Can design help you understand, define and express your business offering in a crowded marketplace? We think that we know what graphic design is. It’s logos and brochures and stuff, right? Well, yes, kind of. But design is much more than this. It is much more than window dressing. It is a process of understanding, defining and expressing what your business has to offer the world. Smart companies around the world realise this and make design a fundamental part of their business development. It’s not just the big guys. The irony of our increasingly globalised/networked world is that a connection to producers of products has never been more important, nor more available, to us. How do you re-imagine and re-engineer your business in a global marketplace? How do you differentiate yourself in a world of infinite possibilities and competition? And how do you do it if you don’t have the seemingly infinite budgets of the big brands? If design isn’t just about pretty pictures, what is it about? The Australian Graphic Design Association, in partnership with Emergence Creative Festival and Margaret River Chamber of Commerce and Industry, is presenting Different by Design, a workshop for business-owners and designers wanting to explore new, smarter ways of working together to drive bottom-lines. Presented by Mark Braddock and Carolyn Hall of internationally-recognised (but local) branding agency Block (BlockBranding.com), the interactive workshop will take you through a framework for innovation and present relevant case studies that will provide you with food for thought.

1. A Workshop

2. Hi.

3. Hi.
So, who the hell are we?

4. Hi.
So, who the hell are we?
– Carolyn Hall Director of Business Strategy

5. Hi.
So, who the hell are we?
– Carolyn Hall Director of Business Strategy
– Mark Braddock Creative Director

6. Where do we come from?

7. Where do we come from?
– Block (BlockBranding.com)

8. What do we do?

9. What do we do?
– Creative Strategy

10. What do we do?
– Creative Strategy
– Strategic Creativity

11. Yeah, but what do we actually do?

12. Yeah, but what do we actually do?
– Design brand identities

15. Yeah, but what do we actually do?
– Design brand identities

16. Yeah, but what do we actually do?
– Design brand identities
– Create advertising campaigns

20. Yeah, but what do we actually do?
– Design brand identities
– Create advertising campaigns

21. Yeah, but what do we actually do?
– Design brand identities
– Create advertising campaigns
– Brand environments

24. Yeah, but what do we actually do?
– Design brand identities
– Create advertising campaigns
– Brand environments

25. Yeah, but what do we actually do?
– Design brand identities
– Create advertising campaigns
– Brand environments
– … and other stuff

27. Who do we work for?

28. Who do we work for?
– Anybody

29. Who do we work for?
– Anybody – as long as they aren’t
dicks and can pay their bills

30. Who do we work for?
– Anybody – as long as they aren’t
dicks and can pay their bills
– Yes, it’s a business not a hobby

31. And who are you?

32. Standing out
– Close your eyes and think of a great
logo from your perspective.
– Write it down on the paper in front
of you.

33. Standing out
– Think about what makes it great.
– Really dissect it.
– What is it about the logo that makes it
so special?

34. The Logo
– Is it the design?
– Or is it more than that which makes it
stand out in your mind?

35. The Logo
– A logo won’t make them care.
– It is only a starting point.
– When we do our job right we make
‘them’ care.

37. But how?

38. But how?
– If you’re a planner, it usually starts with
a diagram.

39. A diagram
BLOCK’S BRAND FRAMEWORK © SPONSORSHIP
BRAND VALUES VEHICLE SIGNAGE
OVERALL BUSINESS STRATEGY
To articulate the full spectrum of the brand’s impact and attitude. The
values are the code by which the brand lives.
BRAND EXPERIENCE
COMMUNITY EVENTS
BRAND PERSONALITY BRANCH SIGNAGE
To articulate the full expression of the brand. The personality shapes
the general tone and expression of the brand. CORPORATE STATIONERY
BRAND VISION MERCHANDISE
To articulate the tangible goals and corporate objectives. The vision
provides a common voice to all the communications. AIRPORT BOOTH

40. Discovering who you are
– Take a single sheet of paper and divide
it into 4.
– Write 3 dot points under each of the
following questions:

