Brand Architecture The Role of Branding and Corporate Identity

Brand ArchitectureBrand ArchitectureThe Role of Branding and Corporate The Role of Branding and Corporate Identity. Identity.

What is a Brand?What is a Brand?

Visual, emotional, rational and cultural Visual, emotional, rational and cultural image that you associate with a image that you associate with a company or product.company or product.

When you think Nike, you might think of Michael Jordan or "Just Do It." When you think Nike, you might think of Michael Jordan or "Just Do It."

When you think IBM, you might think "Big Blue." The fact that you When you think IBM, you might think "Big Blue." The fact that you remember the brand name and have positive associations with that remember the brand name and have positive associations with that brand makes your product selection easier and enhances the value and brand makes your product selection easier and enhances the value and satisfaction you get from the product.satisfaction you get from the product.

While Brand X cola or even Pepsi-Cola may win blind taste tests over While Brand X cola or even Pepsi-Cola may win blind taste tests over Coca Cola, the fact is that more people buy Coke than any other cola Coca Cola, the fact is that more people buy Coke than any other cola and, most importantly, they enjoy the experience of buying and drinking and, most importantly, they enjoy the experience of buying and drinking Coca Cola. The fond memories of childhood and refreshment that people Coca Cola. The fond memories of childhood and refreshment that people have when they drink Coke is often more important than a little bit better have when they drink Coke is often more important than a little bit better cola taste. It is this emotional relationship with brands that make them so cola taste. It is this emotional relationship with brands that make them so powerful.powerful.

Today..Today..

Examining how Brands are Examining how Brands are ‘designed to compete‘designed to compete

Summary. Summary.

What makes up a Brand What makes up a Brand ID?ID?

A brand can instantly communicate A brand can instantly communicate a lot of information – especially if a lot of information – especially if you have had personal experiences you have had personal experiences related to the brand. related to the brand.

A brand identity includes names, A brand identity includes names, logos, brand associations, and brand logos, brand associations, and brand personality. A good brand evokes a personality. A good brand evokes a positive association. A positioning positive association. A positioning statement tells you, in a sentence, statement tells you, in a sentence, what business the company is in!what business the company is in!


Imagine you're in an elevator and you have 30 seconds to answer the Imagine you're in an elevator and you have 30 seconds to answer the question, "What business are you in?" Brand personality adds emotion, question, "What business are you in?" Brand personality adds emotion, culture and myth to the brand identity In this case - by the use of a culture and myth to the brand identity In this case - by the use of a famous spokesperson (David Beckham), a character (Scooby-Doo), an famous spokesperson (David Beckham), a character (Scooby-Doo), an animal (Dog’s play ball) or an image (In this case the Addidas brand).animal (Dog’s play ball) or an image (In this case the Addidas brand).


Brand associations are the attributes that Brand associations are the attributes that customers think of when they hear or see the customers think of when they hear or see the brand name. McDonalds television brand name. McDonalds television commercials are a series of one brand commercials are a series of one brand association after another, starting with the association after another, starting with the yellow arches in the lower right corner of the yellow arches in the lower right corner of the screen and following with associations of Big screen and following with associations of Big Mac, Ronald McDonald, kids, Happy Meal, Mac, Ronald McDonald, kids, Happy Meal, consistent food quality, etc. But have recently consistent food quality, etc. But have recently been changing in response to poor been changing in response to poor associations – more about that later.associations – more about that later.

How do you determine Brand How do you determine Brand ID?ID?

A ‘A ‘BrandBrand’’ has been called the most powerful has been called the most powerful idea in the commercial world, yet few idea in the commercial world, yet few companies consciously create a brand identity. companies consciously create a brand identity. Develop an unique visual identity that reflects Develop an unique visual identity that reflects what your company stands for, twhat your company stands for, then pound hen pound that message home in every ad, in every news that message home in every ad, in every news release, in communications with employees release, in communications with employees and in every sales call and media interview. By and in every sales call and media interview. By consistent repetition of the most persuasive consistent repetition of the most persuasive selling messages, customers will think of selling messages, customers will think of youyou and and buy from youbuy from you when they are deciding on when they are deciding on whether to buy from you or your competitor.whether to buy from you or your competitor.

