Gordon Coldwell
Branding & Re-branding
Branding is more than a just a logo....
AND...
Re-branding is a significant undertaking that shouldn’t be entered
into without very good reason and thorough analysis.
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Close your eyes and...
Imagine...
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Brand Value & Loyalty
Who and what comes to mind when you think ‘Baked Beans’, ‘Car Insurance’,
‘Breakfast Serial’, ‘Haulage’, Estate Maintenance... and why?
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Branding
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Branding… what is it?
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Ambition / Ownership / Where the buck stops?
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Concepts / Implied identity / Style-guide (gate-keepers)
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Mission Statements and Strap-lines
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Corporate identity / Corporate Culture & Behaviour
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Outcomes and Applications... Reinforcing the brand…
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Branding... Logo
Behaviour... Logo
Brand = Logo... what is a logo?
Logo = Emblematic presentation/representation of the ‘brand’
A symbol = represents a concept
A sign = something to hang a symbol on
A logo = carries concepts that convey something of the spirit of the ‘brand’
So whatever a logo appears on is a ‘sign’ that points to something about the brand… so
a publication, an event, company vehicle livery and uniforms etc…
Branding = is as much about corporate behaviour (including the behaviour of the
individual employee) as it is about the logo.
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Case Study:
Bridgwater College logos
1966 - 1973
1965 - 1967
1966 - 1967
1989 - 1990
1973 - 1975
1989- 1989
1975
1991 - 1997
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Which one is the logo?
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Which one is the logo?
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Bridgwater College’s
Brand Identity & Value
Responsive / Dynamic / Professional / Modern / Traditional / Comprehensive /
Specialist / Trustworthy / Receptive / Accessible / Inclusive / Exclusive /
Educational / Stimulating / Inspirational / Quality Standards / Smiley /
Supportive / Successful / Friendly / Energetic / Enthusiastic / Innovative /
Accessible / Helpful / Welcoming / Proven Track Record / Buzzy...
External assessment and verification...
Designated ‘Outstanding’ / Multi-Award Winning / Centre of Excellence / A
Beacon College
It breeds loyalty... new and repeat business
It’s much easier to destroy/damage brand perception than it is to create, maintain and sustain a
positive perception
Write down at least 15 positive words that describe and define your company AND at least 10 that identify
its weaknesses.
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The College Logo
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Fonts Convey Concepts
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Projecting the Brand
The Company
Noise
Customer
Employee
Supplier
Avoid confusion and inconsistency... be clear in conveying the ‘brand’ through all
internal and external communications and in all promotional activity.
The message sent should be the same as the one received... check it out!
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Re-branding...
Analysis / Implications /
Time-lines / Introduction /
Budget
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Juggling Porcupines
& Knitting
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Re-brand... Review...
Re-structure?
• Strategic Planning
• Business Systems, Policies and Procedures
• Excellent Communication that is: Responsive, Proactive and Creative
• Internal and External Networks - Connectivity
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The Vision 1
• Define identity: Concepts / Implied identity
• Brand ambition and ownership (where does the buck stop?)
• Stakeholders… value of their views?… and who has authority?
• Mission Statement and strap-lines
• Brand network: sub-brands, sister brands... a segmented approach etc.
• Confirm corporate identity and determine a corporate culture that can be measured
• Develop visual and verbal style guide (graphic design definition)
• Anticipate and test outcomes and variety of applications… develop
time-line for change/introduction:
• Stationery, billboards, adverts, merchandise, press releases and advertising etc etc…
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The Vision 2
• The launch...
• Establishing and reinforcing the brand...
• Evolving the brand...
• Print and electronic media etc... etc.
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Mission Statements
The best Mission Statements encompass (in brief) something of the
responsibility, intent and spirit of the organisation they represent.
A Mission Statement should be long lasting (but subject to review)
and ideally something the workforce ‘feel’ they can identify with
and want to ‘sign-up’ to.
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Strap-lines
An effective strap-line can be ‘core’ to the development and enhancement of
a brand via its consistent presence and frequent use by staff and other
company stakeholders etc.
If the Mission Statement is doing its job then the strap-line might well convey
the essence of the Mission Statement... and as such, both carry and mutually
reinforce the ‘corporate identity’ message.
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SDS Ltd Mission Statement
We will provide in-office digital products and an after sales-service
tailored to the specific needs of our clients by:
• Offering a range of high quality copiers, printers, scanners and
facsimile machines at highly competitive rates
• Delivering a customer care service that is rapid in its response
and effective in its actions.
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SDS Strap-line
‘Solutions & Support in Digital Technology’
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AND Finally...
• RAMP: Review / Action / Measure / Plan
• Strategic Plans
• SWOT Analysis: Strengths / Weaknesses / Opportunities / Threats
• Staff Reviews & Appraisals
• Collective Responsibility
Feel the pulse of your company... has it got a healthy heart beat?
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