RAINBOW COLLECTION COUNTRY BRANDING. 02 This is country branding.

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RAINBOW COLLECTION COUNTRY BRANDING

Transcript of RAINBOW COLLECTION COUNTRY BRANDING. 02 This is country branding.

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RAINBOWCOLLECTIONCOUNTRYBRANDING

Jop Blom
INTRODUCE RBCFOUNDED IN 2010BRACELETS WORLD CUPCSR / SOCIAL BRANDINGCBI SECTOR BRANDINGREQUESTED BY FREDOBJECTIVE : INFORM, INSPIRE, ACTIVATE; HANDS ON/INTERACTIVEWHITEBOARDS TO BE COMPLETED AT THE END OF THE SESSION
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This is country branding

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Agenda

Introduction to (country) branding

Three steps towards building a strong brand

Elevator pitch to the Ambassador

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Introduction toCountry Branding

Jop Blom
ask name and vision on branding and expectations of the workshop?
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Products are made in factories, brands in people’s mind

Branding are the actions you can undertake to provoke the

right associations in the mind of the people.

What is a brand?

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Branding is a promise deliveredYou make a promise to your stakeholders with everything you do and, to be successful, you must deliver on that promise every single time.

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What is country branding?

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Why country branding?Exercise I

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NATION BRANDING

Tourism

Exports

Governance

People

Culture & Heritage

Investments & Immigration

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Three basic steps:

1. Brand identityKnow where you stand for if you want others to perceive you

in a certain way.

2. Brand designA picture says more than a 1.000 words.

3. Brand activationWithout activation your brand only exists in your own mind.

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How to build a strong brand?

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Step 01 Brand identity

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Your brand identity defines:- Who you are- What you stand for- What distinguishes you from the rest

A clear identity will help you to get the right values across to your audience.

Many activities can be copied but your brand identity should be unique.

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Brand identity

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Brand identity Exercise II

Please describe your country to a stranger and be AUTHENTIC

1. Describe your country in 3-5 words 2. Describe the people and culture in 3-5 words3. Describe 3 (unique) things you have to offer to the

world

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Step 02 Brand Design

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The visual interpretation of your brand.

For a consistent brand image you need a consistent lay-out:using a unique, design look and repeating these elementsat each point of contact for recognition.

Brand book elements:- summary of the brand- tone of voice- logo and technical specifications- color patterns and technical specifications- use of slogan- use of photos and visual requirements- templates (Microsoft office, invoices)

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Brand design

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Brand design

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Brand design & sloganExercise III

1. Draw your own (new) logo

2. Create a (new) slogan

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Step 03 Brand Activation

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Brand activation

The activities you can undertake to effect the perceptionabout your brand (building brand image)

5 steps to bring your brand to live:1. What is your objective? 2. Who do you need to target? 3. What do you want to tell them?4. Where do you find them? 5. How do you get your message across? 6. What instruments will you use?

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Brand activationExercise IV

Define 5 activities to bring your brand to life!

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Elevator pitch

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Monday you happen to be in the same elevator as your Ambassador.

Give him a 5 minute pitch:1. Your country brand 2. How you believe your country can benefit from country

branding3. The 5 brand activations you propose4. What you need from him

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Elevator pitch Exercise V

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- Align all activities with your brand identity to build a consistent

and coherent brand image- Add value to the world: in order to do well you have to do

good!- Inspire through storytelling: Make it your story, unique and

authentic- Keep it Simple (KIS): Yes we can- Stay open and honest about what you do to avoid damage- Use the power of repetition for recognition - Be creative to stand out

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Remember

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SPUI 28

1012 XA AMSTERDAM

THE NETHERLANDS

0031 640 916 059

[email protected]

WWW.RAINBOWCOLLECTION.NL

RAINBOWCOLLECTION

Jop Blom, Chief [email protected]

Nicoline Blokzeijl, Branding [email protected]