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Corporate Branding Management_Proposal.pdf
- 1. Corporate Branding Management Proposal January14, 2009 Proposal Phase 1 Information Clearinghouse Inc.
- 2. Contents Introduction 3 Brand Deinition4 Corporate Branding 5 Design Concept 1 Master Branding 6 Design Concept 2 Product Branding 7 Design Concept 3 Relective Branding 8 Design Concept 4 Sub-Product Brands 9 Competition 10 2 Core Identity Elements 11 Tagline 12 Identity Prototypes 13-19 Branding Process 20 Branding Checklist 21 Phase 1 IC Alternative Logos 22 FD Alternative Logos 23 Creditntell Alt. Logos 24 ARMS Alt. Logos 25 Conclusion 26
- 3. Introduction What is BrandIdentity? Brand identity is the face and outward expression of the brand, including its name and visual appearance which ensures consumer recognition and individuality. A brand identity typically includes a name, logo design, and other visual elements such as images or symbols. NOTE: Consumers typically recognize and remember visual expressions more powerfully than they remember names or words. The foundation of our visual identity system, the Information Clearinghouse (IC) signature, is the most concise expression of the IC brand. It is responsible for communicating the qualities that make us unique and one of a kind. Brands exist in many levels and many combinations. Today, mergers and acquisitions are commonplace and can further blur and complicate a company's brand. The purpose of this proposal is to deine our branding architectural system. 3
- 4. 4 Brand Deinition Deining YourBrand For simplicity, I have broken down four branding strategies for evaluation. There are other variations of these themes, but it can become complex and is beyond the scope of this presentation. Based on the brand platform, we should go to market using a single, deining brand philosophy, which will be implemented across all divisions consistently to build equity and understanding of the new brand. Chose a method that works best and allows for growth. Corporate Brand - By corporate brand, I mean "Ownership" of all product brands, such as Proctor & Gamble.The brand takes the lead above the corporate identity. P&G chose not to advise consumers of its ownership, but there are no hard rules. Our position would most likely be to advise our customers of IC ownership. The graphics do not need to be relatable to all product brands. Master Brand - A brand that can (or does) span a number of closely or distantly related categories and currently has other brands, sub-brands, and/or lines within its scope or range. An example of this is how GE markets their products. Everything has the GE logo on it, while spanning multiple industries.Their Master brand would be GE.The sub-brands are Profile, Monogram, Lighting, Healthcare, Aviation, etc. The graphics should relate to all product brands. Product Brand - Brands that generally stay in one or similar categories, although they may have sub-brands. Graphics would be the same but they are differentiated by title and color. Relective Brand - Incorporating the Corporate Brand strategy into the Master Brand & Product Brand. All brands stay in one or similar categories and are identiied through divisions. Sub-brands would be difficult to market with this method.
- 5. 5 Corporate Brand Design Concept1 Different logos with common ideas and colors. The objective is to have powerful-looking logos that illustrate speed and global communication. Corporate Brand - Bycorporatebrand,I mean"Ownership"of allproductbrands,suchasProctor& Gamble.Thebrandtakesthelead abovethecorporateidentity. P&Gchosenottoadviseconsumersofits ownership,buttherearenohardrules. Our position would most likely be to advise our customers of IC ownership. The graphics do not need to berelatabletoallproductbrands. Information Clearinghouse Inc. Corporate Logo F&D Logo F&D R e p o r t s Creditntell Logo ARMS Logo
- 6. 6 Master Brand Design Concept2 Following the corporate logo as a basis for the product logos. They all have elements and colors relating to one another as in the corporate brand. The objective is to have powerful-looking logos that illustrate speed and global communication. Master Brand - A brand that can (or does) span a number of closelyordistantlyrelatedcategoriesandcurrentlyhasother brands, sub-brands, and/or lines within its scope or range.Anexampleofthis ishowGEmarketstheirproducts.EverythinghastheGE logoonit, whilespanningmultipleindustries.TheirMasterbrandwouldbeGE.The sub-brandsare Profile, Monogram, Lighting, Healthcare, Aviation, etc. Thegraphicsshouldrelatetoallproductbrands. Information Clearinghouse Inc. Corporate Logo F&D Logo Creditntell Logo ARMS Logo
- 7. 7 Product Brand Design Concept3 Following the corporate logo as a parent for the product logos. They are all the same differentiated only by colors and title.You must be careful; as you expand colors can be limited. The objective is to have powerful-looking logos that illustrate speed and global communication remains the same. Product Brand - Brandsthatgenerallystayinoneorsimilar categories,althoughtheymayhavesub-brands.Graphicswouldbe thesamebuttheyaredifferentiatedbytitleandcolor. Information Clearinghouse Inc. Logo F&D Logo Creditntell Logo ARMS Logo
- 8. 8 Relective Brand Design Concept4 This method takes the corporate logo and differentiates the product brands or business units by title .This relective method can simplify your product brand but it also can be limiting and difficult to market. Relective Brand -IncorporatingtheCorporateBrandstrategyinto theMasterBrand&ProductBrand.Allbrandsstayinoneorsimilar categoriesandareidentiiedthroughdivisions.Sub-brandswouldbe difficulttomarketwiththismethod. Information Clearinghouse Inc. Logo F&D Logo Creditntell Logo ARMS Logo
- 9. 9 Sub-Product Brands Design Concept Sub-products arethe products that fall under a product line such as F&D's Scrambled Eggs and ARMS Eggs Over DelinquencyBulletin.We would market these sub-product brands using plain text. The important sub-product word would be bold for an esthetic design. This method allows us a tremendous latitudeandeliminatesanycomplications or problems with future products. Scrambled Eggs Eggs Over Delinquency Bulletin Bondwatch Foodservice Sector Newsletter Scrambled Eggs Eggs Over Delinquency Bulletin Bondwatch Foodservice Sector Newsletter
- 10. 10 Competition Stand Out FromThe Competition Effective branding and the right logo can go a long way in helping you to build brand loyalty. There is a psychological aspect in how your branding is perceived. This perception starts with your company logo design. Information Clearinghouse Inc. Corporate Logo D&B Logo Debtwire Logo Creditworthy Logo Seafax Logo
- 11. 11 Core Identity Elements Branding IdentityElements Any combination of these elements will help deine your identity. A corporate guidelines manual will communicate all speciications for the company. Core Logo Primary Color Palette Possible Typography Options Primary Graphic Elements Myriad Pro - Futura - Arial The circle can be used in any combination that best suits a design. Cropping and abstracting is acceptable.
