creating a strong brand · september 2017. purpose of today •creating a strong brand •benefits...
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Creating a strong brand
September 2017
Purpose of today
• Creating a strong brand
• Benefits of creating a strong brand
• Rebrand status
• Application in the North West
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We love our brandsSo much choice!
• We use brands as short cuts to making decisions.
Successful brands have:
• Ways of doing things that we instantly recognise and expect
• A distinctive look, feel and tone of voice.
And their logo becomes an instantly recognisable symbol
of what to expect from the brand
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Our favourite brandsSymbols and wordmarks - 5 minute quiz
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Symbols
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Symbols
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Symbols
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Symbols
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Symbols
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Symbols
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Symbols
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Symbols
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Symbols
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Symbols
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Typography and colour
Wordmarks can distinguish the brand and aid its identification
• The style of the font can convey the character and tone of the business.
• Colours are powerful, linked to emotion and sensation
They play a significant role in our purchasing decisions.
Our brain recognises colour before we read a word15
Wordmark example
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How memorable is a wordmark design?
We have changed the names
behind some very well known wordmarks
Can you still recognise the business
by the font, colour and design of the mark?
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Wordmark
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Wordmark
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Wordmark
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Wordmark
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Wordmark
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Wordmark
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Wordmark
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Wordmark answers
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How to create a strong brand
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How do brands become successful?
Golden Rules of Brand
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The golden rules of brandGreat brands
delight people
Fiona Ross,
Virgin
Global Brand
Team
Brand
Vision
Great brand
experience
Clear, relevant
and memorable
Emotional connection
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What is a brand?
A brand is built around 2 ways of seeing:
1. The business -who we are, what we do and how we do it
2. The customer -their experience, perception and future expectations of your brand
The Promise:
What’s inside the business
Customer expectation
Customer experience
Brand reputation
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Business Promise Our Reputation
Consistently
delivered
Research,
adjust, innovate
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Benefits of creating a brand
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Why create a brand?
It is impossible to avoid
creating a brand,
so create an intentional one..
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4 major benefits of creating a brand
1Differentiation
2Connecting with people
3Added value
4Signifying change
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1 Differentiation
• Create a rewarding and memorable experience across every manifestation of the brand – from shop window to advertising and web site.
• Be distinctive and clear about what you stand for and what you offer.
Branding makes it clear why your product or service
is better than any other on offer.
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2 Connecting with people
• People build loyalties to all types of product and services and swear by them – cars, clothes, foods.
• Loyalty means repeat business
• They become ‘trusted brands’.
Brands connect with people emotionally, culturally, economically.
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3 Added value
• Status: designer hand bag:
“It’s buying into a dream, an aspiration.. it says I’ve arrived”
• Reducing risk: technology
“Nobody was ever fired for choosing IBM”
• Belief: luxury face cream
“Customers will pay more for exclusivity and a brand they believe in”
Brands create value by adding an emotional significance
that exceeds their actual value.
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• New approach to market
Organisations use branding to signify change:
e.g. change of ownership, change of direction, change of market
• Globalisation
4 Signifying change
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The Swim England brand
Why the ASA has rebranded
Will be more attractive to sponsors looking for suitable association and partnership
To create a clear, relevant and memorable brand that connects with our audiences.
