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Can design help you understand, define and express your business offering in a crowded marketplace? We think that we know what graphic design is. It’s logos and brochures and stuff, right? Well, yes, kind of. But design is much more than this. It is much more than window dressing. It is a process of understanding, defining and expressing what your business has to offer the world. Smart companies around the world realise this and make design a fundamental part of their business development. It’s not just the big guys. The irony of our increasingly globalised/networked world is that a connection to producers of products has never been more important, nor more available, to us. How do you re-imagine and re-engineer your business in a global marketplace? How do you differentiate yourself in a world of infinite possibilities and competition? And how do you do it if you don’t have the seemingly infinite budgets of the big brands? If design isn’t just about pretty pictures, what is it about? The Australian Graphic Design Association, in partnership with Emergence Creative Festival and Margaret River Chamber of Commerce and Industry, is presenting Different by Design, a workshop for business-owners and designers wanting to explore new, smarter ways of working together to drive bottom-lines. Presented by Mark Braddock and Carolyn Hall of internationally-recognised (but local) branding agency Block (BlockBranding.com), the interactive workshop will take you through a framework for innovation and present relevant case studies that will provide you with food for thought.
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A W o r k s h o p
Hi.
Hi.
So, who the hell are we?
Hi.
So, who the hell are we?
– Carolyn Hall Director of Business Strategy
Hi.
So, who the hell are we?
– Carolyn Hall Director of Business Strategy
– Mark Braddock Creative Director
Where do we come from?
Where do we come from?
– Block (BlockBranding.com)
What do we do?
What do we do?
– Creative Strategy
What do we do?
– Creative Strategy
– Strategic Creativity
Yeah, but what do we actually do?
Yeah, but what do we actually do?
– Design brand identities
Yeah, but what do we actually do?
– Design brand identities
Yeah, but what do we actually do?
– Design brand identities
– Create advertising campaigns
Yeah, but what do we actually do?
– Design brand identities
– Create advertising campaigns
Yeah, but what do we actually do?
– Design brand identities
– Create advertising campaigns
– Brand environments
Yeah, but what do we actually do?
– Design brand identities
– Create advertising campaigns
– Brand environments
Yeah, but what do we actually do?
– Design brand identities
– Create advertising campaigns
– Brand environments
– … and other stuff
Who do we work for?
Who do we work for?
– Anybody
Who do we work for?
– Anybody – as long as they aren’t dicks and can pay their bills
Who do we work for?
– Anybody – as long as they aren’t dicks and can pay their bills
– Yes, it’s a business not a hobby
And who are you?
Standing out
– Close your eyes and think of a great logo from your perspective.
– Write it down on the paper in front of you.
Standing out
– Think about what makes it great.
– Really dissect it.
– What is it about the logo that makes it so special?
The Logo
– Is it the design?
– Or is it more than that which makes it stand out in your mind?
The Logo
– A logo won’t make them care.
– It is only a starting point.
– When we do our job right we make ‘them’ care.
But how?
But how?
– If you’re a planner, it usually starts with a diagram.
BRAND VALUES
To articulate the full spectrum of the brand’s impact and attitude. The values are the code by which the brand lives.
BRAND PERSONALITY
To articulate the full expression of the brand. The personality shapes the general tone and expression of the brand.
BRAND VISION
To articulate the tangible goals and corporate objectives. The vision provides a common voice to all the communications.
BLOCK’S BRAND FRAMEWORK ©
OV
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BR
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SPONSORSHIP
VEHICLE SIGNAGE
COMMUNITY EVENTS
BRANCH SIGNAGE
CORPORATE STATIONERY
MERCHANDISE
AIRPORT BOOTH
BRAND VALUES
To articulate the full spectrum of the brand’s impact and attitude. The values are the code by which the brand lives.
BRAND PERSONALITY
To articulate the full expression of the brand. The personality shapes the general tone and expression of the brand.
BRAND VISION
To articulate the tangible goals and corporate objectives. The vision provides a common voice to all the communications.
