Date post: | 05-Aug-2015 |
Category: |
Marketing |
Upload: | sift-digital |
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Perception through your expression
Brand: Building
● Visual identity● Tone of voice● Behaviour & experience● Products and services
● How it responds to the expression of its audience
How does this reflect on the brand’s culture and experience?
● The nature of the message
● The response to it
● The context of it
Brand: Building
Considerations
Bath’s approach
Understand its foundations
Identity is in its bricks and mortar
Firm, protected identity, not swayed by transient trends
Clarity of purpose, proposition and message
Preserve control of tradition & heritage
Brand: Building
Bristol’s approach
Understanding its foundations
Identity is it’s community
Evolving with the culture - retains relevant
Tries to reflect the concerns and voice of the residents
Allows and enables the community to direct its identity
Brand: Building
Brand & UX research
Understanding your audience
● Perception
● Cultural shifts
● Developing and evolving needs
● Expectation
● Communication
Brand: Building
Content and communications strategy
Methods and approaches
● Social listening
● Cross channel consistency - approach & voice
● Crisis communications - proactive not reactive
● Increase skills, structures & relationships
Brand: Building
Brand identity
Consistent grounded approach
● Founded on core pillars or values
● Clear mission and purpose
● Tone of voice vs style guide
● Visual guidelines on and offline
Brand: Building