Sport & Leisure Industry - Session 7 - Brands: How
1. The Sport & Leisure Industry
WK7… Brands: How
Embed your organisation’s story
in its visual identity
2. The Sport & Leisure Industry
The Unit: A Recap
week 1
week 2
week 3
industry overview
an introduction to
marketing & the
four p’s
word of mouth:
how promotions
go viral
week 4
week 5
week 6
relationship
marketing
branding: what &
why
branding: how
part 1
3. The Sport & Leisure Industry
Today’s Objectives
1.
To understand the power of stories in communicating
your brand.
2.
To understand the two ways in which your story can
be communicated to the public.
3.
To understand the core elements of your brands
visual identity.
4. The Sport & Leisure Industry
Brands: What We Know So Far
What
Why
How
The tangible
objects and
intangible
feelings and
beliefs people
see and hold with
regard to an
organisation
Branding seeks
to add perceived
value to the
organisation’s
products and/or
services.
Firstly, by
understanding
your organisation
(last weeks
session) &
secondly, by
communicating
your organisation
in the way you
would like to be
portrayed (this
weeks session).
5. The Sport & Leisure Industry
Brands: Our Journey To Create One
understanding
your organisation
communicating your organisation
Pyramid of
Purpose
SWOT analysis
Core
Competence
Analysis
USP
Mission
Statement
Creating those
tangible and
intangible items
which project
who you are.
Done through
the use of a
story.
6. The Sport & Leisure Industry
Brands: A Story
Your organisation
Your organisation’s story
Intangible Branding
Tangible Branding
7. The Sport & Leisure Industry
Brand Stories: An Example
The organisation…
Paddy Power
The organisation’s story…
Fun, cheeky, outlandish, Irish
lads, having a laugh.
The organisation’s mission statement…
Our mission is to make risk based entertainment more
accessible and fun.
8. The Sport & Leisure Industry
WK7… Brands: How
The organisation’s story…
Fun, cheeky, outlandish, Irish lads, having a laugh.
9. The Sport & Leisure Industry
Brand Stories: An Example
The organisation’s story…
Fun, cheeky, outlandish, Irish lads, having a laugh.
10. The Sport & Leisure Industry
Brand Stories: An Example
The organisation’s story…
Fun, cheeky, outlandish, Irish lads, having a laugh.
11. The Sport & Leisure Industry
Brand Stories: An Example
The organisation’s story…
Fun, cheeky, outlandish, Irish lads, having a laugh.
12. The Sport & Leisure Industry
Brand Stories: An Example
The organisation’s story…
Fun, cheeky, outlandish, Irish lads, having a laugh.
http://www.youtube.com/watch?v=DEmA_QF30GI
http://www.youtube.com/watch?v=-jTRMYCyEmc
https://twitter.com/paddypower
13. The Sport & Leisure Industry
Brand Stories
• So, you communicate your organisation, in the way you would like
it portrayed, through a central story.
• We’ve seen an example of how, in reality, an organisation does
that.
• But what is a story?
For us to do this it’s important we understand…
14. The Sport & Leisure Industry
What Is A Story?
“A story is a reimagined experience narrated
with enough detail and feeling to cause your
listeners’ imaginations to experience it as
real.”
Simmons (2007, P.19)
15. The Sport & Leisure Industry
Brand Stories
So why do we use a story to get our brands
message across?
Why are stories so powerful?
16. The Sport & Leisure Industry
Why Are Stories Powerful?
“You cannot help dealing with the limited information you have as if
it were all there is to know. You build the best possible story from
the information available to you, and if it’s a good story, you believe
it. Paradoxically, it is easier to construct a coherent story when you
know little, when there are fewer pieces to fit into the puzzle. Our
comforting conviction that the world makes sense rests on a secure
foundation: our almost unlimited ability to ignore our ignorance.”
Kahneman (2011)
17. The Sport & Leisure Industry
Why Are Stories Powerful
• You cannot help dealing with the limited information you have as if
it were all there is to know.
• You build the best possible story from the information available to
you, and if it’s a good story, you believe it.
• Paradoxically, it is easier to construct a coherent story when you
know little, when there are fewer pieces to fit into the puzzle.
• Our comforting conviction that the world makes sense rests on a
secure foundation: our almost unlimited ability to ignore our
ignorance.
18. The Sport & Leisure Industry
The Power Of Stories: An Example
So it’s clear that stories are powerful.
