what's your brand impression? mystery design by richard samarasinghe #fbc14

THE IMPORTANCE OF BRANDING & HOW TO CREATE COMPELLING GPPE BRANDS FOR THE HOSPITALITY SECTOR

GPPE CMPHHFST DPOGFSFODF KVOF 2014

Mystery is a brand design agency specialising in

the F&B / hospitality sector. We combine strategic

understanding with intuitive creativity, to create

and enrich compelling brand character.

Mystery Brand Design Ltd Email: [email protected] www.mystery.co.uk

First lesson of brand strategy is appreciating that brands LIVE in the hearts of your consumers.

Second lesson is that all brands reflect what your company is delivering.

IN FACT...

“YOUR BRAND IS WHAT PEOPLE SAY ABOUT YOU WHEN YOU’RE NOT IN THE ROOM”


A brand is not a name, trademark, logo, package, product or service.

It’s actually how you think and FEEL about a brand.


WHAT IS A BRAND?

A brand is a collection of your thoughts & feelings about your experiences with it.

Where thoughts and feelings are intangibles, compared to tangible which you can hear, touch, taste and smell.

Intangibles you just FEEL.


WHAT YOU MAKE PEOPLE FEEL IS JUST AS IMPORTANT AS WHAT YOU MAKE.

Uwe Dreher, Marketing Director, BMW

MAKING YOUR FEELINGS COUNTEVERY DAYPeople make hundreds of decisions based more on how they FEEL than on logic. Think about it ...... buying clothes, cars, restaurants, bars and entertainment.

SO HOW DO BRANDS GET INSIDE YOUR HEART?

Through Exposure of messages about your brand

Through actual Experiences with the brand

EXPERIENCES = TOUCHPOINTS A touchpoint is a moment (time and place) when the brand comes in contact with the audience .... and there are a lot of them!


A GREATBRAND

EXPERIENCE

SOCIALMEDIA

BRAND VISION

INNOVATIONFORMAT

STRATEGY

PRODUCTSTRATEGY

DIGITALSTRATEGY

CUSTOMERJOURNEY

LEADERSHIP & VISION

OPERATIONPROCEDURES

MINDSETS &BEHAVIOURS

MARKETINGCOMMS

VALUES & POSITIONING

LOYALTY

BUILDING CREATIVE

EXPRESSION

OPERATIONALEXPERTISE

PEOPLE & CULTURE

PHYSICAL & VIRTUAL

ENVIRONMENTS

PRODUCTS & SERVICES

BRAND ADVOCACY

BRAND STRATEGY

WHAT IS A GREAT BRAND EXPERIENCE?


MOMENTS OF TRUTH


A BRANDS PERSONALITY STARTS WITH ...

Every strong brand stands for something with one differentiating attribute we call it the brands core value.

The brand essence is in fact the single intangible attribute that differentiates the brand from competitive brands as perceived by the audience.

Always be unique and try and own a single idea.


MYSTERY BRAND POSITIONING


The ultimate goal of branding is to build loyalty

Branding generates TRIAL & LOYALTY

TRIAL is a result of the customer being intrigued by your promises of the brand experience.

LOYALTY is built from having a series of consistent, singular and favourable brand experiences which is recommeded to others.

FACTS Brand Loyalty drives up 70% of all purchase decisions

Loyal customers, on average are willing to pay a 20% premium for their brand of choice

Strong brands generate long-term results

ROI - BRAND LOYALTY


WHAT ARE THE INGREDIENTS OF GIRAFFE THAT MAKE IT A COMPELLING BRAND?

The Giraffe ingredient that creates a really compelling brand is the development of a personality that the target audience emotionally connects with.


Giraffe is differentiated by its offering, but also by its BRAND VALUES.

These values make up the character and personality of the brand.

Giraffe's CORE VALUE is

LOVE, EAT & LIVE EVERYDAY


1. Have the largest hearts of all land animals

2. Come from the plains of Africa

3. Are so tall they have a different view of the world

IT'S A FRIENDLY WELCOMING PLACE

IT'S AN EXPLORER BRANDABOUT TRYING FOOD FROM AROUND THE WORLD AND LISTENING TO MUSIC FROM AROUND THE WORLD

GIRAFFE IS FUNIT HAS THE LICENSE TO DO THINGS DIFFERENTLY


LOVE, EAT LIVE VALUES POSITIONING

GLOBAL FOOD... WORLD MUSIC DESCRIPTIVE POSITIONING

A FRESH LOOK AT THE WORLD DIFFERENTIATING POSITIONING

THINK GIRAFFE... BE HAPPY EMOTIVE POSITIONING


GIRAFFE RESTAURANTS


ZA ZA BAZAAR


BUBBLEOLOGY


BRAND DESIGN AGENCY © MYSTERY LTD 87A WORSHIP STREET LONDON EC2A 2BE TEL: +44 20 7456 7833 EMAIL: [email protected] WWW.MYSTERY.CO.UK