What’s in a brand..What’s in a brand.. Brands use powerful tools to elicit emotional Brands use powerful tools to elicit emotional

responsesresponses Colours and images are obvious, but what a brand Colours and images are obvious, but what a brand

creates is an attitude and this is the most creates is an attitude and this is the most important tool – like Nike’s current adverts important tool – like Nike’s current adverts (insert (insert advert)advert)

Attitude is often associated with strong recognition Attitude is often associated with strong recognition and strong memory.. When you laugh, cry, get and strong memory.. When you laugh, cry, get annoyed... ‘oh that bloody annoying advert!’annoyed... ‘oh that bloody annoying advert!’

U.K. Anti-Piracy Advert - Parody of this U.K. Anti-Piracy Advert - Parody of this annoying trailer! annoying trailer!

Its all about experience!Its all about experience!

Nike associating with competitive Nike associating with competitive man vs. Woman idea!man vs. Woman idea!

Annoying Video!Annoying Video!

Gimmicks work too!Gimmicks work too!

Brand EngagementBrand Engagement

Brand engagement between a brand and Brand engagement between a brand and its consumers/potential consumers is a its consumers/potential consumers is a key objective of a brand marketing effort.key objective of a brand marketing effort.

In general, the ways a brand connects to In general, the ways a brand connects to its consumer is via a range of its consumer is via a range of "touchpoints“, that is; a sequence or list of "touchpoints“, that is; a sequence or list of potential ways the brand makes contact potential ways the brand makes contact with the individual. Examples include with the individual. Examples include retail environments, advertising, word of retail environments, advertising, word of mouth, online, and the product/service mouth, online, and the product/service itself.itself.

Famous Brands..Famous Brands..

Let’s Have a Look!Let’s Have a Look!

Coke has invested in Diet Coke advertising as it Coke has invested in Diet Coke advertising as it hasn’t sold as well. hasn’t sold as well.

McDonaldsMcDonalds

Proof that impressions last! Proof that impressions last! McDonalds have had huge McDonalds have had huge problems in terms of their brand problems in terms of their brand and associated emotions and and associated emotions and experiences. experiences.

What else has happened? What else has happened? How have McDonalds reacted? How have McDonalds reacted?

McDonald’sMcDonald’s Health/Quality of food, localised sourcing low fat/salt Health/Quality of food, localised sourcing low fat/salt

etc – the predominant message in all recent ads..etc – the predominant message in all recent ads..

McDonald’sMcDonald’s Strategic relationships – unpopular products, promoted Strategic relationships – unpopular products, promoted

by price. by price.

What hasn’t helpedWhat hasn’t helped

Powerful influences.. Controlling Powerful influences.. Controlling societal attitudes. societal attitudes.

Powerful..Powerful..

Influencing..Influencing..

But being powerful and But being powerful and ethical..ethical..

SkodaSkoda Bouncing back and beginning to obtain a good reputation Bouncing back and beginning to obtain a good reputation

from old brand associations!from old brand associations!

Famous Brands..Famous Brands..

1.1. Coca-Cola is the biggest global brand, Coca-Cola is the biggest global brand, worth $72.5billionworth $72.5billion

2.2. Microsoft is the second largest global Microsoft is the second largest global brand, worth $70.2billionbrand, worth $70.2billion

3.3. IBM is the third biggest global brand, IBM is the third biggest global brand, worth $53.2billionworth $53.2billion

Relationship Marketing..Relationship Marketing..

Companies are interested in having a Companies are interested in having a solid customer base that prefer their solid customer base that prefer their products. products.

They use their brand reputation to do They use their brand reputation to do this – brand association. this – brand association.

This is called relationship marketing This is called relationship marketing and involves the creating, maintaining and involves the creating, maintaining and enhancement of customer and enhancement of customer relationships for mutual benefit.relationships for mutual benefit.

Lots of things influence us..Lots of things influence us..

ServiceService QualityQuality User Experience User Experience Communication Communication Maintenance Maintenance Cost – Cost –

perceived valueperceived value Reputation..Reputation..

Initial and repeat sales.Initial and repeat sales. Repeat sales, higher Repeat sales, higher

profits.profits. Repeat Sales - feedback Repeat Sales - feedback Larger customer base.Larger customer base. Linked to service- feedbackLinked to service- feedback Good rep, higher price.Good rep, higher price. PEST considerations..PEST considerations.. Become better at giving Become better at giving

customers what they want!customers what they want!

