2. Three Sections:
1
2
3
C o n t e n t s
What makes a strong brand?
Points 1-7
Examples of best practice
Points 1-7
Summary
3. Point 1: Identifying and reinforcing the Brand Identity:
- The Company has established its core values and subsequently knows how it wants to be perceived to its target market.
(What products/services will we provide, what benefits and features do we want to promote?)
Point 2: Determining the Visuals being used to represent the Brand:
- What are your company images, company logo (variations of the logo), the brand’s ‘signature’ standard design/layout & structure which is
unique, consistent and can be adapted and repurposed in your marketing materials).
Point 3: Memorable content and style of writing which is specific, consistent and represents the Brand:
- Decide on the ‘tone’ of your messages by identifying your company’s characteristics, target audience and the image you want to portray.
- If you have a Company tagline - does it describe and sum up your purpose and values in one statement? Is it catchy and memorable?
- In your advertising campaign - does the slogan represent your product effectively and as you intended? Is it catchy and memorable?
W h a t m a k e s a s t r o n g b r a n d ? P o i n t s 1 - 3 1
4. Point 4: The Design & Concept of your symbol (Company Logo)
- Your logo design will be distinctly different from other companies
- Consider colour psychology when choosing your brand colours as they will have some effect on how your target market perceives you.
Perceptions of colour differs from culture to culture; for example the Chinese people regard red as a lucky colour, wearing it for that reason,
whilst some Spanish cultures see red as an aggressive colour. Generally in Western cultures red is the colour of vitality, confidence and in
some circumstances intensity and aggression.
- Pick specific colours for your logo (maximum 1-3) - Use relevant symbols and images to represent your company
- If you want to use fonts in your logo, make sure you keep fonts to a minimum (1-3) and ensure it is in a readable font.
Point 5: Brand recall & brand association:
- You need to focus your campaigns and marketing efforts to ensure that your brand will be remembered. Ideally you want your target market
to remember your brand without being prompted (unaided) However, your brand will also be memorable if your brand has strong associations
with something your target market knows or values. Is your company involved in the community? Do you have a famous brand ambassador?
W h a t m a k e s a s t r o n g b r a n d ? P o i n t s 4 - 5 2
5. Point 6: Interaction with your target market and stakeholders:
- This reinforces your brand and can increase the perception of your company being more human and relatable as opposed to a cold non-entity.
- Increases strong connections between you and your target market and can offer potential networking opportunities.
- Companies with strong brand images interact with the target market and customers in a way which is aligned with their values, mission
and purpose and is most efficient for them. It is important to follow through on any promises you promote.
(Examples)
- A ‘green’ environmentally friendly organisation may participate in social and recreational events, participate in fundraising and host seminars
promoting their values.
- A social media organisation may interact with the target market via posts, feedback and comments as well as send links recommending ways
the target audience can utilise their pages, update on new features and recommend videos and posts the target audience might be interested in.
(e.g. Facebook, Twitter, Youtube, Blog posts)
W h a t m a k e s a s t r o n g b r a n d ? P o i n t s 6 3
6. - Retailers are predominately service-based so therefore they must ensure that they interact with their customers (in-store or on-line) in a
friendly, professional manner and provide services which may make them stand out from the competitors. ( e.g. a webchat on company website
for handling enquiries).
- Interacting with several stakeholders can potentially increase your competitive advantage. (e.g. merging/partnering with Organisations which
offer similar services, have services which complement yours or support your core values).
Point 7: How your Company effectively deals with adversity, bad publicity and a negative brand image:
- How a brand recovers from a crisis is crucial to retaining the image you have and maintaining your credibility. You must act fast by adopting
a crisis management plan; identify the issue at hand, the cause of the incidents, the resources you have (your people, spokesperson, PR/media
agencies, your expenses/budgets) and utilise them as you try to resolve the crisis (communicated in your media campaigns.
The way you deal with the crisis will have an impact in how your target market and the general pubic will view you.
W h a t m a k e s a s t r o n g b r a n d ? P o i n t s 6 - 7 4
7. Using the points above, I will give real-life examples of Companies adopting these elements in their branding strategies:
Point 1: Identifying and reinforcing the Brand Identity:
The Body Shop has a strong brand identity as a self-proclaimed ‘ethical’ company, they have launched numerous campaigns to reinforce their
core values.
