Branding: Principles, Definitions

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Branding Principles, Definitions ValuesIan
DempseyWest Cork LEADER Co-op
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Regional Branding

• Achieving competitive advantage through the use
  of the areas unique image identity

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Branding Principles

• Branding or Labelling?
• Definition Clarity
• Competitive Advantage
• Differential Positioning
• Distinctive Values
• Functional
• Added Value
• Emotional

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Branding Principles

• Visual Communication
• Clarity of Expression
• Consistency of Use
• Credibility/Authenticity
• Belief/Commitment
• Partnership/ Community
• Brand Management Protection

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Defining Brand Values

• Express Underlying Values of Product/Service
• Differentiate Goods and Services
• Expectations Commitment
• Attract Consumers with Similar Values
• Guide Behaviour Response
• Build Emotional Connection

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Defining Fuchsia

• Quality Trademark
• Distinctive Local Origins
• Regional Characteristics
• Commitment to Excellence
• Documented QA Systems
• Code of Practice
• Independent Monitoring

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Defining Fuchsia

• Recognition/Association
• Emblematic
• Cultural Wealth
• People Place Product
• Inter-sectoral Synergies
• Network and Co-operation
• Community
• Innovation

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Fuchsia Brand Values

• Quality Trademark
• Heritage Tradition
• Distinctiveness
• Trust, Integrity Authenticity
• Environmental Cultural
• Innovation
• Professional
• Commitment

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Communicating Brand Values

• Logo
• Image
• Colour
• Iconography
• Text
• Style
• Tone

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