1. Building a brand Jennifer Fox

2. © 2015 Reed Business Information Ltd A perception of the promise we make to customers, employees and other stakeholders Something that lives in the hearts and minds of audiences before, during and after any transaction with our products or services An encapsulation of the spirit at the heart of our purpose, mission and values Symbolised by our name and logo, not dependent upon it A brand is:

3. © 2015 Reed Business Information Ltd Agriculture branding project

4. © 2015 Reed Business Information Ltd Building a global business ‘umbrella’ brand and an ‘umbrella’ for the data business

5. © 2015 Reed Business Information Ltd The building of the data brand The pre-launch process Create the brand persona through branding workshops with internal stakeholders and customers Expertise in Customer Insight team Agree on the name Collaboration with stakeholders Represents the brand essence Work with designers to create the visual identity. The creative process involved Brainstorming a visualisation matrix to help give visual cues Coming up with themes and key messages to support the proposition Researching imagery and creating mood boards Creating logo concepts Important: Stakeholder agreement at each stage

6. © 2015 Reed Business Information Ltd A brand that communicates our values A brand that sets us apart A brand for the future that will work across sectors Brand bullseye

7. © 2015 Reed Business Information Ltd Trademarking A key step in developing a new brand, the RELX team: Carry out searches in relevant classes and geographies Provide a full report on their findings covering Ability to register Trademark and domain name availability Advise on changes required to meet criteria for registration

8. © 2015 Reed Business Information Ltd

9. Brand architecture conventions

10. © 2015 Reed Business Information Ltd Branded house

11. © 2015 Reed Business Information Ltd Shared house

12. © 2015 Reed Business Information Ltd House of endorsed brands

13. © 2015 Reed Business Information Ltd House of brands

14. © 2015 Reed Business Information Ltd A brand campaign Communicates the brand values & promise, not about products Shows commitment to the audience Builds the emotional connection Tells the story over a period of time XpertHR US example:

15. © 2015 Reed Business Information Ltd Some tips… Work with the right agency Do your research – internal and external Follow the proven methodology Ensure stakeholder alignment Think of the future