Customer.. Company..

Designing your imageDesigning your image

The first thing to remember is that if your business The first thing to remember is that if your business already exists then so does your company image. The already exists then so does your company image. The impression that you and your staff have left with impression that you and your staff have left with customers, suppliers and employees has already customers, suppliers and employees has already created it for you. This image is both visual and non-created it for you. This image is both visual and non-visual. The first point of contact with your company - visual. The first point of contact with your company - your reception, receptionist, your shop or how you your reception, receptionist, your shop or how you answer the phone - can formulate an image of your answer the phone - can formulate an image of your company in a customer's mind. It's often the visual company in a customer's mind. It's often the visual image that determines the first impression others have image that determines the first impression others have of the company. You can positively influence others of the company. You can positively influence others through effective design of your logo how it is through effective design of your logo how it is developed in branding, and how it is applied to developed in branding, and how it is applied to packaging, advertising, brochures, newsletters, and packaging, advertising, brochures, newsletters, and stationery. stationery.

Designing your imageDesigning your image Successful enterprises manage their company image Successful enterprises manage their company image

very closely and benefit from the impact of this positive very closely and benefit from the impact of this positive image in many areas, such as recruitment and sales. image in many areas, such as recruitment and sales. You can use design to improve your business through You can use design to improve your business through the products and services you offer, and you can the products and services you offer, and you can double its effectiveness by planning for and using double its effectiveness by planning for and using design strategically. By thinking of the big design design strategically. By thinking of the big design picture, rather than focussing on one single product or picture, rather than focussing on one single product or service, you can link together all of the parts of your service, you can link together all of the parts of your company that benefit from design and create a company that benefit from design and create a powerful business response that is irresistible to your powerful business response that is irresistible to your customers. Remember Apple last week – fantastic customers. Remember Apple last week – fantastic lifestyle brand and coherent design strategy!lifestyle brand and coherent design strategy!

Designing your imageDesigning your image The marketing of your new The marketing of your new

product/service must communicate its product/service must communicate its benefits to your target market and this benefits to your target market and this inevitably leads back to the design of inevitably leads back to the design of consistent communication materials. The consistent communication materials. The benefits that you wish to draw attention benefits that you wish to draw attention to could be related to the to could be related to the image image rather rather than the function of your product/service, than the function of your product/service, and may rely heavily on the successful and may rely heavily on the successful communication of your brand values.communication of your brand values.

Lets have a look at some examples of Lets have a look at some examples of how companies use literature to give you how companies use literature to give you the right impression…the right impression…

Designing your imageDesigning your image

A brand presents and represents the A brand presents and represents the personality, values and culture of an personality, values and culture of an organisation to all its audiences, both internal organisation to all its audiences, both internal (its managers and staff) and external (its (its managers and staff) and external (its customers, suppliers and the public). A brand customers, suppliers and the public). A brand represents all of you, in the sense that it represents all of you, in the sense that it stands for what you do as a company, who stands for what you do as a company, who you are, and the principles that you stand for. you are, and the principles that you stand for. When people see your brand, they know what When people see your brand, they know what to expect from it - and from you as a to expect from it - and from you as a company.company.

The Body ShopThe Body Shop

Very strong brand associated with Very strong brand associated with specific and popular environmental specific and popular environmental and ethical considerations.and ethical considerations.

Excellent brand associations, and Excellent brand associations, and even setup a charitable foundation even setup a charitable foundation based on the product implications.. based on the product implications.. Fair trade etc. Fair trade etc.

http://www.thebodyshopfoundation.org/



The Body Shop..The Body Shop..

Designing your image..Designing your image..

You must be clear on what it is that you need You must be clear on what it is that you need to do to develop your company, so that it to do to develop your company, so that it embodies these brand values. But remember embodies these brand values. But remember that in the future, as your business changes, that in the future, as your business changes, so will your brand. This process must then be so will your brand. This process must then be managed properly. In the end, this is what will managed properly. In the end, this is what will give your company the chance to compete, on give your company the chance to compete, on the basis of what makes it special. You can the basis of what makes it special. You can use design to improve your business through use design to improve your business through the products and services you offer, and you the products and services you offer, and you can double its effectiveness by planning for can double its effectiveness by planning for and using design strategically.and using design strategically.

IMC.. IMC..

Integrated Marketing Integrated Marketing Communications.. Communications..

