Sport & Leisure Industry - Session 7 - Brands: How

The Sport & Leisure Industry
WK7… Brands: How

Embed your organisation’s story
in its visual identity

The Unit: A Recap

week 1

week 2

week 3

industry overview

an introduction to
marketing & the
four p’s

word of mouth:
how promotions
go viral

week 4

week 5

week 6

relationship
marketing

branding: what &
why

branding: how
part 1

Today’s Objectives

1.

To understand the power of stories in communicating
your brand.

2.

To understand the two ways in which your story can
be communicated to the public.

3.

To understand the core elements of your brands
visual identity.

Brands: What We Know So Far

What

Why

How

The tangible
objects and
intangible
feelings and
beliefs people
see and hold with
regard to an
organisation

Branding seeks
to add perceived
value to the
organisation’s
products and/or
services.

Firstly, by
understanding
your organisation
(last weeks
session) &
secondly, by
communicating
your organisation
in the way you
would like to be
portrayed (this
weeks session).

Brands: Our Journey To Create One
understanding
your organisation

communicating your organisation

Pyramid of
Purpose
SWOT analysis
Core
Competence
Analysis
USP

Mission
Statement

Creating those
tangible and
intangible items
which project
who you are.
Done through
the use of a
story.

Brands: A Story

Your organisation

Your organisation’s story

Intangible Branding

Tangible Branding

Brand Stories: An Example

The organisation…
Paddy Power

The organisation’s story…
Fun, cheeky, outlandish, Irish
lads, having a laugh.

The organisation’s mission statement…
Our mission is to make risk based entertainment more
accessible and fun.

WK7… Brands: How
Fun, cheeky, outlandish, Irish lads, having a laugh.


http://www.youtube.com/watch?v=DEmA_QF30GI
http://www.youtube.com/watch?v=-jTRMYCyEmc
https://twitter.com/paddypower

Brand Stories

• So, you communicate your organisation, in the way you would like
it portrayed, through a central story.
• We’ve seen an example of how, in reality, an organisation does
that.
• But what is a story?
For us to do this it’s important we understand…

What Is A Story?

“A story is a reimagined experience narrated
with enough detail and feeling to cause your
listeners’ imaginations to experience it as
real.”

Simmons (2007, P.19)

Brand Stories

So why do we use a story to get our brands
message across?

Why are stories so powerful?

Why Are Stories Powerful?

“You cannot help dealing with the limited information you have as if
it were all there is to know. You build the best possible story from
the information available to you, and if it’s a good story, you believe
it. Paradoxically, it is easier to construct a coherent story when you
know little, when there are fewer pieces to fit into the puzzle. Our
comforting conviction that the world makes sense rests on a secure
foundation: our almost unlimited ability to ignore our ignorance.”

Kahneman (2011)

Why Are Stories Powerful

• You cannot help dealing with the limited information you have as if
it were all there is to know.
• You build the best possible story from the information available to
you, and if it’s a good story, you believe it.
• Paradoxically, it is easier to construct a coherent story when you
know little, when there are fewer pieces to fit into the puzzle.
• Our comforting conviction that the world makes sense rests on a
secure foundation: our almost unlimited ability to ignore our
ignorance.

The Power Of Stories: An Example

So it’s clear that stories are powerful.
Here’s an example of how we all get sucked
in by a good, simple, easy to comprehend story...


David

Vs

Goliath


So why is it that we buy into the
‘David as a valiant underdog story’?


“You cannot help dealing with the limited information you have as if
it were all there is to know. You build the best possible story from
the information available to you, and if it’s a good story, you believe
it. Paradoxically, it is easier to construct a coherent story when you
know little, when there are fewer pieces to fit into the puzzle. Our
comforting conviction that the world makes sense rests on a secure
foundation: our almost unlimited ability to ignore our ignorance.”

Kahneman (2011)

Brand Stories

• By following last weeks process in understanding your organisation
you’ve all the knowledge you need to construct a simple story for your
organisation.
• Remember this is your organisations story, its personality, it’s identity.
• We saw something similar with mission statements last week.
• Paddy Power created a good, simple simple story ready to embed in
their branding.

Brand Stories

“Do you think it’s possible that IBM could look like the kind of
company it really is?”

Telling Your Brands Story
You communicate your brands story through two vessels…

Visual Identity

Verbal Identity

Logo

Name of brand

Colours

Name of products

Typefaces

Strapline

Symbols

Tone of voice

Today we’ll address the four aspects that go into creating a brands visual identity.

Visual Identity: The Logo
A logo does one, or a combination, of these three things…
1. Identification
The logo identifies your organisation in a quick, visual way. It’s the first thing a
customer sees and they need to know who it belongs to.
2. Distinction
The logo distinguishes your organisation from the competitiion. You are
recognised because of it. Or at least should be if it is unique enough.

3. Communication
The logo should communicate something about your organisation. Sometimes
directly, sometimes subtly.

Visual Identity: Symbols
What to consider when choosing a symbol for the organisation and their logo…
1. Storytelling
Not all symbols are created equal - choose symbols that tell a story. Do your research
and make sure the symbols incorporated in your logo convey clear and concise
representations.
2. International Perspectives:
What a symbol represents in one culture may not be what it represents in another. This
is crucial for companies who seek to create international identities and brands.
3. Conflicts Of Interest:
Do not use multiple symbols in one logo or brand that might possibly represent
conflicting ideas.
4. Clarify The Communication
Each logo should communicate something. Symbols are powerful communication
devices when used wisely. One smart symbolic element in a logo design can express
everything, but the symbol used in a logo should express one thing well, not many
ideas poorly.

