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Brand training, 17 June 2006. Anu Vauhkonen 13.5.2006. Contents. 1.Why brands and brand management are important A good brand sells People become attached to brands A source of pride for all of us 2. It’s such a cold, cold world - basic concept The core of the story is familiar
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Brand training, 17 June 2006 Anu Vauhkonen 13.5.2006
Contents 1.Why brands and brand management are important • A good brand sells • People become attached to brands • A source of pride for all of us 2. It’s such a cold, cold world - basic concept • The core of the story is familiar • We all crave warmth • Warmth from Finnish nature • Life and style 3. Style is not trivial: What bolsters a brand? • We all tell Tulikivi’s story • Arouse emotions • Impressions need a visual style
Contents 4. A brand must be nurtured • Consistency is strength • The basic elements of our look • Questions concerning the visual elements 5. The right tools save time • The Brand Manual • Printed products • Advertising and brochures • Vehicles • Stores and fairs • Apparel
Why is brand management important? A strong brand represents capital. Its value can be calculated. A strong brand increases market share and brings in more potential customers. A brand is really important: when a consumer purchases something, 80% of the purchase decision is made on the basis of impressions of the product and emotional reactions. Only 20% of the decision is based on the actual product itself. In addition to vibrant impressions, brand awareness plays a major role: the Tulikivi brand should be the first choice for people. To this end, we must have a consistent view of our brand. Only then can we reinforce its content: its values and impressions. Brands arouse emotions. A brand encapsulates a product’s soul. A brand reflects the values and things that a consumer wants to have in his or her life. Buying the product does just that.
Why is brand management important? Our brand is a source of pride for all of us: When we represent our own brand, we all convey the same message. Tulikivi has all that it takes to grow into an international top brand. When we take good care of our brand and make it well known, it will assume a “top-of-mind” position – the first choice. When a consumer thinks about warmth, he might find himself thinking about Tulikivi – It’s such a cold, cold world.
It’s such a cold, cold world: the core of the story is familiar • The story’s basic theme hasn’t changed:we provide natural warmth with top-quality products. • We use real natural materials that were created billions of years ago. • However, the emphasis is now different: our message does not revolve around the features of the product. • Rather, we wish to tell people about the warmth that they can get by using our products – nature’s own warmth from soapstone. It’s real and unique.
It’s such a cold, cold world: we all crave warmth We and our products – Tulikivi as a whole – give people warmth. Warmth is not just a question of temperature: it also means the security and good feeling represented by one’s home, family and friends. In a cold, cold world, these are ever more important. When we can get our brand to glow with such emotional warmth, we’ll spread its message wherever we are seen and heard.
It’s such a cold, cold world: we all crave warmth • Tulikivi is a Finnish brand. At its core is Finland’s magnificent and unique environment – a landscape dominated by stone and wood. • In our brand images, Finnish nature is shown in many ways. The natural theme depicts the authenticity and originality of our products, cleanliness and environmental soundness. • The warm images of the Tulikivi world also represent pleasant radiant heat, wood burning, environmental soundness, uniqueness and a modern approach to traditions.
It’s such a cold, cold world: we all crave warmth Our slogan encapsulates the coldness that is countered by Tulikivi’s logo and brand - that is, warmth. This distinct juxtaposition sparks off emotions. If the slogan had to do with warmth, its impact would have been lukewarm. The concept of the slogan - the product pledge - must be brought out in all communications (both verbal and non-verbal). The aim: a warm, authentic, sympathetic brand image. Unique presentation that differs from other companies.
It’s such a cold, cold world: the core of the story is familiar • In the lives of consumers, Tulikivi products revolve around homes and lifestyles. They form part of their owner’s personality. • Lifestyle thinking has visibly shaped the world around us. Consumers put a premium on interior decoration and having a home that has their own personal stamp. People want designer products that are fresh and modern. • Tulikivi is well-versed in design. And what’s most important: all that we offer is authentic. Durability and quality combine with modern individuality. • We were the first in our field – and are the market leader. This obligates us to be the first to keep moving ahead and stay at the top.
