Visual Brand identity

Problem: How to build and maintain visual brand identity across different channels?

Learning objectives:

1. How to design and implement brand identity?
2. How to communicate brand identity visual elements?
3. How to take cultural differences into consideration by visual brand identity?

How to design and implement brand identity?

Brand implementation refers to the consistent application and of brand identity across various and  visual media. Brand identity appeals to the senses so that you can see it, touch it, watch it and hear it. Brand implementation is a continous and consistent application of the brand's image in all business units and especially communication channels and media. As a continous process brand implementationneeds to be controlled everytime.

Key Problems in Brand implementation:

• lack of communication
• lack of consequence
• no situation/needs analysis
• lack of organizational structures
• localization/ cultural strategy
• Absence of brand management strategy

7 rules of brand implementation:

 Especially in todays fast-paced competitive marketplace a brand consistency is more important than ever to stay competitive. For the brand consistency across locations and customer touchpoints we can definde 7 rules for the brand implementation.

1. Carry out an effective needs analysis
2. Make a plan of attack
3. Ensure design integrity through intelligence and expertise
4. Maintain affordabilty on a global sclae
5. Sourcing the right people
6. Time is of the essence
7. Constant contact 

 The Importance of a brand's visual consistency:

How to communicate brand  identity visual elements

Brand identity visual elements are:

1.Logotype and signature

 
 
2. Color
 

 
3.Typography


 
4.Sound



5.Consistent style for images

 

6.Graphic elements

 


 
 
 


Sources:
https://media-mediatemple.netdna-ssl.com/wp-content/uploads/2012/07/01_visual_consistency.png
 http://logosandbrands.directory/wp-content/themes/directorypress/thumbs/Tiffany-Co-logo.jpg
 http://images.google.de/imgres?imgurl=https%3A%2F%2Fupload.wikimedia.org%2Fwikipedia%2Fen%2Fthumb%2Fd%2Fd3%2FStarbucks_Corporation_Logo_2011.svg%2F1017px-Starbucks_Corporation_Logo_2011.svg.png&imgrefurl=https%3A%2F%2Fen.wikipedia.org%2Fwiki%2FFile%3AStarbucks_Corporation_Logo_2011.svg&h=1024&w=1017&tbnid=QNoSHbzPpKtLoM%3A&docid=FXUos_VZrhBnjM&ei=D9HSVum5OMKR6ASqrLrQAw&tbm=isch&iact=rc&uact=3&dur=1260&page=1&start=0&ndsp=12&ved=0ahUKEwip_aT0pJrLAhXCCJoKHSqWDjoQrQMIODAC
 http://images.franchiseherald.com/data/images/full/10301/mcdonalds.jpg

Brand Identity and Brand Image

Brand identity and brand image

1.       What is the difference between brand identity and brand image?

Brand Identity Definition:

The visible elements of a brand (such as colours, design, logotype, name, symbol) that together identify and distinguish the brand in the consumers' mind.

Brand Identity Keywords:

·       Physique

·       Personality

·       Culture

·       Self-Image

·       Reflection

·       Relationship

Brand Image Definition:  

The impression in the consumers' mind of a brand's total personality (real and imaginary qualities and shortcomings). Brand image is developed over time through advertising campaigns with a consistent theme and is authenticated through the consumers' direct experience.

Brand Image Keywords:

·       Capabilities

·       Personality

·       Internal Culture and Values

·       Shared Values and Community

·       Aspiration Self- Image

2.       Compare different brand identity models: 

Kapferer's brand identity prism

 

 

 David Aaker Brand identity planning model

 

3.       How does brand identity and brand image affect business?

1. Positive brand creates business success
2. Impact on sales
3. Impact on market shares
4. Meeting the wants and needs of target group
5. Connecting with consumers
6. Power of branding and marketing can be more effective than low prices
7. Gain customer loyality

