Brand building in the context of Ghana 3 Introduction to brands and brand building > Excercise 4 Introduction to design and brand design 5 Impact of good design on business performance 6 Brand design, introduction to the process Workshop topics 7 Devising brand charter for some Ghanian brands > Excercise
Brand building in the context of Ghana 3 Introduction to brands and brand building > Excercise 4 Introduction to design and brand design 5 Impact of good design on business performance 6 Brand design, introduction to the process Workshop topics 7 Devising brand charter for some Ghanian brands > Excercise
15 times in Ghana • 16 million inhabitants. High population density 500 persons per km2 Ghana: 70 persons per km2 • Water is the common friend and enemy. “God created the earth, but the Dutch created Holland” • Design in all sectors of society and business play an important role • Design (Creative Industry) One of the 9 economic top sectors • Located Central/Western Europe
Symbols > Design > Visual identity of city itself, logo • Communication > PR and ad campaigns > Stories in newsmedia Travel guides, word of mouth • Behavior > Amsterdam Citizens, Amsterdam Government Symbols = Design > Many brand carriers already exist. Investments last 10+ years. Brand impact increases over years
following sequence of direct influence: 1. Symbols = Design > VI City brand, Built environment 2. Communication > PR and ad campaigns > Stories in newsmedia Travel guides, word of mouth 3. Behavior > Amsterdam Citizens, Amsterdam Government Symbols +Design > Brand carriers already exist > Long term investment
economic sectors which are truly world competitive • Creative industry is one of them Cultural caracteristics Dutch people • Pragmatic • Direct/almost rude • Consensus oriented • Rebellious • Egalitarian
Netherlands • City of water • City of easy going people • City of freedom • City of international business Main brand building influencials (in general) • Symbols • Communication • Behavior • Price
Brand building in the context of Ghana 3 Introduction to brands and brand building > Excercise 4 Introduction to design and brand design 5 Impact of good design on business performance 6 Brand design, introduction to the process Workshop topics 7 Devising brand charter for some Ghanian brands > Excercise
advertising) • Huge flywheel effects for national economies • Value creation of Creative Business Services for the economy is far bigger than the size of the sector itself
communication, product, Interior, digital, service • Architecture • Fashion Conclusions Dutch government policy paper ‘Creative Value’’ • Creative sector gives impulses for business innovation • Added value CBS to the national economy far bigger than expected • Creative and business sector must collaborate better
Africa” • Two decades of strong economic growth has increased the size of the middle class • Growth African Middle Class not too robust, but quite significant, especially in Ghana: Sales of cars and motorcycles grew with 81% since 2006 • Middle Class helps fostering growth private sector • Middle Class assists in accountability in public services through vocal demands • The divide between rich and poor through the rise of the Middle Class has reduced, but remains high.
2013 “The rise of the African consumer” • Africans are optimistic about their economic future: 84% say that they will be better off in 2 years • Internet use is far greater than anticipated. 50% of urban Africans have accessed the net… Equal to China and Brazil • African consumers demand quality products and are brand conscious, belying the view that the continent is a backwater where companies can only sell second rate stuff • African consumers want the latest fashions and a modern shopping experience
Trends and undercurrents • Good design, expressed in B2B and B2C brands is mostly appreciated by the high and middle classes • Large Ghanaian diaspora in Europe and US get familiar with foreign brands and its ‘design vernacular’. • Indigenous Ghanaian B2C brands are still limited, however there are steady new brand appearances • Growing hospitality industry and new shopping malls are fuelling design savviness • Made in Ghana Campaign will lighten-up branding and design issues
and undercurrents • Local clothing brands are remarkably popular • Surprisingly high internet penetration exposes (young) Ghanaians to brands (and its designs) from all over the world • Ghana marketing fraternity is becoming brand savvy See publication “Ghana’s Super brands” The only of its kind in Africa) • Component “Design for brand building” is totally absent
granted in Ghana, as many well designed brands are imported. “Design is not for us” • ‘Design’ as a stand alone notion in Ghana is seen by many as ‘art’ and therefore seen as less relevant for economic vitality • Good local design skills are vital for success of Made in Ghana (MiG) campaign • If design is relevant; How to find good designers in Ghana? They are around, but where? • Start nurturing a supportive design eco-system
Use of good design is essential for building succesful local brands • Advocacy to NGO and Government communities: Good design is important to create better reputation and recognizability • Advocacy to parents and educators: “A career in design is not neccessarily a 3rd grade choice” • Organize Training and Development programs for design school faculty in the spirit of ‘North’ to ‘South’ and South to North. • Organize Inspiration gigs with “Ghana design Masters” • Create a database of design minded people • Organize a demonstration project of What Design Can Do – Osu Night Market has been chosen
design (reception, showroom, workplace) • Print media design (brochures, newspapers, awards and certificates) • Craft and souvenir design • Street furniture (bus stops, street lighting, benches/seating) • Wayfinding and signing • Visual identity (corporate) design for companies and NGO’s
brand is a collection of associations in the mind of the consumer Philip Kotler, book “Marketing Management” 1980 A brand is an name, term, sign, symbol or combination of them which is intended to identify goods or services or one seller or group of sellers to differentiate them from those of competitors
Design is one of the 4 brand building components (symbols, communication, behavior and price) • Brand design is taken for granted in Ghana as many well designed brands are imported • Brand design is crucal for local Ghanaian brands . Compete with MNC’s and stimulation exports (regional) • In subsahara Africa, Ghana middle class share of total seems high, although figures contradict • The relation of Ghanaians with local brands is ambiguous • Ghana needs to nurture a brand design eco-system
building? • Is the Western approach to branding right for West Africa? • Is there an African way of brand building and an African brand design vernacular?