- Ethical Core Values:
1. Against Animal Testing 2. Support Community Fair trade 3. Activate Self Esteem
4. Defend Human Rights 5. Protect the Planet 6. Ethical Trade
(thebodyshop.co.uk)
- They have a strong Unique selling point (USP)
They are the first international cosmetics company to introduce Fairtrade to the industry. (thebodyshop.co.uk)
E x a m p l e s o f b e s t p r a c t i c e P o i n t 1 5
8. - Operating in-line with their core values:
The raw and natural ingredients they use to produce their cosmetics and toiletries are ethically sourced from around the world.
Through their Community Trade programme, they focus on sustaining good relations with their suppliers (local farmers, artisans and rural
co-operatives) as well as with the employees that make their products. (thebodyshop.co.za)
- The core values are still being upheld:
After the passing of Anita Roddick (founder) the new Chief Executive Jeremy Schwartz still plans to
uphold the basic principles that the company was built on.
He has set ‘14 targets for 2020’. (theguardian.com, thebodyshop.com)
E x a m p l e s o f b e s t p r a c t i c e P o i n t 1 6
9. Point 2: Determining the Visuals being used to represent the Brand:
Adobe’s sub-brand - Creative Suite (adobe.com)
Adobe segments their target market with a strong emphasis on ‘Psychographics’, they reinforce self-identity and
self-expression, providing digital and creative software for businesses and graphic design enthusiasts to produce visually appealing artwork
and professional documents. Adobe has specialised packages including PhotoShop, Illustrator and InDesign among others.
- Design consistency across its different product offerings:
1. Typography - they use the same type of fonts in their marketing materials
2. Image styles - similar themes, splashes of colours, heavy graphics effects
3. Standard layout – Adobe logo as a header, incorporating a clean simple design,
minimal text with colourful image and graphics.
E x a m p l e s o f b e s t p r a c t i c e P o i n t 2 7
10. - Why are their Visuals effective?
Adobe’s sleek, modern design and its uniformity across its marketing platforms ensures that people aware of
Adobe Creative Suite will see an immediate connection between the different packages they provide and increasing
brand recognition.
- The creative images they use (in their brochures, information guides etc.) are fun, fresh and inspirational:
The target market looking at Adobe’s materials will get an idea (indirectly) of the kinds of artwork they can do
using Creative Suite.
E x a m p l e s o f b e s t p r a c t i c e P o i n t 2 8
11. Point 3: Memorable content and style of writing which is specific, consistent and represents the Brand:
MailChimp (Email marketing and integration)
MailChimp’s mission is to ‘send better email’. It provides an efficient way to design, segment customers and send and track
emails. To date, over 10 million people and businesses use this platform. (mailchimp.com)
- The style of writing is light and conversational matching MailChimp’s culture, brand identity and visual imagery:
MailChimp’s target market is to ‘appeal to creative customers’ and so their tone is chatty (e.g. hello) with elements of humour – reinforcing
the brand as fun and personable. This unique tone of voice is consistent across its marketing channels including its Facebook, blog posts and
MailChimp Digest newsletters.
E x a m p l e s o f b e s t p r a c t i c e P o i n t 3 9
12. - “Love what you do” – Company Tagline resonates with its target market:
The tagline is simple to remember and is meaningful. (mailchimp.com)
- Succinct and easy to understand language:
MailChimp’s users want a simple, user friendly way to produce professional email campaigns.
Mail Chimp's platform provides this and offers helpful guides on how to troubleshoot which cuts out the wordy jargon and is
easy to follow.
E x a m p l e s o f b e s t p r a c t i c e P o i n t 3 10
13. Point 4: The Design & Concept of your symbol (Company Logo)
Apple Inc.
Apple Inc. has existed for 40 years - continuously developing its technology and software.
- Effective Visuals to represent the brand:
The Company logo is iconic and memorable. It may just be an image of an apple but it has been adapted in a way to make it distinctive and
easily identifiable as an apple and not to be mistaken as another fruit. Rob Janoff, the designer of the Apple logo stated, ‘the bite adds more
scale and distinction’. (atkinsbookshelf.wordpress.com).
- The fact that Apple uses the symbol of an Apple as opposed to using or adding typography makes it more appealing.
