2. 21st Century Branding
Corporate and brand identity programs are an expression and
reflection of the brand’s culture, character, personality, and
the products and services offered–inspiring trust with
consumers, customers, employees, & suppliers .
Visual identities are the single most important emblem of
business through communication. It should be simple,
powerful and easily reproduced and recalled by millions of
people.
However, In our virtual world, the rules are constantly
reinvented, visual identities can no longer be static. A brand is
more than just a logo.
Instead we must create a customer centric, flexible, multi-
sensory experiences beyond the product. We’re not designing
logos, but engaging and compelling experiences!
3. Our brand is our image as seen form the outside. Our brand
is who we are – our strengths, integrity and reputation. It’s
not just the logo, but also the emotional response it triggers.
It is the reason why employees and customers talk about a
company. Brand building is a process that establishes and
solidifies a relationship between a company, its employees,
and its customers.
For example, take Starbucks. When you think of Starbucks,
several images come to mind, even if you’re not a coffee
drinker : Designer coffee, expensive, casual atmosphere,
available everywhere, green logo, etc. It’s not an accident
that all these images come to mind. Starbucks created these
brand qualities to distinguish themselves from other
companies.
A well-defined, well-positioned, strong brand will influence
employees and customers to think of Al Haramain with
positive brand attributes: quality, dependability, trust,
reliability.
What do we think of when we think Al Haramain?
4. Strategy
The core strategy of a branding plan is to clearly identify the
brand message and communicate it consistently through design
and persuasive copywriting. To reach this point, a brand
assessment is required.
Define &
Assess
Strategic
Planning
Creative
Approach
Design Execution Analysis
7. The core strategy of a branding plan is to clearly identify the
brand message and communicate it consistently through
design and persuasive copywriting. To reach this point, a
brand assessment is required.
To position Haramain as a leader in the perfume
marketplace, both employees and customers must be part
of the Define & Assess phase. Research is a basic step in the
development of a successful brand.
8. 1. Define & Assess
Conduct data gathering (interviews, emails, or
workshops)
Define target audience
Review existing materials
Obtain competitive intelligence
Identify Company Touchpoints
9. Ajmal – Ethnic Chic
Rasasi – Unique Fragrances
Arabian Heritage
Trad. knowledge
Swiss Arabian – Fragrance as
communication tool
Source : http://www.ajmalperfume.com/upload_images/clippings/pdf/1310379195.pdf
Source: http://www.slideshare.net/shantanu.sengupta/rasasi-perfumes-retail-brand-development
Source: http://whisperny.com/work/item/88-swiss-arabian-the-retail-experience.html
Amouage.com – Amouage is devoted to creating finely
blended perfumes with the highest quality of rare and
luxurious ingredients, sourced from around the world.
59. The problem is
Most of our current material is not geared
towards any audience. This is apparent in
every aspect of our communication. From
perfume names to graphics, and even colors
60. The problem is also apparent in the
disparate ways our stores are
designed to the what we show to
customers on tv.