Visual Brand Identity

Tutorial #4

Closing: 29.9.15

Problem : Visual Brand Identity 

Learning objectives:

1. Developing visual brand identity 
1. Translating brand Identity into something visual
2. Important factors and elements in creating visual brand identity 
3. How to keep your visual brand identity consistent in relation with time and space 
2. Touchpoints & consistency 
1. How to keep the brand identity consistent over different touchpoints
2. case studies 
3. How does visual brand identity affect the relation to your audience 
1. how does the public respond to visual brand identity 
2. Case studies

Keywords

Visual Brand Identity, Corporate Identity, Consistency, Touchpoints, Relation, Association, Time and Place

Developing visual brand identity 

Translating brand identity into something visual 

Here are some questions you should start off by asking in your process to link your brand and its visual concept:

Look at what your brand is. Ask questions that unveil the message and value of the brand. You want there to be a realistic connection to the images you put out to the message and products you sell. If there is no connections consumers become confused and disinterested. 
creativemarket


Important factors and elements in creating visual brand identity 

Color: It's difficult to say whether certain colors affect a persons opinion because color evokes emotions that are so dependent on one owns personal history/experiences/preferences. What color can do though is be linked closely with the brand. does the color fit what the brand is selling. In reference to brand as a person, you can ask does the color fit the personality. (reference to the image above)

Color is also important because it is the first thing that visually separates the brand from others. Although companies can't necessarily own a color it is important to see the other brands in your industry and separate yourself by color. You don't want a color that may remind a consumer of another brand instead of yours.

With this in mind in relation to the brand some colors to correlate with certain terms. Ruggedness with brown, healthy with green, etc. So based on the key brand aspects its clear to chose colors based on this. Color can also go based on gender preference, age, etc so look to your target market what would they best respond to.
Ciotti, G. entrepreneur

Typography
What is your brand trying to say? is it a quiet, feminine tone?, rugged outdoor loud voice? typography needs to translate what you're saying in a visual way.

Imagery
What is your brand image. when you think of a picture how is the brand translated in this. Animated? editorial? Where is the consumer in this image?
sametz.com Accessed:24.9

Logo
1. keep it simple
2.keep it appropriate to your brand identity 
3.keep it clear 
4. multipurpose: it should be able to be condenced and cut to fit on billboards/business cards, etc. 
huffingtonpost

examples of great branding logos and their transformation along different surfaces/products

How to keep your visual identity consistent in relation with time and space 

Joanna brings up a good point in her article saying that the key isn't consistency but coherence. 

The most important element in a brand is that it should feel familiar, not played with in a way that can potentially hurt the brand, but not being tied down to old concepts. The way a brand feels says more about them then a logo could, for example people already recognize a Nike commercial before the name or logo is even shown. This is because certain stories and emotions are tied to different brands. Motivation, passion etc all link with the emotions you might feel during a Nike commercial that's how the recognition kicks in. 

 lord, joanna.

Similarly, don't change just to change. If your brand is still the same as it was consumers most likely have grown to love the consistency and attachment to its old ways.
infinitevisions

Rebranding your visual concept to keep up with the times can be useful if the products themselves are developing along with it for example Apples transformation over the years:

Their logo has changed with the changing time, becoming more modern, more sleek but also more inline with their brand identity. 

On brand and marketing in new markets:

theguardian

The top way to keep brand consistent through different is utilizing the brand bible, giving it to the local teams working on marketing campaign. This way they can keep the brand values and visuals but interpret it in a way that will align with the local consumer. 

Example:
Unilever utilizes brand collaborations in which they meet with different markets and discuss if the content being created is "locally relevant, on-brand, and inline with global standards for image quality" percolate

underconsideration

Touchpoints & consistency 

Brand bible: many companies are utilizing brand books to keep the brand image consistent amongst any departments in the company that might need to adapt it. It explains the colors, images typography, vision, etc. and how each of these factors are used to express the brand identity. This is useful tool to keep things consistent but also can possibly be used as a good tool in creating the visual brand. When explaining each factor, one might come across difficulties explaining or defining why they use a certain element which may be a red flag as to why have it.

webdesignerdepot accessed:28.9

source

How does visual brand identity affect the relation to your audience 

A company's visual can be one of its most crucial assets. If done well, it can attract attention, be memorable, etc. The company's brand will always be directly associated with the images they put out there because people naturally put visuals to names. Companies need to be critical when making their logos, etc because it needs to encapsulate the brands identity but also not be offensive. 

