1. In your groups, see if you can guess the brand on the sheet

2. Guess the Branding! 1. 2. 3. 4. 5. 6. 7. 8. 9.

3. Learning Objectives To understand what is meant by ‘corporate identity’ To know who Wally Olins was To be able to explain Wally Olins influence on branding and corporate identity

4. What do you think Corporate Identity is? Write down as many ideas as possible! There are no wrong answers, I just want to know what you think

5. Corporate Identity ‘The qualities and values an organisation wishes to be associated with and recognised by, and it’s signage, products and public appearances’ Corporate Image ‘The branding of a company’ Branding ‘A logo or image associated by the public with a product’

6. Wally Olins was a brand consultant. After studying history at university he worked for an advertising company. In 1965, with Michael Wolff he founded the advertising agency Wolff Olins, which was a major influence on developing corporate image in the UK and Europe. Olins worked with companies such as P&O and BT where the corporate image is embodied in every advertising campaign that they run. Olins believed that corporate identity is the whole feeling you get when you buy something from a company. He said: ‘it seemed sensible to present the idea of the company as a whole through its products, environment and behaviour rather than just through advertising’

7. In your groups, write 4 words or phrases that you think sum up Chace

8. Your Task: Rebrand Chace In your fours, using the materials on your desk have a go at rebranding Chace Community School. You will be focusing on the logo, uniform and signage. Your brand needs to be consistent across all four areas The brand needs to reflect the values and image you wrote on your post it that represent Chace ‘it seemed sensible to present the idea of the company as a whole through its products, environment and behaviour rather than just through advertising’ - Wally Olins

10. Keyword Check Define: Branding Corporate Image Corporate Identity