Communication Plan

CommunicationPlan Branding

Communication Plan Visual Identity – vital component • Brand • Logo • Slogan

Definition: • Branding is an introspective exercise that reflects the values of an entity • Branding is in itself the creation of a unique impression or message which remains consistent,and distinct that sets you apart from your competition BRANDING

Branding • Communicatesyour mission ; • Creates a context to enable people to understand the message beingconveyed; • Brandingis a gathering force; • Provides a visualidentity to yourorganization ;

Branding • Establishes a linkwithyour value proposition. • It is not just a logo or a slogan; itisactually a strategythatwillcreate an impact and help youmarketeffectively ; • Creates a magneticeffectthatwillattract people to you; • Branding is all about success and accomplishing the goals you have set out to do.

Branding All you do, say and communicate to ; • Employees; • Clients; • Suppliers; • Members; • Contractors; • Volunteers • Etc.

Branding Could be: • A symbol • A visual image

Branding Could be: • A message: "Don't leave home without it" • A promise"The milk chocolate that melts in your mouth - not in your hand."

Branding • The brand must become the image and the promise that you wish to deliver… • The logo is the identifying symbol that we use in relation to the brand used in advertising, etc. • The logo is the first visual image clients will see; it is therefore very important for it to be pertinent & effective

Brand Examples

Slogans and Taglines Slogan : is used in advertising to create an awareness and attract people The brand slogan is also called a tagline • easiest and most effective way to communicate a new or revised brand message. • can enhance the value and relevance of your brand, extend its reach, and give it renewed vigor.

Tagline (continued) Whether concrete or abstract, serious or funny, use a tagline to: • Convey essential qualities of your brand character; • Emphasize a key differentiator or competitive advantage; • Align your message to a specific audience or target market; • Supports the identity of the brand together with the logo.

Tagline (continued) • Promise the fulfillment of a deeply-held need or wish; • Evoke feelings from your target market; • Generate an action from your target market; • Convey your corporate or brand image in the market

Slogans Usual slogan characteristics : • A concise, direct, clear and striking formula; • Maximum of 5 words ; • Easy to remember;

Slogans (continued) • Communicates the brand or product; • Good to the last drop • Snap ! Crackle ! Pop ! • Touches the consumer; • Blood. It’s in you to give. • Save Money. Live Better.

Slogans (continued) Some slogans are included in the logo.

Brand for Chambers of Commerce Objective: • Solidarity • Strength of Chamber movement • Strength in numbers • Unifying brand

Brand for Chambers of Commerce Goal: • Develop a tagline every Chamber will embrace • Complement existing visual identity • Reinforce value proposition of the Chamber mouvement

Brand for Chambers of Commerce Group Exercise: • Take 5 minutes to individually think of a tagline that all Chambers can embrance:i.e. The Voice of Business • Share with people at your table • Write on cards the 3 most liked

Brand for Chambers of Commerce Group Exercise: • Share with plenary • Dot matrix 3 preferred taglines of all identified • Try to arrive at consensus on 1 tagline all Chambers would embrace.

Thank you! Rej Vermette rej@mf1.ca

Communication Plan