Will help to raise visibility amongst key audiences and support the industry
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Discipline logos
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England Talent logos
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Regional logos
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Swim England regions using the new identity
Affiliates logos
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Learn to Swim Programme – ASA
Pre-School Swimmer Learn to Swim Aquatic Skills
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Learn to Swim Programme – Swim England
Pre-School Swimmer Learn to Swim Aquatic Skills
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How to create consistent branded communications
1. Tone and way of writing: clear, straightforward and approachable
• Short sentences, write naturally
• Positive and collaborative language,
avoiding jargon and acronyms
2. Photography and images: more immersive
• Capture the energy, spirit and diversity of our disciplines and participants
• Bring our viewer into the water and into the story – to be part of the experience, not
observing from a distance53
New brand guides
Example photography
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Example photography
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What the identity means for regions, counties and clubs
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Benefits of the new identity
Clear, meaningful,
relevant identity
Unifies us alland
gives star billing to our sports
Acts as a catalyst
for change
Links with national promotions such
as Disney’s Finding Dory
Consistency: boost awareness
and understanding
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Regions
How we are helping with the adoption:
• marketing proposal, fact sheets and updates
• regional brand guides, range of region and discipline logo formats and graphic wave elements
• regional templates including : Word, PowerPoint, digital stationery and email
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Creative support
1. Regional and discipline logos
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Creative support
2. Brand identity graphical elements
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3. Regional brand guides with example applications
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Creative support
4. Regional templates: PowerPoint, e-letterhead, word documents
Plus creative support to design stationery, certificates and other widely used items.
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Creative support
Counties and clubs
New affiliated logos and guides were sent out to all affiliated
counties, clubs and organisations in April 2017
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County and club logo usage guides with example applications
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Creative support
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What about costs to replace old collateral?
We recommend a ‘replenish’ approach.
• Forward planning is easier
• Allows budgets to be used in the most effective manner.
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Swim England North Westpresented by David Burgham
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November 2016 Clubs and counties consultation
January 2017 Swim England brand presentation
April 2017 Corporate branding discussed
April/May 2017 Working party - kit agreed
May 2017 Strategy 2017-2021 launched
Sept 2017 Club investment fund launched
Pop up banners, regional kit ordered
Certificates – YVP, Aquatic Awards
March – October 2017 Website under construction
Brief timeline
Pantone 2905C Pantone 7704C Pantone 485C
Technical Officials • white polo shirts
Volunteers and
Young Volunteer Programme • regional blue polo shirt
Staff, Board members,
Team Managers • regional red polo shirt
SWIM ENGLAND NORTH WEST
Aquatic Awards 2017
Volunteer of the Year
Winner
Shaun Winstanley
David Burgham
Regional Chairman Date: September 2017
SWIM ENGLAND NORTH WEST
This is to certify
Completion of the Young Volunteer Programme
Awarded to
Kiera Hall
David Burgham
Regional Chairman Date: September 2017
Thank You
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Thank you
for your time today.
Contact:
Karen Williams, Head of Brand Marketing
tel: 01509 640343
Any questions?
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Appendix
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Brand awareness measures
National tracker survey
• New identity live in April 2017 – current score is 12%
Brand influence on social media
• The Klout Score - is a number between 1-100 that represents your influence. The more responses you get to your shared content, the more influential you are and the higher your Klout Score.
• Swim England’s Klout Score in Sept was 68.
• Tom Daley is 81 vs Virgin Active 51
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FontsPrint
Panton• Licensed ‘true font’ and you may incur a cost for the license
• Costs around £150 for full suite of 36 font weights, icons and up to 5 licenses.
Arial • Free – standard on all computers
Online
Ubuntu
• Recommended for the web – this is a Google free font.
Using Arial and Ubuntu
fonts means
Regions can adopt the
identity at no cost.
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Why have a ‘true font’ as an option?
Font design is a brand asset.
The quality of the production of a true font means • excellent legibility at all sizes and scales
• it is well finished (essential for high quality print production).
• The unique styling of the font suits the personality of our brand.
It will:• support recognition of the brand,
• is less anonymous than a standard font
• is harder to copy.
• If your designer already has Panton, then you may not incur a cost at all.85
Regions trade mark agreement
• The only paperwork to sign would be the trade mark agreement
• This is because you are receiving our brand identity graphics elements as well as the logos.
• The consistency of the brand identity application is vital, so we just need to ensure we all use it in the right way.
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Will we lose our regional identity?
• Changing your brand name • Will make you part of a stronger national brand.
• Will not take away any of your hard work, kudos, commitment or regional personality.
• Each region carries on operating in just the same way as now.
• There are no tie-ins to national sponsorship TYR, so you can maintain your current business relationships and partnerships.
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