Brand Consultants – Ben Redgell & Marcus Pringle
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Transcript of Brand Consultants – Ben Redgell & Marcus Pringle
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Brand Consultants – Ben Redgell & Marcus Pringle
Branding
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AgendaDefining Our Brand Our target audience Mission Statement Our unique selling point What consumers already think of our company What qualities do we want consumers to associate with our
companyBrand Elements Logo The ‘voice’ of our company Tagline Templates and brand standards for marketing materials Advertising
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Defining Our Brand
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Our target audience
Our target audience are air-show event organisers
A specialist market meaning we will need limited marketing and can rely quite heavily on our current company reputation
The 2014 convention run by the European air-show council will be a good place to promote our new insurance product
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Our company’s mission
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Our company’s mission
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Our company’s mission
ARMA is committed to providing the best personalised insurance in a wide range of sectors. We seek to work alongside our customer to help create the best package for them, offering them the best protection available. Our aim is to be efficient, understanding and concise when working with our customers, whilst delivering competitive prices.
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Personalisation – We offer customers the opportunity to personalise their insurance package to their event
Customer care – Loyal to customers, offering the best prices possible
Our Unique Selling Point
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What consumers already think of our company We already offer a number of insurance products
including car and house insurance We aim to be efficient, understanding and concise
What qualities we want consumers to associate with our company
Efficient Understanding Concise Professional
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Brand Elements
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Logo analysis Emphasis on one colour,
mostly blues and greens Simple, bold fonts Simple graphics if used Graphics often central to
the core concept of the business
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Logo ideas Use limited number of colours Simple, professional looking font Incorporation of a shield Name of the company clearly
displayed Make it applicable to the company
as a whole, not just air-show event insurance
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Our logo
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The ‘voice’ of our company
Formal – Customers must know we are professional when dealing with their enquires to ensure they feel protected
Concise – Give customers advice and information without using vague terminology or ambiguous statements
Focus on the customer – We want the customer to know that they are the most important element in their
Consistent – No matter what medium we are communicating in (letter, website, phone etc.), we must ensure the same tone and approach is being used
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Tagline
Shielding your assets
Ensuring you are insured
Safe, secure protection
Safely landing you on the ground
Making you fly high above the rest
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Templates and brand standards
Brand Standards Our logo must be clearly visible
on everything we produce The ‘voice’ of our company
should be consistent to maintain professionalism
Use blue when creating elements for our business to make branding consistent
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Twitter - @ARMAInsuranceTwitter Allows consumers to
contact us directly with ease through another communication channel
Is another platform to promote new products and existing services
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Advertising
Very niche market meaning advertising will belimited
Attend the 2014European Airshow Conventionand promote our insurance using a stall
Adverts in aviation magazines When planning our advertising
we need to consider: Timing, budget, competitive environment, target audience, geographical focus, campaign objectives
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Any Questions?
To find a copy of this presentation, please visit:http://businessstudiesgroupl.wordpress.com/
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References http://www.aeroplanemonthly.com/ www.armainsurance.co.uk http://www.axa.co.uk/about/brand-and-advertising/ http://www.benjerry.co.uk/our-values/mission-statement http://www.business-standard.com/article/companies/aviva-q1-sales-decline-9-to-11-4-bi
llion-pounds-111051700189_1.html
http://businessstudiesgroupl.wordpress.com/ http://www.cbssmm.com/police-car-coloring-pages-to-print/ http://www.clker.com/clipart-aeroplane.html http://www.clker.com/clipart-house-8.html http://www.esurance.com/about/mission http://www.european-airshow.com/index.php/2013-10-06-21-39-28 http://www.forbes.com/sites/jaysondemers/2014/02/18/how-to-find-your-companys-voic
e/
http://www.infoplease.com/spot/colors1.html http://www.kcom.com/our-customers/admiral http
://www.risk.net/insurance-risk/news/2184685/axa-enters-corporate-loan-market-socgen http://www.tescocustomerservice-careers.com/page.cfm/content/our-values-and-promis
es/ http://www.themoneypages.com/personal-finance-awards-201112-results/ http://www.ukinsurancenet.com/insurer_profiles/morethan.asp