MARKETING BRANDS Weaving A COMMON THREAD

WHAT IS A BRAND?

THE SUM OF ALL VISUAL, VERBAL, & ENVIRONMENTAL BRAND EXPERIENCES.
Although we think that decision-making about brands depends strongly on functional benefits, it all comes down to one question: how will this make me feel?

– Kim Cramer and Alexander Koene, BR-ND

Case Study: Anthropologie

A lifestyle brand that caters to creative, educated and affluent 30-45 year-old women - designed as the next step after "aging out of" Urban Outfitters. Created to fill a void for this group of women.

MARKETING FOR BRANDS

Marketing for brands involves weaving a common brand thread through all media messages with the intention of promoting a product or service. Keeping the brand's essence at the forefront of all marketing, advertising, or design initiatives.

A COMMON THREAD

VISUAL + VERBAL + ENVIRONMENTAL

VISUAL CONSISTENCY

TYPOGRAPHY + IMAGERY + STYLE

A visual strategy that dictates the "look" of the brand and is applied across multiple media platforms. It should incorporate a consistent visual identity which includes: logos, and supporting icons, typography, stylistic elements, photographic styles, color palettes, and strategically curated content.

Case Study: Chipotle

VERBAL MESSAGES

PERSONALITY + TONE + CONTENT

A verbal strategy that drives the personality, tone, and content of verbal/written communicated by the brand. This includes social posts, web content, blogs, tweets, and shared content from other sources.

Case Study: Chipotle

ENVIRONMENT & EXPERIENCE

SPACES + INTERACTIONS + EVENTS

Crafting environments and experiences that reinforce the brand essence. Environments may include signage, spaces, lighting, textures, sounds. Experiences may include events, interactions with staff, and promotions

TRANSMEDIA BRANDING

"Creating a Transmedia (across media) branding program entails weaving a common thread across all of an individual's experience with a brand... and integrating the common visual and verbal language into all brand experiences, with the understanding that each medium can offer unique brand experiences" - Robin Landa

MAKING IT HAPPEN

  1. Define your brand essence. What makes you special, unique, desirable?
  2. Be intentional about brand identity - develop brand guidelines and distribute to all employees for absolute consistency.
  3. Determine which media you will utilize and determine which part it plays in the overall message
  4. Promote emotional benefits over functional benefits
  5. Ask the same question over and over. Does this event, post, promotion, service, design, etc... support our brand essence?

Credits:

Created with images by CarbonNYC [in SF!] - "Silver Needle and Golden Thread" • roland - "Orange" • AMagill - "Thread" • starathena - "Volcano" • denise carbonell - "orange rectangle # 2" • denise carbonell - "sunrise in red hook" • CarbonNYC [in SF!] - "Silver Needle and Golden Thread"

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