Different by Design - A Workshop

A W o r k s h o p

Hi.

Hi.

So, who the hell are we?

Hi.


– Carolyn Hall Director of Business Strategy

Hi.


– Carolyn Hall Director of Business Strategy

– Mark Braddock Creative Director

Where do we come from?

Where do we come from?

– Block (BlockBranding.com)

What do we do?

What do we do?

– Creative Strategy

What do we do?

– Creative Strategy

– Strategic Creativity

Yeah, but what do we actually do?


– Design brand identities





– Create advertising campaigns







– Brand environments









– … and other stuff

Who do we work for?

Who do we work for?

– Anybody

Who do we work for?

– Anybody – as long as they aren’t dicks and can pay their bills

Who do we work for?

– Anybody – as long as they aren’t dicks and can pay their bills

– Yes, it’s a business not a hobby

And who are you?

Standing out

– Close your eyes and think of a great logo from your perspective.

– Write it down on the paper in front of you.

Standing out

– Think about what makes it great.

– Really dissect it.

– What is it about the logo that makes it so special?

The Logo

– Is it the design?

– Or is it more than that which makes it stand out in your mind?

The Logo

– A logo won’t make them care.

– It is only a starting point.

– When we do our job right we make ‘them’ care.

But how?

But how?

– If you’re a planner, it usually starts with a diagram.

BRAND VALUES

To articulate the full spectrum of the brand’s impact and attitude. The values are the code by which the brand lives.

BRAND PERSONALITY

To articulate the full expression of the brand. The personality shapes the general tone and expression of the brand.

BRAND VISION

To articulate the tangible goals and corporate objectives. The vision provides a common voice to all the communications.

BLOCK’S BRAND FRAMEWORK ©

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COMMUNITY EVENTS

BRANCH SIGNAGE

CORPORATE STATIONERY

MERCHANDISE

AIRPORT BOOTH

BRAND VALUES


BRAND PERSONALITY


BRAND VISION



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MERCHANDISE

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A diagram

Discovering who you are

– Take a single sheet of paper and divide it into 4.

– Write 3 dot points under each of the following questions:

The BIG Questions

The BIG Questions

1 What do you do? Describe your business

The BIG Questions

1 What do you do? Describe your business 2 What do you have to sell? Describe your product

The BIG Questions

1 What do you do? Describe your business 2 What do you have to sell? Describe your product 3 Who do you sell it to? Describe your target

The BIG Questions

1 What do you do? Describe your business 2 What do you have to sell? Describe your product 3 Who do you sell it to? Describe your target 4 Where do you sell it? Describe the your sales channels

Uncovering the core proposition

In the factories we make cosmetics, in the store we sell hope. – Charles Revlon, Founder of Revlon

The BIG Questions – in reverse


1 What is the heart of your business?


1 What is the heart of your business? 2 What’s at the heart of your product?


1 What is the heart of your business? 2 What’s at the heart of your product? 3 What type of people buy your product?


1 What is the heart of your business? 2 What’s at the heart of your product? 3 What type of people buy your product? 4 Why does it matter to them, or anyone-else?

Realising the importance of looking at all the ‘brand truths’

Case Study – Raw Hire

Raw Hire primarily competes in the local North West WA vehicle hire market with a commercial / mining focus.

The commercial / mining focus will remain, how-ever growth plans include expanding beyond the North West WA region.

How do you express yourself?

How Raw Hire expresses themselves?

‘You can rely on me to know your business and deliver.’

‘We won’t come to a party empty handed.’

‘I’ll tell it to you straight, and won’t rip you off.’

‘We’re your mate in the game.’

Let’s consider Raw Hire’s brand values.


– The brand values are about how we think. It’s the code by which the brand lives.



– The values act as a benchmark to measure behaviour and performance.



– The values act as a benchmark to measure behaviour and performance.

– They underpin the brand experience.

Brand Values

Our business is centered on the customer. By providing personalised solu8ons with a strong service mentality, we build long-‐las8ng rela8onships.

CUSTOMER FOCUS

QUALITY

In every encounter with our customers we provide both quality service and quality vehicles.

INTEGRITY We are honest in our business dealings and responsible when competing. We won’t compromise our integrity in order to secure a deal, against either small or large providers.

