Sport & Leisure Industry - Session 7 - Brands: How
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Transcript of Sport & Leisure Industry - Session 7 - Brands: How
The Sport & Leisure IndustryWK7… Brands: How
Embed your organisation’s story in its visual identity
The Sport & Leisure IndustryThe Unit: A Recap
week 1
industry overview
week 2
an introduction to marketing &
the four p’s
week 3
word of mouth: how
promotions go viral
week 4
relationship marketing
week 5
branding: what & why
week 6
branding: how part 1
The Sport & Leisure IndustryToday’s Objectives
1.
2.
3.
To understand the power of stories in communicatingyour brand.
To understand the two ways in which your story canbe communicated to the public.
To understand the core elements of your brands visual identity.
The Sport & Leisure IndustryBrands: What We Know So Far
What
The tangible objects and intangible
feelings and beliefs people see and hold with regard to
an organisation
Why
Branding seeks to add
perceived value to the
organisation’s products and/or
services.
How
Firstly, by understanding
your organisation (last weeks session) &
secondly, by communicating
your organisation in
the way you would like to be portrayed (this weeks session).
The Sport & Leisure IndustryBrands: Our Journey To Create One
SWOT analysis
USP
Core Competence
Analysis
Pyramid of Purpose
Mission Statement
Creating those tangible and intangible items which project who
you are.
Done through the use of a
story.
understanding your
organisation
communicating your organisation
The Sport & Leisure IndustryBrands: A Story
Your organisation’s story
Tangible BrandingIntangible Branding
Your organisation
The Sport & Leisure IndustryBrand Stories: An Example
The organisation’s mission statement…
Our mission is to make risk based entertainment moreaccessible and fun.
The organisation’s story…
Fun, cheeky, outlandish, Irish lads, having a laugh.
The organisation…
Paddy Power
The Sport & Leisure IndustryWK7… Brands: How
The organisation’s story…
Fun, cheeky, outlandish, Irish lads, having a laugh.
The Sport & Leisure Industry
The organisation’s story…
Fun, cheeky, outlandish, Irish lads, having a laugh.
Brand Stories: An Example
The Sport & Leisure Industry
The organisation’s story…
Fun, cheeky, outlandish, Irish lads, having a laugh.
Brand Stories: An Example
The Sport & Leisure Industry
The organisation’s story…
Fun, cheeky, outlandish, Irish lads, having a laugh.
Brand Stories: An Example
The Sport & Leisure Industry
http://www.youtube.com/watch?v=DEmA_QF30GI
http://www.youtube.com/watch?v=-jTRMYCyEmc
https://twitter.com/paddypower
The organisation’s story…
Fun, cheeky, outlandish, Irish lads, having a laugh.
Brand Stories: An Example
The Sport & Leisure Industry
• So, you communicate your organisation, in the way you would like it portrayed, through a central story.
• We’ve seen an example of how, in reality, an organisation does that.
• But what is a story?
For us to do this it’s important we understand…
Brand Stories
The Sport & Leisure IndustryWhat Is A Story?
“A story is a reimagined experience narrated with enough detail and feeling to cause your listeners’
imaginations to experience it as real.”
Simmons (2007, P.19)
The Sport & Leisure IndustryBrand Stories
So why do we use a story to get our brands message across?
Why are stories so powerful?
The Sport & Leisure IndustryWhy Are Stories Powerful?
“You cannot help dealing with the limited information you have as if it were all there is to know. You build the best
possible story from the information available to you, and if it’s a good story, you believe it. Paradoxically, it is easier to
construct a coherent story when you know little, when there are fewer pieces to fit into the puzzle. Our comforting
conviction that the world makes sense rests on a secure foundation: our almost unlimited ability to ignore our
ignorance.”
Kahneman (2011)
The Sport & Leisure IndustryWhy Are Stories Powerful
• You cannot help dealing with the limited information you have as if it were all there is to know.
• You build the best possible story from the information available to you, and if it’s a good story, you believe it.
• Paradoxically, it is easier to construct a coherent story when you know little, when there are fewer pieces to fit into the puzzle.
• Our comforting conviction that the world makes sense rests on a secure foundation: our almost unlimited ability to ignore our ignorance.
