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How to brand through text and pictures.

• Roger Aeschbacher

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• The following presentation was held by Roger
  Aeschbacher at the Museum of Kommunikation in
  Bern at the Swiss Biotech Association Event
  Communication Make the best of an important
  business tool on Nov 14th 2008 .

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Did you come by train?

• Multiple colours, multiple pictures/forms,
  multiple text styles compete for attention.
  Everything is very confusing

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Did you arrive by car?

• Multiple colours, multiple pictures/forms,
  multiple texts compete for attention. Everything
  is very confusing

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Dont forget the Drämmli!

• This happens, when a bus driver tries to make
  sense out of such confusing traffic signs, while
  driving.

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Its a complex world

• The world is globally networked
• Understanding the system is difficult
• Navigation through life is tough

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Brands help us navigate through life

• Brands give us orientation in an overcrowded
  marketplace. Brands simplify decisions. Brands
  comfort us

if kept simple.
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The challenge in communication

• The speaker has a certain intention. The receiver
  must (and will) interpret it.

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4 aspects are always communicated

• Wanna try this new
  aspirin?

• Fact I found a new formulation.
• Appeal I want you to try it.
• Relationship I like you and care for you.
• Self-disclosure I know what is good for you.
• Schulz von Thun

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The receiver decides what he hears

• Interpretation by receiver

• Fact You didnt bring me the original.
• Appeal You want me to change brands.
• Relationship You dont care for me.
• Self-disclosure You want to dominate me.

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Communication is interpretation

• All four aspects are always interpreted.
• The receiver decides what he wants to hear.
• The reaction may show how theinformation was
  received.
• Non-verbal signs help us to interpretthe
  messages.

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Claims communicate all 4 aspects

• Claims, like all communication instruments, send
  always a four-fold message.

E.g. We Innovate Healthcare What is indeed
communicated here?

• Emphasis on fact
• Strong self-disclosure
• Important impact on relationship
• Appeal may not be the one intended

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Claims should care for all 4 aspects

• Our own work We speak Life Sciences

• Fact We speak your language
• Appeal We want you to talk to us
• Relationship We see ourselves as partners
• Self-disclosure We would like to be your partner

Tip Balance all 4 aspects of a message
well.Help reader interpret all 4 aspects.
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Claims should care for all 4 aspects

• Our work We help you biotech

• Fact We know biotech and can help you
• Appeal We want to help you
• Relationship We are your partner
• Self-disclosure We are happy to support you

Tip By balancing all 4 aspects, you can try to
steer the interpretation by the reader.
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Tip A meaningful visualization of a claim will
boost its message.
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The challenge with texts

• Words carry meanings (usually) known to all.Yet,
  texts must (and will) be interpreted.

Danger using fake words, or using more words.
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The challenge with pictures

• Pictures are not decoration. Pictures convey tons
  of meanings.
• Pictures dont carry a tag how to use them.
• Absence of body language, tonality allows more
  room for interpretation.
• Very precise selection of pictures is needed.

Danger to use generalized or neutral images
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Texts and pictures correspond

• In a well designed communication instrument,
  pictures and texts support each other to help a
  stakeholder understand all our intentions. R
  oger Aeschbacher

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Just one example One of our texts

• Challenge How to communicate that a German
  company is happy to meet customers in
  Switzerland, too?

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By using text an image
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What to avoid with text and pictures

• See on the slides just some current examples of
  a specific communication instrument
  advertisements photographed at the train
  station Basel SBB.

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Negative Text only

• Texts stating purefacts are boring
• Power of picturesis not used

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Negative Picture is boring

• Text is interesting
• Yet, picture is boring
• Picture doesnt enhance meaning
• Emotions not directed towards the product

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Negative Text and picture are boring

• Is a yellow bottle light?
• What should one do now?
• What do I get, if I get the message?

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Negative Nice picture, nice text

• Everything is perfect, but doesnt really fit
  together.

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Positive examples
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Positive examples

• Reduced to max.
• Text evokes an image. Image is a text sign.
• Text and picture boost each other.
• Balance of fact, appeal, relationship,
  self-disclosure.

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Positive examples

• Reduced to max.
• Text and picture correspond excellently.
• Message is a fact and an appeal.
• Relationship and appeal aspects are nicely
  visualized.

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Positive examples My favorite
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Such a brand gives comfort

• Reduced to max
• Simple unique words create whole worlds
• Excellent enhancement of text and picture
• Balance between fact, appeal, relationship,
  self-disclos.
• Brand invites you to enter a conversation, find
  comfort

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Take home messages How to brand through text
and pictures

• Excellent CIs care for the I and the You.
• Excellent CIs enable a brand to steer the
  conversation with its stake- and shareholders.
• Texts, pictures, claims, newsletters, logos, etc.
  are simply instruments to enable a conversation.
• Avoid pictures as decoration. Select them
  carefully.
• Avoid texts as facts only.
• Texts and pictures boost each other.
• Care for all 4 aspects of a message.

Always!
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we are texters and designers

• We are happy to help you communicate
• Find more information under www.skarema.com

• Thank you for your attention

Roger Aeschbacher info_at_skarema.com078 637 69
80 www.skarema.com