Branding Communication Plan

Visual Identity – vital component  Brand  Logo  Slogan

BRANDING Definition:  Branding is an introspective exercise that reflects the values of an entity  Branding is in itself the creation of a unique impression or message which remains consistent,and distinct that sets you apart from your competition

Branding  Communicates your mission ; Creates a context to enable people to understand the message being conveyed;  Creates a context to enable people to understand the message being conveyed;  Branding is a gathering force;  Provides a visual identity to your organization ;

Branding  Establishes a link with your value proposition.  It is not just a logo or a slogan; it is actually a strategy that will create an impact and help you market effectively ;  Creates a magnetic effect that will attract people to you  Creates a magnetic effect that will attract people to you;  Branding is all about success and accomplishing the goals you have set out to do.

Branding All you do, say and communicate to ;  Employees;  Clients;  Suppliers;  Members;  Contractors;  Volunteers  Etc.

Branding Could be:  A symbol  A visual image

Branding Could be:  A message: "Don't leave home without it"  A promise "The milk chocolate that melts in your mouth - not in your hand."

Branding  The brand must become the image and the promise that you wish to deliver…  The logo is the identifying symbol that we use in relation to the brand used in advertising, etc.  The logo is the first visual image clients will see; it is therefore very important for it to be pertinent & effective

Brand Examples

Slogans and Taglines Slogan : is used in advertising to create an awareness and attract people The brand slogan is also called a tagline  easiest and most effective way to communicate a new or revised brand message.  can enhance the value and relevance of your brand, extend its reach, and give it renewed vigor.

Tagline (continued) Whether concrete or abstract, serious or funny, use a tagline to:  Convey essential qualities of your brand character;  Emphasize a key differentiator or competitive advantage;  Align your message to a specific audience or target market;  Supports the identity of the brand together with the logo.

Tagline (continued)  Promise the fulfillment of a deeply-held need or wish;  Evoke feelings from your target market;  Generate an action from your target market;  Convey your corporate or brand image in the market

Slogans Usual slogan characteristics :  A concise, direct, clear and striking formula;  Maximum of 5 words ;  Easy to remember;

 Communicates the brand or product;  Good to the last drop  Snap ! Crackle ! Pop !  Touches the consumer;  Blood. It’s in you to give.  Save Money. Live Better. Slogans ( continued )

Some slogans are included in the logo.

Brand for Chambers of Commerce Objective: Solidarity Strength of Chamber movement Strength in numbers Unifying brand

Brand for Chambers of Commerce Goal: Develop a tagline every Chamber will embrace Complement existing visual identity Reinforce value proposition of the Chamber mouvement

Brand for Chambers of Commerce Group Exercise: Take 5 minutes to individually think of a tagline that all Chambers can embrance: i.e. The Voice of Business Share with people at your table Write on cards the 3 most liked

Brand for Chambers of Commerce Group Exercise: Share with plenary Dot matrix 3 preferred taglines of all identified Try to arrive at consensus on 1 tagline all Chambers would embrace.

Thank you! Rej Vermette