Posted: May 25th, 2022
Fictional Company and Branding
Effective branding means that a company is able to extend a consistent, compelling and effective image and vibe over to the entire firm and along its products. Sometimes the branding of a product will be identical to the exact branding of the entire company: sometimes a company will need to select and develop distinctive branding for all of its products. The best course of action really does depend on the product that needs to be sold.
Consider the following situation: Procter and Gamble has a particular stream-lined image of professionalism, perfection, science and cutting edge research behind their brand name. However, they still represent a range of many different kinds of brands, all of which have their own unique look, objective and ability. For example, Procter and Gamble is has both Head and Shoulders along with Dolce Gabbana as products and brands that they represent and produce. Head and Shoulders is essentially a lower-level, affordable brand of shampoo and related products meant for lower-middle class and middle class customers. On the other hand, Procter and Gamble also represents Dolce Gabbana, an Italian, haute-couture fashion house which has been around for almost one-hundred years. This product is portrayed in a manner which is strikingly different: this brand is conveyed with a sense of elitism, high quality and an inherent sense of luxury.
Thus, companies often have to work hard to develop and extend a different brand image to their range of different products and goods. However, this is not always the case, for some companies, their one company image is extended like a large umbrella over all their brands. The Kellogg’s Company is a clear example of this: all of their products have the same image and brand-recognition of healthy, tasty, affordable nutritional products which are available for the whole family. This is a really clear example of a company which has found a clear benefit in keeping the brand image continuous with the master firm and within all of the products.
The paper will examine and discuss the fictional company of The Actor’s View, a company which is based in Los Angeles and which caters exclusively to a small client base of actors. This company provides them with educational workshops where the actors can meet casting directors, directors and producers and showcase their work in a manner that they wouldn’t normally be allowed to do. This company is able to provide the actors with a level of empowerment and opportunity which more aptly and succinctly can move their career forward, without the actors having to rely on the actions of their agents or managers. The company currently brands itself in a manner where they are a chic, high-level boutique style firm which caters to the professional actor that needs to take aggressive forward action with their careers, but who don’t like the current offerings in this field — as so many of them apply to green actors and those who don’t have as much experience. This company provides these actors with the opportunity to showcase their talents and abilities while networking with the right people. The company presents an image of professionalism, luxury, chicness, sophistication and a hard to define irreverent quality — one which is evocative of Breakfast at Tiffany’s and Holly Golightly.
The company is currently developing a weekly newsletter that it would like to sell about events that actors would be interested in going on all around town: these are events like film screenings, Q&A sessions with directors, professional development lectures, and fashionable parties that it would behoove invitees to attend. The company would like to sell this product as a monthly subscription to all their actors for approximately $10 per month.
The first step in branding this potential product is to keep it simple and not overwhelm any of the current clients about the benefits or potential benefits of the product. Focusing on a single idea or a single stylistic image or accompanying feel is a truly powerful way to help pinpoint the overall message that the branding needs to take on. “The only other effective way to separate your message from the noise is to be focused, personal and simple. Your consumer must choose to pay attention. Your message must be a simple message, because our attention spans don’t last very long” (Stine). In this case, the image needs to evoke a vintage era which connects to the overall Breakfast-at-Tiffany’s theme of the company, and which suggests the merriment and gayness of the activities and event contained in the newsletter. Thus, an art deco theme and typeface would work well for this particular product, as it evokes the delight and grandeur of times past. However, this stylistic imagery would have to be used carefully to be certain that overall it didn’t come across too feminine and alienate the make customers of the company.
Another way in which interest and branding will occur with the company is through generating news and press about the events in the newsletter. Using history as a guide is also very important. For example, amazon.com was a company that emerged and flourished during a time when a lot of dot-coms were emerging and failing. In many ways, Amazon was no different from them in the sense that like many of these companies which eventually failed, Amazon too did certain things wrong and other things right. However, the reason that many attributed Amazon’s success and constancy to is the fact that Amazon was constantly in the news and constantly generating good press for themselves. Creating stories about the company that are human-interest and relevant, which offer information and innovation while combining them with stories, will help in creating pre-packaged news to the media for publication, while spurring the interest in prospective clients about the company and the products.
Speaking of this product, the name for it is going to be “Ahead” with the slogan, “sometimes the most important thing is showing up.” “Ahead” is a suitable name in that it gives all current and prospective clients the sense that they will be moving their careers forward by subscribing to this publication and that they will be pushing their professional lives to the next level. Furthermore, the name itself is positive and simple and it conjures up images of forward momentum or of marathoners catapulting themselves to the next level. In that sense, the name is perfect for the product. Furthermore, in art deco font and with connected imagery, the overall image will be striking. Finally, the slogan which supports it offers up a sense of promise and relief to current and prospective clients, letting them know that there are simple things that they can do to move their careers forward that simply orbit around the realm of just showing up.
Finally, being adaptable and flexible are important pillars which will take a firm grasp within this marketing regime. The simplicity of these choices will no doubt prevail, as long as they are adequately supported with a background of a strong product. In this case, each newsletter needs to be full of relevant events which their client base will regularly want to take advantage of on a regular and consistent basis.
Stine, G. (n.d.). The Nine Principles of Branding. Retrieved from Polaris-inc.com: http://www.polaris-inc.com/assets/pdfs/9_principles_of_branding.pdf
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