Sport & Leisure Industry - Session 8 - Branding: How (Part 2)

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Information about Sport & Leisure Industry - Session 8 - Branding: How (Part 2)
Marketing

Published on March 5, 2014

Author: mjb87

Source: slideshare.net

The Sport & Leisure Industry Telling your brand’s story: Part 2

Session 1 Session 2 Session 3 Marketing intro & the four P’s Word of mouth: promotions going viral Session 5 Session 4 Branding: Understanding your org Branding: What & Why Relationship marketing Session 7 Today Branding: How pt 1 Branding: How pt 2 Industry overview Session 6

Telling your brand’s story: Part 2 1. Understand the way in which a brand’s story is communicated through it’s verbal identity. 2. Ensure the concepts we’ve covered to date have been understood – You’ll be taking the lead on this!

Logo Visual Identity Colours Symbols Typefaces Your brand’s story Name of Brand Name of Products Verbal Identity Strapline Tone of Voice

Verbal Identity: Tone of Voice < fun/different/child like serious/professional/grown up > A brands tone of voice and story go hand-in-hand.

Verbal Identity: Name of the Brand Descriptive Associative Abstract UK Sport KICK TV Nike Sport England Shoot Adidas Youth Sport Trust Who Scored Reebok Brand names should fit with your story and tone of voice.

Verbal Identity: Name of the Products/Services Descriptive Associative Abstract Get Into Sport Hyperspeed Predator Product names should fit with your story and tone of voice. Don’t name your product after your brand name. Products in the same range need to share an identity, so their names need to be related. Calling your product the same as another product on the market is OK, but only if the other product is COMPLETELY unrelated to yours.

Verbal Identity: Strapline ‘Just Do It’ Strapline: why a customer should choose you. 3-6 words with very few over 8. Slogan. Mission statement: objective and primary purpose. Circa 40 words.

Verbal Identity: Strapline Strapline: How Rhyming Aliteration Mirroring Challenge Question and answer

Verbal Identity: Strapline Challenge Challenge the reader into action. Adidas… ‘Impossible is nothing’ Nike… ‘Just do it’

Verbal Identity: Strapline Question and Answer Posing and answering a question, or simply having two half sentences making different sides of a point. Maybelline… ‘Maybe She’s Born With it, Maybe it’s Maybelline’

Verbal Identity: Strapline Mirroring Reflecting or repeating a word or words to make a memorable phrase. Local shop… ‘Conveniently Reliable, Reliably Convenient’ Financial advisor… ‘Money Talks, So Let’s Talk Money’ Kit Kat… ‘Have a Break, Have a Kit Kat’

Verbal Identity: Strapline Rhyming Creating a small rhyme makes your sentence more memorable; though they can feel a little tacky if not done well! Shell… ‘You Can Tell When it’s Shell’

Verbal Identity: Strapline Alliteration Similar to rhyming, alliteration involves the first sound of a word instead of the end. Land Rover… The Best Four by Four by Far

Stage 3… Stage 1… Stage 2… Pair up. Play the ‘topic lottery’ Stage 4… Stage 5… Your pair need to find another pair. You now have have 8 minutes to teach the other pair all you’ve found about your topic. They’ll also be teaching you their topic. Make sure you take notes of what they’re teaching you! In your pair you have 6 minutes to prepare a 2 minute talk on the topic you’ve just been taught by the other pair. How you divide the 2 minutes between you is up to you. Just focus on the quality of your content. You have 25 minutes to research the topic you drew and collect as much information on the topic as possible. You can use ANY source. Stage 6… Pair by pair, let’s hear your 90 second talks!

Telling your brand’s story: Part 2 1. Understand the way in which a brand’s story is communicated through it’s verbal identity. 2. Ensure the concepts we’ve covered to date have been understood – You’ll be taking the lead on this!

The Sport & Leisure Industry Telling your brand’s story: Part 2

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