REBEL KITCHENMystery worked strategically to define the brand positioning and name for Rebel Kitchen, prior to designing the identity, packaging and website. At the heart of the brand is the belief in being proactive about health by eating the right nutritional foods. This playful, nonconformist brand is on a serious mission to nourish the world one snack at a time! With their refreshingly no-nonsense tattooed attitude, the first products are a range of kids Coconut Mylk Drinks. 100% Healthy!


REBEL KITCHENMystery worked strategically to define the brand positioning and name for Rebel Kitchen, prior to designing the identity, packaging and website. At the heart of the brand is the belief in being proactive about health by eating the right nutritional foods. This playful, nonconformist brand is on a serious mission to nourish the world one snack at a time! With their refreshingly no-nonsense tattooed attitude, with their sophisticated flavours, this range of Coconut Mylk Drinks has been developed for Drinks for adults.


REBEL KITCHEN WEBSITE


LAZYBONESCommissioned with the task of re-invigorating a loss-making pub, Mystery leapt at the opportunity to help create a new destination bar concept! Mystery tackled the low-budget refurbishment brief with a suitably lo-fi approach, raiding their archive of vintage graphics, stencilling the walls and hand-painting the existing furniture.


LAZYBONESMystery developed a distinctive identity spread across the printed graphics, website, social media pages and interior design to reflect the independent spirit that underpins the concept - from the choice of craft ales, imported lagers and cocktails, to the delicious slow-roasted pulled pork, pulled brisket, buffalo wings and ‘superfly’ hotdogs on the food menu. Sales have more than doubled and the owners are loking for a second site...


LAZYBONESHidden in the cacophony of graphic street art which adorns the interior are messages and codes that only ‘local Farringdon hipsters’ and the obviously tipsy can decipher!


LAZYBONESCommissioned with the task of re-invigorating a loss-making pub, Mystery leapt at the opportunity to help create a new destination bar concept! Mystery tackled the low-budget refurbishment brief with a suitably lo-fi approach, raiding their archive of vintage graphics, stencilling the walls and hand-painting the existing furniture.

SMITHFIELD


DUB JAM


MYSTERY LIMITED 87A WORSHIP STREET LONDON EC2A 2BE WWW.MYSTERY.CO.UK

TEL: 020 7456 7833 EMAIL: [email protected]

BRAND VISION FOR DUB JAM

TONAL VALUES

OPERATIONAL VALUES

COMPANY VALUES

CORE VALUE

H

UMBL

E

UPC

YCLE

D

VIB

RANT

POSITIVE CARIBBEAN LA

ID BA

CK

PHILOSOPHICAL PLAYFUL

CON

SIST

ENT

U

PBEA

T

MUSICAL SPON

TANEO

US TASTY WELCOMING

INTEGRITY FUN

A

MBI

TIO

N

ONE LOVE




JERK BBQ & RUM SHACK

12 HR MARINATED; 24 HR SMOKED; BBQ GRILLED - JAMMIN' JERK!

REGGAE RUM PUNCH - BASS FILTERED

ONE LOVE

GOTTA LOVE TROJAN RECORDS

COOKIN' UP FOOD & MUSIC

FLAVA SENSATION

DESCRIPTIVE

PRODUCT

PRODUCT

VALUES

EMOTIVE

LIFESTYLE

SUGGESTIVE

DUB JAM




WELCOMEEntrance

INFORMMenu

PROMOTEPOSINTERACT

Loyalty

HINTInterior

THANKBill Message

INFLUENCEWord of mouth

ATTRACTExternal Signage

DUB JAMMESSAGES

BBQ & RUMJERK BBQ & RUM SHACK

CHILL OUT / TAKE OUT

24 HR MARINATED;12 HR SMOKED;28 DAY DRY-AGEDBBQ GRILLED

START EACH DAY WITH MARLEY IN YOUR CUPAND A SPRING IN YOUR STEP

IT'S LIKE A CHILLED-OUTBEACH PARTY

SOLIDARITYTogether we'llspread the love

ONE LOVEME NAH WORRY

DUB JAM


what's your brand impression? mystery design by richard samarasinghe #fbc14

Design

nonsense tattooed

destination

uk lazybones

uk brand vision

mystery brand

brand positioning

compelling

nonconformist