The Brand Theatre: Backstage Ezine Vol 8

Welcome to The Brand Theatre's E-zine - Backstage. Every month we'll keep you informed with the latest news from The Brand Theatre - as well as showcasing great brand ideas from around the world. The Brand Theatre offers services in Brand Insights & Consumer Research, Brand Strategy, Brand Identity, Strategic Brand Communication - (Events, Print Design, interactive Multimedia & PR), Experiential Branding, Internal Branding Programs & Customer Experience Management.

Sunningdale Corporate Branding Campaign

Developing your Brand Experience

Map your Brand Experience for your Brand

When Brands were first introduced, it was the brand name, brand promise, and logo and packaging that established the brand identity. Now branding has grown to include the entire development process of creating a brand across multiple touchpoints. A Brand experience is an individual's audience member's experience as he or she interacts with the brand. It is either a positive, negative or neutral experience. Each brand touchpoint builds our perception of a brand and an individual experience that contributes to the overall experience.

Case to note, recently I was at an SPC station in Singapore. The first touchpoint was the SPC station which was rather messy from the outside. The windows where dirty and there were cartons lying around. Not a good experience from a branded environment perspective. I pulled over and was greeted by a really nice elderly attendant who was polite and friendly. Wow not bad. That was a good positive experience. Walked in to pay but had to wait in line at counter 1 even though there was a counter 2 with a service staff just standing there. Finally just when I reached counter 1 she decides to open counter 2. @%# Experience at this point: very negative. Why make me wait 15 mins? Paid for my petrol with a cashier who did not smile or even look me in the eye. Finally I went out and realised that the earlier attendant had cleaned my windscreen which made me really glad as my windscreen was quite dirty. Some sense of happiness crept in. So in all i went through several touchpoints with SPC which were inconsistent in their experiences.

The key to brand success is to build a comprehensive, strategic, unified, intergrated and consistent experience in a single brand voice. You need to create a common language and create brand harmony, building in all elements of your brand throughout all experiences. And remember your main goal is to gain your target audience's interest and trust in and loyalty to the brand.

Contact us for more information on how to run a full scale multi dimensional brand experience program : jerome @thebrandtheatre.net

Key Branding Terms

Here are some commonly used branding terms explained. :

Brand Architecture : the analysis of the company's brands and their interdependencies, including structuring how all their values can be maximised at every level of the company and throughout the strategic positioning of the brand.

Brand Promise : the functional and emotional advantage and value pledge to the user

Brand Strategy : defines the brand's personality and promise, differentiates the brand from the competition by defining the brand's positioning, brand DNA and it is a conceptual plan providing guidelines for both client management and creative professionals to drive brand applications.

Brand Experience : an individual audience member's experience as he or she interacts with a brand - everytime he or she interacts with the brand

Brand Revitalisation: any major renewal and renovation of a brand, brand identity, and its position in the marketplace.

Branded Customer Experience: A Branded Customer Experience is an interaction between an organisation and a Customer. It is a blend of an organisations physical performance, the senses stimulated, emotions evoked and each intuitively measured against Customer Expectations across all touchpoints that delivers the brand promise.

The Brand Theatre wins IDA Strategic Communication Project

We are please to once again be working with IDA on another strategic communication project. Work involves design of branded collaterals, direct marketing, event conceptualisation & branded environments.

The Brand Theatre makes its mark in the Middle East

The Brand Theatre team will be in Middle East in the month of October providing Brand Coaching and Consultation to selected companies in Bahrain and Dubai. As our team will be there from 17 October till 4th of November please feel free to contact us regarding your branding needs if you an organisation based in the Middle East. Contact jerome@thebrandtheatre.net to fix an appointment. We would love to meet you. :-)

Special Offer for your Internal Branding Campaign

Special Offer for your Internal Branding Program!

Exclusively for the next 3 months we are proud to present our special Internal Branding Offer. For every Internal Branding campaign we will offer

1. 20% discount off the project price.

2. A free Live the Brand workshop worth $10 000, 3 months after the campaign is completed as a follow up session to reinforce key brand messages.

3. A pair of free tickets to our Internal Branding Workshop for 2 of your employees worth $6000

This offer is only for our Ezine readers and is limited to a first come first serve basis. Please quote : Brand Inside promotional package when you contact our brand consultants.

Remember Internal Branding is for all companies from 5 employees to 2000 employees. You need to be aligned internally before you can think external. Build your brand from inside out! Sign up the The Brand Theatre now.

Contact us @ backstage@thebrandtheatre.net or jerome@thebrandtheatre.net our hotline at : (65) 62887812. You can speak to our Group Account Director Jerome Joseph as well on his mobile no: (65) 9271 6973