culture “Culture is the collective programming of the mind, distinguishing the members of one group or category of people from others” Classification of 50 countries in 4 main dimensions of national culture
• Preference for a loosely-knit social framework. • Individuals expected to take care of themselves and immediate families only. • Offence causes guilt and a loss of self-esteem. • Hiring and promotion decisions are supposed to be based on merit only. • Management = the management of individuals UK, US, Australia score higher 15 80 Individuality
Ghana scores low • Long-term commitment to the member 'group', be that a family, extended family, or extended relationships. • Loyalty is paramount and over-rides most other societal rules and regulations. • Offence leads to shame and loss of face • Hiring and promotion decisions take account of the employee’s in-group • Management is the management of groups
38 80 Netherlands scores fairly low • Independent, hierarchy for convenience only. • Equal rights, superiors accessible. • Coaching leader, management facilitates and empowers. • Power is de-centralized and managers count on the experience of their team members. • Employees expect to be consulted. • Control is disliked and attitude towards managers is informal and on first name basis. • Communication is direct and participative. Austria, US, UK, Israel rank lower
38 80 Ghana scores high • People accept a hierarchical order in which everybody has a place and which needs no further justification. • Hierarchy in an organization is seen as reflecting inherent inequalities. • Centralization is popular. • Subordinates expect to be told what to do. • The ideal boss is a benevolent autocrat. Malaysia, Middle East countries, Mexico, Venezuela, China rank highest
borders and cultures? Symbols = design = colours, looks of logo, typography, style of language, photography style, design of product, • Colorful? • Playful, busy? • References to African roots? • Close to the the catgegory brand design leader? • Emphasis in imagery and brand language style on ‘we” and less on “I’ • Use of celebreties? Use experts?
Understanding culture by brand owners (local affiliates of MNC’s may lead a better culture-fit brand • Understanding cultural differences (North Europeans <> South Europeans, Asians <> Africans, Americans <> Dutch, etc.) will fascilitate cross-national cooperation
Brand building in the context of Ghana 3 Introduction to brands and brand building > Exercise (s) 4 Introduction to design and brand design 5 Impact of good design on business performance 6 Brand design, introduction to the process Workshop topics 7 Devising brand charter for some Ghanian brands > Excercise
• A brand is an name, term, sign, symbol or combination of them which is intended to identify goods or services or one seller or group of sellers to differentiate them from those of competitors Wally Olins, “On Brand” 2006 • A brand is a collection of associations in the mind of the consumer
is something that is made in a factory A brand is something which is bought by a consumer • A product can be copied by a competitor A brand is unique • A product can be quickly outdated A brand is timeless • A product sits on the shop shelves A brand resides in the consumer’s mind
and more similar Few functional USP’s (Unique Selling Points) • Poorly branded Unsuccessful in keeping good margins Compete on price > No margin , no profits > struggling • Well branded Successful in selling premium priced products to a targeted audience > Better margins (margin = sales income minus production costs plus marketing costs )
A brand is a mix of flows of energy which make a product or service relevant, valuable and distinctive for the user, the purchaser and for all other target groups
that I am well informed People will take me serious Mental energy > There is no other medium that gives local quality news and background at the same time Physical energy > I can consume it anywhere at any time
Blues Skies, I help Ghanaian farmers producing environmental friendly products Mental energy > Blue Skies juices, refresh my body and mind in a natural way Physical energy > Blue Skies quenches my thirst in a healthy way
