Magic and Logic?
We've conducted a brand implementation report for a client’s new business venture that demonstrates logical observations of corporate and umbrella branding. This article is an abridged version of our submitted report and we thought we ought to share it, so grab yourself a cup of tea for the read ahead!
To consider direction, operation and performance of an Umbrella/Family Brand and/or Corporate Brand there are a number of factors to consider. Firstly, the need to understand the architecture, ability and performance of umbrella/family and corporate brands – these commonly work with endorsed brands, sub brands and individual product brands. Secondly there is a need to understand how the overall brand will perform and thirdly, the scope.
Additional to the above be expected to draw from initial research of the economic, educational and living climate of the local area along with historic growth and opportunity for future developments.
1. Corporate brand:
Corporate branding refers to the practice of promoting the brand name of a corporate entity, as opposed to specific products or services.
Corporate branding affects multiple stakeholders and impacts the evaluation of their product and services therefore resulting in significant economies of scope since one advertising campaign can be used for several products. It also facilitates new product acceptance because potential buyers are already familiar with the name.
However, this strategy may hinder the creation of distinct brand images or identities for different products. An overarching corporate brand reduces the ability to position a brand with an individual identity, and may conceal different products’ unique characteristics.
2. Umbrella Brand / Family Brand:
Umbrella branding / family branding refers to a firm who uses a brand name for two or more products and all products/services use similar means of identification.
Different product lines can be identifiable by the consumer by grouping them under one brand name therefore providing uniformity, reducing marketing cost and helping the consumer make to make a positive association with the products/services.
It is the branding strategy that gives the probability of a brand extension for every possible quality of profile. The consumer’s experience in one category may affect their quality perception of another product or service falling under same brand.
We have to understand that we are dealing with in terms of products and services. The umbrella/family brand will perform as an individually focused brand thus embracing the many individual companies individual architectures and visual attributes.
There has to be a commonality between new brand and existing companies involved – offering new investment routes and continual organic and forced growth.
Social media and marketing strategies offer a greater level transparency for all of the collaborating stakeholders – This forces stakeholders to be aware of the impact of their brand and connotations generated through various differing pathways.
The stakeholders need to be aware that emotional impact and perception can be damaged through lack of vision, brand integration, brand management and proposition. All employees, managers, stakeholders need to share the vision of this proposition in order to generate a seamless brand experience.
For the consumer of this proposed umbrella brand we need to create a link between product and producer that otherwise was not previously conscious. The consumer will need a greater understanding of the brand, sub brand, services and or products and the emotional impact that triangulates between brand-product-consumer.
4. Brand Language:
Brand Language is integral to help shape the brand and its experiences and is used in marketing to aid consumers to connect specific words or ideas to specific services or products. When developing brand language word choice and tone are two fundamental components.
Word choice is the vocabulary that is used while tone refers to the attitude of the advertisement. Tone is not limited to language; it can also be incorporated through visual elements. We can break down the elements of brand language into the following mode of thinking:
A. Primary — The primary goal with brand language is to identify a company/product and also differentiate the company/product from its competitors. Language is used to gain the attention of the consumer and then to relay the information about what is being advertised.
Brand language is associated with competing for investors, talent or business partners. For leadership and motivational situations, branding language helps to promote brand values and can be treated as a commodity alongside the actual products and company.
B. Examples In Action — If positive words are strongly associated with a particular brand these words can become assets that even competing brands may find difficult to use. For example – Disney has successfully ‘owned’ the terms ‘magic’ and ‘kingdom’ according to Brand Sense (Kogan Page, 2005). Lindstrom also states that Disney have been successful in associating the words ‘dreams’, ‘fantasy’, ‘smiles’ and ‘generation’.
C. Delivery In Action — As we are all aware of the expansion of social media, there is a new market for advertising and the use of branding language. Social media allows a move beyond the more traditional form of advertising and into a new arena. However, it is important that the language of the advertising remain consistent throughout a campaign no matter the platform.
It is important to know why we are using social media sites: it might be to educate, pursue a playful persona or a desire to attract more people to an online shop: There is an end goal each time.
5. Touch point:
A Touch-point (contact point, customer contact, point of contact) describes the interface of a product, service or brand with customers/users, non-customers, employees and other stakeholders, before, during and after a transaction.
This may be applied in business-to-business as well as business-to-consumer-environments and new technologies have radically changed how consumers engage with brands. We, as consumers, often connect with brands via multiple touch points such as websites, mobile apps, ads, social networks and various services.
Consider the direction, operation, architecture and performance of theUmbrella/Family Brand and/orCorporate Brand. The umbrella/family brand will perform as an individually focused brand thus embracing the many individual companies individual architectures and visual attributes.
Social media and marketing strategies offer a greater level transparency for all of the collaborating stakeholders, although stakeholders need to be aware of the damage that a lack of emotion and perception can can have on brand integration, brand management and proposition.
Brand Language is integral to help shape the brand and its experiences while tone refers to the attitude of the advertisement and the primary goal with brand language is to differentiate the company/product from its competitors.
Brand engagement is partly created by institutions and organisations, but is equally created by the perceptions, attitudes, beliefs, and behaviours of those with whom these institutions and organisations are communicating or engaging with.