41. The BIG Questions

42. The BIG Questions
1 What do you do?
Describe your business

43. The BIG Questions
1 What do you do?
Describe your business
2 What do you have to sell?
Describe your product

44. The BIG Questions
1 What do you do?
Describe your business
2 What do you have to sell?
Describe your product
3 Who do you sell it to?
Describe your target

45. The BIG Questions
1 What do you do?
Describe your business
2 What do you have to sell?
Describe your product
3 Who do you sell it to?
Describe your target
4 Where do you sell it?
Describe the your sales channels

46. Uncovering the core proposition
In the factories we make cosmetics,
in the store we sell hope.
– Charles Revlon, Founder of Revlon

47. The BIG Questions – in reverse

48. The BIG Questions – in reverse
1 What is the heart of your business?

49. The BIG Questions – in reverse
1 What is the heart of your business?
2 What’s at the heart of your product?

50. The BIG Questions – in reverse
1 What is the heart of your business?
2 What’s at the heart of your product?
3 What type of people buy your product?

51. The BIG Questions – in reverse
1 What is the heart of your business?
2 What’s at the heart of your product?
3 What type of people buy your product?
4 Why does it matter to them,
or anyone-else?

52. Realising the importance of
looking at all the ‘brand truths’

53. Case Study – Raw Hire
Raw Hire primarily competes in the local North
West WA vehicle hire market with a commercial /
mining focus.
The commercial / mining focus will remain, how-
ever growth plans include expanding beyond the
North West WA region.

54. How do you express yourself?

55. How Raw Hire expresses
themselves?
‘You can rely on me to know your business
and deliver.’
‘We won’t come to a party empty handed.’
‘I’ll tell it to you straight, and won’t rip you off.’
‘We’re your mate in the game.’

56. Let’s consider Raw Hire’s
brand values.

57. Let’s consider Raw Hire’s
brand values.
– The brand values are about how we think.
It’s the code by which the brand lives.

58. Let’s consider Raw Hire’s
brand values.
– The brand values are about how we think.
It’s the code by which the brand lives.
– The values act as a benchmark to measure
behaviour and performance.

59. Let’s consider Raw Hire’s
brand values.
– The brand values are about how we think.
It’s the code by which the brand lives.
– The values act as a benchmark to measure
behaviour and performance.
– They underpin the brand experience.

60. CUSTOMER FOCUS
Our
business
is
centered
on
the
customer.
By
providing
personalised
solu8ons
with
a
strong
service
mentality,
we
build
long-­‐las8ng
rela8onships.
QUALITY
In
every
encounter
with
our
customers
we
provide
both
quality
service
and
quality
vehicles.
Brand Values INTEGRITY
We are honest in our business dealings and responsible when
competing. We won’t compromise our integrity in order to secure
a deal, against either small or large providers.
Our local heritage makes us stand out from large corporate
competitors.
COMMITMENT
We stand unchallenged in our absolute commitment to deliver to
our customers’ specific fleet requirements.

61. Let’s consider Raw Hire’s
personality attributes.

62. Let’s consider Raw Hire’s
personality attributes.
– These describe the external persona of the brand.

63. Let’s consider Raw Hire’s
personality attributes.
– These describe the external persona of the brand.
– These attributes collectively shape the general
tone and expression of the brand.

64. Let’s consider Raw Hire’s
personality attributes.
– These describe the external persona of the brand.
– These attributes collectively shape the general
tone and expression of the brand.
– They inform and guide the way in which Raw
Hire talk to customers through various communi-
cation channels.

65. PERSONAL TOUCH
We display a ‘can-do’ attitude and personal approach to developing
tailored solutions to meet a variety of specific needs.
CONFIDENT
We are bold and confident without being brash. We are proud of
Brand our fleet offering and how we service our customers’ needs.
Personality EMPATHETIC
Our local heritage provides the advantages of a detailed
understanding of the region and a strong name in the community.
DETERMINED
We are determined to be successful. We are purposeful and driven
in our actions.