BLOCK’S BRAND FRAMEWORK ©
OV
ERA
LL B
USI
NES
S ST
RA
TEG
Y
BR
AN
D E
XPE
RIE
NC
E
SPONSORSHIP
VEHICLE SIGNAGE
COMMUNITY EVENTS
BRANCH SIGNAGE
CORPORATE STATIONERY
MERCHANDISE
AIRPORT BOOTH
A diagram
Discovering who you are
– Take a single sheet of paper and divide it into 4.
– Write 3 dot points under each of the following questions:
The BIG Questions
The BIG Questions
1 What do you do? Describe your business
The BIG Questions
1 What do you do? Describe your business 2 What do you have to sell? Describe your product
The BIG Questions
1 What do you do? Describe your business 2 What do you have to sell? Describe your product 3 Who do you sell it to? Describe your target
The BIG Questions
1 What do you do? Describe your business 2 What do you have to sell? Describe your product 3 Who do you sell it to? Describe your target 4 Where do you sell it? Describe the your sales channels
Uncovering the core proposition
In the factories we make cosmetics, in the store we sell hope. – Charles Revlon, Founder of Revlon
The BIG Questions – in reverse
The BIG Questions – in reverse
1 What is the heart of your business?
The BIG Questions – in reverse
1 What is the heart of your business? 2 What’s at the heart of your product?
The BIG Questions – in reverse
1 What is the heart of your business? 2 What’s at the heart of your product? 3 What type of people buy your product?
The BIG Questions – in reverse
1 What is the heart of your business? 2 What’s at the heart of your product? 3 What type of people buy your product? 4 Why does it matter to them, or anyone-else?
Realising the importance of looking at all the ‘brand truths’
Case Study – Raw Hire
Raw Hire primarily competes in the local North West WA vehicle hire market with a commercial / mining focus.
The commercial / mining focus will remain, how-ever growth plans include expanding beyond the North West WA region.
How do you express yourself?
How Raw Hire expresses themselves?
‘You can rely on me to know your business and deliver.’
‘We won’t come to a party empty handed.’
‘I’ll tell it to you straight, and won’t rip you off.’
‘We’re your mate in the game.’
Let’s consider Raw Hire’s brand values.
Let’s consider Raw Hire’s brand values.
– The brand values are about how we think. It’s the code by which the brand lives.
Let’s consider Raw Hire’s brand values.
– The brand values are about how we think. It’s the code by which the brand lives.
– The values act as a benchmark to measure behaviour and performance.
Let’s consider Raw Hire’s brand values.
– The brand values are about how we think. It’s the code by which the brand lives.
– The values act as a benchmark to measure behaviour and performance.
– They underpin the brand experience.
Brand Values
Our business is centered on the customer. By providing personalised solu8ons with a strong service mentality, we build long-‐las8ng rela8onships.
CUSTOMER FOCUS
QUALITY
In every encounter with our customers we provide both quality service and quality vehicles.
INTEGRITY We are honest in our business dealings and responsible when competing. We won’t compromise our integrity in order to secure a deal, against either small or large providers.
Our local heritage makes us stand out from large corporate competitors.
COMMITMENT
We stand unchallenged in our absolute commitment to deliver to our customers’ specific fleet requirements.
Let’s consider Raw Hire’s personality attributes.
Let’s consider Raw Hire’s personality attributes.
– These describe the external persona of the brand.
Let’s consider Raw Hire’s personality attributes.
– These describe the external persona of the brand. – These attributes collectively shape the general tone and expression of the brand.
Let’s consider Raw Hire’s personality attributes.
– These describe the external persona of the brand. – These attributes collectively shape the general tone and expression of the brand.
– They inform and guide the way in which Raw Hire talk to customers through various communi-cation channels.
Brand Personality
We display a ‘can-do’ attitude and personal approach to developing tailored solutions to meet a variety of specific needs.
PERSONAL TOUCH
CONFIDENT
We are bold and confident without being brash. We are proud of our fleet offering and how we service our customers’ needs.
EMPATHETIC Our local heritage provides the advantages of a detailed understanding of the region and a strong name in the community.
DETERMINED
We are determined to be successful. We are purposeful and driven in our actions.
not
not
not
not
not
Expressing who you are – RawWe are proud to be a leader in the market of servic-ing fleet hire needs to Western Australia’s north-west and beyond.
We are continually recognised for our expertise and knowledge with providing a reliable service to the resource sector.