During the 1980’s companies began During the 1980’s companies began to see the need for better planning of to see the need for better planning of promotion as more and more media promotion as more and more media developed:developed:

E.g.. Internet, large screen TV E.g.. Internet, large screen TV adverts other technological advances adverts other technological advances and ever diversifying literature. and ever diversifying literature.

IMC..IMC..

They decided to begin a process They decided to begin a process called integrated marketing called integrated marketing communications that involves co-communications that involves co-ordinating the various promotional ordinating the various promotional elements and other marketing elements and other marketing activities that communicate with a activities that communicate with a firms customer’s.firms customer’s.

IMC Definition..IMC Definition..

A concept of marketing communications A concept of marketing communications planning that recognises the added planning that recognises the added value of a comprehensive plan that value of a comprehensive plan that evaluates the strategic roles of a variety evaluates the strategic roles of a variety of communication disciplines – e.g.. of communication disciplines – e.g.. General advertising, sales promotion and General advertising, sales promotion and PR and combines them to provide clarity, PR and combines them to provide clarity, consistency and maximum consistency and maximum communications impact..communications impact..

So what does that do then?So what does that do then? Well by co-ordinating all the companies Well by co-ordinating all the companies

promotional activity you get a unified promotional activity you get a unified image, be it local or worldwide. Your image, be it local or worldwide. Your message have a common theme and message have a common theme and positioning.positioning.

Provides clear communication channels Provides clear communication channels Brings together elements that used to be Brings together elements that used to be

separate functions.separate functions. Allows for improved relationships with Allows for improved relationships with

customers, suppliers, investors etc.customers, suppliers, investors etc. ‘‘like talking to one person instead of a like talking to one person instead of a

audience’audience’

Areas of promotion:Areas of promotion: AdvertisingAdvertising Packaging Packaging Personal sellingPersonal selling Sponsorship Sponsorship Public Relations Public Relations ExhibitionsExhibitions Sales promotionSales promotion

AdvertisingAdvertising

Newspapers, relevant Newspapers, relevant magazines or journals. magazines or journals.

Television, Cinema, Television, Cinema, Product Placement, Product Placement, Internet, Tele-sales, radio, Internet, Tele-sales, radio, SMS. SMS.

Bill board, Large screen, Bill board, Large screen, posters, bus stops, taxi’s posters, bus stops, taxi’s buses, exhibitions, buses, exhibitions, packaging. packaging.

PR events, sponsorship, PR events, sponsorship, merchandising and merchandising and endorsement.endorsement.

Packaging:Packaging: One of the lowest cost and highest leverage One of the lowest cost and highest leverage

areas in marketing.areas in marketing. Operates at point of purchase.. Highly effective. Operates at point of purchase.. Highly effective.

‘silent salesman’ ‘silent salesman’ Four main purposes, protect contents, Four main purposes, protect contents,

consumer convenience, consumer convenience, trade appealtrade appeal, consumer , consumer appeal. appeal.

Packaging..Packaging..

Adds value again, just like a brand.. Adds value again, just like a brand.. E.g.E.g.

Merchandising – E.g. Friends Coffee Merchandising – E.g. Friends Coffee Mugs, clocks etc. Mugs, clocks etc.

Characterising product ranges – e.g. Characterising product ranges – e.g. Heinz Heinz

Secondary use – Coffee Jars, Secondary use – Coffee Jars, McDonalds Happy Meal Cartons, PG McDonalds Happy Meal Cartons, PG Tips ‘Pyramid’ Design.Tips ‘Pyramid’ Design.

Sponsorship..Sponsorship..

Cornhill insurance cricket test series..Cornhill insurance cricket test series.. Vodaphone and Manchester United.Vodaphone and Manchester United. Inspiring customers through personal interests.Inspiring customers through personal interests. Boosting trade at major events.Boosting trade at major events. Exhibiting and looking after high level Exhibiting and looking after high level

customers. customers.

More complex..More complex..

Managing Brand Managing Brand AssociationAssociation

Spending..Spending..

How much do companies spend on How much do companies spend on promotion?promotion?

