BRAND COMMUNICATIONS Branding in digital media

- Strategic planning Digital branding strategies:

- Relationship between branding and • Websites
design • Social media
Experience – real essence of branding • Online Advertising
Developing brand campaigns
Brand strategy and identity Developing brand campaigns
Developing a brand strategy: • Conceptualization
• Market Analysis • Evaluation
• Target Audience • Execution
• Competitive positioning
Basics of Design
Brand Identity Components: 1. Visual Hierarchy
1. Logo 2. Color Theory
2. Tagline 3. Typography
3. Brand colors 4. Layout
4. Visual Style
BRAND
Visual communication One of the most valuable elements in an
Visual Storytelling – Using images to advertising theme
convey brand narratives - Identity of a specific product, service
or business
Design elements in branding: - can take many forms, including a
1. Shapes name, sign, symbol, color
2. Symbols combination or slogan.
3. Icons - originally referred to a piece of
4. Patterns burning wood.
- began simply to tell one person’s
Messaging & copywriting cattle from another by means of a
hot iron stamp.
Importance of messaging
- Has continued to evolve to
- Crafting a brand voice and tone
encompass identity – it affects the
personality of a product, company,
Writing effective copies:
or service.
• Headlines
• Taglines
• Slogans
• Brand stories
The word brand dates to Old Norse - the
ancient North Germanic language from
which modern Scandinavian languages
derived.
It wasn’t used as a verb until late Middle
English, when it came to mean “mark
permanently with a hot iron.”
• 17th century - it referred to a mark of
ownership by branding
• Trademark – a legally protected
brand name
Key constituencies:
Customers, staff, investors etc.
• Brand Management – art of creating
and maintaining a brand
• Brand Orientation – orientation of
whole organization towards a brand
Brand Identity vs. Brand Image
Brand identity (Physical) - is the way you
want folks to perceive you.
• Logo, tagline, aesthetic style,
language tone, etc.
Brand image (Sensual) - is the way that they
actually perceive you.
• Reputation, emotion, impression,
belief, etc.
Brand awareness - customers’ ability to
recall and recognize the brand under
different conditions
: name, logo, jingles etc.
Brandnomer - is a brand name that has
colloquially become a generic term for a
product or service
Types of Brand Names
1. Initialism – brand names made of
initials.
2. Combination – brand names
combining multiple words together
to create one.
3. Descriptive – brand names that
relate directly to or describe the
product or benefit are derived from
a founder’s name.
4. Alliteration and Rhyme – brand
names that are fun to say and stick
in the mind.
5. Evocative – project the essence of
the brand without describing it.
6. Neologism – brand names with
completely made-up words.
The objectives that a good brand will
achieve include:
• Delivers the message clearly.
• Confirms your credibility.
• Connects your target prospects
emotionally.
• Motivates the buyer.
• Concretes user loyalty
Brand naming considerations:
• Easy to say and spell.
• Memorable
• Extendable, has room for growth.
• Positive feeling
• International; doesn’t have bad
meanings in other languages.
• Available; from trademark and
domain perspective
 • Meaning has relevance to your
business.
Types of brand shoppers
Loyal customers –repeat purchases
• Marketing style: Regular, consistent
communications – the more
personal the better.
Discount customers – shops frequently;
make decisions based on
offers/deals/competitive or comparative
pricing.
• Marketing style: Alter-style
communications via social media,
email, online advertising, blog posts,
and content marketing.
Impulse customers – make purchases based
on what seems needed/good at the time.
• Marketing style: A mix of regular
consistent communication and
altern-style communication
Need-based customers – have a specific
intention to buy a particular type of item.
• Marketing style: Website, catalog,
and reference/search friendly
channels
Wandering customers – no specific need or
desire in mind
• Marketing style: Combine reference
and guidance channels with
attractive offers
Stages of brand awareness
Brand rejection/non-recognition –
Avoidance of your products due to negative
perception or experience.
Brand non-recognition – Your brand doesn’t
enter consumer’s mind at decision time
(lack of awareness or differentiation)
Brand recognition – Your brand is
recognized and is considered at decision
making time.
Brand preference – When given a choice
between two brands, the consumer will
choose yours based on needs,
differentiation, value-add, service, and/or
reliability.
Brand loyalty – The consumer chooses your
brand consistently, even when faced with
viable alternatives or encounters occasional
poor service from your brand.
• Brand love -an emerging term
encompassing the perceived value of
the brand image.
• Brand Promise – owner’s vision of
what the brand must be and do for
the consumer.
Global Brand
- perceived to reflect the same set of
values around the world.
Benefits
• Economies of scale (Production and
distribution)
• Lower marketing costs
• Laying the groundwork for future
extensions worldwide
• Maintaining consistent brand
imagery
• Quicker identification and
integration of innovations
(Discovered worldwide)
• Preempting international
competitors from entering domestic
markets or locking you out of other
geographic markets
• Increasing international media reach
(Especially with the explosion of the
internet) is an enabler.
• Increases in international business
and tourism are also enablers.

Variables
The following elements may differ from
country to country:
• Corporate slogan
• Products and services
• Product names
• Product features
• Positionings
• Marketing mixes (including
pricing, distribution, media and
advertising execution)