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Branding
Penny Hamilton Head of Brand and Marketing Imperial War Museums
Session 1: What is a brand? Session 2: The key elements of a brand Session 3: How to develop a brand Break Session 4: Case Study: The IWM brand
Schedule
Branding Penny Hamilton Head of Brand and Marketing Imperial War - - PowerPoint PPT Presentation
Branding Penny Hamilton Head of Brand and Marketing Imperial War - - PowerPoint PPT Presentation
Branding Penny Hamilton Head of Brand and Marketing Imperial War Museums Schedule Session 1: What is a brand? Session 2: The key elements of a brand Session 3: How to develop a brand Break Session 4: Case Study: The IWM brand The B
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The ‘B’ word
What is a brand?
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consistency quality difference
The ‘b’ word – a whistle stop tour
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choice + identity more than a logo what we believe in how it makes us feel
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competition
visitors staff exhibitions funding sponsorship media space influence policy
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A clear idea
who you are what you do why you do it how you do it + what you stand for
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product communications behaviour environment
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behaviour
communications environment
product or service
communication
environment communications
idea
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invitation to engage challenge to reconsider for both staff and public
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always challenging always fresh always different always Tate
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look again think again
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environment behaviour
look again think again
product environment communications behaviour
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behaviour product environment communications
If you lived down here you'd look weird too
The Power
- f Nature
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Branding defined
What are the key elements of a brand?
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the experience you offer the difference you make
A brand defined
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The name
Emotive Inspirational Abstract Descriptive
Volksvagen British Airways American Airlines Coffee Republic One World cahoot Nike Orange Kodak Starbucks Muji
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A brand defined
VISION the impact you want to make OFFER what you do VALUES how you do it PERSONALITY the way you do it POSITIONING your difference BIG IDEA the heart of your brand THE NAME what audiences recognise
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A coherent story and a shared direction V&A “inspiring creativity” Royal Botanic Gardens Kew “plants matter” Natural History Museum “the power of nature” Apple “think differently”
The big idea – a few examples
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The brand ‘blueprint’
Idea The power of nature
Vision To advance our knowledge of the natural world, inspiring better care of our planet Positioning A voice of authority on the natural world Values Diversity One Museum Relevant science Learning Fun Personality Inspiring Courageous Passionate Clear Compelling Mission We maintain and develop our collections and use them to promote the discovery, understanding, responsible use and enjoyment of the natural world
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consistency quality difference
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Models for brand architecture
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consistency quality difference
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communications environment
Offer What you do
communication
Where you do it
Environment Image
What you say
idea
People
How you behave
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Brand creation
How to develop a brand?
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Four Stages
1 Investigating: examining perceptions of the
- rganisation overall and reviewing messages and
identity 2 Visioning: creating a positioning framework for the
- rganisation, including vision, values and ‘big idea’
3 Visualising: reviewing visual and verbal expression against on this framework 4 Implementing: developing a phased action plan to embed the brand across the organisation
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Idea The organisation’s emotional essence Vision The difference you want to make to the world Positioning The competitive territory you own Values The core principles that drive behaviour Personality The attitudes that differentiate you from your competitors Mission What you do and why you do it
The brand ‘blueprint’
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Investigating
- Desk Research – strategy and audience research
- Exit Surveys
- Online surveys – include social media: Facebook
and Twitter
- Internal and external interviews
- Competitor and visual audits
- Spend time just watching visitors
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Investigating
- Why do/don’t you visit?
- What do you expect from your visit?
- What do you like about your visit
- What’s the best/worst thing about the organisation
- What could be improved?
- Can you describe the organisation’s logo
- Where else do you visit? Who does it better and why?
- How would you describe the organisation in 3 words?
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Offer What you do
Visioning
- 1. Where are you today?
- 2. What makes your organisation special?
- 3. What do you want your audiences to say?
- 4. Your market position?
- 5. A picture for the future?