what is 'branding'? and why is it important to have a branding strategy in place for your...

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What is branding? And why is it important to have a branding strategy in place for your business? Living Group: Duncan Shaw & Melanie Osborne Stevenson, Wong & Co: Willy Cheng & Lai Lam Transform Magazine: Andrew Thomas Wednesday 19 November 2014

What is brand?

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Misconception 1: it’s a logo

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Misconception 2: it’s a product

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Misconception 3: it’s a visual identity system

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Misconception 4: well it must be our great people!

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It’s how your target audience perceive your company or products

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Good news… we can influence & shape these feelings

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Feelings shaped by your target audiences drivers

Passions Desires Needs

Fears

Motivators

Influencers

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That allow us to build key components of your brand

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How you look Presentation

What you say Communication

What you do Behavior

And why is it important to have a brand strategy in place?

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What is a brand strategy?

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And this should align with your business strategy

Brand strategy

Business strategy

Sales Marketing Customers Employees Suppliers Partners Products

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And a firm-wide vision that everyone believes in

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A company that gets it right?

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The 5 key steps to creating your brand

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#1 Differentiate – what makes your firm or product unique?

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#2 Collaborate – nothing ever evolves in isolation

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#3 Innovate – we notice things that are different

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#4 Communicate – it’s a hearts & minds exercise

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#5 Adapt & develop

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Stevenson, Wong & Co – transforming a law firm brand

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Stevenson, Wong & Co – the challenge

To create a new visual identity, that reflected the firm’s forward thinking vision Strategically: to leverage a new association with China law firm, Allbright Law Offices Positioning: a local law firm with an international outlook, that’s highly effective, contemporary & approachable Visual approach: do not conform to stereotypes with the legal industry & provide future flexibility

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The visual challenge

Stevenson, Wong & Co: visual identity system

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Stevenson, Wong & Co: new logo

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Stevenson, Wong & Co: brand expression

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Stevenson, Wong & Co: brand expression

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Stevenson, Wong & Co: multi-lingual support

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Stevenson, Wong & Co: brand expression

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The result v their competitors

The result

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The result

Innovative & stereotype-breaking visual identity that supports the firm’s business & brand strategies Differentiated positioning with the Asia legal sector, with international appeal Provides a strategic platform for future communications & flexibility that supports ambitions for growth

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Discussion

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