what does your brand say about you?
DESCRIPTION
Many people believe that a logo equates to a brand. We break this down and explain what a brand is, and what the branding process is.TRANSCRIPT
What does your brand say about you?
Presented by Chris Young
The Swoosh is not Nike’s brand.
It is their logo.
What does your brand say about you?
“All a logo does is represent whatever the entity is, and peoples’ feelings about it are completely determined by their experiences with that entity. One test we often do is to say, ‘Who do you think has a good logo?’ And inevitably people say Apple and Nike and ones they think highly of. No one will ever say Enron. Paul Rand designed Enron’s logo and it really was very good but no one would ever say that because their feelings are too much affected by the history.”
Tom Geismar
What does your brand say about you?
So if the logo isn’t the brand, what is?
What does your brand say about you?
“A brand isn’t what you say it is — it’s what they say it is.”
Marty Neumeier, The Brand Gap
What does your brand say about you?
“A person’s perception of a product, service, experience, or organization;
a commercial reputation.”
The Dictionary of Brand, BrandLab Edition by Google
What does your brand say about you?
A great user experience has an absolute correlation
to a great brand experience.
What does your brand say about you?
A poor experience will have a lasting effect on a person’s
relationship with a brand, no matter how good the
product or service actually is.
What does your brand say about you?
So what is branding?
What does your brand say about you?
Branding is the process of shaping people’s perceptions.
What does your brand say about you?
The process.
9 9 9 l
Research Strategise
Iterate
Design Manage
What does your brand say about you?
Research & StrategyCreates the Framework of your brand:
• Promise
• Essence
• Values
• Personality
• Unique Value/Selling Proposition
What does your brand say about you?
DesignCreates the Identity:
• Is sensory
• Conveys personality
• Multiple touchpoints – logo, website, collateral, signage, etc.
What does your brand say about you?
Design is…• A blueprint for interaction and experience
• A framework for presenting the brand
What does your brand say about you?
ManageInternal:
• Listening and watching
• Systems and measurements
• Training
• Iteration and change
What does your brand say about you?
ManageExternal:
• People interactions and experience
• Touchpoint relevance and freshness
• Marketing, Advertising & PR
What does your brand say about you?
Brands need consistency.*
* Except where the consistency is bad! Consistently great is the goal.
What does your brand say about you?
Is it genuinely worth it? What’s the point of all the effort?
What does your brand say about you?
Great brands build Tribes…
…and Tribes have the potential to create Movements.
What does your brand say about you?