E x a m p l e s o f b e s t p r a c t i c e P o i n t 4 11
14. - Different connotations/perceptions to the symbol of an apple:
How people perceive your logo (positive or negative) can influence their willingness to buy the
product as well as make your brand more powerful and memorable. An apple often symbolises
knowledge and creativity which is aligned with Apple’s product offering.
The bite of the apple can also represent the biblical story of Adam and Eve when they ate from
the tree of knowledge; powerful symbolism is memorable.
- Variations of the logo has stood the test of time:
The simple design has made it easy to adapt the logo without losing its core identity. Rob Janoff’s concept of the original rainbow stripe
design was intended to make the brand more approachable and user friendly for people of all ages (robjanoff.com), since then the logo as
developed to appeal to a larger demographic.
E x a m p l e s o f b e s t p r a c t i c e P o i n t 4 12
15. Point 5: Brand recall & brand association:
Virgin Atlantic Airways – ‘Your airline's either got it or it hasn't’ campaign’ (2011)
Virgin Atlantic uses extensive advertising campaigns to establish themselves as a luxury, high-end international airline.
This glamourous, James Bond inspired TV advert was launched as a strategy to enter into the international market.
£6 million was spent on making the advert memorable with its visual graphics, vibrant colour scheme and symbolism.
- Virgin Atlantic has received several awards including World Travel Awards (2015) and Campaign of the Year (2012) attached to its name.
- Strong brand association – high-end airline:
Virgin Atlantic’s adverts are distinctive, they often use attractive model-esque women as air hostesses to enforce the message that flying with
Virgin is a glamourous experience as opposed to other airlines. (‘25 Years, Still Red Hot’ campaign’)
Emphasis on sexuality, perceived quality and exclusivity appeals to their main demographic which is middle class men between the ages of 40-
54 who enjoy travelling. (yougov.co.uk)
E x a m p l e s o f b e s t p r a c t i c e P o i n t 5 13
16. - Strong brand association with Muse:
Muse’s rendition of the song ‘Feeling Good’ has an edgy feel to it (cover of Nina Simone’s original); this gave the song a fresh vibe and made
this version memorable and appealing to a younger demographic, people who like the rock genre and fans of Muse. Audiences who have seen
this advert can recall the brand (aided) and associate it with the band Muse.
E x a m p l e s o f b e s t p r a c t i c e P o i n t 5 14
17. Point 6: Do you interact with your target market regularly?
eBay Inc.
eBay Inc. is one of the leading ecommerce sites in the world, providing the technology and
opportunities for their users to sell their products on-line as well as buy products from a variety of sellers at competitive prices.
- eBay’ is in a customer centric/service oriented industry:
eBay offers its customers extensive support so they can sell safely buy and sell online. The website contains troubleshooting information
(payment scams and protection, validating identities and manage listings), on-line chat and discussion boards (eBay community).
Customers can contact eBay by phone or email. eBay also utilises social media networks, Tumblr, Twitter and Facebook.
E x a m p l e s o f b e s t p r a c t i c e P o i n t 6 15
18. - Working strategically with external stakeholders Corporate philanthropy award:
eBay Inc. is very effective in reaffirming their brand identity as a people-oriented company. They have received numerous awards including
the Corporate philanthropy award by donating $5.5 million to the Bay Area non-profit organisation Bay Area. (ebayinc.com)
E x a m p l e s o f b e s t p r a c t i c e P o i n t 6 16
19. Point 7: How your Company effectively deals with adversity, bad publicity and a negative brand image:
- Johnson and Johnson maintained their brand in a crisis by the way they dealt with the issue:
The company faced a crisis in 1982 when their extra-strength Tylenol capsules was laced with cyanide, killing 7 people in Chicago USA.
Johnson and Johnson handled the issue by acting fast, James Burke the CEO recalled all the Tylenol based products off the shelves to reduce
the risk of exposure, supported the FBI and the Food and Drug Administration in their investigations and provided tamper proof packaging,
setting the standard in the healthcare industry. The brand recovered from this crisis and was able to effectively relaunch the Tylenol product.
James Burke was praised and named one of history’s 10 greatest CEO BY Fortune magazine in 2003. (business.time.com)
- Johnson and Johnson’s crisis management - The Four R’s of Brand credibility for Non-profit organisations:
Despite this model being relatively new and related to non-profit organisations, these four elements were present in their strategy.