Visual Identity: Colours
Psychological Meaning

Cultural Meaning

•
•
•
•
•
•
•
•
•
•

Western:
danger
a warning to stop
anger
Valentine's Day

Action
Energy and speed
Attention-getting
Assertive and confident
Energizing
Stimulating
Exciting
Powerful
Passionate
Courageous and strong

Colours – red

Eastern:
prosperity
good fortune
worn by brides

China:
the color of good luck and
celebration
vitality, happiness, long life

China cont...
used as a wedding color
used in many ceremonies from
funerals to weddings
used for festive occasions
traditionally worn on Chinese
New Year to bring luck and
prosperity
Russia:
associated with the Bolsheviks
and Communism,
means beautiful in Russian
language
often used in marriage
ceremonies


Cultural Meaning

•
•
•
•

Western:
conservative,
"something blue" bridal tradition
masculine color
baby boys

Loyalty
Trust and integrity
Perseverance
Caring and concern
Authority

Eastern:
immortality

Iran:
color of mourning
heaven and spirituality
immortality

Egypt:
virtue
protection - to ward off evil

Middle East:
China:
protection
immortality
associated with pornography and 'blue films'
US Politics:
feminine color
Liberalism
Korea:
Belgium:
color of mourning
color for baby girls

Colours – blue

•
•
•
•
•

Cheerfulness
Enthusiasm
Fun
Good-humored
Confidence

Cultural Meaning
Western:
happiness, joy
hope
cowardice
caution, warning of hazards
Eastern:
sacred
imperial
China:
sacred
imperial, royalty
honor
masculine color

Colours – yellow

Middle East:
happiness
prosperity
Japan:
courage
beauty and refinement
aristocracy
cheerfulness
Europe:
happiness, joy
cowardice, weakness
hazard warning


Cultural Meaning

•
•
•
•
•
•

Western:
affordable or inexpensive items
Halloween, combined with black

Warmth
Happiness
Physical energy
Cheerfulness.
Enthusiasm
Courage

Eastern:
happiness
spirituality
Thailand:
color for Thursday
Ireland:
religious color for Protestants
appears on the Irish flag along with
white for peace and green for
Catholics

Colours – orange

Netherlands:
color of the Dutch Royal Family
Hinduism:
Saffron, a soft orange color, is
considered an auspicious and
sacred color


Cultural Meaning

•
•
•
•
•
•

Western:
lucky color in most western cultures
spring, new birth, regeneration
nature and environmental awareness
color for 'go' at traffic lights
Saint Patrick's Day
jealousy
greed

Growth and vitality
Renewal
Restoration
Self-reliance
Reliability and dependability
Nature,

Eastern:
new life, regeneration and hope
fertility

China:
fertility
Disgrace

Colours – green

Ireland:
religious color for Irish Catholics
color symbol of Ireland
Middle East:
color of Islam
strength
fertility
Luck
USA:
money
Jealousy

Visual Identity: Typeface
Serif (feet) – Traditional, used in books

• Times New Roman
• Century Schoolbook
San Serif (without feet) – Modern, used on websites

• Arial
• Verdana

Visual Identity: Examples to Assess

Consider…

The Logo
The Symbols

The Colours
The Typeface

Visual Identity: Examples to Assess

Consider…
The Logo
The Symbols
The Colours
The Typeface

Visual Identity: Discrete Meanings

WK7… Brands: How

So when looking at anything visual that is associated with a brand it
should be communicating something, however subtle, about that brand.

When your creating a brand and trying to get its message across through
a visual medium, ask yourself ‘Does this portray my brands story?’. If it
doesn’t, then it needs revising.

WK7… Brands: How

Can you summerise today’s session in circa 50 words.

In your 50 words try and communicate why we package our brand in a
story, what the two types of vessel are for telling our story and what is
involved in a brands visual identity.

WK7… Brands: How

1.

To understand the power of stories in communicating
your brand.

2.

To understand the two ways in which your story can
be communicated to the public.

3.

To understand the core elements of your brands
visual identity.

Beech, J. and Chadwick, S. (2007) The Marketing of Sport. Harlow: Prentice Hall.
Bridgewater, S. (2010) Football Brands. Basingstoke: Palgrave Macmillan.
Clifton, R. & Simmons, J. (2003) Brands and branding. London: Profile Books.

Desbordes, M. and Richelieu, A. (2012) Global sport marketing: contemporary issues and practice. New York:
Routledge.
Ford, K. (2005) Brands laid bare: Using market research for evidence-based brand management. Chichester:
John Wiley & Son Ltd.
Kahneman, D. (2011) Thinking, fast and slow. London: Penguin Books.
Keller, K., Aperia, T. & Georgson, M. (2012) Strategic brand management: A European perspective. (2nd edn.)
Harlow: Pearson Education Limited.
Simmons, A. (2007) Whoever tells the best story wins: How to find, develop, and deliver stories to
communicate with power and impact. New York: Amacom

Temporal, P. (2010) Advanced brand management: Managing brands in a changing world. Singapore: Wiley.
Wheeler, A. (2013) Designing brand identity. New Jersey: Wiley.

Sport & Leisure Industry - Session 7 - Brands: How

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Sport & Leisure Industry - Session 7 - Brands: How