> Brand whereby the brand name identical is with the company name: RLG, Shell, Canon, Polytank, Philips • Product brand > Brand whereby the consumer primarily associates the brand with its products and services and often not aware is of the company behind the brand: Marlboro, Blue Band, Omo, Pepsodent, Star • Concept brand > Brand where by the consumer primarily thinks about the thought/spirit, represented by the brand and of which products he/she often is a fan: Apple, Virgin, Hugo Boss, B&FT, TV3
structuring the brand identity externally and internally 1. Endorsed brand (mother or umbrella brand) 2. Main brand 3. Sub brand 4. Product name, taste or variety
• Corporate brand plays a principal role, products a secondary one • Brand communication should be focussed on: Trustworthiness, integrity, personal contact, competency and flexibility Common brand management strategy High involvement, high risk Low involvement, low risk Functional product Expressive product Information brands UT bank KPMG Canon IPMC Ghana Home Loans Mythical brands Luxury goods Cosmetics 5-star hotels Expensive clothing Posh restaurants Cluster brands Washing powder Napkins Petrol Simple office articles Territory brands Soft drinks Beer Cigarettes Fast food
High emotional product involvement • The brand image as well as the product performance play equal roles • Focus on: Ego, high design, high price, high performance, superior CRM and • excellent PR activities High involvement, high risk Low involvement, low risk Functional product Expressive product Information brands UT bank KPMG Canon IPMC Ghana Home Loans Mythical brands Luxury goods Cosmetics 5-star hotels Expensive clothing Posh restaurants Cluster brands Washing powder Napkins Petrol Simple office articles Territory brands Soft drinks Beer Cigarettes Fast food
Product plays an important secondary role • DNA of the products is important • Close connection between brand and product values • Focus on an ideal mix of product attributes, innovation, design, service, and general emotional quality Common brand management High involvement, high risk Functional product Expressive product Information brands UT bank KPMG Canon IPMC Ghana Home Loans Mythical brands Luxury goods Cosmetics 5-star hotels Expensive clothing Posh restaurants Cluster brands Washing powder Napkins Petrol Simple office articles Territory brands Soft drinks Beer Cigarettes Fast food Low involvement, low risk
is this brand in the world? Can we do without it? Brand story Brand mission What is the strategy to realise the vision? Brand values Principles or standards of behavior of what the brand owner feels is relevant for his/her brand to transmit Brand personality What of personality attributes should the brand transmit? Essential to conceive the brand’s visual identity (2 and 3D) Brand promise What benefit does the brand promises? Brand essence The brand defined in one or two words?
What are your brand components. • Brand image How the stakeholders (consumers; suppliers; government) perceive your brand • Brand Identity and brand image are often different from each other • Brand Essence Brand soul, brand core are all the same: What does the brand stand for in one or a few words
brand represented as a company asset. E.g. Interbrand brand valuation method • Brand equity The perceived value of a brand for a customer … Difficult to quantify….. • Brand promise What (emotional) benefit promises the brand to the user Goil Good energy Nokia Connecting people Nike Just do it l’Oreal You are worth it
Has a strong brand personality/identity • Is innovative (also as good corporate citizen) Advanced in its category • Is inspiring, challenging, feels trends and is able to activate latent needs • Is authentic, believable, operates from its own identity. • Is unique and original
lifestyle; is connected • Develops all the time; is not static or timeless • Has brand-ambassadors; which induces ‘word of mouth’ • Is desirable, seduces in one way or the other • Is consistent in communication over years
The first ‘real’ brands appear end 19th century. Anglosaxon branding techniques dominate from the 50ties • Main purpose for branding and brand building is: Sell more products with better margins • Brand building is meant for NGO’s, service providers, manufacturing companies, government, B2B and B2C • Brand architecture helps to structure product portfolio for internal and external targetgroups • Specific brand categories each have their own brand building approach • The brand charter components define the brand’s identity • Real cool brands must adhere to specific criteria