Here’s an example of how we all get sucked
in by a good, simple, easy to comprehend story...
19. The Sport & Leisure Industry
The Power Of Stories: An Example
David
Vs
Goliath
20. The Sport & Leisure Industry
The Power Of Stories: An Example
So why is it that we buy into the
‘David as a valiant underdog story’?
21. The Sport & Leisure Industry
The Power Of Stories: An Example
“You cannot help dealing with the limited information you have as if
it were all there is to know. You build the best possible story from
the information available to you, and if it’s a good story, you believe
it. Paradoxically, it is easier to construct a coherent story when you
know little, when there are fewer pieces to fit into the puzzle. Our
comforting conviction that the world makes sense rests on a secure
foundation: our almost unlimited ability to ignore our ignorance.”
Kahneman (2011)
22. The Sport & Leisure Industry
Brand Stories
• By following last weeks process in understanding your organisation
you’ve all the knowledge you need to construct a simple story for your
organisation.
• Remember this is your organisations story, its personality, it’s identity.
• We saw something similar with mission statements last week.
• Paddy Power created a good, simple simple story ready to embed in
their branding.
23. The Sport & Leisure Industry
Brand Stories
“Do you think it’s possible that IBM could look like the kind of
company it really is?”
24. The Sport & Leisure Industry
Telling Your Brands Story
You communicate your brands story through two vessels…
Visual Identity
Verbal Identity
Logo
Name of brand
Colours
Name of products
Typefaces
Strapline
Symbols
Tone of voice
Today we’ll address the four aspects that go into creating a brands visual identity.
25. The Sport & Leisure Industry
Visual Identity: The Logo
A logo does one, or a combination, of these three things…
1. Identification
The logo identifies your organisation in a quick, visual way. It’s the first thing a
customer sees and they need to know who it belongs to.
2. Distinction
The logo distinguishes your organisation from the competitiion. You are
recognised because of it. Or at least should be if it is unique enough.
3. Communication
The logo should communicate something about your organisation. Sometimes
directly, sometimes subtly.
26. The Sport & Leisure Industry
Visual Identity: Symbols
What to consider when choosing a symbol for the organisation and their logo…
1. Storytelling
Not all symbols are created equal - choose symbols that tell a story. Do your research
and make sure the symbols incorporated in your logo convey clear and concise
representations.
2. International Perspectives:
What a symbol represents in one culture may not be what it represents in another. This
is crucial for companies who seek to create international identities and brands.
3. Conflicts Of Interest:
Do not use multiple symbols in one logo or brand that might possibly represent
conflicting ideas.
4. Clarify The Communication
Each logo should communicate something. Symbols are powerful communication
devices when used wisely. One smart symbolic element in a logo design can express
everything, but the symbol used in a logo should express one thing well, not many
ideas poorly.
27. The Sport & Leisure Industry
Visual Identity: Colours
Psychological Meaning
Cultural Meaning
•
•
•
•
•
•
•
•
•
•
Western:
danger
a warning to stop
anger
Valentine's Day
Action
Energy and speed
Attention-getting
Assertive and confident
Energizing
Stimulating
Exciting
Powerful
Passionate
Courageous and strong
Colours – red
Eastern:
prosperity
good fortune
worn by brides
China:
the color of good luck and
celebration
vitality, happiness, long life
China cont...
used as a wedding color
used in many ceremonies from
funerals to weddings
used for festive occasions
traditionally worn on Chinese
New Year to bring luck and
prosperity
Russia:
associated with the Bolsheviks
and Communism,
means beautiful in Russian
language
often used in marriage
ceremonies
28. The Sport & Leisure Industry
Visual Identity: Colours
Psychological Meaning
Cultural Meaning
•
•
•
•
Western:
conservative,
"something blue" bridal tradition
masculine color
baby boys
Loyalty
Trust and integrity
Perseverance
Caring and concern
Authority
Eastern:
immortality
Iran:
color of mourning
heaven and spirituality
immortality
Egypt:
virtue
protection - to ward off evil
Middle East:
China:
protection
immortality
associated with pornography and 'blue films'
US Politics:
feminine color
Liberalism
Korea:
Belgium:
color of mourning
color for baby girls
Colours – blue
29. The Sport & Leisure Industry
Visual Identity: Colours
Psychological Meaning
•
•
•
•
•
Cheerfulness
Enthusiasm
Fun
Good-humored
Confidence
Cultural Meaning
Western:
happiness, joy
hope
cowardice
caution, warning of hazards
Eastern:
sacred
imperial
China:
sacred
imperial, royalty
honor
masculine color
Colours – yellow
Middle East:
happiness
prosperity
Japan:
courage
beauty and refinement
aristocracy
cheerfulness
Europe:
happiness, joy
cowardice, weakness
hazard warning
30. The Sport & Leisure Industry
Visual Identity: Colours
Psychological Meaning
Cultural Meaning
•
•
•
•
•
•
Western:
affordable or inexpensive items
Halloween, combined with black
Warmth
Happiness
Physical energy
Cheerfulness.
