Sport & Leisure Industry - Session 7 - Brands: How

The Sport & Leisure IndustryWK7… Brands: How

Embed your organisation’s story in its visual identity

The Sport & Leisure IndustryThe Unit: A Recap

week 1

industry overview

week 2

an introduction to marketing &

the four p’s

week 3

word of mouth: how

promotions go viral

week 4

relationship marketing

week 5

branding: what & why

week 6

branding: how part 1

The Sport & Leisure IndustryToday’s Objectives

1.

2.

3.

To understand the power of stories in communicatingyour brand.

To understand the two ways in which your story canbe communicated to the public.

To understand the core elements of your brands visual identity.

The Sport & Leisure IndustryBrands: What We Know So Far

What

The tangible objects and intangible

feelings and beliefs people see and hold with regard to

an organisation

Why

Branding seeks to add

perceived value to the

organisation’s products and/or

services.

How

Firstly, by understanding

your organisation (last weeks session) &

secondly, by communicating

your organisation in

the way you would like to be portrayed (this weeks session).

The Sport & Leisure IndustryBrands: Our Journey To Create One

SWOT analysis

USP

Core Competence

Analysis

Pyramid of Purpose

Mission Statement

Creating those tangible and intangible items which project who

you are.

Done through the use of a

story.

understanding your

organisation

communicating your organisation

The Sport & Leisure IndustryBrands: A Story

Your organisation’s story

Tangible BrandingIntangible Branding

Your organisation

The Sport & Leisure IndustryBrand Stories: An Example

The organisation’s mission statement…

Our mission is to make risk based entertainment moreaccessible and fun.

The organisation’s story…

Fun, cheeky, outlandish, Irish lads, having a laugh.

The organisation…

Paddy Power




The Sport & Leisure Industry



Brand Stories: An Example










http://www.youtube.com/watch?v=DEmA_QF30GI

http://www.youtube.com/watch?v=-jTRMYCyEmc

https://twitter.com/paddypower




http://www.youtube.com/watch?v=DEmA_QF30GI

http://www.youtube.com/watch?v=-jTRMYCyEmc


• So, you communicate your organisation, in the way you would like it portrayed, through a central story.

• We’ve seen an example of how, in reality, an organisation does that.

• But what is a story?

For us to do this it’s important we understand…

Brand Stories

The Sport & Leisure IndustryWhat Is A Story?

“A story is a reimagined experience narrated with enough detail and feeling to cause your listeners’

imaginations to experience it as real.”

Simmons (2007, P.19)

The Sport & Leisure IndustryBrand Stories

So why do we use a story to get our brands message across?

Why are stories so powerful?

The Sport & Leisure IndustryWhy Are Stories Powerful?

“You cannot help dealing with the limited information you have as if it were all there is to know. You build the best

possible story from the information available to you, and if it’s a good story, you believe it. Paradoxically, it is easier to

construct a coherent story when you know little, when there are fewer pieces to fit into the puzzle. Our comforting

conviction that the world makes sense rests on a secure foundation: our almost unlimited ability to ignore our

ignorance.”

Kahneman (2011)

The Sport & Leisure IndustryWhy Are Stories Powerful

• You cannot help dealing with the limited information you have as if it were all there is to know.

• You build the best possible story from the information available to you, and if it’s a good story, you believe it.

• Paradoxically, it is easier to construct a coherent story when you know little, when there are fewer pieces to fit into the puzzle.

• Our comforting conviction that the world makes sense rests on a secure foundation: our almost unlimited ability to ignore our ignorance.

The Sport & Leisure IndustryThe Power Of Stories: An Example

So it’s clear that stories are powerful.

Here’s an example of how we all get sucked in by a good, simple, easy to comprehend story...


David Vs Goliath

The Power Of Stories: An Example


So why is it that we buy into the ‘David as a valiant underdog story’?



“You cannot help dealing with the limited information you have as if it were all there is to know. You build the best

possible story from the information available to you, and if it’s a good story, you believe it. Paradoxically, it is easier to

construct a coherent story when you know little, when there are fewer pieces to fit into the puzzle. Our comforting

conviction that the world makes sense rests on a secure foundation: our almost unlimited ability to ignore our

ignorance.”

Kahneman (2011)



• By following last weeks process in understanding your organisation you’ve all the knowledge you need to construct a simple story for your organisation.

• Remember this is your organisations story, its personality, it’s identity.

• We saw something similar with mission statements last week.

• Paddy Power created a good, simple simple story ready to embed in their branding.


“Do you think it’s possible that IBM could look like the kind ofcompany it really is?”

The Sport & Leisure IndustryTelling Your Brands Story

You communicate your brands story through two vessels…

Visual Identity

Logo

Colours

Typefaces

Symbols

Verbal Identity

Name of brand

Name of products

Strapline

Tone of voice

Today we’ll address the four aspects that go into creating a brands visual identity.

The Sport & Leisure IndustryVisual Identity: The Logo

A logo does one, or a combination, of these three things…

1. Identification

The logo identifies your organisation in a quick, visual way. It’s the first thing a customer sees and they need to know who it belongs to.

2. Distinction

The logo distinguishes your organisation from the competitiion. You are recognised because of it. Or at least should be if it is unique enough.

3. Communication

The logo should communicate something about your organisation. Sometimes directly, sometimes subtly.

The Sport & Leisure IndustryVisual Identity: Symbols

What to consider when choosing a symbol for the organisation and their logo…

1. StorytellingNot all symbols are created equal - choose symbols that tell a story. Do your research and make sure the symbols incorporated in your logo convey clear and concise representations.

