Brand Toolkit
#ADL
#ADL
Introduction
So you’ve read the Adelaide. Designed for Life. Brand Book and understand what it’s all about? Great. Now that the strategic thinking is clear, you might need some of the tactical nuts and bolts as well. That’s where this toolkit comes in. You could say it’s a DIY guide to ADL. This toolkit contains many of the tactical tools you’ll need to help build the Adelaide. Designed for Life. brand. Inside you’ll find a section on correct logo usage and models designed to help you with ADL marketing communications. There’s also a Comms Toolkit near the end of this document which will help you bring greater depth and emotion into your content. This toolkit is designed to benefit not just the Adelaide brand, but your own. Open it whenever you need some help or inspiration.
Brand Benefits If price were the only motivator, marketing would be easy. What customers really value however, goes much deeper than the price tag. The ‘30 elements of value’ framework was designed to help marketers understand the full range of rational and emotional factors involved in a purchase decision. The framework groups these elements into four kinds of needs: Functional, Emotional, Life Changing and Social Impact. In simple terms, the more elements you deliver from these four groups, the greater your customer loyalty and revenues are likely to be.
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Use this framework to understand the true value of what you are delivering, the human needs that your services are satisfying, and where opportunities might exist. These brand benefits will play a key role in the way we communicate the Adelaide. Designed for Life. brand (refer to the Comms Toolkit later in this document).
Used with permission from Bain & Company bain.com
LIFE CHANGING
SOCIAL IMPACT
Brand Benefits Self-Transcendence: we help other people or society more broadly.
Provides Hope: we provide something to be optimistic about. Self-Actualisation: we provide a sense of personal accomplishment or improvement. Motivation: spurring people to achieve their dreams. Heirloom: a good investment for future generations. Affiliation/Belonging: helping people become part of a group or identify with people they admire.
Reduces Anxiety: provide experiences that help people worry less & feel more secure.
EMOTIONAL
Rewards Me: provide benefits for being a loyal customer. Nostalgia: reminding people of something positive from the past. Design/Aesthetics: providing an appealing form or design. Badge Value: representing achieved status or aspiration. Wellness: our experiences can improve people’s physical or mental state. Therapeutic Value: we provide therapeutic value or wellbeing. Fun/Entertainment: we provide fun/entertaining experiences. Attractiveness: helping people feel more attractive. Provides Access: we provide access to information and valuable services.
Saves Time: we help customers save time in tasks or transactions. Simplifies: we reduce complexity for people. Makes Money: we help people to make money.
FUNCTIONAL
Reduces Risk: protect people from losses. Organises: we help customers become more organised. Integrates: we help customers integrate different aspects of life. Connects: we help people connect with each other. Reduces Effort: we help customers get things done with less effort. Avoids Hassles: we help customers avoid or reduce hassles. Reduces Costs: we help customers save money in purchases, fees or subscriptions. Quality: we provide high quality goods and services. Variety: we provide a variety of options to choose from. Sensory Appeal: appealing in taste, smell, hearing and other senses. Informs: we provide reliable and trusted information.
Brand – Emotional Drivers Humans aren’t really rational beings. In fact, studies have shown that emotion and gut feel dictate 90% of our decision-making – including purchase decisions. This is why resonating with people’s emotional needs will be a key driver of the Adelaide. Designed for Life. brand.
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We have used Plutchik’s Wheel of Emotion to understand some of the emotions we can tap into when promoting Adelaide. Designed for Life. We recommend you do the same for your organisation.
Plutchik’s Wheel of Emotion © (1980)
Brand – Emotional Drivers We will tap into these emotions.
Love
for our amazing city and the incredible experiences it offers.
Interest
Optimism the positivity that Adelaide exudes.
Joy
Serenity
Adelaide’s easy, relaxed lifestyle.
Trust
in Adelaide’s story and varied experiences.
the unbridled happiness that Adelaide experiences can deliver.
in our skills, capabilities and place in the world.
Anticipation
Awe
Surprise
for the experiences to come.
in Adelaide’s beauty and balance.
in Adelaide’s story and capabilities.
Brand Personality We are attracted to personality traits we like, in both people and brands. The following six characteristics make up the Adelaide. Designed for Life. personality, and can be reflected in your own marketing to make our city a more attractive proposition.
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Welcoming Dynamic Surprising Curious Artistic Playful
Comms Toolkit How does it work?
This toolkit is designed to help you create more meaningful, brand building communications when using Adelaide. Designed for Life.
Well, thinking about social media content as an example … rather than just posting a picture or statement of fact about your service, think about the particular Brand Benefit that you wish to communicate. Then bring that Benefit to life in a way that reinforces part of our Brand Personality and elicits an Emotional response.
For example
We may wish to promote one of our great gin distilleries to interstate travellers. Rather than just have a nice photo of a glass with some garnish, let’s consider tapping into the Functional Benefit of sensory appeal. If we’re tapping into sensory appeal, then maybe we want to communicate something about the aroma of the gin, or the way that mint mixes with juniper to create a sparkle on your tongue? In this way we would be communicating the benefit of ‘sensory appeal’ while tapping into the surprising or curious element of our Brand Personality. And the goal of this communication?
We want to create an emotional connection. In this instance we would look to our Emotional Drivers to create a feeling of interest
anticipation or surprise.