Examples of visual brand (logos) gone wrong.

examples of visual brand (logos) done right

Brand Identity & Brand Image

Tutorial #3

Closing: 22.9.15

Problem : Brand Identity & Brand Image

Learning Objectives:

1. How to build strong brand identity
1. How to manage brand identity
2. The most important elements of brand identity 
3. What are the differences between Identity and Image
2. How to follow your brand Image 
1. How to maintain an image 
3. Rebranding 
1. Reasons for rebranding 
2. Case studies

How to build strong brand identity 

When people think of brands they immediately think of the name, how it looks, how it's written and most likely the brand's logo will pop into mind as well. These factors are not what a company should build the brand around but they are essential to a strong brand identity.

Itella recently changed their name back to Posti because their identity and their new name were not lining up. Changing a name signals changing an identity and even though Posti wasn't changing their identity to Itella it translated this way to consumers and caused confusion.
Argenti, P. Corporate communication. 75-78

In David Aakers' building strong brands, He talks about a brand identity structure which consists of core and extended Identity. The Core identity if the timeless consistent center of the brand while the extended identity changes to adapt to the new markets they reach.

The four brand identity perspectives
A company should evaluate its brand with relation to 1) it's product 2) an organization 3) a person 4) a symbol.
1) Brands are associated with the products they sell what does the brand say about the product or what does the product say about the brand.
2)What type of an organization are we? Innovative? Premium product oriented? price oriented?
3) Who are the people who make the products, work in the organization, who is the brand as a person
4)The symbol makes it easy to remember.
Aaker, D. Building Strong Brands.

Mini Rant
Personally, I like to search TEDtalks when researching a new topic. They might not always have a Talk that directly relates but I always find good insights to new topics and inspiring new ideas. I watched Morgan Spurlock talk about his journey on trying to create his next movie about brands. One moment that stood out, that directly relates to this tutorial, is an instance he had with a potential company. Ban. They were asked a question, define Ban: Ban is____ . No one in that meeting could answer the question and when they did it was a mediocre answer, not inspiring. and its deodorant deodorants not inspiring or memorable, right? wrong. look at Old Spice as a brand and how they sell themselves. This just made it clear, that if as a company you can't clearly define yourselves and what concept you are trying to sell to the consumer you become a mediocre brand. Just another toothpaste brand on the store shelf.
Morgan Spurlock: Greatest ted talk ever sold

Value proposition is the value the brand is trying to create to its consumer.
slideshare

James Price

How to Manage brand identity 

Once a company has established their identity including its logo, symbols, product quality, etc. It's vital they stay consistent with everything they put out to the consumer. If they aren't consistently using the logo, etc consumers with find it hard to remember these products. Management of brand identity comes from within the company so if the identity of the company ie. bad press due to out of line core values or inconsistent logo distribution. It is something the company has control over so they need to stay consistent.

HBR. Barwise,p. Meehan, s.

Differences between Identity and Image 

I think this image gives a simple understanding definition of what identity vs image is relating to a brand. Identity being what the company perceives themselves to be and translates to the consumer and then how the consumer actually perceives the brand. With the goal being (on the side of the company) that the Identity and the Image overlap as much as possible.

How to follow your brand image

With today's technology one can assume that following your brand image isn't as difficult as it used to be. People freely write their opinions online, which is easy to track through different tools and search engines. Companies can easily find out what people are saying about them/a product.

HBR. Barwise,p. Meehan, s. 


How to maintain an image 

Respond to online comments, interact with your consumer, learn from them. This was your brand can grow with your consumer. A brand identity needs to be consistent but it also needs to keep up with the times.

Taking control of your brand image using social media: with the use to bloggers and vloggers companies have an opportunity to 'manipulate' their image using these people. By inviting bloggers to events, etc where they will be documenting their experience you are able to control first hand how they see you and there for how their followers see you.

Reasons for rebranding 

brandingstrategyinsider

This list of reasons to rebrand is very simple and doesn't address a lot of the internal and external reasons a brand might need revamping.  It does address the brand identity though if it's dated and not keeping up. 

VIM gives another list that covers some of the areas the previous list didn't. 

1. mergers, acquisitions, etc.
2. repositioning 
3. Internationalization
4. changing markets 
5. poor reputation 
6. stakeholder conflicts 
7. new ceo 
8. outdated
9. brand portfolio
10. developing corporate identity

This list is pretty self explanatory but it highlights some of the 'business' aspects that come along with rebranding. 

VIM group

Huffington post

Case studies: rebranding 


Keys to successful rebranding :

• Keep things simple 
• focus on the products (showcase your new products)
• focus on your new path/goals/strengths 
• Align yourself with what works: look to your competitors

avalaunchmedia  

Apples Rebranding History

For these brands keeping it simple and focusing on the product was what made the company successful.

pencilscoop 

Unsuccessful Rebranding:

Tropicana did not do their market research prior to rebranding. Their consumers were attached to the old look, even going far as to say it's cheap...

