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Media Planning & Brand Management
Stella RomagnoliMarketing & Digital Communication
LUMSA 2018-2019
Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019 2
Lesson 2.Expressing the Brand.
Brand IdentificationSystem
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 brand4. Measure the brand
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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
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2. Express the Brand
Express the brand
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1’07’’
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
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The look & feel of the brand
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3’45’’
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Brand Identification System
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
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https://www.spellbrand.com/brand-identity-systemAlberto Pastore, Maria Vernuccio - Impresa e Comunicazione – 2008
These elements are the most enduring over time
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Relationship between Identity and touchpoint
HIGH
LOW
INDIRECT DIRECT
Leve
l of e
ndur
ance
Alberto Pastore, Maria Vernuccio - Impresa e Comunicazione – 2008
IDEN
TIT
Y E
LEM
ENT
S
Brand name
Design
Symbol
Colors
Typography
Slogan, tag-line
Jingle
Tone of voice
Points of sales
Buildings
Packaging
Web site
Advertising
Promotionalmaterials
Brand Identification System
The permanent communication elements:
1. Brand name2. 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
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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
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The brand name
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. brainstorming3. Screening based on a legal verification (original
name)
4. Selection of a list of names 5. Check the web domain name availability6. Choice of the name
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Brand name process: Mobile Alliance case-study
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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
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Web domain name
• The web domain name is very important for the digitalstrategy
• 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 differentextentions) to avoid competitors using them.
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Domain name
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3’56’’
Top level domain
• .com is for company (and it is the most difficult to findfree)
• .org is for government
• .edu is for education• .it is for Italy (and there are all the Countries extentions,
.eu for Europe, etc.)
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Slogan, tag-line, payoff
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
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Brand logo
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.
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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
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Wordmarks
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2’30’’
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.
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Monogram
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2’04’’
Monogram
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Icons
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2’32’’
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.
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Jingle: the sound logo
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Brand identity must be refreshed to stay updated
Toward simplicity and iconicity
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Figurative design more simple and flat
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Simpler wordmark with no shadows or 3d effects
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Less words or slogans
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From wordmark to icon
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One famous and recent example of re-brandng
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Deloitte. The new identity
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The Corporate Identity guidelines
Corporate Identity Manual
• The Corporate Identity Manual, or Brand Book, or Brand Identity Style Guide or Brand Guidelines is a documentthat contains a set of rules on how the brand is presented to the world.
• This document outlines the components, their structureand 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)
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The Brand Book
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2’22’’
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. Typography7. Image and photography guidelines
8. Writing style9. Tone of voice
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Other components of the Style Guidelines
• Design layouts• Business card and letterhead design• Brochure guidelines
• Signage/outdoor specifications• Store design
• Social media guidelines
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Brand Booksexamples
Linkedin. Very essential
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Brand Book Freemove
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British Airways 2007
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Heineken
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3. Build awareness and reputation for the brand
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We must keep the brand promise
with our products and in all the touchpoints
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Product performanceand brand essence
Product performance and brand essence
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2’19’’
How to link product features with brand drivers
The products or services that we provide are the mostimportant 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
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Brand Experiencethroughout the customer
journey
Customer journey and brand experience
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2’13’’
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 recognition2. Information search3. Evaluation of alternatives4. Purchase5. Post-purchase behavior
• After defining our customer touchpoints, we selectbrand drivers to emphasize in each one of the steps with different media
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Customer Journey and touchpoints
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Stores and packaging are veryimportant for the brand experience
Packaging and brand experience
• Packaging is a very important touchpoint because it maybe 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)
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Pakaging and brand essence
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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 havethe job of communicating that driver
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Brand experience in stores
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Branded space
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External communication
External communiction
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3’17’’
External communication
• During this course we will focus on the externalcommunication 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.
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Expressing the brandOn social media
Social media and digital channels
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2’36’’
Using digital channel
1. Ensure consistent look & feel
2. Use the same voice3. Define who can post (and who can’t)
4. Specify the role of each site (tied to a brand driver)
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ThanksFonts:
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 – 2008
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