Gordon Coldwell 1 Branding & Re-branding Branding is more than a just a logo.... AND... Re-branding is a significant undertaking that shouldn’t be entered into without very good reason and thorough analysis.

2 Close your eyes and... Imagine...

Brand Value & Loyalty 3 Who and what comes to mind when you think ‘Baked Beans’, ‘Car Insurance’, ‘Breakfast Serial’, ‘Haulage’, Estate Maintenance... and why?

Branding… what is it? Ambition / Ownership / Where the buck stops? Concepts / Implied identity / Style-guide (gate-keepers) Mission Statements and Strap-lines Corporate identity / Corporate Culture & Behaviour Outcomes and Applications... Reinforcing the brand… 4 Branding

Branding... Logo Behaviour... Logo Brand = Logo... what is a logo? Logo = Emblematic presentation/representation of the ‘brand’ A symbol = represents a concept A sign = something to hang a symbol on A logo = carries concepts that convey something of the spirit of the ‘brand’ So whatever a logo appears on is a ‘sign’ that points to something about the brand… so a publication, an event, company vehicle livery and uniforms etc… Branding = is as much about corporate behaviour (including the behaviour of the individual employee) as it is about the logo. 5

Case Study: Bridgwater College logos

Which one is the logo? 7

8

Bridgwater College’s Brand Identity & Value 9 Responsive / Dynamic / Professional / Modern / Traditional / Comprehensive / Specialist / Trustworthy / Receptive / Accessible / Inclusive / Exclusive / Educational / Stimulating / Inspirational / Quality Standards / Smiley / Supportive / Successful / Friendly / Energetic / Enthusiastic / Innovative / Accessible / Helpful / Welcoming / Proven Track Record / Buzzy... External assessment and verification... Designated ‘Outstanding’ / Multi-Award Winning / Centre of Excellence / A Beacon College It breeds loyalty... new and repeat business It’s much easier to destroy/damage brand perception than it is to create, maintain and sustain a positive perception Write down at least 15 positive words that describe and define your company AND at least 10 that identify its weaknesses.

The College Logo 41 10

11 Fonts Convey Concepts

Projecting the Brand The Company Noise Customer Employee Supplier Avoid confusion and inconsistency... be clear in conveying the ‘brand’ through all internal and external communications and in all promotional activity. The message sent should be the same as the one received... check it out! 12

Re-branding Analysis / Implications / Time-lines / Introduction / Budget

Juggling Porcupines & Knitting 14

15 Re-brand... Review... Re-structure? Strategic Planning Business Systems, Policies and Procedures Excellent Communication that is: Responsive, Proactive and Creative Internal and External Networks - Connectivity

Define identity: Concepts / Implied identity Brand ambition and ownership (where does the buck stop?) Stakeholders… value of their views?… and who has authority? Mission Statement and strap-lines Brand network: sub-brands, sister brands... a segmented approach etc. Confirm corporate identity and determine a corporate culture that can be measured Develop visual and verbal style guide (graphic design definition) Anticipate and test outcomes and variety of applications… develop time-line for change/introduction: Stationery, billboards, adverts, merchandise, press releases and advertising etc etc… The Vision 1 16

17 The Vision 2 The launch... Establishing and reinforcing the brand... Evolving the brand... Print and electronic media etc... etc.

Mission Statements The best Mission Statements encompass (in brief) something of the responsibility, intent and spirit of the organisation they represent. A Mission Statement should be long lasting (but subject to review) and ideally something the workforce ‘feel’ they can identify with and want to ‘sign-up’ to. 18

19 Strap-lines An effective strap-line can be ‘core’ to the development and enhancement of a brand via its consistent presence and frequent use by staff and other company stakeholders etc. If the Mission Statement is doing its job then the strap-line might well convey the essence of the Mission Statement... and as such, both carry and mutually reinforce the ‘corporate identity’ message.

SDS Ltd Mission Statement We will provide in-office digital products and an after sales-service tailored to the specific needs of our clients by: Offering a range of high quality copiers, printers, scanners and facsimile machines at highly competitive rates Delivering a customer care service that is rapid in its response and effective in its actions. 20

21 SDS Strap-line ‘Solutions & Support in Digital Technology’

AND Finally... RAMP: Review / Action / Measure / Plan Strategic Plans SWOT Analysis: Strengths / Weaknesses / Opportunities / Threats Staff Reviews & Appraisals Collective Responsibility Feel the pulse of your company... has it got a healthy heart beat? 22