We created an innovative campaign to educate Soshanguvhe consumers about the importance of night brushing.
Night brushing is virtually non-existent in South Africa. The Per Capita Consumption (PCC) of oral care products is just 125 versus 468 in Europe. To increase PCC, we had to change consumer habits to brush at night. We targeted both parents and children – adults to change habit, children to educate.
Consumers believe there’s no point in brushing teeth at night, as you’re about to go to bed, so we needed a strong, disruptive device to change adult attitude towards night brushing.
Reading the newspaper is another morning-only phenomenon, so our strategy was led by a historic innovation – the creation of SA’s first ever night newspaper. Lerebisi went out in Soshanguvhe between 7.30 and 9.30pm, contained a mix of the day’s news and smart messages about night brushing. 100,000 copies were distributed from 700+ vendors across 30+ depots.
The initiative was covered by community radio news – nightly messages continued via hourly time checks on community radio news and opt-in text alerts reminders between 7 and 10pm.
To the educate kids, we targeted school assemblies showing 72,000 kids across 150 schools in Soshanguvhe the benefits of night brushing. They were encouraged to pledge that they would brush their teeth twice a day.
- 84% reached aware it’s healthy to brush at night
- 46% reached claimed to brush twice versus 19%
One major role in the ‘brand’ or ‘corporate image’ of a company is its identity.
In most cases, identity design is based around the visual devices used within a company, usually assembled within a set of guidelines. These guidelines that make up an identity usually administer how the identity is applied throughout a variety of mediums, using approved colour palettes, fonts, layouts, measurements and so forth. These guidelines ensure that the identity of the company is kept coherent, which in turn, allows the brand as a whole, to be recognisable.
The identity or ‘image’ of a company is made up of many visual devices:
- A Logo (The symbol of the entire identity & brand)
- Stationery (Letterhead + business card + envelopes, etc.)
- Marketing Collateral (Flyers, brochures, books, websites, etc.)
- Products & Packaging (Products sold and the packaging in which they come in)
- Apparel Design (Tangible clothing items that are worn by employees)
- Signage (Interior & exterior design)
- Messages & Actions (Messages conveyed via indirect or direct modes of communication)
- Other Communication (Audio, smell, touch, etc.)
- Anything visual that represents the business.
All of these things make up an identity and should support the brand as a whole. The logo however, is the corporate identity and brand all wrapped up into one identifiable mark. This mark is the avatar and symbol of the business as a whole.
Branding is certainly not a light topic – whole publications & hundreds of books have been written on the topic, however to put it in a nutshell you could describe a ‘brand’ as an organisation, service or product with a ‘personality’ that is shaped by the perceptions of the audience. On that note, it should also be stated that a designer cannot “make” a brand – only the audience can do this. A designer forms the foundation of the brand.
Many people believe a brand only consists of a few elements – some colours, some fonts, a logo, a slogan and maybe some music added in too. In reality, it is much more complicated than that. You might say that a brand is a ‘corporate image’.
The fundamental idea and core concept behind having a ‘corporate image’ is that everything a company does, everything it owns and everything it produces should reflect the values and aims of the business as a whole.
It is the consistency of this core idea that makes up the company, driving it, showing what it stands for, what it believes in and why they exist. It is not purely some colours, some typefaces, a logo and a slogan.
As an example, let’s look at the well known IT company, Apple. Apple as a company, projects a humanistic corporate culture and a strong corporate ethic, one which is characterised by volunteerism, support of good causes & involvement in the community. These values of the business are evident throughout everything they do, from their innovative products and advertising, right through to their customer service. Apple is an emotionally humanist brand that really connects with people – when people buy or use their products or services; they feel part of the brand, like a tribe even. It is this emotional connection that creates their brand – not purely their products and a bite sized logo.
For a more thorough understanding of branding, in simple terms, We recommend Wally Olin’s: The Brand Handbook which I quote is “an essential, easy-reference guide to brilliant branding”.
A logo is not your brand, nor is it your identity. Logo design, identity design and branding all have different roles, that together, form a perceived image for a business or product.
There has been some recent discussion on the web about this topic, about your logo not being your brand. Although this may be true, I haven’t seen any clarification of the differences between ‘brand’, ‘identity’ and ‘logo’. I wish to rectify this.
What is brand? – The perceived emotional corporate image as a whole.
What is identity? – The visual aspects that form part of the overall brand.
What is a logo? – A logo identifies a business in its simplest form via the use of a mark or icon.