rather than international brands (whether MNC’s or locally manufactured) Fashion Consumer brands: • Maximum of 5 reasons why consumers are hesitant to buy Ghanaian brands: In priority of relevance. Statements short and consise as possible • Maximum of 5 brand building influentials which may influence Ghanaians to buy a Ghanaian product over imported producs AIDA •
Brand building in the context of Ghana 3 Introduction to brands and brand building > Excercise 4 Introduction to design and brand design 5 Impact of good design on business performance 6 Brand design, introduction to the process Workshop topics 7 Devising brand charter for some Ghanian brands > Excercise
competences, however synergetic Brand design (in case of 2D and 3D) • Provides brand foundation. Without design no brand can exist • Provides the brand’s visual appearance Often consisting of • Logo • A promise or claim or slogan • Colours • Typography • Patterns • Photography approach
however synergetic competences Brand activation Charges the brand with the relevant emotion and meaning • Advertising • Outdoor • Promotion • Social media • Online • Trade show • Etc
positioning? • What are its values? • What is its personality? • What is its promise? • How is the look and feel? Brand building Philips: 2 management areas
positioning? • What are its values? • What is its personality? • What is its promise? • How is the look and feel? Brand activation Tactical > Shorter term • Creative platform • Exposure management Brand building Philips: 2 management areas
Long term • What is the positioning? • What are its values? • What is its personality? • What is its promise? • How is the look and feel? Brand activation Tactical > Shorter term • Creative platform • Exposure management
Long term • What is the positioning? • What are its values? • What is its personality? • What is its promise? • How is the look and feel? Brand activation Tactical > Shorter term • Creative platform 2D • Exposure management
Long term • What is the positioning? • What are its values? • What is its personality? • What is its promise? • How is the look and feel? Brand activation Tactical > Shorter term • Creative platform 3D • Exposure management
Long term • What is the positioning? • What are its values? • What is its personality? • What is its promise? • How is the look and feel? Brand activation Tactical > Shorter term • Creative platform 3D • Exposure management
Brand design is a specific domain of the broader meaning of design (art, author design, brand design, brand activation) • Brand design has four different roles • Brand design is the brand’s foundation. Is strategic and long term oriented • Brand design = brand appearance. Brand activation charges the brand with desired emotions • For consumer durable companies (cars, household appliances, computers, mythical brands) and hospitality sector, 3D brand design is essential
Brand building in the context of Ghana 3 Introduction to brands and brand building > Excercise 4 Introduction to design and brand design 5 Impact of good design on business performance 6 Brand design, introduction to the process Workshop topics 7 Devising brand charter for some Ghanian brands > Excercise
British Design Council (2006) • Every £ 100 a ‘design alert’ business spends on design, increases turnover by £ 225 • Businesses that see design as integral don’t need to compete on price as much as others • Shares in design-led businesses outperform stock market indices by 200%. • Almost half of all UK businesses believe that, over the past decade, design has become more important in helping them maintain a competitive edge.
British Design Council (2005) • Design is increasingly important to the competitive edge of 50% of manufacturers. • Only 32% of UK companies have introduced a new product or service in the last three years. Where design is integral, 67% have done so. • 45% of companies that don’t use design compete mainly on price. Where design is significant, only 21% have to compete on price. • 58% of customers buy on added value while 29% look mainly at price.
