Brand
Brand. It’s more than just a badge. What does ‘Brand’ mean to you? Programmed sees Brand as the logical and emotional relationship a company enjoys with its stakeholders. A strong Brand should evoke positivity and optimism, fostering discussion, opinion, emotion, even a physiological response. Brand should consolidate the customer, supplier and employee experience. It should permeate company culture, underpinning all marketing activity and flavouring a broader conversation in the public space. Brand determines the position and strength of an entire marketing and communication framework. In short, Brand is the truth about you.
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Brand Touchpoints
Sustainability
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Here’s where Brand meets the people. Brand touchpoints are those places where
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every individual or organisation which is impacted by Brand expects you to
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no overlap with other brands. From products to customer service, your online presence to your environmental signage, the look of your advertising to the way
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Social media optimization
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set out your stall clearly and engagingly, as a defensible space which permits
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stakeholder interaction.
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give you the opportunity for clear, consistent communication at each point of
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you answer the phone, Brand must be cohesive and unified. And its touchpoints
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Brand
Brand Strategy It’s critical to the success of any organisation to have a consistent and strategic approach to Brand. This leads to the development of strong Brand equity. It’s where the tangible and intangible elements of Brand are continually monitored for any departure to established guidelines and Brand integrity remains uncompromised. The added value intrinsic to Brand equity comes in the form of perceived quality or
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emotional attachment; both are built upon a strong Brand strategy.
Brand Design Brand design is more than mere surface graphics. It’s where all the elements which underpin Brand, yet do not immediately lend themselves to visual interpretation – corporate culture, customer service, employee relations, even the atmosphere of a workplace – are audited for their comparative values to your company. They’re then folded into the single entity called Brand. And with each, often subliminal exposure, customers pick up on its features and benefits and come to know its unique value. It’s rarely an instant process – but in the longer
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term, its effect is immensely powerful.
Brand Implementation Implementing Brand is a process of integration, a journey you take with us. It starts with your logo – that symbolic expression of your culture and values – then moves through every visual manifestation of your Brand, from a simple business card to staff livery and building design. It also embraces the written word. Here your Brand values are conveyed by nuance of tone and how, online and in print, you address your stakeholders. For this integration to work to your benefit, these activities must be seamless, displaying natural synergy. At the journey’s end, Customer feedback is converted to
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product and service innovation. It’s where you deliver on your Brand promise.
Brand Maintenance In today’s world of cluttered communication, successful Brand maintenance has become an imperative. To stay relevant to all stakeholders Brand must evolve, taking in changes to and perceptions of the prevailing world. Business models, economic and political climates, social attitudes and the expectations of customers, suppliers, employees and associates continually shift. So this means evolving a Brand over time. A radical, too-hasty Brand overhaul can alienate more than it attracts. We are experts at maintaining and evolving a Brand’s values at
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every touchpoint and through every business and social realignment.
These people are implementing Brand strategies. There’s little point in taking the journey from Brand strategy to public reality if everything falls apart within six months. Yet in Brand implementation, there is no such thing as a mundane, workaday task. From the crisp positioning of a logo on a letterhead to the look’n’feel of a corporate website, everything must be completed by people with a grasp of Brand and the effect each component and touchpoint has on it. It’s the only way in which your Brand – and by association, your organisation – can credibly shake hands with its stakeholders and say “let’s do business”.
Signage roll out
Re-brand
Fit out roll out
Corporate Guidelines
Signage site audits & mock ups
Graphic Design
Vehicle audits & mock ups
Signage Design
Marketing Collateral –
Way-finding
design & production
Apparel Architecture Interior Design Landscape Design
Way-finding mock-ups
Painting
Fit-out design & sourcing
Signage
Uniforms design, sourcing,
Buildings
3D Renders & Animations
New apparel
Apparel contract maintenance
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Strategy Development
Signage mock-ups
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Clients
Contacts Ron Gladman
Let’s talk Brand.
Anglo Gold Ashanti
Hyundai Australia
ANZ
Incitec Pivot
British Petroleum
Kia
Beaurepaires
Leighton
BHP Billiton
Medibank
Boral
Melbourne Cricket Club
Bridgestone
Mermaid Marine
T 03 8542 7000
Brookfield Multiplex
National Broadband Network
nathan.dcouto@programmed.com.au
Cadbury
One Steel
City West Water
Orica
National Business Development Manager
Coca Cola Amatil
Pacific Brands
M 0423 002 199
Coles
Ramsay Health Care
CSR
Rio Tinto
Murray Hey
David Jones
Rottnest Island
National Business Development Manager
FMG
Stockland
Foster’s
Telstra
Frankston City
Tyrepower
Cover:
Government of Western Australia
Uniting Church Homes
Page 2: University of Melbourne – Victoria
Grocon
University of Melbourne
Page 6: Bridgestone – National Client
George Weston Foods
Virgin Blue
Page 8: Kia – National Client
Hawthorn Football Club
Westfield
Page 10: British Petroleum – National Client
Hertz
Woodside Petroleum
Page 12: Melbourne Cricket Ground – Victoria
Holcim
Woolworths
Page 14: Hertz – National Client
General Manager, National Sales & Marketing T 03 8542 7000 ron.gladman@programmed.com.au
Nathan D’couto National Sales & Marketing Manager
Christian Roth
For more on its importance to your organisation and how Programmed can get behind it with logic and creativity, please contact us.
christian.roth@programmed.com.au
M 0417 391 155 murray.hey@programmed.com.au
Client Images: Coca Cola Amatil – South Australia
programmed.com.au
programmed.co.nz
Telephone:
Telephone:
1800 620 911
marketing@programmed.com.au
0800 620 911
marketing@programmed.co.nz