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Initiative Public Relations
Experience the true Art of our Originality

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What is Brand Identity?
 It defines your organisation
 A Promise that gets kept consistently
 It creates personality and a life for your products/services
 A unique / consistent look, tone, feel and voice for all communications
 It conveys the distinctive attributes of your organization
 It builds awareness of and an attitude towards your organization

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What is Brand Identity?
• Creates a new road for new customer relationships
• Strengthens the impact of all messages
• Provides your employees with a greater sense of commitment
• It’s essential to your success
• No business is too small and no product too generic to develop a
brand identity

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Key Brand Elements
• Brand Name Name, slogan, logo
• Brand Position Description of your organization
• Brand Promise The single most important thing your
organisation promises to deliver every time
• Brand Personality What you want your brand to be
known for (fun, serious, magical, forceful, imaginative, etc.)
• Brand Tone Humorous, edgy, conservative
• Brand Story Your organisational history and the
highlights how your products and services grew
• Brand Associations Colors, taglines, images, fonts,
uniforms, signage, equipment, etc.

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Brand Building

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Marketing Vehicles
 Brochures
 Print and e-newsletters
 Website
 Banner ads
 Events
 Public relations
 Printed ads
 Direct Mailings
 Flyers and posters
 Power point presentations
 Transit media
 Exhibit booth/signage
 CD/multimedia
 Facilities

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Determine the purpose
Each marketing vehicle requires a unique tweak of the
brand to fit the medium.
 Brochures need more marketing copy and detail
 Ads are mini billboards, only the most critical info required
 Posters are colorful and entertaining
 Websites are a quick read, interactive with the audience
 Newsletters are informational, with regular features
 Exhibit booths are backdrops
 Multimedia is entertainment/educational

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How much does it cost?
 It depends on what you want?
 Bundling more projects will save you money
 The cost range for branding is broad and will be
determined based on scope of work
 Itemising each project will cost you more
 Projects can be based on hourly rates
 Hourly rates usually range from 500-2000Rmb

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What Are Our Branding Steps
Step One
• We Learn your marketing objectives and strategy
• We prioritise the projects
• We audit your existing and competitive materials and strategies
• Interviews/focus on your groups
• We write creative brief and define messages
• We create timelines and budgets

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Branding Steps (continued)
Step Two
• We Develop concepts/taglines/site architecture
• We start visual research
• We will present initial creative approaches
Step Three
• We develop outline and copy points per selected concept
• We develop media strategy
• We explore layout options
• We begin creating visual materials (photos/illustrations)

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Branding Steps (continued)
Step Four
• We will write a full copy draft
• We will revise and write final copy as per client comments
• We start layouts
Step Five
• We create and present full layout and/or e-design

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Branding Steps (continued)
Step Six
• We will develop final electronic files for print, or coding for web
• We will execute and management of products (website launch,
launch media campaign, exhibit built, print pieces to printer, ads
placed, press releases sent, etc.)

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Branding includes internal marketing

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Our keys to building successful branding
 We will find the right advertising agency
 Our and Your top management must be committed to this effort
 We will assign one point person to work with you
 Do not make decisions by committee
 We keep brand consistent internally and externally
 Don’t rush the process-make sure you have enough time budgeted
 We give the brand time to work
 We create a brand style guide and give to every employee
 We refresh/update brand after a few years

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What a good brand does for you
 It strengthens your employees loyalty
 It attracts new clients/customers
 It keeps your current relationships strong
 It builds your company confidence
 It builds your feelings of security and trust
 It creates a memorable, positive experience

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Time to create!
Now that you have solid messaging, it’s time to create.
 Consistency is the number 1 golden rule
 Reputation, reputation, reputation
A fact:
Did you know it takes 7-9 times of being exposed to your company
name for a potential client to remember it?

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