Brand Building

BRAND: building

SUMMER PARTY

Perception through your expression

Brand: Building

● Visual identity● Tone of voice● Behaviour & experience● Products and services

● How it responds to the expression of its audience

How does this reflect on the brand’s culture and experience?

● The nature of the message

● The response to it

● The context of it

Brand: Building

Considerations

Bristol & Bath. A tale of two cities

Bath’s approach

Understand its foundations

Identity is in its bricks and mortar

Firm, protected identity, not swayed by transient trends

Clarity of purpose, proposition and message

Preserve control of tradition & heritage

Brand: Building

Bristol’s approach

Understanding its foundations

Identity is it’s community

Evolving with the culture - retains relevant

Tries to reflect the concerns and voice of the residents

Allows and enables the community to direct its identity

Brand: Building

What’s the response?

3 Options

Brand: Building

Brand & UX research

Understanding your audience

● Perception

● Cultural shifts

● Developing and evolving needs

● Expectation

● Communication

Brand: Building

Content and communications strategy

Methods and approaches

● Social listening

● Cross channel consistency - approach & voice

● Crisis communications - proactive not reactive

● Increase skills, structures & relationships

Brand: Building

Brand identity

Consistent grounded approach

● Founded on core pillars or values

● Clear mission and purpose

● Tone of voice vs style guide

● Visual guidelines on and offline

Brand: Building