branding and communications

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Overview• Introduction• Branding and Communications - what they are• Taking a brand to pieces - BP - branding exercise• What’s it all for?• Who can make a difference to you• Summary

Introduction• This morning• Who’s here?• Action sheets.

What is communications?

“Effective communication motivates people and helps you to accomplish your goals.”

Your GoalsYour

Audience

Your Messages

What is communications?

What is communications?

What is a brand?• The association between a person, organization or

product and the end result.

For Example...

Find the End Result... • Reality:• Cramped• Wet and cold• Sweaty• Hard work• Bug bites, sore saddles• Hungry

• Brand:• Adventure• Return to your youth;

what’s important• Feeling good about

Yourself• Friendship

Take Another LookI’m going to die.I’m going to die.I’m going to die.

Taking a brand to pieces

• Old BP logo used from 1979 until 2000

• Corporate, conservative

• Needed to change to keep in touch with changing demographics

Taking a brand to pieces

• As far away from gas as possible, more like a face care logo.

• More feminine, use of sans-serif font makes it more modern and understated.

• A big shift in brand appearance.

• “The initial glow of the BP brand mark has shown signs of wear as critics charge that the brand is not meeting its own challenge to adhere to environmental and safety goals. ...the Wall Street Journal speculates, that ranking will slip (WSJ, 16 June 2006).

• A company’s identity and position statement cannot be simply pasted on to inconsistent actions.”

Honesty

Vectors

Edgy Status Quo

Professional

Casual

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10

Your turn!

Edgy Status Quo

Professional

Casual

1 10

1

10

Vectors

Edgy Status Quo

Professional

Casual

1 10

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10

UtilizeUse

Make Manufacture

What’s it all for?• What’s the point?• What happens if you don’t do it?• How do you decide what to focus upon?

Who can make a difference?• Who influences your organization?• What do you want them to do?• How do you prioritize?• ‘Tools’• Feedback, consistency, adapting.

Summary• Introduction• Branding and Communications• What they are

• Taking a brand to pieces - BP - branding exercise• What’s it all for?• Who can make a difference to you• Summary.

Thank YouRichard Truman

richard@coppermoon.ca778-929-1662