Copyright © Heavenly 2010
What is a brand?
“Your brand is what people say about you when you are not in the room.”
Jeff Bezos, founder of Amazon
Copyright © Heavenly 2010
Why are brands important?
• 185,000 charities currently registered in the UK
• 5,000 new charities register every year
• Cluttered, busy marketplace
• Organisations need to be sharp to survive
Copyright © Heavenly 2010
1. Have a clear vision
• Vision: Know what you want to be
“Preventing cruelty to children”
Copyright © Heavenly 2010
1. Have a clear vision
• Vision: Know what you want to be
“Preventing cruelty to children”
• Be simple, understandable, short and memorable
• Mission: How you’re going to get there
Copyright © Heavenly 2010
2. Make sure you’re servicing a need
• Know your target audience1. Consumer insight
2. Market need
3. Product benefit
• Is there any opportunity in the market?
• Make sure it’s different from other organisations?
Copyright © Heavenly 2010
• Know who you’re going after
• Get under the skin of your audience
• Keep a constant dialogue
• Research
• Consumer insights can be visionary
2. Make sure you’re servicing a need
1. Consumer insight
Copyright © Heavenly 2010
2. Make sure you’re servicing a need
• Consumers fed up
• ‘Beige box’ restrictive
• Creative types not satisfied
• ‘Creative tool for creative minds’
1. Consumer insight
Copyright © Heavenly 2010
2. Make sure you’re servicing a need
• Adults like to indulge too!
• Ice cream previously only targeted kids
• First grown up ice cream
• ‘Adult indulgence’
1. Consumer insight
Copyright © Heavenly 2010
2. Missing People charity
• World can be a scary, unstable place
• Relationships give modern life meaning
• Life would be empty without family and friends
• Vision for the charity is ‘Togetherness’
1. Consumer insight
Copyright © Heavenly 2010
• Keep your competition close
• Are you offering something new?
• What’s the market opportunity
2. Market need
2. Make sure you’re servicing a need
Copyright © Heavenly 2010
2. Market need • Absolut spotted an opportunity in the market
• Vodka brands sold themselves on provenance
• Absolut could stand for something new
• Purity
2. Make sure you’re servicing a need
Copyright © Heavenly 2010
• If you’re service doesn’t have a marketplace then you need to change it
• You should be first (unique) in your category
• Offer a solution to your cause that’s unique
2. Make sure you’re servicing a need
Copyright © Heavenly 2010
3. Offer a lifestyle badge
• Put an emotional idea at the heart of your brand
• Make your brand make a lifestyle statement
Copyright © Heavenly 2010
4. Stand for one thing well
• Do less, mean more
• Brands need a focused point of view on life
• Powerful brands own a thought or vision in the mind of their prospects
Copyright © Heavenly 2010
4. Heavenly brand map
3 characteristics that define how the brand acts and communicates.
3 values that define the key benefits offered by the products and services of the brand.
The single word or phrase which the brand seeks to own in the mind of the consumer.
Copyright © Heavenly 2010
5. Signpost your brand
• Speak-able, spell-able, memorable, shorter the better
• Own-able and differentiated versus the competition
• Shorter, punchier brand names make for stronger logotypes
• Is it credible? Does it reflect your vision?
• Will it appeal to your audience?
Copyright © Heavenly 2010
Redundant elements?
National Missing Persons Helpline
Truly national brands do not
prefix their brands with
the title
Copyright © Heavenly 2010
Redundant elements?
National Missing Persons Helpline
Third person not very warm
or friendly
Copyright © Heavenly 2010
Redundant elements?
National Missing Persons Helpline
The charity has now
evolved to be more than just
a helpline
Copyright © Heavenly 2010
New name
Retains equity with existing brand
Friendly, softer hook
An explicit, down-to-earth name that says what it does on the tin
‘Missing People’
Copyright © Heavenly 2010
6. Make sure your visual identity performs
• Don’t try to say everything in your logo
• Strong brands own a visual kit of parts
• Signpost to consumers
• A competitive shield for your organisation
Copyright © Heavenly 2010
6. Make sure your visual identity performs
• Burger King symbolised the colours in a hamburger
• Not differentiated from the leaders
Vs.
Copyright © Heavenly 2010
7. Be consistent
• The core idea should be reflected in all communications
• Strong internal glue, a united front
• Apply your visual identity consistently across any medium
• Creating a guaranteed customer experience at every touch point
Copyright © Heavenly 2010
Missing People case study
1. Have a clear vision To create more togetherness in the UK
2. Servicing a need Only charity dedicated to Missing People
3. Offer a lifestyle badge Togetherness is a big, emotional idea
4. Stand for one thing well Togetherness
5. Signpost your brand Missing People
6. Strong visual identity Unique, strong & ownable kit of parts
7. Be consistent
Copyright © Heavenly 2010
Missing People case study
1. Have a clear vision (coke – to be more ubiquitous than water/ authenticity) – Vision – what you want to be, Mission – how we are going to get there – having concensus – brand audit – what would the world be missing? Simple, understandable, short and memorable
2. Be first in your category -Make sure your product appeals (market need, product benefit, know your customer research dialogue)
3. Offer a lifestyle badge (economist, intelligence, guardian newspaper, nike trainers)
4. Stand for one thing well (USP brand maps etc core thoughts)5. Signpost your brand (the dark art of brand naming and strapline
development)6. Be iconic (visual ID kit of parts versus logotype – also offers a competitive
shied, colour, iconography etc)7. Be consistent (apply core idea and visual ID across every touchpoint – create a
guaranteed customer experience across any medium) - Keep talking (strong internal glue/ communications and agreement is essential
Top Related