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LIFE CHANGING
Provides Hope: we provide something to be optimistic about. Self-Actualisation: we provide a sense of personal accomplishment or improvement. Motivation: spurring people to achieve their dreams. Heirloom: a good investment for future generations. Affiliation/Belonging: helping people become part of a group or identify with people they admire.
EMOTIONAL
Self-transcendence: we help other people or society more broadly.
Reduces Anxiety: provide experiences that help people worry less and feel more secure. Rewards Me: provide benefits for being a loyal customer. Nostalgia: reminding people of something positive from the past. Design/Aesthetics: providing an appealing form or design. Badge Value: representing achieved status or aspiration. Wellness: our experiences can improve people’s physical or mental state. Therapeutic Value: we provide therapeutic value or wellbeing. Fun/Entertainment: we provide fun/entertaining experiences. Attractiveness: helping people feel more attractive. Provides Access: we provide access to information and valuable services.
FUNCTIONAL
SOCIAL IMPACT
Benefit Bundle
Saves Time: we help customers save time in tasks or transactions. Simplifies: we reduce complexity for people. Makes Money: we help people to make money. Reduces Risk: protect people from losses. Organises: we help customers become more organised. Integrates: we help customers integrate different aspects of life. Connects: we help people connect with each other. Reduces Effort: we help customers get things done with less effort. Avoids Hassles: we help customers avoid or reduce hassles. Reduces Costs: we help customers save money in purchases, fees or subscriptions. Quality: we provide high quality goods and services. Variety: we provide a variety of options to choose from. Sensory Appeal: appealing in taste, smell, hearing and other senses. Informs: we provide reliable and trusted information.
Brand Personality
Emotional Drivers
Welcoming, Dynamic, Surprising, Curious, Artistic, Playful.
Love, Optimism, Serenity, Interest, Joy, Trust, Anticipation, Awe, Surprise.
A consistent voice Strong brands are built on consistency. So if your organisation is promoting Adelaide, we’d love you to use the following copy when introducing Adelaide. Designed for Life. Notice also the way that our Famous 5 has been woven into the copy:
Adelaide. Designed for Life.
With its wide streets, open spaces and Park Lands, Adelaide isn’t just one of the world’s most liveable cities, it’s also a great place to work, visit and invest. It’s a progressive city, home to state-defining and world-changing ideas and projects. But in Adelaide we blend progress with a sustainable mindset. Ideas that will change the world, but not cost the earth are encouraged and nurtured, as Adelaide aims to become one of the world’s first carbon neutral cities.
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The warm Adelaide welcome will make you feel an instant connection with the city. And of course, your connection to the world will be even greater with Australia’s first 10 Gigabit network at your disposal. Adelaide has a new and exciting confidence. You’ll be surprised at every turn, because the ‘City of Churches’ is now the city of medical research, education, space tech, creativity, food, wine and more.
Adelaide also gives you something that few other cities do – time. Because everything is in such close proximity – work, home, the beach, hills, wine regions – you’ll have more time for the things that really matter. Adelaide is destined for greatness, because it’s a city designed for life. The possibilities are endless. The time is now.
The logo Embracing the ADL brand is not about changing your corporate identity or logo. ADL is an inclusive and unifying expression to advocate for a city we love. Its intent: motivate and inspire all who represent and play a role in Adelaide’s success, to share a common voice when promoting Adelaide. Brand is more than an ad or a tagline. It’s a promise on which Adelaide will grow. It’s a summation of our past, present and, most importantly, our future. It’s part of a conversation that gains depth and momentum as more people come to recognise and share their experiences about Adelaide as a city that is designed for life.
Horizontal format
Vertical format
The ADL logo is a short cut to unify the sum of all that Adelaide has to offer and can be used in all communications promoting Adelaide.
Reverse format
Co-branding On occasion where co-branding occurs, the spacing specified on this page shown as ‘X’ should be adhered to. The relationship between logos communicates a visual brand hierarchy. For this reason, the ADL brand is always on the left (first) and the partner logo/s on the right (second). The two logos should be of the same visual weight and, where possible, orientation.
X
Horizontal format LOGO
X
Vertical format
LOGO
X
Minimum size/Clear space Under no circumstances should the logo be reproduced smaller than the sizes shown, these are equivalent to a type size of 10pt. Please allow a minimum clear space around the logo equal to the measurement shown as ‘X’. When correctly observed, clear space protects the logo from being crowded by other elements such as text or images.
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X
X
X
X
28mm
15mm
X
X
A X
X
X
Incorrect use Correct and consistent usage of the Adelaide. Designed for Life. logo is essential to the integrity of the brand. Deviation from these guidelines will result in a diluted and inconsistent visual identity.
Adelaide.
Designed
for Life. DO NOT use multiple colours within the logo.
DO NOT alter the position, relationship or proportion of the elements.
DO NOT apply effects such as outlines, patterns or drop shadows.
DO NOT place the reverse logo on a pale coloured background.
Examples showing inappropriate treatment of the logo are shown on this page.
Adelaide. Designed for Life. DO NOT stretch, rotate or otherwise distort the logo.
DO NOT place the logo on a pattern or busy image which compromises legibility.
DO NOT use the logo at a scale less than the Minimum size.
DO NOT place a white shape behind the positive version of the logo.
DO NOT change the typeface.
DO NOT place the positive version of the logo on a dark coloured background.
25 Pirie Street, Adelaide South Australia 5000 +61 8 8203 7203
cityofadelaide.com.au/designedforlife