The Sport & Leisure IndustryThe Power Of Stories: An Example
So it’s clear that stories are powerful.
Here’s an example of how we all get sucked in by a good, simple, easy to comprehend story...
The Sport & Leisure Industry
David Vs Goliath
The Power Of Stories: An Example
The Sport & Leisure Industry
So why is it that we buy into the ‘David as a valiant underdog story’?
The Power Of Stories: An Example
The Sport & Leisure Industry
“You cannot help dealing with the limited information you have as if it were all there is to know. You build the best
possible story from the information available to you, and if it’s a good story, you believe it. Paradoxically, it is easier to
construct a coherent story when you know little, when there are fewer pieces to fit into the puzzle. Our comforting
conviction that the world makes sense rests on a secure foundation: our almost unlimited ability to ignore our
ignorance.”
Kahneman (2011)
The Power Of Stories: An Example
The Sport & Leisure IndustryBrand Stories
• By following last weeks process in understanding your organisation you’ve all the knowledge you need to construct a simple story for your organisation.
• Remember this is your organisations story, its personality, it’s identity.
• We saw something similar with mission statements last week.
• Paddy Power created a good, simple simple story ready to embed in their branding.
The Sport & Leisure IndustryBrand Stories
“Do you think it’s possible that IBM could look like the kind ofcompany it really is?”
The Sport & Leisure IndustryTelling Your Brands Story
You communicate your brands story through two vessels…
Visual Identity
Logo
Colours
Typefaces
Symbols
Verbal Identity
Name of brand
Name of products
Strapline
Tone of voice
Today we’ll address the four aspects that go into creating a brands visual identity.
The Sport & Leisure IndustryVisual Identity: The Logo
A logo does one, or a combination, of these three things…
1. Identification
The logo identifies your organisation in a quick, visual way. It’s the first thing a customer sees and they need to know who it belongs to.
2. Distinction
The logo distinguishes your organisation from the competitiion. You are recognised because of it. Or at least should be if it is unique enough.
3. Communication
The logo should communicate something about your organisation. Sometimes directly, sometimes subtly.
The Sport & Leisure IndustryVisual Identity: Symbols
What to consider when choosing a symbol for the organisation and their logo…
1. StorytellingNot all symbols are created equal - choose symbols that tell a story. Do your research and make sure the symbols incorporated in your logo convey clear and concise representations.
2. International Perspectives:What a symbol represents in one culture may not be what it represents in another. This is crucial for companies who seek to create international identities and brands.
3. Conflicts Of Interest:Do not use multiple symbols in one logo or brand that might possibly represent conflicting ideas.
4. Clarify The CommunicationEach logo should communicate something. Symbols are powerful communication devices when used wisely. One smart symbolic element in a logo design can express everything, but the symbol used in a logo should express one thing well, not many ideas poorly.
The Sport & Leisure IndustryVisual Identity: Colours
Colours – red
Psychological Meaning Cultural Meaning
Western:danger a warning to stopangerValentine's Day
Eastern:prosperitygood fortuneworn by brides
China: the color of good luck and celebration vitality, happiness, long life
China cont... used as a wedding colorused in many ceremonies from funerals to weddingsused for festive occasionstraditionally worn on Chinese New Year to bring luck and prosperity
Russia:associated with the Bolsheviks and Communism, means beautiful in Russian languageoften used in marriage ceremonies
• Action• Energy and speed• Attention-getting• Assertive and confident• Energizing• Stimulating• Exciting• Powerful• Passionate• Courageous and strong
The Sport & Leisure Industry
Colours – blue
Psychological Meaning Cultural Meaning
Visual Identity: Colours
Western:conservative, "something blue" bridal traditionmasculine colorbaby boys
Eastern:immortality
China:immortalityassociated with pornography and 'blue films' feminine color
Korea:color of mourning
Iran:color of mourning heaven and spiritualityimmortality
Egypt:virtueprotection - to ward off evil