To become an experienced leader, we have always gone the extra mile to ensure our customers can too – this will always be our endeavour.
Put simply, we are driven to achieve.
So we accommodate requests. We deliver solutions tailored to each customer’s best interests.
We’re neither too small to deliver, nor too large to care about those we service.
With our commitment to work paired with our company’s heritage, when we say the words ‘can do’,‘no worries’ and ‘she’ll be right’ – we take them seriously. Rather than off-handed comments, theyare serious promises of our dedication to our work.
We are a dynamic company that is growing and expanding; and while we continue to grow, thevalues of trust, quality, innovation and strength that we were built on remain.
We are proud of the promises we make and keep.We will always strive for quality, professionalism and consistency, taking ownership of the work wedo and the relationships we make. We want our customers to know us by name as much as we wantto know each of their own.
Our customers, their business and our company are going places; our focus is on driving this realityhome.
Expressing who you are – StormhoekWe’re a small South African vineyard. We make the best South African wine for the money, end of story. We believe in punching above our weight. In this regard, we’ve been pretty fortunate. We’re known for trying out relatively “out there” marketing ideas. We do that for a reason. When you are a small company in a relatively isolated part of the word, thousands of miles away from your main customer base, you frankly have no other choice. On one level, we take ourselves very seriously. On another level, we try to keep a sense of humor about it all. We try to “keep it real”, which is an-other way of saying, we try to keep it interesting, as much for ourselves as anyone else. We believe the wine business can use a good kick in the pants. We certainly try to do our part.
Burying oneself in the usual blanket of wine clichés to us is not a viable marketing strategy. With hun-dreds of thousands of vineyards out there, and only so many distribution channels available, you face two stark choices: Either rise above the clutter, or face a lifetime of misery and woe. It’s just wine, People. Sure, we make excellent prod-uct. But let’s not get too carried away. At the end of the day, even the best Bordeaux is just fermented grape juice. What’s more interesting to us is the conversations people have over a bottle of wine. There’s a human element to all this we find utterly mysterious and fascinating. We humans are incredible beings. Doing some-thing that continually reminds us of this simple, basic truth is where the real fun is.
BRAND VALUES
To articulate the full spectrum of the brand’s impact and attitude. The values are the code by which the brand lives.
BRAND PERSONALITY
To articulate the full expression of the brand. The personality shapes the general tone and expression of the brand.
BRAND VISION
To articulate the tangible goals and corporate objectives. The vision provides a common voice to all the communications.
BLOCK’S BRAND FRAMEWORK ©
OV
ERA
LL B
USI
NES
S ST
RA
TEG
Y
BR
AN
D E
XPE
RIE
NC
E
SPONSORSHIP
VEHICLE SIGNAGE
COMMUNITY EVENTS
BRANCH SIGNAGE
CORPORATE STATIONERY
MERCHANDISE
AIRPORT BOOTH
BRAND VALUES
To articulate the full spectrum of the brand’s impact and attitude. The values are the code by which the brand lives.
BRAND PERSONALITY
To articulate the full expression of the brand. The personality shapes the general tone and expression of the brand.
BRAND VISION
To articulate the tangible goals and corporate objectives. The vision provides a common voice to all the communications.
BLOCK’S BRAND FRAMEWORK ©
OV
ERA
LL B
USI
NES
S ST
RA
TEG
Y
BR
AN
D E
XPE
RIE
NC
E
SPONSORSHIP
VEHICLE SIGNAGE
COMMUNITY EVENTS
BRANCH SIGNAGE
CORPORATE STATIONERY
MERCHANDISE
AIRPORT BOOTH
How do we communicate it?
The all important relationship between the client and the Agency/Studio
‘Setting Expectations’ Group Activity
– Designers: describe what makes an ideal client.
– Clients: describe what makes an ideal designer.
Finding and working with the right Agency/Studio
Finding and working with the right Agency/Studio
– Types of agencies: big vs small.
Finding and working with the right Agency/Studio
– Types of agencies: big vs small.
– What they offer – what do you need.
Finding and working with the right Agency/Studio
– Types of agencies: big vs small.
– What they offer – what do you need.
– Developing the brief: you gotta start with that.
It’s all about the relationship – don’t let anyone tell you otherwise
Thanks