They did not do their research and were quick to made decisions on trademarking and now theyre stuck with a term associated with an STD. Research is key!

businessinsider

Integrated Marketing Communications

slideshare

Tutorial #2

Closing: 15.9.15

Problem : How to keep brand message consistent through different channels

Learning Objectives:

1. coordinating IMC 
1. Define IMC 
2. Who participates in IMC & What are their roles
3. Coordinating activities inside IMC
2. Tools/channels
1. What are the available tools & How to choose the right one
2. How to implement them successfully
3. Message
1. How the message is effected by the channels used & the coordinated efforts?

Coordinating IMC 

Define IMC

"An approach to achieving the objectives of a marketing campaign, through a well coordinated use of different promotional methods that are intended to reinforce each other."
source: Business dictionary Accessed: 10.9.2015

Basically, it is coordinated efforts amongst the marketing/advertising/communications in a company to promote brand and/or certain products through appropriate mediums to reach the target group. 

Here is short video that may help explain what Integrated Marketing is and how it works. 

What is Integrated Marketing? 

Who participates in IMC & What are their roles

The client/company: They provide vision and funds

Advertising Agency: They are an outside entity that provides the production and creation of an ad.

Media: The platform from which they can reach their consumer

specialist communication marketing agencies: Provide the consumer help platforms, PR

IMC.IMC. Accessed 14. 9.2015

Coordinating activities inside IMC

The key to IMC is becoming and maintaining an integrated system. Otherwise, its value significantly decreases.
MMC Learning Multimedia Marketing. Accessed: 14.9.2015

According to Pickton and Broderick there are 4 C's that can help IMC be successful. They include:

Smartingsights accessed: 14.9.2015

An example of a brand that executed its campaign successfully using these 4 c's is Snickers. Their campaign slogan was "you're not you when you're hungry" They were coherent in their message relating to something that everyone experiences which was when hungry you don't function as your best self would. Snickers was consistent in their message along many platforms including tv ads, posters with misspelled words, twitter posts by celebrities that all portrayed this message. This campaign has been running for four years, each time with new actors and new scenarios and it continues to do well. According to their figures sales went up but youtube searches were also skyrocketing.

Smartinsights accessed: 14.9.2015

Tools & Channels

What are the available tools & how to choose the right one

Here are some of the tools available to a company when wanting to market their brand/products.

You can see in this graph that some have their advantages and disadvantages. Ie. price, if your company is strapped for cash then some of the more expensive options shouldn't be first go to options.

Maybe some basic business analysis is in order before making decisions, such as SWOT. It can give a clear view of where your brand stands. Also look to your target audience, what platforms do they use. Meet with all departments to make a clear plan on which plan works collectively for all purposes.

Source: search engine people. The integrated marketing process any marketer can use. Accessed:10.9.2015

How to implement them successfully

There are ways to control how effective your implementation of a marketing plan will work. Through the use of sample testing you can get immediate feedback before spending the money. Media feedback can be easily tracked through number of followers, viewers, comments, shares, etc. 

Other than this the only way they can be implemented successfully is if all platforms being used are used regularly and provide the same message to the target audience. 

There are some ways to ensure, prior to release, that the message is consistent.

1. By utilizing a brand handbook that clearly states the message, colors, etc.
2. Associate brand core values with every message 
3. Start from scratch - developing a new communications plan ensures everything starts consistent
4. be prepared to make changes - learn from mistakes 

Communication is also one of the key concepts here when creating a consistent message.
Here is a checklist of ways to communicate successfully:

multimediamarketing : accessed: 14.9.2015

Message

How the message is effected by the channels used & the coordinated efforts?

It's important the company's message is consistent across the board. If the message isn't clear in association to their brand or inconsistent it confuses the consumers. The message is effected by the channel used because if you're not focused on what channels your target audience is using, you simply won't reach them. 

By utilizing an integrated system you are able to make your target audience actively engage with your company. Compared to old traditional ways of marketing ie. 30 second ad campaigns, now you can make an ad that lures your audience to engage on one of their social media platforms either through a giveaway or a competition, etc. This also makes them engaged for a longer period of time. 

making digital and traditionl work together. eonsultency.com

Storytelling and corporate communication

http://www.i-scoop.eu/art-storytelling-6-content-marketing-context-questions/

Tutorial # 1

Closing: 8.9.15

In our first PBL we discussed the topic corporate communications and storytelling. We watched a video of a google advertisement of its various products (Reunion) We discussed the themes of how companies can communicate its products to the public, etc. We then defined some of the learning objectives listed below. 

Problem: Storytelling and corporate communication 

Learning objectives: 

1. What is corporate communication & why storytelling is used there? 
2. What makes for successful storytelling in corporate communications?
3. Find case studies of corporate storytelling and their effects 

Corporate communication

Both an internal and external message or culmination of all messages the company is trying to relate to its staff, the media, investors, etc. It includes branding and public relations but it is not limited to just that. It is a way the company can take control of the way they are seen from an internal standpoint and also how the public views the company or its products.

