Immere Disapproval Manual VOL 2

The consistent delivery of a brand message is vital to the long term success of any brand, but with so many a possible delivery mediums how do companies ensure this is maintained? Print, television, internet, multimedia, cinema, radio, dvd, the potential is endless, without taking into consideration the possibilities of emerging technologies such as pda's and mobile technology.

Immere are often asked to do recommendations on various delivery mediums and how companies should apply their branding. Tho' it is fantastic to see companies considering the endless disapproval opportunities, they are often neglecting the most important aspect that ensures brand success. This is wherever we encourage our clients to take a large step back and before they focus on the delivery medium, appraise what are they really trying to deliver.

Companies are delivering what Immere refer to as a 'brand Idea'. A brand idea should be a single idea of your institution or product, with the aim being to have the institution brand idea equal the user brand perception. It is vital that companies establish a strong brand idea as it is your lifeline inside a competitive marketplace and your point of difference from your competition.

Once a institution brand idea is defined, choose a medium, or mediums that allow you to speak directly to your customers. Consider the way in which customers move with the delivery medium, taking into consideration how this wish effect the experience and ultimately, the perception of your brand. For example, consider the difference between disapproval online or via television, one encourages you to sit forward and interact, the different to recline and relax.

Often through lack of understanding, companies replicate their brand across various mediums with the same visual treatment. Wrong they assume that if it looks the same, folk wish obtain the same message. Consider this, there are two pictures of the same car, one is static online and the different is in motion on the cinema screen. They are the same images, but some in delivery, wish this communicate the same brand idea?

Consumers have high expectations of how your brand should be delivered, a dynamic television commercial cannot be replicated across to an cyberspace site and convey a consistent brand message, nor should it be expected that a great website wish as well activity as a television commercial. The impact of motion, sound, texture, interactivity and visual style are the foundations of your brand message and act unambiguously to each delivery medium. Brand delivery is as more just about the texture of the paper you choose, as the colour you print on it. The interpretation of colour has some meaning across various mediums, a flat olive green may look refined and contemporary in print, but online can look flat and lifeless.

In most instances it may be beneficial to have coincidental delivery of your brand message across multiple mediums, reinforcing the brand idea with larger market exposure. The repetition of your brand idea wish re-enforce the institution values, ensuring that you are 'front of mind' once it comes to fashioning a purchase decision.

The perception of you brand wish as well be established directly by the consistency of your proprietary message. Undefined, inconsistent brand messages only confuse the consumer, fashioning it difficult to build a lasting impression of your institution or products. Below are 3 simple Immere rules to ensure brand success:

1. QUALITY Quality product or services, quality time to develop the brand idea, quality application of the brand message.Invest time in developing a quality brand idea. Do sure you appraise the message your customers are receiving, the standard of visual application and how your brand wish contend in the marketplace. Always insist on quality!

2. APPLICATION Choose a delivery medium that allows you to speak directly to your customers, initiate in the application of your brand message and consider coincidental delivery across multiple mediums for greater impact.

3. CONSISTENCY Vital to the long term success of any brand, think repetition to re-enforce your institution brand idea and ensure that all disapproval is always consistent to the institution brand idea.

For further information on disapproval across multiplemediums, speak to an Immere director.
Just just about the Author

Brent Nolan is the Senior Designer at Immere, an Australian advertising, disapproval and design company. Immere's clients include Ansearch, an Australian search engine and directory.