66. not

67. not

68. not

69. not

70. not

71. Expressing who you are – Raw
We are proud to be a leader in the market of servic- With our commitment to work paired with our
ing fleet hire needs to Western Australia’s north- company’s heritage, when we say the words ‘can do’,
west and beyond. ‘no worries’ and ‘she’ll be right’ – we take them
seriously. Rather than off-handed comments, they
We are continually recognised for our expertise and are serious promises of our dedication to our work.
knowledge with providing a reliable service to the
resource sector. We are a dynamic company that is growing and
expanding; and while we continue to grow, the
To become an experienced leader, we have always values of trust, quality, innovation and strength
gone the extra mile to ensure our customers can that we were built on remain.
too – this will always be our endeavour.
We are proud of the promises we make and keep.
Put simply, we are driven to achieve. We will always strive for quality, professionalism
and consistency, taking ownership of the work we
So we accommodate requests. We deliver solutions do and the relationships we make. We want our
tailored to each customer’s best interests. customers to know us by name as much as we want
to know each of their own.
We’re neither too small to deliver, nor too large to
care about those we service. Our customers, their business and our company are
going places; our focus is on driving this reality
home.

72. Expressing who you are
– Stormhoek
We’re a small South African vineyard. We make the Burying oneself in the usual blanket of wine clichés
best South African wine for the money, end of story. to us is not a viable marketing strategy. With hun-
dreds of thousands of vineyards out there, and only
We believe in punching above our weight. In this so many distribution channels available, you face
regard, we’ve been pretty fortunate. We’re known two stark choices: Either rise above the clutter, or
for trying out relatively “out there” marketing ideas. face a lifetime of misery and woe.
We do that for a reason. When you are a small
company in a relatively isolated part of the word, It’s just wine, People. Sure, we make excellent prod-
thousands of miles away from your main customer uct. But let’s not get too carried away. At the end of
base, you frankly have no other choice. the day, even the best Bordeaux is just fermented
grape juice. What’s more interesting to us is the
On one level, we take ourselves very seriously. On conversations people have over a bottle of wine.
another level, we try to keep a sense of humor There’s a human element to all this we find utterly
about it all. We try to “keep it real”, which is an- mysterious and fascinating.
other way of saying, we try to keep it interesting, as
much for ourselves as anyone else. We humans are incredible beings. Doing some-
thing that continually reminds us of this simple,
We believe the wine business can use a good kick basic truth is where the real fun is.
in the pants. We certainly try to do our part.

73. How do we communicate it?
BLOCK’S BRAND FRAMEWORK © SPONSORSHIP
BRAND VALUES VEHICLE SIGNAGE
OVERALL BUSINESS STRATEGY
To articulate the full spectrum of the brand’s impact and attitude. The
values are the code by which the brand lives.
BRAND EXPERIENCE
COMMUNITY EVENTS
BRAND PERSONALITY BRANCH SIGNAGE
To articulate the full expression of the brand. The personality shapes
the general tone and expression of the brand. CORPORATE STATIONERY
BRAND VISION MERCHANDISE
To articulate the tangible goals and corporate objectives. The vision
provides a common voice to all the communications. AIRPORT BOOTH

81. The all important relationship
between the client and the
Agency/Studio

82. ‘Setting Expectations’
Group Activity
– Designers:
describe what makes an ideal client.
– Clients:
describe what makes an ideal designer.

83. Finding and working with the
right Agency/Studio

84. Finding and working with the
right Agency/Studio
– Types of agencies: big vs small.

85. Finding and working with the
right Agency/Studio
– Types of agencies: big vs small.
– What they offer – what do you need.

86. Finding and working with the
right Agency/Studio
– Types of agencies: big vs small.
– What they offer – what do you need.
– Developing the brief: you gotta
start with that.

87. It’s all about the relationship –
don’t let anyone tell you otherwise

88. Thanks