The Value of Visual Branding for B2B

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Growth Strategies New Markets New Product Development ProcessAmerican Subsidiary PlanIncreasing Sales with Existing Resources

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THE VALUE OF VISUAL BRANDING FOR B2B

Why is it valuable?How to achieve it

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The Value of Branding: Study Results What is a Brand? - Definition and Examples The Meaning of Color in Branding Visual Branding as a Communications Tool Maximizing the Value of your Brand through

Visual Branding






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The Value of Branding: Study Results






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The Effects of Branding

Brand name positively associated with perception of quality and purchase rate (Brown and Dacin 1997, Day and Deutscher 1992, Dodds Monroe and Grewal 1991, Leclerc Schmitt and Dube 1994, Rao and Monroe 1989)

Most strongly felt in “experience goods” (Wernerfelt 1988)

Mitigates the impact of a negative trial experience (Smith 1993)

Stores more likely to carry a brand if it has an image of high quality (Lal and Narasimhan 1996)






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Brand Leadership Effect on Pricing

Command higher prices (4 studies) Support for price increases (2 studies) Increase market share at the expense of smaller

brands (3 studies) Protection from price competition by smaller

brands (4 studies) Unique message advertising reduces effect of

future price competition (1 study)






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A Midwestern insurance company used color to

highlight key information on their invoices. As a result, they began receiving customer payments

14 days earlier.






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What is a Brand?






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A Brand is…

…a summary of identity and value

Visual elements convey….

…the brand at a glance






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Brand Example: Coffee

Quick and affordable:

A great experience:




http://images.google.com/imgres?imgurl=http://www.odcpl.com/images/mcdonalds.gif&imgrefurl=http://thatslifeinthecity.blogspot.com/2007/11/three-men-in-womens-clothes-attack.html&h=875&w=913&sz=35&hl=en&start=28&tbnid=CugwA7gmhr8FcM:&tbnh=141&tbnw=147&prev=/images?q=mcdonald's&start=21&gbv=2&ndsp=21&svnum=10&hl=en&sa=N

http://images.google.com/imgres?imgurl=http://www.buytaert.net/cache/images-new-york-2004-starbucks-700x700.jpg&imgrefurl=http://buytaert.net/album/new-york-2004/starbucks&h=465&w=700&sz=319&hl=en&start=13&tbnid=Y-1gllb2hvPSfM:&tbnh=93&tbnw=140&prev=/images?q=starbucks&gbv=2&svnum=10&hl=en&sa=G



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Brand Example: Household Goods

Inexpensive and functional:

Affordable but young and more stylish

The best at any price:




http://www.debbieschlussel.com/archives/walmart.jpg

http://onlinemediarelations.co.uk/images/20000522target.gif

http://www.starwoodhotels.com/en_US/Media/Graphics/Partners/Logos/pg_logo_williams_sonoma.gif



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The Meaning of Color in Branding






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60% + of the decision to buy a product is based on color (Research results)






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Color Impression is CulturalColor: Association (various cultures): Examples: Red Power, importance, danger, emergency, joy,

celebration, anger, luck, welcome, “Seeing Red”, Red Power Tie, Red Carpet

Orange Health, change, heat, energetic Autumn, Astronauts’ Tang

Yellow Hazard, cowardly, welcome, courage, mourning, bright, cheerful, death, perky, excitement

Yellow-bellied, “Tie a Yellow Ribbon”, Road Signs

Green Balance, harmony, freshness, stability, military, nature, relaxing

Green Rooms, “Going Green”

Blue Importance, confidence, intelligence, unity, conservatism, loyalty, sadness

Police Uniforms, Power Suit, “Being Blue”

Purple Royalty, bravery, importance, dedication, warmth, wealth, sacred, sophistication

Purple Heart, Royalty

Black Authority, timeless, evil, slimming, submission, aloof, elegance

Black Tie, Villain

White Pure, clean, innocent Angels, Brides, Snow






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Some Study Results

Color increases brand recognition by up to 80% (study conducted by the University of Loyola-Maryland)

Between 62% and 90% of first 90 seconds assessment is based on color alone

Blue favorite color for men and women (multiple studies)

Men prefer darker, brighter colors, women prefer softer, cooler colors.






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Saturated colors: Energy

What Colors Say

Shaded colors: low key, in the past, conservative






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Color Impression is ContextualColor: Engineering: Medical: Finance: Red Hot, danger Danger, emergency Loss

Yellow Caution, warning J aundice Important, substantial

Green Safe, environmental Infection Profit

Blue Water, cold, cool Death, poison Reliable, corporate

Cyan Steam Poison, lack of oxygen Cool, subdued

Implication:

Who are your audiences and what do they see?






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The more sophisticated the purchase, the more sophisticated the design and color palette (more use of tinting and shading, elaborate fonts)

United Airlines - Full ServiceMany Elements

Multiple Shades of Blue

Ted Airlines - Budget ServiceFewer Elements

Few Shades of Blue






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Primary colors: speed and simplicity in decision making




http://images.google.com/imgres?imgurl=http://www.odcpl.com/images/mcdonalds.gif&imgrefurl=http://thatslifeinthecity.blogspot.com/2007/11/three-men-in-womens-clothes-attack.html&h=875&w=913&sz=35&hl=en&start=28&tbnid=CugwA7gmhr8FcM:&tbnh=141&tbnw=147&prev=/images?q=mcdonald's&start=21&gbv=2&ndsp=21&svnum=10&hl=en&sa=N



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Complex Decisions: Sophisticated Color Schemes(Consulting, Engineering and Construction)






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Shaded/grey colors convey conservatism






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White space conveys “high tech”






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Visual Branding is a Communications Tool

Who are your audiences?






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Outside Audiences

Your Employees

Your Company

Brand Transmission

Internally

Directly

Uncontrollably

Internal branding is essential to consistent external branding !






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Audiences Customers and prospects (Engineers?) Customers purchasing (Women and Men?) Customers receiving department Academia Competitors Employees and potential employees Suppliers and potential suppliers Principals Visitors and general public Media Regulatory Agencies Billing Banks Investors, existing and potential

Including Finance Professionals, Operations, Publications, Engineers…






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What Do Your Audiences See?

Website Business cards Forms (web and paper) Letterhead/Envelopes Emails Slides Sales brochures Folders Article reprints Posters Logo Lobby décor Office décor Job advertisements

Employment Applications Employee handbook Helpful charts employees use Packaging for shipping Product appearance Product labels Test reports Product manuals Give away (Cloth bags) Expo Booth Technical/White Papers Advertisement Presentation Packets Exterior Signage






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The Strongest Brands Deliverthe Greatest Value

Visual branding applied… Consistently Universally Persistently

…communicates and strengthens brands.






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Date post:	21-Jan-2015
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