CORPORATE

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CORPORATE
CORPORATE PRODUCT BRANDING SOME TIPS TO TAKE
INTO CONSIDERATION
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WHAT?
1 - What is a brand? 2 - What does it mean? 3 -
Who needs to brand? 4 - What creates a strong
brand? 5 - Where branding fails?
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1 - WHAT IS?
1 - What is a brand? Identities Values Brand
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2 - WHAT DOES?
2 - What does it mean? Identities This is
the hollow vessel Values These are the opinions
that fill that vessel Together they create the
Brand
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IDENTITIES /BIG BRANDS

• IDENTITIES The hollow vessel
• BIG BRANDS
• These brands work within an International
  network across all product ranges
• - Each market has specific basic needs to which
  the brands must comply
• - Consideration of these in relation to their
  corporate profiles
• - Once established, a product can be manipulated
  to lead its consumers

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IDENTITIES /FMCG
IDENTITIES The hollow vessel FMCG - Get to
know the environment where the brand will be
placed - Gain enough information in order to
develop the brand successfully to its targeted
market - Product brand must be seen and sell
itself on the shelf. - Consumers need to be
targeted instantly - Brands and consumers find
each other
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IDENTITIES /CORPORATE BRANDS
IDENTITIES The hollow vessel CORPORATE
BRANDS - A companies identity should be able
to tell its own story - It is the first form of
visual communication on a business card or
website - It is in many cases also used as a
strong product endorsement, a product brand name
itself - A logo should say what you do, or what
you sell to your audience straight away
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VALUES_1
VALUES Opinions that fill the vessel Image -
Brand value Does the product suit the brand?
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VALUES_2
VALUES Opinions that fill the vessel Consumer
is always subconsciously saying If I buy this
product does it fit in with the image of the
brand I want to buy? A brand is not what you
are, but what you are not!
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VALUES_3

• VALUES Opinions that fill the vessel
• Within a brand family
• - Do the other products fit in or is the brand
  completely set aside?
• Big brands with various product ranges are at
  risk of being unrecognised
• A consumer associates a company with specific
  products
• The rest of the product range if not strong
  enough can weaken the positioning of that company
  even within their speciality range.

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VALUES_4
VALUES Opinions that fill the vessel Price
Performance ratio must be balanced Overpriced
goods for performance will not sell
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VALUES_5
VALUES Opinions that fill the vessel Reputation
is important. Keep price performance up and
supply the goods to the customer
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VALUES_6
VALUES Opinions that fill the vessel Give
yourself the cutting edge Put yourself aside from
the competition and find your own niche If your
brand is strong enough the consumer will find
it
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3 - WHO NEEDS?
3 - Who needs to brand? Everyone who has an
audience / client / customer / consumer to
provide or sell to
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4 - WHAT CREATES?
4 What creates a strong brand? DDD Define Deve
lop Deliver
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DEFINING - A GOOD BRIEF
DEFINING A Good Brief - Goal of the project /
product - Who is the target audience? - What is
your message to them? - Are you trying to change
their point of view? - Why should they believe
you? - What tone of voice is appropriate?
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DEVELOPMENT - A GOOD DESIGN
DEVELOPMENT A Good Design It is essential to
approach a design brief analytically, even if it
is tempting to let creativity lead the
way. Considerations History Values Strengths/Wea
knesses Group project and strategy The trade The
competitive position Shelf impact Range extensions
The future Environmental issues Symbolism Colours
Production costs Laws and stipulations Time
element of the brand The future of the brand
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DELIVERY
DELIVERY Supply must be available if there is
a demand
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5 - WHERW BRANDING FAILS?

• 5 Where branding fails
• - When basic rules are not upheld
• - When what are you selling, is not correctly
  targeted.
• Lack of focus on a brand can confuse an
  audience.
• - BRAND FOCUS is imperative

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THE SECRET OF
THE SECRET OF SUCCESS IS KNOWING YOUR
AIMS Benjamin Disraeli THE SECRET OF BRAND
SUCCESS IS KNOWING YOUR VALUES AND STAYING
FOCUSED Aubergine Gray