(colleendilen.com)
E x a m p l e s o f b e s t p r a c t i c e P o i n t 7
Relevance Resonance Reputation Responsiveness
17
20. The points made in this presentation provides a simple framework - showing the main elements you should consider when you are
building your brand.
This framework applies to all companies regardless of the type and size of your company, your budget limitations, time restraints and
whether you are a sole trader or an entrepreneur starting a new business venture – branding is vital and these points are relevant to
you!
By showing you real-life examples and by going into detail about how they have been successful in their marketing communications,
drawing on the points being made - you can have a better understanding of the key concepts of branding and apply it to your
strategies.
You have to remember that all these successful companies started from somewhere and through developing their communications and
their brand image - they have successfully built and maintained resilient brands which can stand the test of time.
S u m m a r y 18
21. The Body Shop. 2016. Our Commitment. [Online] Available at: <http://www.thebodyshop.co.uk/values/index.aspx>.
[Accessed 4 April 2016].
The Body Shop . 2012. Support Community Trade. [Online] Available at: <http://www.thebodyshop.co.za/values/community-
trade-map>. [Accessed 4 April 2016].
Butler, S. 2016. The Guardian. 13 February 2016. Body Shop boss goes back to the rainforest. [Online] Available at:
<http://www.theguardian.com/business/2016/feb/13/body-shop-boss-back-to-rainforest-jeremy-schwartz-anita-roddick>.
[Accessed 5 April 2016].
The Body Shop. 2012. Manifesto. [Online] Available at: <http://www.thebodyshop.com/commitment/Manifesto.aspx>.
[Accessed 5 April 2016].
R e s o u r c e s f o r c o n d u c t i n g t h i s P r e s e n t a t i o n
22. Adobe. 2016. Adobe Creative Cloud. [Online] Available at:
<http://www.adobe.com/uk/creativecloud.html?sdid=KKQPG&mv=search&s_kwcid=AL!3085!3!81809146130!b!!g!!creative%20
cloud%20individual&ef_id=VyjCWQAABQcJrpyL:20160503152305:s>. [Accessed 6 April 2016].
MailChimp. 2016. Send Better Email. [Online] Available at: <http://mailchimp.com/start/>. [Accessed 6 April 2016].
Ben. 2011. MailChimp. 28 June 2011. Love What You Do. [Online] Available at: <https://blog.mailchimp.com/love-what-you-do/>.
[Accessed 6 April 2016].
Atkins, A. 2013. aBOOKSHELFz. 28 March 2013. Tag Archives: rob janoff designer of apple logo Who Designed the Apple Logo?
[Online] Available at: <https://atkinsbookshelf.wordpress.com/tag/rob-janoff-designer-of-apple-logo/>. [Accessed 7 April 2016].
R e s o u r c e s f o r c o n d u c t i n g t h i s P r e s e n t a t i o n
23. Janoff, R. 2012. Rob Janoff . 2012.THE APPLE LOGO STORY. [Online] Available at: <http://robjanoff.com/applelogo/>.
[Accessed 7 April 2016].
YouGov Profiles Lite. 2016. Customers of Virgin Atlantic Airways. [Online] Available at:
<https://yougov.co.uk/profileslite#/Virgin_Atlantic_Airways/demographics>. [Accessed 7 April 2016].
Nelson, D. 2012. eBay. 2 November 2012. eBay in Top 5 at Corporate Philanthropy Awards. [Online] Available at:
<https://www.ebayinc.com/stories/news/ebay-hits-top-5-at-corporate-philanthropy-awards/>. [Accessed 7 April 2016].
Knowledge@wharton. 2012. Time. 5 October 2012. Tylenol and the Legacy of J&J’s James Burke. [Online]. Available at:
<http://business.time.com/2012/10/05/tylenol-and-the-legacy-of-jjs-james-burke/ >. [Accessed 7 April 2016].
R e s o u r c e s f o r c o n d u c t i n g t h i s P r e s e n t a t i o n
24. Dilenschneider, C. 2015. Know your Own Bone. 25 February 2015. The Four R’s of Brand credibility for Non-profit
organisations. [Online] Available at: <http://colleendilen.com/2015/02/25/the-four-rs-of-brand-credibility-for-nonprofit-
organizations/>. [Accessed 7 April 2016].
R e s o u r c e s f o r c o n d u c t i n g t h i s P r e s e n t a t i o n