Middle East:protection
US Politics:Liberalism
Belgium:color for baby girls
• Loyalty• Trust and integrity • Perseverance • Caring and concern
Authority
The Sport & Leisure Industry
Colours – yellow
Psychological Meaning Cultural MeaningMiddle East:happinessprosperity
Japan:courage beauty and refinementaristocracycheerfulness
Europe:happiness, joy cowardice, weakness hazard warning
Western:happiness, joyhope cowardicecaution, warning of hazards
Eastern:sacredimperial
China:sacredimperial, royaltyhonormasculine color
Visual Identity: Colours
• Cheerfulness• Enthusiasm• Fun• Good-humored• Confidence
The Sport & Leisure Industry
Colours – orange
Psychological Meaning
• Warmth• Happiness• Physical energy• Cheerfulness. • Enthusiasm• Courage
Cultural Meaning
Western:affordable or inexpensive itemsHalloween, combined with black
Eastern:happinessspirituality
Thailand:color for Thursday
Ireland:religious color for Protestants appears on the Irish flag along with white for peace and green for Catholics
Visual Identity: Colours
Netherlands:color of the Dutch Royal Family
Hinduism:Saffron, a soft orange color, is considered an auspicious and sacred color
The Sport & Leisure Industry
Colours – green
Psychological Meaning Cultural Meaning
Visual Identity: Colours
• Growth and vitality• Renewal• Restoration• Self-reliance• Reliability and dependability• Nature,
Western:lucky color in most western culturesspring, new birth, regenerationnature and environmental awareness color for 'go' at traffic lightsSaint Patrick's Day jealousygreed
Eastern:new life, regeneration and hopefertility
China:fertility Disgrace
Ireland:religious color for Irish Catholics color symbol of Ireland
Middle East:color of IslamstrengthfertilityLuck
USA:moneyJealousy
The Sport & Leisure IndustryVisual Identity: Typeface
San Serif (without feet) – Modern, used on websites
• Arial • Verdana
Serif (feet) – Traditional, used in books
• Times New Roman • Century Schoolbook
The Sport & Leisure IndustryVisual Identity: Examples to Assess
Consider…
The Logo
The Symbols
The Colours
The Typeface
The Sport & Leisure IndustryVisual Identity: Examples to Assess
Consider…
The Logo
The Symbols
The Colours
The Typeface
The Sport & Leisure IndustryVisual Identity: Examples to Assess
Consider…
The LogoThe SymbolsThe Colours
The Typeface
The Sport & Leisure IndustryVisual Identity: Examples to Assess
Consider…
The Logo
The Symbols
The Colours
The Typeface
The Sport & Leisure IndustryVisual Identity: Discrete Meanings
The Sport & Leisure IndustryWK7… Brands: How
So when looking at anything visual that is associated with a brand it should be communicating something, however subtle,
about that brand.
When your creating a brand and trying to get its message across through a visual medium, ask yourself ‘Does this portray my
brands story?’. If it doesn’t, then it needs revising.
The Sport & Leisure IndustryWK7… Brands: How
Can you summerise today’s session in circa 50 words.
In your 50 words try and communicate why we package our brand in a story, what the two types of vessel are for telling our
story and what is involved in a brands visual identity.
The Sport & Leisure IndustryWK7… Brands: How
1.
2.
3.
To understand the power of stories in communicatingyour brand.
To understand the two ways in which your story canbe communicated to the public.
To understand the core elements of your brands visual identity.
The Sport & Leisure Industry
Beech, J. and Chadwick, S. (2007) The Marketing of Sport. Harlow: Prentice Hall.
Bridgewater, S. (2010) Football Brands. Basingstoke: Palgrave Macmillan.
Clifton, R. & Simmons, J. (2003) Brands and branding. London: Profile Books.
Desbordes, M. and Richelieu, A. (2012) Global sport marketing: contemporary issues and practice. New York: Routledge.
Ford, K. (2005) Brands laid bare: Using market research for evidence-based brand management. Chichester: John Wiley & Son Ltd.
Kahneman, D. (2011) Thinking, fast and slow. London: Penguin Books.
Keller, K., Aperia, T. & Georgson, M. (2012) Strategic brand management: A European perspective. (2nd edn.) Harlow: Pearson Education Limited.
Simmons, A. (2007) Whoever tells the best story wins: How to find, develop, and deliver stories to communicate with power and impact. New York: Amacom
Temporal, P. (2010) Advanced brand management: Managing brands in a changing world. Singapore: Wiley.
Wheeler, A. (2013) Designing brand identity. New Jersey: Wiley.