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Marketing Programmed Brand Brochure
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Brand
Brand. It’s more than just a badge.
What does ‘Brand’ mean to you? Programmed sees Brand as the logical and
emotional relationship a company enjoys with its stakeholders. A strong Brand
should evoke positivity and optimism, fostering discussion, opinion, emotion,
even a physiological response. Brand should consolidate the customer, supplier
and employee experience. It should permeate company culture, underpinning all
marketing activity and flavouring a broader conversation in the public space. Brand
determines the position and strength of an entire marketing and communication
framework. In short, Brand is the truth about you.
Brand TouchpointsHere’s where Brand meets the people. Brand touchpoints are those places where
every individual or organisation which is impacted by Brand expects you to
set out your stall clearly and engagingly, as a defensible space which permits
no overlap with other brands. From products to customer service, your online
presence to your environmental signage, the look of your advertising to the way
you answer the phone, Brand must be cohesive and unified. And its touchpoints
give you the opportunity for clear, consistent communication at each point of
stakeholder interaction.
Archite
ctura
l
Way
finding
Retail
spac
es
Asset
man
agem
ent
Corpora
te liv
ery
Environm
enta
l
External
Internal
Merchandising
Strate
gy
Public re
latio
ns
Adverti
sing
Direct
mar
ketin
g
Online
Mar
ketin
g & C
omm
unicatio
ns
Corporate social responsibility Social media optimization
Sustainability Internet & intranet
Positio
ning
Packa
ging
Prom
otion
Products
& se
rvice
s
Clients
Suppliers
Employees
Languag
e
Work
ing en
vironm
ent
People
Dress
code a
nd unifo
rms
Culture
Brand
Brand StrategyIt’s critical to the success of any organisation to have a consistent and strategic
approach to Brand. This leads to the development of strong Brand equity. It’s where
the tangible and intangible elements of Brand are continually monitored for any
departure to established guidelines and Brand integrity remains uncompromised.
The added value intrinsic to Brand equity comes in the form of perceived quality or
emotional attachment; both are built upon a strong Brand strategy.
Brand S
trate
gy
Brand D
esig
n
Brand Im
plemen
tatio
n
Brand M
ainte
nance
Brand DesignBrand design is more than mere surface graphics. It’s where all the elements
which underpin Brand, yet do not immediately lend themselves to visual
interpretation – corporate culture, customer service, employee relations, even
the atmosphere of a workplace – are audited for their comparative values to your
company. They’re then folded into the single entity called Brand. And with each,
often subliminal exposure, customers pick up on its features and benefits and
come to know its unique value. It’s rarely an instant process – but in the longer
term, its effect is immensely powerful.
Brand S
trate
gy
Brand D
esig
n
Brand Im
plemen
tatio
n
Brand M
ainte
nance
Brand ImplementationImplementing Brand is a process of integration, a journey you take with us. It starts
with your logo – that symbolic expression of your culture and values – then moves
through every visual manifestation of your Brand, from a simple business card to staff
livery and building design.
It also embraces the written word. Here your Brand values are conveyed by nuance of
tone and how, online and in print, you address your stakeholders.
For this integration to work to your benefit, these activities must be seamless,
displaying natural synergy. At the journey’s end, Customer feedback is converted to
product and service innovation. It’s where you deliver on your Brand promise.
Brand S
trate
gy
Brand D
esig
n
Brand Im
plemen
tatio
n
Brand M
ainte
nance
Brand MaintenanceIn today’s world of cluttered communication, successful Brand maintenance
has become an imperative. To stay relevant to all stakeholders Brand must
evolve, taking in changes to and perceptions of the prevailing world. Business
models, economic and political climates, social attitudes and the expectations of
customers, suppliers, employees and associates continually shift. So this means
evolving a Brand over time. A radical, too-hasty Brand overhaul can alienate more
than it attracts. We are experts at maintaining and evolving a Brand’s values at
every touchpoint and through every business and social realignment.
Brand S
trate
gy
Brand D
esig
n
Brand Im
plemen
tatio
n
Brand M
ainte
nance
These people are implementing Brand strategies.
There’s little point in taking the journey from Brand strategy to public reality
if everything falls apart within six months. Yet in Brand implementation, there
is no such thing as a mundane, workaday task. From the crisp positioning of a
logo on a letterhead to the look’n’feel of a corporate website, everything must
be completed by people with a grasp of Brand and the effect each component
and touchpoint has on it. It’s the only way in which your Brand – and by
association, your organisation – can credibly shake hands with its stakeholders
and say “let’s do business”.
Services
Brand S
trate
gy
Strategy Development
Brand D
esig
n
Re-brand
Corporate Guidelines
Graphic Design
Signage Design
Way-finding
Apparel
Architecture
Interior Design
Landscape Design
Urban Design
3D Renders & Animations
Brand Im
plemen
tatio
n
Signage roll out
Fit out roll out
Signage site audits & mock ups
Vehicle audits & mock ups
Marketing Collateral –
design & production
Signage mock-ups
Way-finding mock-ups
Fit-out design & sourcing
Uniforms design, sourcing,
production & inventory
New apparel
Brand M
ainte
nance
Grounds
Painting
Signage
Buildings
Apparel contract
maintenance
ClientsAnglo Gold Ashanti
ANZ
British Petroleum
Beaurepaires
BHP Billiton
Boral
Bridgestone
Brookfield Multiplex
Cadbury
City West Water
Coca Cola Amatil
Coles
CSR
David Jones
FMG
Foster’s
Frankston City
Government of Western Australia
Grocon
George Weston Foods
Hawthorn Football Club
Hertz
Holcim
Hyundai Australia
Incitec Pivot
Kia
Leighton
Medibank
Melbourne Cricket Club
Mermaid Marine
National Broadband Network
One Steel
Orica
Pacific Brands
Ramsay Health Care
Rio Tinto
Rottnest Island
Stockland
Telstra
Tyrepower
Uniting Church Homes
University of Melbourne
Virgin Blue
Westfield
Woodside Petroleum
Woolworths
ContactsRon Gladman
General Manager, National Sales &
Marketing
T 03 8542 7000
Nathan D’couto National Sales & Marketing Manager
T 03 8542 7000
Christian RothNational Business Development Manager
M 0423 002 199
Murray HeyNational Business Development Manager
M 0417 391 155
Let’s talk Brand.
For more on its importance to your organisation and how Programmed can get behind it with logic and creativity, please contact us.
Client Images:
Cover: Coca Cola Amatil – South Australia
Page 2: University of Melbourne – Victoria
Page 6: Bridgestone – National Client
Page 8: Kia – National Client
Page 10: British Petroleum – National Client
Page 12: Melbourne Cricket Ground – Victoria
Page 14: Hertz – National Client
Telephone: 1800 620 911
Telephone: 0800 620 911
programmed.com.au programmed.co.nz