main design functions 1. Functional Design (design for technology, ease of use) 2. Experiential design (supporting self expression, evoke emotions, appeal to the senses)
• Financial performance of a new product is enhanced by 20% when designers are extensively involved in the development phase • Positive effects are stronger when designers are allowed exploring ideas beyond the client brief • Close involvement of end-users or consumers in concept development makes results less effective
Effectiveness Awards • 17 Categories • Awards > Gold, Silver Bronze, Grand Prix (most effective of all) • 2016 > 62 awards in 17 categories • Serious judging: Often no Gold or Silver award in a category Celebrating design that drives business success
• Various research among businesses in UK, Netherlands and EU, demonstrate that investments in design improve business results considerably • Those companies which do not invest in design, compete more on price. • Design for business is so relevant that design studio’s and their clients are eager to participate in the annual Design Effectiveness Awards in UK
Brand building in the context of Ghana 3 Introduction to brands and brand building > Excercise 4 Introduction to design and brand design 5 Impact of good design on business performance 6 Brand design, introduction to the process Workshop topics 7 Devising brand charter for some Ghanian brands > Excercise
thumb 2D design • Lack of clarity of brand charter at brand owner • Does not fit present day market requirements any longer (old fashioned?) • Lack of differentiation, saliency • Mergers or aquisition in the competitive environment • Merger or aquisition of brand owner • Brand orchestrion inadequate • New product or service • Cost saving
thumb 3D design • New products (fashion, craft, souvenirs, furniture, tech products) • Strategy to compete successfully with MNC’s or Chinese imports • New building, new work place, showroom (attracting better talent , aligning reception area and showroom with brand charter) • New street furniture • Retail design design (Including car showrooms, airports, shopping malls, hospitalty venues, shops) • Government buildings where citizens gather, hospitals, clinics • Way finding and signing inside and outside
thumb Sustainability of primery brand carriers is time retricted • Website > 1 - 2 years • Packaging > 3- 5 years • Visual corporate identity 5- 10 years • Logo > 10 + years • Product > 2 – 4 years • Interior > utility 10 – 12 years, commercial 5 -8 years
Brand building in the context of Ghana 3 Introduction to brands and brand building > Excercise 4 Introduction to design and brand design 5 Impact of good design on business performance 6 Brand design, introduction to the process Workshop topics 7 Devising brand charter for some Ghanian brands > Excercise
BRAND IDENTITY MENTAL BRAND IDENTITY BRAND IDENTITY Who we want to be BRAND DESIGN ADVERTISING, WEB/RETAIL ONLINE ETC BRAND ACTIVATION BRAND IMAGE How we are perceived ATTENTION INTEREST DESIRE ACTION BRAND EFFECTS
of an organisation and defines the overall goal of its organisation. It answers who we are and what we like to achieve ….Often created by CEO or founder (Brand) Mission Defines the present status of the brand and gives answers to what it does, who it does for and how it does what it does. Often created by the company’s leaders in a team Brand Values Principles or standards of behavior; of what the brand owner feel is relevant for his/her brand Brand personality What of personality attributes do you want your brand to radiate? Essential to conceive the brand’s visual identity (2 and 3D) Brand promise What promise claims your brand to deliver to users or consumers? Brand essence What could be the core or essence of your brand, preferably in 2 words. Or what could be he ‘hook’ in the consumer’s mind Brand positioning A short statement that articulates your product or service's unique value to your customers in relation to your chief competition
VISUAL BRAND IDENTITY VISUAL BRAND IDENTITY BRAND ESSENCE BRAND PROMISE BRAND PERSONALITY BRAND VALUES BRAND MISSION BRAND VISION SCENT LANGUAGE ICONS TASTE HEAR FEEL SEE Defines the reason of being an organisation and defines the overall goal of its organisation. It answers who we are and what we like to achieve …. Often created by CEOor founder INTERNAL USE
VISUAL BRAND IDENTITY VISUAL BRAND IDENTITY BRAND ESSENCE BRAND PROMISE BRAND PERSONALITY BRAND VALUES BRAND MISSION BRAND VISION SCENT LANGUAGE ICONS TASTE HEAR FEEL SEE Defines the present status of the brand and gives answers to what it does, who it does for and how it does what it does. Often created by the company’s leaders in a team
VISUAL BRAND IDENTITY VISUAL BRAND IDENTITY BRAND ESSENCE BRAND PROMISE BRAND PERSONALITY BRAND VALUES BRAND MISSION BRAND VISION SCENT LANGUAGE ICONS TASTE HEAR FEEL SEE Principles or standards of behavior about what the brand owner feels is relevant for his/her brand
VISUAL BRAND IDENTITY VISUAL BRAND IDENTITY BRAND ESSENCE BRAND PROMISE BRAND PERSONALITY BRAND VALUES BRAND MISSION BRAND VISION SCENT LANGUAGE ICONS TASTE HEAR FEEL SEE What of personality attributes do you want your brand to radiate? Essential to conceive the brand’s visual identity (2 and 3D) INTERNAL USE
VISUAL BRAND IDENTITY VISUAL BRAND IDENTITY BRAND ESSENCE BRAND PROMISE BRAND PERSONALITY BRAND VALUES BRAND MISSION BRAND VISION SCENT LANGUAGE ICONS TASTE HEAR FEEL SEE Personality attributes Progressive Modern Innovative Trendsetting Traditional Serious Formal Classic Social Human Personal Optimistic Daring Imaginative Creative Original Reliable Accurate Self-confident Efficient Happy Cheerful Lively Sociable Joyful Inspiring Surprising Satisfying What of personality attributes do you want your brand to radiate? Essential to conceive the brand’s visual identity (2 and 3D)
