Expertise at Corey McPherson Nash spans numerous industries and a myriad of branding challenges. We invited participants to actually be a Corey client during this event at Design Exchange Boston on October 10, 2013.
9. The Way Corey Thinks About Brand
Branding is the activity
of intentionally shaping
the perceptions of your
audiences to advance your
organization.
10. The Way Corey Thinks About Brand
BRAND
Physical + Mental
Name
Benefit
Tagline
Values
Logo
Personality
Color
11. The Way Corey Thinks About Brand
Who Are You?
Brand Identity
What do you offer?
Features
Why Should i care?
Benefits
12. The Way Corey Thinks About Brand
Business Plan Brand Strategy
Execution
Sales Objectives
Brand Perception
Overall Look & Feel
Target Markets
Brand Architecture
Campaigns
Market Landscape
Position
Social Media
Competitive Landscape
Naming
Communication Pieces
Messaging Strategy
13. The five ps
POSITION
The benefit that sets your brand apart. It is what you want to exist in the
minds of the consumers.
Promise
The pledge to customers about the experience.
Permission
The scope of the brand – the DO’s and DON’Ts.
Personality
The voice and attitude.
Permanence
The enduring qualities of the brand.
24. “The logo tells the story of
Unilever and vitality. It brings
together 25 different icons
representing Unilever and
its brands, the idea of vitality
and the benefits we bring to
consumers and the world we
operate in.”
Unilever
41. brand criteria / Basic
Relevant
Neon might not be the best choice
for a financial consultancy. But
it might. Consider your clients,
their goals, and the competitive
landscape.
47. brand criteria / Basic
Unique
Your logo has to distinguish itself
from the competition. Deviating
from the expected can distinguish
your brand, but be careful not to
lose your identity.
62. brand criteria / practical
Orientation
Your identity needs to be
placed in countless settings.
Design multiple lockups with
different orientations.
77. brand criteria / contextual
Memorable
Consider clever visual wit –
or perhaps just the opposite;
a complex or abstract form
that requires deeper thinking.
79. brand criteria / contextual
cultural
Be culturally sensitive.
Consider stereotypes, as well
as the meaning of colors and
shapes in different cultures.