, Today, Tomorrow• Tagline • Brief to Designer – Defined, Focused – not broad• Critical review of design – client only sees once boxes ticked• Good design like a cryptic puzzle answer• Clear Brand guidelines / Application across marketing

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Branding Costs

Low-end ($1-2K)

Medium ($2 – 6K)

High-end ($6-10K)

Starting Point End Point

Clean Slate / Open Brief

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Branding Questions for You

1. Who are my customers?2. What customers do I want to have?3. Who are my competitors?4. What is my competitors’ brand position?5. What problem does my company solve? Does anybody care? What’s my brand story?6. What is my value proposition? Is it distinctive? Is it relevant to my customers?7. What does my current brand say about me?

8. When people think about my company or product, what are the feelings and associations I want them to have? Are they unique? Can we “own” them?

9. What are the functional benefits that we deliver to our customers?10. What are the emotional benefits that only we deliver to our customers?11. What kind of personality will my brand have?

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Thank you. Questions?

• For more information• www.actioncommunications.com.au• anita@actioncommunications.com.au• www.facebook.com/actioncommunications• Ph 0434 485 520

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