VISUAL BRAND IDENTITY VISUAL BRAND IDENTITY BRAND ESSENCE BRAND PROMISE BRAND PERSONALITY BRAND VALUES BRAND MISSION BRAND VISION SCENT LANGUAGE ICONS TASTE HEAR FEEL SEE BRAND POSTIONING A short statement that articulates your product or services unique value to your customers in relation to your chief competition INTERNAL BRAND POSITIONING
of an organisation and defines the overall goal of its organisation. It answers who we are and what we like to achieve ….Often created by CEO or founder (Brand) Mission Defines the present status of the brand and gives answers to what it does, who it does for and how it does what it does. Often created by the company’s leaders in a team Brand Values Principles or standards of behavior; of what the brand owner feel is relevant for his/her brand Brand personality What of personality attributes do you want your brand to radiate? Essential to conceive the brand’s visual identity (2 and 3D) Brand promise What promise claims your brand to deliver to users or consumers? Brand essence What could be the core or essence of your brand, preferably in 2 words. Or what could be he ‘hook’ in the consumer’s mind Brand positioning A short statement that articulates your product or service's unique value to your customers in relation to your chief competition
Emotion Progressive Daring Enjoyment Modern Imaginative Inspiring Innovative Creative Surprising Trendsetting Original Satsifying Traditional Reliable Caring Serious Accurate Formal Self - Confident Human Efficient Personal Happy Optimistic Cheerful Lively Sociable
Living and working together for the common good. Our dedication to seeing all people, regardless of culture, customs, language or race, harmoniously living and working together in happiness into the future. Brand mission Focus on no. 1 position in all of our core businesses, developing innovative products and creating business models that anticipate market changes. Realize further expansion of our business domains, through carefully fostering and launching new businesses. Brand values Innovative, human, optimistic Brand personality Imaginative, reliable, happy Brand promise You can…. with Canon Brand essence You and Canon can Brand positioning The most innovate enabler and stimulator of the customer’s power of expression for each target group of its product portfolio
Living and working together for the common good. Our dedication to seeing all people, regardless of culture, customs, language or race, harmoniously living and working together in happiness into the future. Brand mission Focus on no. 1 position in all of our core businesses, developing innovative products and creating business models that anticipate market changes. Realize further expansion of our business domains, through carefully fostering and launching new businesses. Brand values Innovative, human, optimistic Brand personality Imaginative, reliable, happy Brand promise You can…. with Canon Brand essence You and Canon can Brand positioning The most innovate enabler and stimulator of the customer’s power of expression for each target group of its product portfolio
Making record of your brand charter: Brand vision, mission, values, personality attributes, promise, essence and positioning • Brand charter confirms your brand identity and helps devising brand design, brand activation and brand orchestration, resulting in the desired brand image • Brand charter is not written in stone and will change over time, adapting to competion and market environment changes
Brand building in the context of Ghana 3 Introduction to brands and brand building > Excercise 4 Introduction to design and brand design 5 Impact of good design on business performance 6 Brand design, introduction to the process Workshop topics 7 Devising brand charter for some Ghanian brands > Excercise
and assists in: • Enabling your creatve business services partners understanding the the brand • Enabling brand design decisions • Enabling brand activation decisions • Enabling brand image research • Enabling internal communications style and HRM issues • Inspire staff behaviour • Putting up an invisable fence against your competition
To be a global innovator that leads the African dream Brand mission Providing technological solutions that transform communities through effective partnership Brand values ?? Brand personality ?? Brand promise Proudly yours Brand essence ?? Brand positioning ??
a strong company that will create a healthy Africa, where all Africans have an opportunity to make their own success happen. Brand mission To be the number one leader in quality regional healthcare in West Africa, with the largest product portfolio and biggest market share, using good people, innovative products and world-class facilities to successfully create, produce and sell all we do. Brand values ?? Brand personality ?? Brand promise ----- Brand essence ----- Brand positioning ??
vision The leader in world class provision of home loans Brand mission Leveraging our people, technology and strong relationship with funding partners and service providers to deliver superior and excellent customer services Brand values ?? Brand personality ?? Brand promise ----- Brand essence ----- Brand positioning ??
there is a need for healthy food alternatives for diet conscious customers. These alternatives should be a mix of continental and local dishes for both eat-in and eat out dinners catering for both for high quality snacks and drinks Brand mission We serve our high quality food and drinks for discerning customers in three different categories: The Coffee shop, the Chinese restaurant and the Global restaurant Brand values ?? Brand personality ?? Brand promise ENDA – SIMPLY FOR YOUR PLEASURE! Brand essence ?? Brand positioning ??