How is a brand bolstered? We and our products – Tulikivi as a whole – give people warmth. In other words, we all tell Tulikivi’s story. It’s often thought that a brand is the same thing as a company’s or product’s logo. Or that a brand is effective when people recognize the ads and sales outlets. A brand is much more than that. It can truly flourish when all of us work to this end and have the right attitude. Human interaction at its best – that’s the kind of warmth we wish to represent. How do you nurture warmth in what you do?
How is a brand bolstered? We could say that we used to try to tell customers about all the good features of our products – but now we want to get them to fall in love with us.That’s why our communications must appeal to the emotions. And you play a key role in this. The way in which you solve the customer’s needs and provide service is part of the warmth represented by our brand. Make Tulikivi’s story your own. Think about how you’ll pass it on. What do you find most appealing or intriguing about it? Most often, enthusiasm is contagious. And that’s what a good brand’s value hinges on. In other words, one’s attitude is key. On the other hand, without a consistent look, a brand can all too easily become fragmented.
Consistency is strength It’s important for both us and our customers to learn how to recognize the physical attributes that identify Tulikivi’s true message – whether in the case of a sales outlet, product, ad or even an envelope. Tulikivi is an international company.For this reason, it’s especially important for us to fulfil our promises in the same way everywhere. These promises comprise the core concept of the brand. A fragmented brand is no longer a brand at all, because it has lost its most important feature: recognizability. Think about the symbols and logos of well-known brands. They express an amazing number of things: the brand story, values, attitudes ... We have the chance to forge Tulikivi into such a strong brand that it can be recognized from even a single small element.
The basic elements of our look • The look and slogan used in our marketing communications have now been overhauled. • Our current palette now includes beige as well. Our new font also reflects a contemporary touch. • The logo is the king of visual brand elements. Never modify the Tulikivi logo, such as by stretching or bending it. And never change the arrangement of its elements. Finnish: Koska maailma on kylmä. English: It’s such a cold, cold world. Swedish: För att världen är kall. Estonian: Kogu maailm on külm. German: Es herrschen kalte Zeiten. French: C’est si froid dehors. Dutch: 't Is buiten gewoon kil. Italian: Il rifugio dal freddo. Russian: Потому что мир холоден.
FAQ Why do we use a photo that shows stones on a beach?We’re in the stone business – and natural stones tell about our roots and connection with nature. Why do we use beige?Beige fits with a modern, bright style. It’s also warm and natural. Beige complements our old, familiar colours: red, black and white. We can use its calm pale hue in many contexts. How do we use red now?Radiantly hot red is still used, such as on product packaging and in stores. The use of red in marketing materials has been scaled back to give the look a lighter touch. Why did the font change?Our new font is called FoundrySterling-Book. It’s much clearer than our old font and can be used in both electronic and print contexts.
The basic elements of our look • Must this font be used everywhere? Yes. It must be used in all printed materials and PowerPoint presentations. If you need to install the font on your computer, turn to our IT department for help. • Can the logo be used on its own, without the slogan?We recommend that the logo and slogan always be used together. Avoid positioning any other text right next to the logo, such as www addresses or other contact information. • Can the slogan be altered for one’s own use?No. The slogan expresses our consistency. It must not be altered. • Can the fire element be used on its own, without the logotype?No. The element must always be used with the logotype. • Why do the flames of the element also point up when it’s positioned on the right side of the logotype?The element always points up. If the element were to point downwards, such as on the right side of the logotype, it would send out a negative message.
The right tools save time • There are templates and off-the-shelf models to ensure consistent brand presentation. Use them, and you’ll save time. • The Brand Manual provides detailed instructions on the use of the visual elements. Read through it and follow the instructions – by doing so, you’ll nurture our shared asset. • The Brand Manual provides instructions for • Documents • Adverts and other printed products • The corporate look at stores and fairs • Apparel, etc. • For more information regarding the manual, contact corporate communications.
Thank you! Anu Vauhkonen Tulikivi Corporation
