Creative Strategy

10,000 NEW BRANDS ARE CREATED EVERY DAY.

C r e a t i v e S t r a t e g yC r e a t i v e S t r a t e g y

PRESENTED TO KLC SCHOOL PARTNERSHIPS

of identity branding

Branding is the foundation of marketing and is inseparable from business strategy.

Brand Associations The feelings, beliefs and knowledge that people have about brands. These associations are derived as a result of experiences and must be consistent with the brand positioning and the basis of differentiation.

Brand Commitment The degree to which a customer is committed to a given brand in that they are likely to re-enroll in the future.

Brand Harmonization Ensuring that all programs in a particular brand range have a consistent name, visual identity and, ideally, positioning across a number of geographic or product/service markets.

Brand Essence The brand’s promise expressed in the simplest, most single-minded terms. Example, Volvo = safety; VW = drivers. The most powerful brand essences are rooted in a one fundamental customer need.

Suggestions:CHAMPIONS=PARTICIPATECHAMPIONS=ACHIEVEMENT CHAMPIONS=FUN

Marketing or consumer Marketing or consumer Marketing or consumer= the promise and delivery

of an experience

Business = the security

of future earnings

Legal = a separable piece

of intellectual property

How will I differ from my competition?Coca-Cola has associated its brand with a bright red color, hour-glass shaped bottle & ribbon logo. Together these aspects contribute to differentiating Coke from rivals such as Pepsi. The consistency through the years has been the logo and the bright red color.

Brand management is integrated into the center of an organization as a means to drive strategy and culture within it s̓ environment.Great branding starts with the assessment of your audience and brand positioning in the minds of those people.

The concept of branding applies to ANY transaction between human beings.ANY transaction between human beings.ANY

The 5 branding steps that can have a considerable impact on revenues without the need for big budgets.

1. brand positioning strategy 2. naming of the product 3. objective design 4. service delivery 5. consistency of the brand experience at each contact-point with the targeted customer

SOCIOECONOMIC AND DEMOGRAPHICChildrenʼs race/ethnicity, language, socioeconomic status, and gender alone accounted for nearly 2/10 of the variation in childrenʼs math and reading scores, and 3/10 of the variation in childrenʼs general knowledge scores. Childrenʼs characteristics were less strongly associated with childrenʼs school engagement and social skills, accounting for less than 1/10. Socioeconomic and language spoken in the home were the strongest predictors.

• Teachers reporting children “usually” or “always” work to the best of their ability 77% of children in the lowest economic SES group 94% of children in the highest SES group.

• In 2003, there were twelve million U.S. children living in families with incomes below the federal poverty level of $18,400 for a family of four. Double this income is the amount most families need to afford the basic necessities, such as adequate food, steady housing, and healthcare. Twenty-seven million U.S. children, or 40% of all children, are in families that cannot attain these vital requirements.

CHALLENGESCHALLENGES

AWARENESS The percentage of population or target market who are aware of the existence of a given brand or company = existing clients.KLC School Partnership__________%CHAMPIONS__________________%

MARKET TARGETSGreat branding typically seeks to isolate a segment that would be particularly receptive to its message – to the point where those select few would champion “their” brand around them – and have a strong direct or indirect impact on revenues.

Existing Children-Parent-School-Community constitutes the marketing target, which is a narrower subset of the economic target made up of all the people buying the service. The goal is that economic target because they identify with the marketing target.

Parents Touch Points• parents who worry that they lack the skills/knowledge to adequately prepare their children for school• parents who want their child to have every advantage in preparing to meet the increased academic demands

COMPETITIONin industry

in names in the mind of society

Competitors Logos

Childrens Logos

Champions Logos

Rebranding as well

Branding relies on fundamental principles of PSYCHO-SOCIOLOGY – essentially the way our memory processes, stores, and recalls information; tangible and intangible aspects of the brand.

• TANGIBLES = customer experience

• INTANGIBLES (functional and emotional benefi ts) = the connections derived as a result of experience, identity, communication and people.

A great brand balances the delivery of FUNCTIONAL BENEFITS with EMOTIONAL ONES. The path to greatness remains the same and is almost entirely based on the way the brain stores, recalls, and processes memories.

Intangible brand is a combination of attributes, communicated through a name, or a symbol, that infl uences a thought-process in the mind of an audience and creates VALUE.

The value of a brand resides, for the audience, in the PROMISE that the service will deliver. The essence of greatness is in the capacity of a brand to foster the sales by creating an emotional link with its audience.

Strong brands arise from CONSISTENT EXPERIENCES which combine to form a clear, differentiated overall brand experience.

SOCIAL INDICATORS

• Positive relationships

• Accepting peer ideas

• Making friends

• Comforting others

• Problem solving

• Participation

• Physical and verbal behavior

• Assertiveness

• Independence

EMOTIONAL INDICATORS

• Behavior indicating self-confi dence

• Expressing own feelings appropriately

High-quality early childhood programs, mentoring programs, and programsaimed at boosting academic outcomes can positively infl uence a number of factors related to social and psychological adjustment to school, as well as their achievement in school and their likelihood of completing and pursuing higher education.

great branding seeks to focus on one attribute in the mind of that customer

One focus ..................................... acknowledgement in the marketplace

One message ................................................................ go one better

One name .....................................................................CHAMPIONS

One logo ...........................................

One color scheme ..............................

One spokesperson ..............................

One thought ................................................................. keep it simple

Brand Identity The outward expression of the brand, including its name and visual appearance. Brand’s identity is its fundamental Brand’s identity is its fundamental means of consumer recognition and means of consumer recognition and symbolizes the brand’s differentiation symbolizes the brand’s differentiation from competitors.from competitors.

