Brand Consultants – Ben Redgell & Marcus Pringle

Branding

AgendaDefining Our Brand Our target audience Mission Statement Our unique selling point What consumers already think of our company What qualities do we want consumers to associate with our

companyBrand Elements Logo The ‘voice’ of our company Tagline Templates and brand standards for marketing materials Advertising

Defining Our Brand

Our target audience

Our target audience are air-show event organisers

A specialist market meaning we will need limited marketing and can rely quite heavily on our current company reputation

The 2014 convention run by the European air-show council will be a good place to promote our new insurance product

Our company’s mission

Our company’s mission

Our company’s mission

ARMA is committed to providing the best personalised insurance in a wide range of sectors. We seek to work alongside our customer to help create the best package for them, offering them the best protection available. Our aim is to be efficient, understanding and concise when working with our customers, whilst delivering competitive prices.

Personalisation – We offer customers the opportunity to personalise their insurance package to their event

Customer care – Loyal to customers, offering the best prices possible

Our Unique Selling Point

What consumers already think of our company We already offer a number of insurance products

including car and house insurance We aim to be efficient, understanding and concise

What qualities we want consumers to associate with our company

Efficient Understanding Concise Professional

Brand Elements

Logo analysis Emphasis on one colour,

mostly blues and greens Simple, bold fonts Simple graphics if used Graphics often central to

the core concept of the business

Logo ideas Use limited number of colours Simple, professional looking font Incorporation of a shield Name of the company clearly

displayed Make it applicable to the company

as a whole, not just air-show event insurance

Our logo

The ‘voice’ of our company

Formal – Customers must know we are professional when dealing with their enquires to ensure they feel protected

Concise – Give customers advice and information without using vague terminology or ambiguous statements

Focus on the customer – We want the customer to know that they are the most important element in their

Consistent – No matter what medium we are communicating in (letter, website, phone etc.), we must ensure the same tone and approach is being used

Tagline

Shielding your assets

Ensuring you are insured

Safe, secure protection

Safely landing you on the ground

Making you fly high above the rest

Templates and brand standards

Brand Standards Our logo must be clearly visible

on everything we produce The ‘voice’ of our company

should be consistent to maintain professionalism

Use blue when creating elements for our business to make branding consistent

Twitter - @ARMAInsuranceTwitter Allows consumers to

contact us directly with ease through another communication channel

Is another platform to promote new products and existing services

Website – www.armainsurance.co.uk

Advertising

Very niche market meaning advertising will belimited

Attend the 2014European Airshow Conventionand promote our insurance using a stall

Adverts in aviation magazines When planning our advertising

we need to consider: Timing, budget, competitive environment, target audience, geographical focus, campaign objectives

Any Questions?

To find a copy of this presentation, please visit:http://businessstudiesgroupl.wordpress.com/

References http://www.aeroplanemonthly.com/ www.armainsurance.co.uk http://www.axa.co.uk/about/brand-and-advertising/ http://www.benjerry.co.uk/our-values/mission-statement http://www.business-standard.com/article/companies/aviva-q1-sales-decline-9-to-11-4-bi

llion-pounds-111051700189_1.html

http://businessstudiesgroupl.wordpress.com/ http://www.cbssmm.com/police-car-coloring-pages-to-print/ http://www.clker.com/clipart-aeroplane.html http://www.clker.com/clipart-house-8.html http://www.esurance.com/about/mission http://www.european-airshow.com/index.php/2013-10-06-21-39-28 http://www.forbes.com/sites/jaysondemers/2014/02/18/how-to-find-your-companys-voic

e/

http://www.infoplease.com/spot/colors1.html http://www.kcom.com/our-customers/admiral http

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es/ http://www.themoneypages.com/personal-finance-awards-201112-results/ http://www.ukinsurancenet.com/insurer_profiles/morethan.asp