Source: Knowledge vision. Corporate communications. http://www.knowledgevision.com/why-knowledge-vision/knowledgevision-applications/corporate-communications/ accessed: 7.9.2015 (image from source)

Why use storytelling in corporate communication?

Corporate communications use storytelling for various reasons. Listed are some of the reasons why a company would use storytelling to show their company's history, etc.

• storytelling is an easy way to retain facts 
• people can connect more through a story that touches them emotionally 
• It is more interesting to listen to a story, it catches and retains people's attentions more easily
• stories are easier to remember than normal facts and figs.

http://www.knoefler.cc/2012/alle-blogposts/successful-corporate-communication-thanks-to-storytelling/ Accessed:7.9.2015

Forman, J. A framework for organizational storytelling. http://www.europeanbusinessreview.com/?p=847 Accessed 7.9.2015

Exibit 1 is good framework of how a company should tell stories while also being goal oriented. Start building trust with your customers by using your capabilities. If storytelling is successful you are able to achieve general business objectives. However, depending on needs the company can also achieve specific objectives: branding, recruiting, etc. 

What makes for successful storytelling in corporate communications?

A company has control over the way the public may view them through various channels such as social media, advertising, news media, etc. However, if the messages they are trying to convey are not in line with the actions of the company, consumers no longer have trust for what they are saying. 2/3 of the public believe that companies aren't inline in what they communicate to the public (Fishburn) This is a large portion of the public so this is why it is important companies have both internal and external corporate communication, that their companies morals and actions are inline with the message they tell. 

The fishburn blog posted a list of common themes successful company stories incorporated. I have condensed the points but the full article is available in the sources below.

1. focus on the message of “what you stand for, where you’ve come from and where you’re going”. 
2. Involve your brand image at every level of the organization not just advertising
3. Transparent CEO gives more positive image of company (likeable leaders)
4. Create a company moral that unites the staff 
5. Actions speak louder than words so the company must be inline with what they say and their actions 
6. Explain to the masses how the company benefits society as a whole. (where do they fit)

These themes are more involved in creating a positive narrative for the company as a whole, because a good advertisement is useless if the company doesn't have a story of its own or is not likeable. 

Source: Fishburn. storytelling in communications. 2013. http://www.thisisfishburn.com/blog-posts/storytelling-in-communications accessed: 7.9.2015

Case studies of corporate storytelling and their effects 

After trying to research some examples of corporate storytelling and effects on consumers I found there are times when corporate storytelling can go wrong. For example, if brands are not universal or they are trying to dive into a new market if the story is too westernized and vise versa they won't translate properly or can even become offensive to the new market.
http://www.businessinsider.com/worst-foreign-ad-translation-fails-2012-5?op=1&IR=T

Example 1: Boring

Samsung 840 EVO Series Solid State Drive
Here we see clear roles defined but not portrayed in a way that accesses a connection to the viewer so interest is lost almost immediately
http://www.iacquire.com/blog/brand-storytelling

Example 2: Controversial

Hyundai released a commercial that showed a man in his car attempting suicide but couldn't go through with it because of the cars great sustainability features. This commercial was soon taken down because of the reaction the public had towards it. consumers were not only in shock but outraged because of how personal or familiar the topic of suicide can be. Hyundai was trying to tell a story that evoked emotion but it was not an appropriate approach, people need to feel good and connect in a positive manner in order to connect with the company and find interest in the products. Their released statement read: "it runs counter to our values as a company and as members of the community.... Hyundai apologizes to those who have been personally impacted by tragedy." This is an example where having what you put out externally needs to be inline with your company internally.

Hyundai Pulls Controversial 'Suicide' Ad

Example 3: Successful Storytelling

Finding just one example of successful storytelling was difficult but I did stumble upon a blog post where the writer talks about 5 great examples of corporate storytelling and which factors make it good storytelling. I recommend checking it out!

http://www.echostories.com/five-great-brand-storytelling-examples/

Hello!

My name is Silva-Ray McLaren. I am a 22 year old student from New York City.

I am currently living and studying in Helsinki, Finland. Outside of my studies I work part-time in a café. Here's a very condensed list of things that make me happy: practicing yoga, traveling, going out with friends, coffee, watching interesting documentaries, and adding colors to my extensive collection of nail polishes. 

This blog is for a course I am currently taking: Creative corporate and marketing communications. I will be posting tutorials for class and other posts sharing my personal growth and opinions. 

Our first assignment was to create a minute long Video Resume. Initial thought was that this would be a simple task but after going through the process I learned how uncomfortable it can be to just sit in front of a camera and talk about oneself. I learned a few do's and don'ts for the next time I have to make one and hopefully will feel more relaxed doing so in the future. 

Feel free to follow my journey!

Regards, Silva Ray