Spending 2001..Spending 2001..RankRank AdvertiserAdvertiser Ad spending ($m)Ad spending ($m)

11 General MotorsGeneral Motors 3,3743,374

22 Proctor and Proctor and GambleGamble

2,5402,540

33 Ford Motor Co.Ford Motor Co. 2,4082,408

44 Pepsi Co. Pepsi Co. 2,2102,210

55 PfizerPfizer 2,1892,189

66 DaimlerChryslerDaimlerChrysler 1,9851,985

77 AOL Time WarnerAOL Time Warner 1,8851,885

88 Phillip Morris Cos.Phillip Morris Cos. 1,8151,815

99 Walt DisneyWalt Disney 1,7571,757

Tannoy: A Case StudyTannoy: A Case Study

Glasgow based Glasgow based company Tannoy, company Tannoy, used design to re-used design to re-connect with their connect with their customers. customers.

Tannoy were losing Tannoy were losing ground to the rivals ground to the rivals and to compete the and to compete the company needed to company needed to upgrade their brand upgrade their brand identity and its identity and its associated attributes. associated attributes.


Tannoy’s products were Tannoy’s products were still selling and their still selling and their acoustic technology was acoustic technology was highly regarded – but highly regarded – but the brand appeared the brand appeared ‘dated’.‘dated’.

Top of the range Top of the range products cost between products cost between £30-40k a pair.£30-40k a pair.

But visual ‘banality’ But visual ‘banality’ remained a problem as remained a problem as perceived by the perceived by the marketplace.marketplace.


By the mid 1990’s – By the mid 1990’s – several of Tannoy’s several of Tannoy’s competitors began to competitors began to use product design use product design and update their brand and update their brand identities.identities.

1998 Tannoy were 1998 Tannoy were forced to invest in forced to invest in design to remain in design to remain in business.business.


The arrival of Dutch The arrival of Dutch managing Director managing Director Henry Groenendijk Henry Groenendijk changed the company’s changed the company’s outlook on and the way outlook on and the way they use design.they use design.Developed an in-house Developed an in-house product design facility product design facility to use design to use design strategically. strategically.

Moving away from Moving away from technology led technology led company.company.


Had to tread a delicate Had to tread a delicate path, main bulk of their path, main bulk of their existing customers were existing customers were quite conservative - so quite conservative - so product design had to product design had to be incremental as be incremental as opposed to radical, and opposed to radical, and stylistic.stylistic.

The New Dimension The New Dimension range was launched in range was launched in Autumn 2000 (price Autumn 2000 (price range was between 2-range was between 2-6k).6k).

Mid market core of Mid market core of Tannoy.Tannoy.


New Dimension range New Dimension range placed greater placed greater emphasis on design emphasis on design detailing.detailing.

“…“…for example, we’ve for example, we’ve rationalised the form of rationalised the form of the connector block at the connector block at the back of the speaker the back of the speaker into a five pointed star into a five pointed star form which works really form which works really well as a cable well as a cable management systemmanagement system.”.”


The character of the The character of the products has slowly products has slowly begun to evolve over begun to evolve over the past 3 years – the past 3 years – each range featuring each range featuring little touches: little touches: materials and finishes; materials and finishes; attention to detail.attention to detail.

All reinforce the All reinforce the character of the brand character of the brand as well as increasing as well as increasing the products’ appeal. the products’ appeal. Now very updated!Now very updated!


Through design sales Through design sales have been steady, but have been steady, but the new product ranges the new product ranges have been achieving have been achieving quiet acclaim.quiet acclaim.

“…“…People really notice People really notice the look of Tannoy the look of Tannoy products now; that’s far products now; that’s far better than having better than having products which are products which are viewed with indifferenceviewed with indifference.”.”


SummarySummary

A brand is a visual, rational and cultural image A brand is a visual, rational and cultural image that you associate with a company or product. that you associate with a company or product.

A brand can instantly communicate a lot of A brand can instantly communicate a lot of information about a business and must be information about a business and must be carefully managed.carefully managed.

Companies that effectively use brands are Companies that effectively use brands are generally more successful then those that don’t! generally more successful then those that don’t!

Brands are, physiologically, very powerful and Brands are, physiologically, very powerful and can be used to influence or control society.can be used to influence or control society.

A combination of design led activity, such as A combination of design led activity, such as product and graphic design and careful product and graphic design and careful marketing and brand management, can make marketing and brand management, can make for a very successful company – or revive one for a very successful company – or revive one which is failing. which is failing.

Documents

Brand Architecture The Role of Branding and Corporate Identity