what is 'branding'? and why is it important to have a branding strategy in place for your...
TRANSCRIPT
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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
Image © Nike • BMW • HSBC • McDonalds
Misconception 2: it’s a product
Image © Coca Cola
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
Image © iStock
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?
Image © iStock
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?
Image © Apple
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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