7 • Brand charter components often incomplete • Vision and mission interchanged by many • Formulation of mission + values and personality attributes can be combined • Personality attributes inspire designers to arrive at right brand design solution • Formulation brand charter can be cumbersome process, however, once well formulated creates sound support for business expansion
‘Reliabilty” •Forget reliability as a management challenge •Empathize with the ‘reliability-unfriendly elements’ •Speak the Language of ‘validity’ •Share data and reasoning, not conclusions •Commit as much as possible to give innovation a chance Designer mindset is more on: ‘Validity’ •Take ‘design-unfriendliness’ as a design challenge •Empathize with the ‘design-unfriendly Elements’ •Speak the Language of ‘reliability’ •Use Analogies and Stories •Commit as little a possible to generate proof
‘Reliabilty” •Forget reliability as a management challenge •Empathize with the ‘reliability-unfriendly elements’ •Speak the Language of ‘validity’ •Share data and reasoning, not conclusions •Bite off as much as possible to give innovation a chance Designer mindset is more on: ‘Validity’ •Take ‘design-unfriendliness’ as a design challenge •Empathize with the ‘design-unfriendly Elements’ •Speak the Language of ‘reliability’ •Use Analogies and Stories •Bite off as little a possible to generate proof
‘Reliabilty” •Forget reliability as a management challenge •Empathize with the ‘reliability-unfriendly elements’ •Speak the Language of ‘validity’ •Share data and reasoning, not conclusions •Bite off as much as possible to give innovation a chance Designer mindset is more on: ‘Validity’ •Take ‘design-unfriendliness’ as a design challenge •Empathize with the ‘design-unfriendly Elements’ •Speak the Language of ‘reliability’ •Use Analogies and Stories •Bite off as little a possible to generate proof
‘Reliabilty” •Forget reliability as a management challenge •Empathize with the ‘reliability-unfriendly elements’ •Speak the Language of ‘validity’ •Share data and reasoning, not conclusions •Bite off as much as possible to give innovation a chance Designer mindset is more on: ‘Validity’ •Take ‘design-unfriendliness’ as a design challenge •Empathize with the ‘design-unfriendly Elements’ •Speak the Language of ‘reliability’ •Use Analogies and Stories •Bite off as little a possible to generate proof
‘Reliabilty” •Forget reliability as a management challenge •Empathize with the ‘reliability-unfriendly elements’ •Speak the Language of ‘validity’ •Share data and reasoning, not conclusions •Bite off as much as possible to give innovation a chance Designer mindset is more on: ‘Validity’ •Take ‘design-unfriendliness’ as a design challenge •Empathize with the ‘design-unfriendly Elements’ •Speak the Language of ‘reliability’ •Use Analogies and Stories •Bite off as little a possible to generate proof
8 • People have different characteristics in management styles. Brand owners are more rational/conservative Designers are more intuitive/ emotional • Brand owners think ‘Reliability’ > Is it consistant, stable? Designers think “Validity’ > Is it right for its purpose? • Understanding the working styles and mind sets of acting partners like Brand owner, Brand designer and Brand activator help optimising collaboration results
Evaluation and feedback BRAND DESIGN proces Marketing department Brand targets and strategy Marketing department Marketing targets and strategy Marketing department Company targets and strategy Management
Management BRAND DESIGN proces Corporate Communications department Evaluation and feedback Marketing targets and strategy Marketing department Brand targets and strategy Corporate strategy department Company targets and strategy
charter-devising process (mental brand identity) is the fundament • Make a short list of 3, 4 designers/desing studio’s , based on hearsay and web info • Invite the studio’s to your office. Ask them make a presentation about their thoughts and philosophy regarding your problem. Or better, visit their premises • Don’t delegate decisions; let the designer him/herself do the presentations. The process coordination can be delegated • Don’t ask for creative work
‘legs’ of the purchasing triangle: - Delivery time - Costs - Quality • A designer is not just a supplier. The designers are close to the heart of the company
9 • Companies, NGO’s and government which commission design projects regularly should anchor design management in their organization • Often, brand design projects are of a strategic nature and should therefore be overseen by top management • Brand design is an important part of brand management and is best located where brand and reputation management are located
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