Enthusiasm
Courage
Eastern:
happiness
spirituality
Thailand:
color for Thursday
Ireland:
religious color for Protestants
appears on the Irish flag along with
white for peace and green for
Catholics
Colours – orange
Netherlands:
color of the Dutch Royal Family
Hinduism:
Saffron, a soft orange color, is
considered an auspicious and
sacred color
31. The Sport & Leisure Industry
Visual Identity: Colours
Psychological Meaning
Cultural Meaning
•
•
•
•
•
•
Western:
lucky color in most western cultures
spring, new birth, regeneration
nature and environmental awareness
color for 'go' at traffic lights
Saint Patrick's Day
jealousy
greed
Growth and vitality
Renewal
Restoration
Self-reliance
Reliability and dependability
Nature,
Eastern:
new life, regeneration and hope
fertility
China:
fertility
Disgrace
Colours – green
Ireland:
religious color for Irish Catholics
color symbol of Ireland
Middle East:
color of Islam
strength
fertility
Luck
USA:
money
Jealousy
32. The Sport & Leisure Industry
Visual Identity: Typeface
Serif (feet) – Traditional, used in books
• Times New Roman
• Century Schoolbook
San Serif (without feet) – Modern, used on websites
• Arial
• Verdana
33. The Sport & Leisure Industry
Visual Identity: Examples to Assess
Consider…
The Logo
The Symbols
The Colours
The Typeface
34. The Sport & Leisure Industry
Visual Identity: Examples to Assess
Consider…
The Logo
The Symbols
The Colours
The Typeface
35. The Sport & Leisure Industry
Visual Identity: Examples to Assess
Consider…
The Logo
The Symbols
The Colours
The Typeface
36. The Sport & Leisure Industry
Visual Identity: Examples to Assess
Consider…
The Logo
The Symbols
The Colours
The Typeface
37. The Sport & Leisure Industry
Visual Identity: Discrete Meanings
38. The Sport & Leisure Industry
WK7… Brands: How
So when looking at anything visual that is associated with a brand it
should be communicating something, however subtle, about that brand.
When your creating a brand and trying to get its message across through
a visual medium, ask yourself ‘Does this portray my brands story?’. If it
doesn’t, then it needs revising.
39. The Sport & Leisure Industry
WK7… Brands: How
Can you summerise today’s session in circa 50 words.
In your 50 words try and communicate why we package our brand in a
story, what the two types of vessel are for telling our story and what is
involved in a brands visual identity.
40. The Sport & Leisure Industry
WK7… Brands: How
1.
To understand the power of stories in communicating
your brand.
2.
To understand the two ways in which your story can
be communicated to the public.
3.
To understand the core elements of your brands
visual identity.
41. The Sport & Leisure Industry
Beech, J. and Chadwick, S. (2007) The Marketing of Sport. Harlow: Prentice Hall.
Bridgewater, S. (2010) Football Brands. Basingstoke: Palgrave Macmillan.
Clifton, R. & Simmons, J. (2003) Brands and branding. London: Profile Books.
Desbordes, M. and Richelieu, A. (2012) Global sport marketing: contemporary issues and practice. New York:
Routledge.
Ford, K. (2005) Brands laid bare: Using market research for evidence-based brand management. Chichester:
John Wiley & Son Ltd.
Kahneman, D. (2011) Thinking, fast and slow. London: Penguin Books.
Keller, K., Aperia, T. & Georgson, M. (2012) Strategic brand management: A European perspective. (2nd edn.)
Harlow: Pearson Education Limited.
Simmons, A. (2007) Whoever tells the best story wins: How to find, develop, and deliver stories to
communicate with power and impact. New York: Amacom
Temporal, P. (2010) Advanced brand management: Managing brands in a changing world. Singapore: Wiley.
Wheeler, A. (2013) Designing brand identity. New Jersey: Wiley.