Sources

http://www.businessdictionary.com/definition/brand-identity.html

http://www.businessdictionary.com/definition/brand-image.html

http://www.investopedia.com/ask/answers/032615/how-does-brand-image-and-marketing-affect-market-share.asp

https://www.google.fi/search?q=brand+image+starbucks&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjTqZHoyO_KAhUvSJoKHawlBaUQ_AUIBygB&biw=1280&bih=611#imgrc=bI3EV7yeC_cesM%3A

https://www.google.fi/search?q=brand+image+dove&source=lnms&tbm=isch&sa=X&ved=0ahUKEwj0xpX2yO_KAhWGKJoKHf5HAjgQ_AUIBygB&biw=1280&bih=611#imgrc=BKV1S8rXBWO_WM%3A

https://www.google.fi/search?q=brand+identity+prism&source=lnms&tbm=isch&sa=X&ved=0ahUKEwibl4T_y-_KAhWlO5oKHQCfCDAQ_AUIBygB&biw=1280&bih=611#imgrc=YAYfFsCIPCaCvM%3A

 https://www.google.fi/search?q=brand+identity+aaker&source=lnms&tbm=isch&sa=X&ved=0ahUKEwix8IvDze_KAhVoQpoKHe3LBnUQ_AUIBygB&biw=1280&bih=611#tbm=isch&q=aaker+brand+identity+planning+model&imgrc=7hYo-HuGL0-TJM%3A

Integrated Marketing Communication

Integrated Marketing Communication

The Problem

How can companies create an integrated marketing communication system?

What is integrated marketing communication?

1. Planning process for marketing communication
2. Use of different promotional methods like television, print media, social media, email (...)
3. Coordination of marketing communication tools like budget, strategies, advertisment (...)
4. Uniform brand appearance/ brand presence
5. Use of multichannel to create a competitive advantage
6. 4 C's : Coherence, Consistency, Continuity, Complementary

7 Steps of IMC:

1. Begin at the beginning: Message? Audience?
2. Set objectives! Make your plan measurable!
3. Define your identity! ( Logo, colours, look )
4. Basic information, use different ways to communicate
5. Visibility/ Awareness
6. Strenghten your connections/ client relationships
7. Set deadlines! (budget and time)

Channels:

·       Event sponsorship

·       Advertisement

·       Combination of communication tools

·       Consistent Message

·       Company Image

Brand Image:

·       Corporate values

·       Reach the target audience

·       Transparency

·       Positioning

·       Stay in mind! Memorability

·       Use social tools to create a brand image

Keywords:

·       Press Relation

·       Integrated Marketing Communication

·       Advertisement

·       Publicity

·       Personal selling

·       consistency

·       Integarted elements

·       Communication impact

What is the IMC Mix?

Promotion Mix:

dAdvertising, Personal Selling, Sales Promotion, Public Relations, Social Media, Direct Marketing

What is Integrated Marketing Communication about and how does it work in practice?

1.       What do you have to coordinate in IMC and how?

You have to coordinate the communication with a variety of groups of customers, stakeholders, employees, investors and suppliers. Marekting communication tools like budget,strategies and advertismenet need to be coordinated aswell. Especially you have to coordinate the main message of a brand although there is variety of media and communication tools which can be used. Consequently the possible inconsistency needs to be precluded by using IMC.
But you also need to be aware of the intercultural aspect and decide which marketing strategie fits to which culture to have a balancing integration and also a cultural flexibility.

"Think global, act local"

2.       How can a company synchronize communication tools to give a consistent message?

1. Provide clarity, consistency, maximum communication impact
2. Integrated tools: advertisement, direct mail, social media, telemarketing, sales promotion
3. Make a marketing plan/ campaign concerning budgets, messages, visuality,
4. Marketing consistency in different cultures, regions, language

3.       What are common mistakes in IMC you have to be aware of?

5 Big Mistakes!

(1)    Don’t ignore the power of postal

(2)    Be aware of what generates your online results

(3)    Poor data hygiene

(4)    Inefficient use of Modeling

(5)    Hasty results analysis

 Sources

http://smallbusiness.chron.com/importance-integrated-marketing-communications-73248.html

http://www.targetmarketingmag.com/article/5-lethal-but-common-mistakes-integrated-marketing-campaigns/

http://buytheway.annenbergcourse.org/wp-content/uploads/2015/07/IMCF1.png