2. International Perspectives:What a symbol represents in one culture may not be what it represents in another. This is crucial for companies who seek to create international identities and brands.

3. Conflicts Of Interest:Do not use multiple symbols in one logo or brand that might possibly represent conflicting ideas.

4. Clarify The CommunicationEach logo should communicate something. Symbols are powerful communication devices when used wisely. One smart symbolic element in a logo design can express everything, but the symbol used in a logo should express one thing well, not many ideas poorly.

The Sport & Leisure IndustryVisual Identity: Colours

Colours – red

Psychological Meaning Cultural Meaning

Western:danger a warning to stopangerValentine's Day

Eastern:prosperitygood fortuneworn by brides

China: the color of good luck and celebration vitality, happiness, long life

China cont... used as a wedding colorused in many ceremonies from funerals to weddingsused for festive occasionstraditionally worn on Chinese New Year to bring luck and prosperity

Russia:associated with the Bolsheviks and Communism, means beautiful in Russian languageoften used in marriage ceremonies

• Action• Energy and speed• Attention-getting• Assertive and confident• Energizing• Stimulating• Exciting• Powerful• Passionate• Courageous and strong


Colours – blue


Visual Identity: Colours

Western:conservative, "something blue" bridal traditionmasculine colorbaby boys

Eastern:immortality

China:immortalityassociated with pornography and 'blue films' feminine color

Korea:color of mourning

Iran:color of mourning heaven and spiritualityimmortality

Egypt:virtueprotection - to ward off evil

Middle East:protection

US Politics:Liberalism

Belgium:color for baby girls

• Loyalty• Trust and integrity • Perseverance • Caring and concern

Authority


Colours – yellow

Psychological Meaning Cultural MeaningMiddle East:happinessprosperity

Japan:courage beauty and refinementaristocracycheerfulness

Europe:happiness, joy cowardice, weakness hazard warning

Western:happiness, joyhope cowardicecaution, warning of hazards

Eastern:sacredimperial

China:sacredimperial, royaltyhonormasculine color


• Cheerfulness• Enthusiasm• Fun• Good-humored• Confidence


Colours – orange

Psychological Meaning

• Warmth• Happiness• Physical energy• Cheerfulness. • Enthusiasm• Courage

Cultural Meaning

Western:affordable or inexpensive itemsHalloween, combined with black

Eastern:happinessspirituality

Thailand:color for Thursday

Ireland:religious color for Protestants appears on the Irish flag along with white for peace and green for Catholics


Netherlands:color of the Dutch Royal Family

Hinduism:Saffron, a soft orange color, is considered an auspicious and sacred color


Colours – green



• Growth and vitality• Renewal• Restoration• Self-reliance• Reliability and dependability• Nature,

Western:lucky color in most western culturesspring, new birth, regenerationnature and environmental awareness color for 'go' at traffic lightsSaint Patrick's Day jealousygreed

Eastern:new life, regeneration and hopefertility

China:fertility Disgrace

Ireland:religious color for Irish Catholics color symbol of Ireland

Middle East:color of IslamstrengthfertilityLuck

USA:moneyJealousy

The Sport & Leisure IndustryVisual Identity: Typeface

San Serif (without feet) – Modern, used on websites

• Arial • Verdana

Serif (feet) – Traditional, used in books

• Times New Roman • Century Schoolbook

The Sport & Leisure IndustryVisual Identity: Examples to Assess

Consider…

The Logo

The Symbols

The Colours

The Typeface


Consider…

The Logo

The Symbols

The Colours

The Typeface


Consider…

The LogoThe SymbolsThe Colours

The Typeface


Consider…

The Logo

The Symbols

The Colours

The Typeface

The Sport & Leisure IndustryVisual Identity: Discrete Meanings


So when looking at anything visual that is associated with a brand it should be communicating something, however subtle,

about that brand.

When your creating a brand and trying to get its message across through a visual medium, ask yourself ‘Does this portray my

brands story?’. If it doesn’t, then it needs revising.


Can you summerise today’s session in circa 50 words.

In your 50 words try and communicate why we package our brand in a story, what the two types of vessel are for telling our

story and what is involved in a brands visual identity.


1.

2.

3.

To understand the power of stories in communicatingyour brand.

To understand the two ways in which your story canbe communicated to the public.

To understand the core elements of your brands visual identity.


Beech, J. and Chadwick, S. (2007) The Marketing of Sport. Harlow: Prentice Hall.

Bridgewater, S. (2010) Football Brands. Basingstoke: Palgrave Macmillan.

Clifton, R. & Simmons, J. (2003) Brands and branding. London: Profile Books.

Desbordes, M. and Richelieu, A. (2012) Global sport marketing: contemporary issues and practice. New York: Routledge.

Ford, K. (2005) Brands laid bare: Using market research for evidence-based brand management. Chichester: John Wiley & Son Ltd.

Kahneman, D. (2011) Thinking, fast and slow. London: Penguin Books.

Keller, K., Aperia, T. & Georgson, M. (2012) Strategic brand management: A European perspective. (2nd edn.) Harlow: Pearson Education Limited.

Simmons, A. (2007) Whoever tells the best story wins: How to find, develop, and deliver stories to communicate with power and impact. New York: Amacom

Temporal, P. (2010) Advanced brand management: Managing brands in a changing world. Singapore: Wiley.

Wheeler, A. (2013) Designing brand identity. New Jersey: Wiley.