Logo? Identity? Brand? - Getting the right idea & Getting the idea right
287 likes19,691 views
The document discusses various aspects of branding including logos, brand promises, experiences, values, personalities, identities, and guidelines. It provides examples of how brands like BMW, IKEA, and MTV have evolved their logos, delivered on their promises, and established guidelines to ensure consistent branding. The key aspects that form a brand are its visual identity via logos and icons, the experiences it provides to customers and partners, and the values and personality conveyed through all interactions.
Logo? Identity? Brand? - Getting the right idea & Getting the idea right
- 1. Getting the right idea & Getting the idea right.
- 2. Identifies a business in its simplest form via the use of a mark or icon.
- 3. The BMW Logo
- 4. Original Logo 1923 1936 70s & 80s 1954 2000 The evolution of the BMW Logo
- 5. Visual aspects that form part of the overall brand.
- 6. The Iconic Kidney Grille
- 7. The evolution of the Kidney Grille
- 8. It can be anything (i.e: place, artefact or interface), where a person experiences a brand.
- 9. The Sheer Driving Experience
- 10. The Top Draw Services
- 11. A brand > a name or a logo. It is a combination of experiences.
- 13. Think of a car brand that you like. Why you like it? It is ‘cos:
- 14. So you see, you like a brand for the different experiences it gives you. And all these experiences are guided by one thing:
- 16. A brand promise is a commitment a brand delivers to its customers, its partners and its stakeholders. Let’s look at IKEA - a brand that successfully brings the brand promise to life in all the experiences it offers: Brand Promise Customers To create a better everyday life for the many people. Well-designed products at low prices = great value = better everyday life. Partners Success and good sales = great value = better everyday life. Suppliers Better sales = better demand = better profits = better everyday life.
- 17. Can you see how IKEA delivers its brand promise across all experiences? A good brand live and breathe their traits daily, they are definitely have a place in our heart and living it up to their brand promise.
- 18. Values make a brand unique and different from competitors. It act as a guide in daily activities.
- 19. Do you have a “never say die” attitude and always try to find solutions to challenges and problems? Are you knowledgeable and can you anticipate the needs for the clients, partners or colleagues? Are you honest, transparent and do what you promise? Values Examples
- 20. It defines how a brand should behave in ways that reflect their brand promise. It is the soul, the persona, the spirit of the organisation manifested in some comprehensible way.
- 21. Do you work in a steady, confident, clear and detailed manner? Do you listens when others speak and know how to influeance and inspire them to do better? Can you correctly size-up a situation and know how to turn it to your advantage? Do you dare to break free from the norm, embrace new challenges and find fresh solutions to old problems? Personality Traits
- 22. Monolithic – Endorsed – Branded
- 23. Monolithic - The single business identity Amore Amore ENGINEERING Amore CHEMICALS Amore AEROSPACE
- 24. Endorsed - The multi-business identity Amore Fasola Part of Amore ENGINEERING Doremi CHEMICALS Latido AEROSPACE Part of Amore Part of Amore
- 25. Amore Fasola ENGINEERING Doremi CHEMICALS Latido AEROSPACE Branded - The brand-business identity (Free Standing)
- 27. The outward expression of a brand. Includes everything from its name and visual appearance to the way it sounds, feels, smells and tastes. It is the fundamental means of consumer recognition and symbolizes its points of difference. It represents a unique set of associations which affect how a brand appears in consumers’ minds. Identity however, is a strategic goal (while image is a consumers’ actual perception of a brand). The goal, is for identity and image to be the same.
- 28. Identity lead us to
- 29. Brand image, on the other hand, is the totality of consumer perceptions about the brand, or how they see it, which may not coincide with the brand identity. Companies have to work hard on the consumer experience to make sure that what customers see and think is what they want them to.
- 30. and...
- 31. These guidelines are part enforcement and part motivation to ensure consistent execution of the brand. It provide full information and empower staff and third-party supplier to successfully develop the brand independently.
- 34. MTV 1981 - Pat Gorman, Frank Olinsky and Patti Rogoff.
- 35. Lets have a look at...
- 36. Before
- 37. After
- 39. Before
- 40. After
- 41. After
- 43. Before
- 44. After
- 45. In conclusion Visual aspects that form part of the overall brand. Perceived emotional corporate image as a whole. Identifies a business in its simplest form via the use of a mark or icon.
- 46. “Your smile is your logo, your personality is your identity, How you leave others feeling after an experience with you becomes your brand/trademark.”