A simplified explanation on Branding and its components.

1. Getting the right idea & Getting the idea right.

2. Identifies a business in its simplest form
via the use of a mark or icon.

3. The BMW Logo

4. Original Logo 1923 1936
70s & 80s 1954 2000
The evolution of the BMW Logo

5. Visual aspects that form
part of the overall brand.

6. The Iconic Kidney Grille

7. The evolution of the Kidney Grille

8. It can be anything (i.e: place, artefact or interface),
where a person experiences a brand.

9. The Sheer Driving Experience

10. The Top Draw Services

11. A brand > a name or a logo.
It is a combination of experiences.

13. Think of a car brand that you like. Why you like it? It is ‘cos:

14. So you see, you like a brand for the different experiences
it gives you. And all these experiences are guided by one thing:

16. A brand promise is a commitment a brand delivers to its customers,
its partners and its stakeholders. Let’s look at IKEA - a brand that successfully
brings the brand promise to life in all the experiences it offers:
Brand Promise
Customers
To create a better everyday life
for the many people.
Well-designed products
at low prices
= great value
= better everyday life.
Partners
Success and good sales
= great value
= better everyday life.
Suppliers
Better sales
= better demand
= better profits
= better everyday life.

17. Can you see how IKEA delivers its brand promise across all experiences?
A good brand live and breathe their traits daily, they are definitely
have a place in our heart and living it up to their brand promise.

18. Values make a brand unique and different
from competitors. It act as a guide in daily activities.

19. Do you have a
“never say die” attitude
and always try to find solutions
to challenges and problems?
Are you knowledgeable
and can you anticipate
the needs for the clients,
partners or colleagues?
Are you honest,
transparent and do
what you promise?
Values Examples

20. It defines how a brand should behave in ways that reflect their brand promise.
It is the soul, the persona, the spirit of the organisation manifested in
some comprehensible way.

21. Do you work in a
steady, confident, clear
and detailed manner?
Do you listens when others
speak and know how to
influeance and inspire
them to do better?
Can you correctly
size-up a situation and
know how to turn it
to your advantage?
Do you dare to break free
from the norm, embrace
new challenges and find fresh
solutions to old problems?
Personality Traits

22. Monolithic – Endorsed – Branded

23. Monolithic - The single business identity
Amore
Amore
ENGINEERING
Amore
CHEMICALS
Amore
AEROSPACE

24. Endorsed - The multi-business identity
Amore
Fasola
Part of Amore
ENGINEERING
Doremi
CHEMICALS
Latido
AEROSPACE
Part of Amore Part of Amore

25. Amore
Fasola
ENGINEERING
Doremi
CHEMICALS
Latido
AEROSPACE
Branded - The brand-business identity (Free Standing)

27. The outward expression of a brand. Includes everything from its name and visual appearance
to the way it sounds, feels, smells and tastes. It is the fundamental means of consumer recognition and
symbolizes its points of difference. It represents a unique set of associations which affect how a brand
appears in consumers’ minds. Identity however, is a strategic goal (while image is a consumers’ actual
perception of a brand). The goal, is for identity and image to be the same.

28. Identity lead us to

29. Brand image, on the other hand, is the totality of consumer perceptions about the brand, or how they
see it, which may not coincide with the brand identity. Companies have to work hard on the consumer
experience to make sure that what customers see and think is what they want them to.

30. and...

31. These guidelines are part enforcement and part motivation to ensure
consistent execution of the brand. It provide full information and empower staff
and third-party supplier to successfully develop the brand independently.

32. PAST PRESENT
Designer, Unknown.

34. MTV 1981 - Pat Gorman, Frank Olinsky and Patti Rogoff.

35. Lets have a look at...

36. Before

37. After

39. Before

40. After

41. After

43. Before

44. After

45. In conclusion
Visual aspects
that form part of the
overall brand.
Perceived emotional
corporate image as a whole.
Identifies a business
in its simplest form via the
use of a mark or icon.

46. “Your smile is your logo, your personality is your identity,
How you leave others feeling after an experience with you
becomes your brand/trademark.”