- 12. 12 Tagline Words to DeineYour Company It is better to have no tagline than a poor one. While a company might beneit signiicantly from a tagline, it has to be willing to develop a great one. The real test of a tagline is whether it is memorable and if it expresses the true beliefs of the company. I have created a few suggestions but recommend the appropriate people think about this and provide a selection for the team to review. 1. "Intelligent Business Resources" 2. "Resourceful Solutions" 3. "Your Connecting Financial Solution" 4. "Sound Financial Resources" 5. "Changing your way of business"
- 13. 13 Identity Prototypes Design Prototypes To giveyou an idea of how the branding will be implemented I have created sample prototypes on the following pages. This cover page design represents the integration of all reports into one if we decided to go in that direction. Newsletter Cover Page
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- 18. 18 Advertising This represents whatan html email or web advertisement may look like. Ideally anything that is published should have the branding. Plain text word documents or emails should be a thing of the past.
- 19. 19 Promotions Promotional items include umbrellas,caps, golf balls, etc. I have applied IC identity elements to further develop and deine our brand. The website would be present on each item. These items can be given to potential customers or simply worn by employees for trade shows and other business related functions. Golf Promotional Kit
- 20. Branding Process Strategic ProjectPlanning This illustration outlines a brief summary of each stage of the developmental process. Below lists order: Phase 1 - Proposal Phase Phase 2 - Analysis and Critique Phase 3 - Approved Proposal Phase 4 - Analysis and Planning Phase 5 - Final Branding Approval Phase 6 - Implement Branding A more detailed plan will be presented during phase 4. 20 Proposal Who are we? • Creative System Development • Personality: Look, feel & style • Creative platform: Messages, visuals & stationary Analysis & Critique Where do we go from here? • Findings, conclusions, recommendations • Revisions • Informal focus groups • Follow up presentation Approved Proposal Brands evolve, adjust accordingly • Test effectiveness of design • Corporate Awareness Branding Approval Have we forgotten anything? • Review all checklists • Set dates for launch • Print all materials i.e. business cards & complete website Implementation It’s time to act. Live your brand. • Launch party • Corporate guideliness Analysis & Planning Structure a plan • Complete comprehensive plan outline for all corporate sectors & project phases. • Final presentation of branding designs Branding Process
- 21. Branding Checklist Phase 1 ActionItems This list details all items that are needed to complete proposal phase of this project. Additionally it details pending questions that need to be resolved. Timelines and revisions can be made as the process develops. ❑ Branding Strategy ❑ FD logo design ❑ Creditntell logo design ❑ ARMS logo design ❑ IC logo design ❑ What to do with Market Service Inc.? ❑ Ideally, Information Clearinghouse should be everyone’s email address. Can that be done? ❑ What to do with FDCOS. Does it get its own logo? Should it be a sub-brand of ARMS or a sub-product? ❑ Fonts ❑ Colors ❑ Tagline ❑ Register and copyright logos 21 Branding Checklist
- 22. 22 IC Alternative Logos Alternative Designs AlternativeIC logos for committee review. Some alternative logos will need to be reviewed to ensure they work with the overall branding system. Information Clearinghouse Inc. Logos
- 23. 23 FD Alternative Logos Alternative Designs AlternativeFD logos for committee review. Some alternative logos will need to be reviewed to ensure they work with the overall branding system. F&D Logos R E P O R T S D R E P O R T S
- 24. 24 Creditntell Alternative Logos Alternative Designs AlternativeCreditntell.com logos for committee review. Some alternative logos will need to be reviewed to ensure they work with the overall branding system. Is the .com necessary in the creditntell logo? Creditntell.com Logos Creditntell.com
- 25. 25 ARMS Alternative Logos Alternative Designs AlternativeARMS logos for committee review. Some alternative logos will need to be reviewed to ensure they work with the overall branding system. ARMS Logos Accounts Receivable Manangement Solutions Accounts Receivable Manangement Solutions Accounts Receivable Manangement Solutions
- 26. 26 Conclusion In conclusion, the InformationClearinghouse brand is a strategic asset, both externally (in our business relationships) and internally (as a rallying force). However, brand equity is not perpetual; rather, it is built every single day by what we make, what we say and what we do. This implies that we collectively share the duty of maintaining and developing our brand to the best of our capabilities. A Sound Brand Identity A Sound Brand Identity