Our local heritage makes us stand out from large corporate competitors.

COMMITMENT

We stand unchallenged in our absolute commitment to deliver to our customers’ specific fleet requirements.

Let’s consider Raw Hire’s personality attributes.


– These describe the external persona of the brand.


– These describe the external persona of the brand. – These attributes collectively shape the general tone and expression of the brand.


– These describe the external persona of the brand. – These attributes collectively shape the general tone and expression of the brand.

– They inform and guide the way in which Raw Hire talk to customers through various communi-cation channels.

Brand Personality

We display a ‘can-do’ attitude and personal approach to developing tailored solutions to meet a variety of specific needs.

PERSONAL TOUCH

CONFIDENT

We are bold and confident without being brash. We are proud of our fleet offering and how we service our customers’ needs.

EMPATHETIC Our local heritage provides the advantages of a detailed understanding of the region and a strong name in the community.

DETERMINED

We are determined to be successful. We are purposeful and driven in our actions.

not

not

not

not

not

Expressing who you are – RawWe are proud to be a leader in the market of servic-ing fleet hire needs to Western Australia’s north-west and beyond.

We are continually recognised for our expertise and knowledge with providing a reliable service to the resource sector.

To become an experienced leader, we have always gone the extra mile to ensure our customers can too – this will always be our endeavour.

Put simply, we are driven to achieve.

So we accommodate requests. We deliver solutions tailored to each customer’s best interests.

We’re neither too small to deliver, nor too large to care about those we service.

With our commitment to work paired with our company’s heritage, when we say the words ‘can do’,‘no worries’ and ‘she’ll be right’ – we take them seriously. Rather than off-handed comments, theyare serious promises of our dedication to our work.

We are a dynamic company that is growing and expanding; and while we continue to grow, thevalues of trust, quality, innovation and strength that we were built on remain.

We are proud of the promises we make and keep.We will always strive for quality, professionalism and consistency, taking ownership of the work wedo and the relationships we make. We want our customers to know us by name as much as we wantto know each of their own.

Our customers, their business and our company are going places; our focus is on driving this realityhome.

Expressing who you are – StormhoekWe’re a small South African vineyard. We make the best South African wine for the money, end of story. We believe in punching above our weight. In this regard, we’ve been pretty fortunate. We’re known for trying out relatively “out there” marketing ideas. We do that for a reason. When you are a small company in a relatively isolated part of the word, thousands of miles away from your main customer base, you frankly have no other choice. On one level, we take ourselves very seriously. On another level, we try to keep a sense of humor about it all. We try to “keep it real”, which is an-other way of saying, we try to keep it interesting, as much for ourselves as anyone else. We believe the wine business can use a good kick in the pants. We certainly try to do our part.

Burying oneself in the usual blanket of wine clichés to us is not a viable marketing strategy. With hun-dreds of thousands of vineyards out there, and only so many distribution channels available, you face two stark choices: Either rise above the clutter, or face a lifetime of misery and woe. It’s just wine, People. Sure, we make excellent prod-uct. But let’s not get too carried away. At the end of the day, even the best Bordeaux is just fermented grape juice. What’s more interesting to us is the conversations people have over a bottle of wine. There’s a human element to all this we find utterly mysterious and fascinating. We humans are incredible beings. Doing some-thing that continually reminds us of this simple, basic truth is where the real fun is.

BRAND VALUES


BRAND PERSONALITY


BRAND VISION



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VEHICLE SIGNAGE

COMMUNITY EVENTS

BRANCH SIGNAGE


MERCHANDISE

AIRPORT BOOTH

BRAND VALUES


BRAND PERSONALITY


BRAND VISION



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BRANCH SIGNAGE


MERCHANDISE

AIRPORT BOOTH

How do we communicate it?

The all important relationship between the client and the Agency/Studio

‘Setting Expectations’ Group Activity

– Designers: describe what makes an ideal client.

– Clients: describe what makes an ideal designer.

Finding and working with the right Agency/Studio


– Types of agencies: big vs small.



– What they offer – what do you need.



– What they offer – what do you need.

– Developing the brief: you gotta start with that.

It’s all about the relationship – don’t let anyone tell you otherwise

Thanks