Communicating a Brand
To successfully communicate a brand to the audience, certain things need to be kept the same – as well as corporate. This is where advertisement comes in, all of the bill boards, tv adverts and any other media need to have a consistent style to them, this is so that the consumers can easily recognise the brand they love. Keeping things consistent and memorable/recognisable is also a good way to ensure brand loyalty.
When it comes to language, words, phrases and anything used when marketing your brand needs to be similar. Also they need to be motivational, empowering… depending on what your brands purpose is.
Designers have the hard job of coming up with a suitable appearance/logo for a brand – however they also have to think about other graphic elements and how they are to be applied throughout different media to keep the brand consistent. Their constraints however are that, when it comes to marketing, they don’t always get to decide how something should be marketed to best display the brand – this is when strategies such as repetition (over a wide spread of different advertising media of course) to reenforce a slogan or unique selling point of this brand.
Every brand has a unique selling point (USP), something that differentiates the brand from it’s competitors. When it comes to cities, the USP I am looking to achieve is something that stands out both visually and conceptually, something that shouts the unique colours of Tokyo through simple type and colour.
All of the factors I have explained above affect the marketing of my brand, how I decide to market it will depend on the audience when it applied to the travel guide.
The demographic I am looking at is mainly native working adults of ages 16 and upwards, also tourists aged somewhere between 18 and 65 – according to statistics these are the most likely ages to be effected by the branding of a city.
Tokyo needs to be marketed to tourists as a wonderful and unique place to visit amongst the sea of cities they could choose – yet on the flip side, the locals need to buy into the brand as something that can represent them – something they can be proud of.
The culture of Japan is also important. Nothing about the logo can make any sort of religious/racial reference so it can easily promote diversity in all areas of society.
Groupings such as students, children, elderly etc cannot be ruled out either, the meaning of “universal” should really be applied with care, so the marketing doesn’t come across as offensive or simply unappealing to any audience.
My travel guide bearing the Tokyo brand I am to create is aimed at tourists aged 18 to 65, I intend to cover expensive, inexpensive and all other options to do with entertainment, leisure, nightlife and much more for both the older and younger categories of consumer.