Visual Identity What a brand looks like - including, among other things, its logo, typography, graphics and copy systems.

Corporate Identity At a minimum, is used to refer to the visual identity of a corporation (its logo, signage, etc.), but usually taken to mean an organization’s presentation and the means by which it differentiates itself from other organizations.

Brand Personality The attribution of human personality traits (seriousness, warmth, imagination, etc.) to a brand as a way to achieve differentiation.

CHAMPIONS brand focuses on a keep it simple system. Simplify your communication; your messaging, your visuals, at every touch point.

C H A M P I O N SB r a n d I d e n t i t y

We utilize a “keep it simple” system in which CHAMPIONS paves the way for all programs. This new identity is an another step in KLC School Partnershipʼs dedication to the success of educational programs.

The strategy is to communicate in the simplest form. To create solid bold image - an icon that stands out among the mass-color-mixed-visuals that compete at school.

The companyʼs design uses a combination of icon, name and program logos across all communications. Its simple visuals, style and strategy will better ensure that all marketing messages are well understood by all.

Our success depends on consistent use of the brand identity standards. This means we avoid new graphics or changes (colors, shapes, etc.) that detract from customers focusing on the CHAMPIONS brand.

We “go one better” to build brand equity by using a harmonious CHAMPIONS voice in our messaging. Our unifi ed image of CHAMPIONS brand of services trengthens our position in the market place, and easily allows for expansion and growth.

In its simplest form

Colors Impact Moods, Feelings, and BehaviorsColor is one of the most pervasive qualities around us. It is a powerful communication tool and can be used to signal action, infl uence mood, and cause physiological reactions. We react to color in the same way, regardless of age, gender or cultural back ground.

Certain colors can raise blood pressure, increase metabolism, or cause eyestrain. The brilliance, darkness and lightness of a color can also alter the psychological message. The psychological association of a color is often more meaningful than the visual experience. Scientists have found that actual physiological changes take place in human beings when they are stimulated to certain colors. This is known as CHROMODYNAMICS. While establishing a brand, do not detour from the color mixture.

Creative strategy combines scientifi c principles with artistic vision to bring the most effective use of communication to any application - based not only on the cosmetic effect of

appearance, but also the profound effects on human response and behavior.

Style in “character building”Parents and educators would like nothing more than an affordable and easy way to make learning fun, to turn play time into education time.

Making learning fun – like engaging characters, compelling images, and attention-getting voice – potentially making learning more effective.

Many child development experts believe that the qualities inherent in some media – as interactivity, repetition, and the ability to customize content – have tremendous potential as learning tools.

Simple as a symbol. Interactive with elements of curriculum

©Julie Prilling Design

Take the Challenge

Homework

Imagine That

Art, Music, Drama

Sports ZoneRecreation

The Nature of It.

Science

Snack AttackNutrtion

Shape can be understood beyond the limits of cultural identity.Shapes can convey universal meanings, organize information and guide the eye. The endless variations of shape stimulate our curiosity constantly, with each shape holding for us itʼs own separate expressive meaning.

Preferred by: MEN= WOMEN= NEITHER= BOTH=

We respond to shapes emotionally and designers use the connection between our emotions and shapes to the advantage. Shape can add itʼs own meaning to a design, or simply reinforce the perception created by other design elements such as line and color. It is vitally important to understand the impact of shapes, as they can mean the difference in brand acknowledgement.

All designs have certain basics elements chosen to convey the message The fi ve elements of lines, shapes, mass, texture, and color are the building blocks of design.

Ways specifi c color visuals can clear through the

C L U T T E R .

When you ask children to tell you the names of all the colors, theyʼll know red, blue, yellow and a few more - primary colors. By differentiating the color by lightness, brightness and consistent combination of color palette makes the brand stand out.

There are thousands of regularly used, primary colored visual elements in the school system.Millions more that can be distinguished by the human eye.

“Brands offer customers a means to choose and

enable recognition within cluttered Markets

how does color affect us?

COLOR PSYCHOLOGY & PHYSICS: How color associations affect our personal experience. US Culture only.

Yellow

* Cheerful, optimistic

* Enhances concentration, why its used for legal pads

* Most visible; small amounts draw notice, such as on traffi c sign or advertisements

* Overpowering if overused

Orange

* Energetic

* Used to draw attention

* Signifi es service is easy on the pocket

* Feelings of excitement, enthusiasm, and warmth

Green

* Symbolizes nature and the natural world

* Easiest color on the eye and can improve vision

* Represents tranquility, good luck, and health

* Researchers have also found that green can improve reading ability. Some students may fi nd that laying a transparent sheet of green paper over reading material increases reading speed and comprehension.

Blue

* A favorite color by many and is preferred by men = why KLCSP dark blue is a good color for B2B

* Feelings of calmness or serenity

* Research has shown that people are more productive in blue rooms

DIFFERENTIAL ADVANTAGE A feature of a service that is valuable to customers and is not found in Services of the same category.

DIFFERENTIATION Creation or demonstration of unique characteristics in a companyʼs services or brands compared to those of its competitors.

In conclusion, branding is the blend of art and science that manages associations between a brand and memories in the mind of the brandʼs audience.

Brand Image involves focusing resources on selected tangible and intangible attributes to differentiate the brand in an attractive, meaningful and compelling way for the targeted audience.

The colors you choose greatly affect your fi nal results.

Mixing brilliant complementary colors gets attention.