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November 15, 2013 / cbkingston

Design and Branding

Before we begin, don’t forget the skills shown in this video as you develop your business product and try it out yourself!
Coffee Cup Guys 


What’s branding?

(notes from Dr. Corrine Beaumont, Kingston University)

  • Brand is everything that creates an experience for the customer
  • DNA is the unique message of the business that is communicated in the brand
  • Identity is usually the visual part of the brand: logo, colours, layout, adverts, design
What visual choices did Virgin make to communicate their message?
What lingual choices did they make to establish their personality?
Can you guess what their Persona might have looked like (or Personas) before they developed this video?
How do the answers to those questions become more clear when you compare it to another of their adverts?

How to design a brand?

Learn the elements and principles of design in my Basic Design Anatomy Handbook

Marketing Basics:

(Marketing notes from Dr. Catherine Morel, Kingston University)

STP: Segmentation, Targeting and Positioning

Segmentation: ways to divide a potential market for your product/service

Can be segmented many ways:

Behavioural: based on ‘a person’s knowledge, attitudes, uses or responses to a product/service. For example:

–current stage in the buying process
–the use occasion / benefits sought
–frequency of purchase/loyalty’

Psychographic: lifestyle, personality (tribal marketing)

Profile: demographic (your age? your gender?), socio-economic (what’s your disposable income?), geographic (where do you live?)

Targeting is deciding which, and how many, segments you want to serve.

Positioning is how you differentiate your offer compared to the competition, and how you want to be perceived in the minds of your customers. This includes how you target and how you segment and what you do with that when you create your value proposition.

“Positioning is not what you do to your products. Positioning is what you do to the mind of the prospect” — Ries and Trout
Keys to successful positioning: Clarity, Consistency, Competitiveness, Credibility

Strategies to change consumers’ perception:

•Product attributes
•Benefits offered
•Usage occasions
•Country of origin
•Reference to other brands
•Comparison with competitors
Marketing Mix: The 7 P’s:
Price, Product, Place, Promotion + People, Process, Physical Aspects
Difference between a product and a service? It is impossible to separate the two, both must work together seamlessly.
Communication Mix Tools:
  • Advertising – any paid form of non personal communication of ideas goods or services
  • Sales Promotion – short term incentives to encourage the purchase or sale of a product or service.
  • Public Relations/publicity – the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation and its publics.
  • Selling and Sales Management – the personal interface between a company and its customers, aimed at achieving a sale.
  • Direct marketing – Direct communication using direct mail, telephone response media and more recently the Internet
Stages of a communication strategy:
  • Identify target audiences
  • Determine objectives to reach
  • Design of a message
  • Choice of communication tools
  • Collecting feedback
  • Setting budgets and monitoring  effectiveness

Bringing this all together, how do you develop a Branding Strategy?

If you look at the stages of a communication strategy above, and combine it with communication touchpoints of your Persona, you can then create a picture of how you want to use those touchpoints to embed your Brand. It might be through using your employees (Community), objects, rules or skills. [sound familiar?]


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