“How to brand through text and pictures.”

1. “How to brand through text and pictures.” Roger Aeschbacher

2. The following presentation was held by Roger Aeschbacher at the Museum of Kommunikation in Bern at the Swiss Biotech Association Event „Communication – Make the best of an important business tool“ on Nov 14th 2008 .

3. Did you come by train? • Multiple colours, multiple pictures/forms, multiple text styles compete for attention. Everything is very confusing

4. Did you arrive by car? • Multiple colours, multiple pictures/forms, multiple texts compete for attention. Everything is very confusing

5. Don‘t forget the Drämmli! • This happens, when a bus driver tries to make sense out of such confusing traffic signs, while driving.

6. Better use a GPS It‘s a complex world • The world is globally networked • Understanding the system is difficult • Navigation through life is tough

7. One colour • One form • One word • One design • One smell • One soundscape, etc. Brands help us navigate through life • Brands give us orientation in an overcrowded marketplace. Brands simplify decisions. Brands comfort us … if kept simple.

8. The challenge in communication • The speaker has a certain intention. The receiver must (and will) interpret it.

9. 4 aspects are always communicated • „Wanna try this new aspirin?“ • Fact: I found a new formulation. • Appeal: I want you to try it. • Relationship I like you and care for you. • Self-disclosure I know what is good for you. Schulz von Thun

10. New message is sent: „No!“ The receiver decides what he hears • Interpretation by receiver: • Fact: You didn’t bring me the original. • Appeal: You want me to change brands. • Relationship You don’t care for me. • Self-disclosure You want to dominate me.

11. Communication is interpretation • All four aspects are always interpreted. • The receiver decides what he wants to hear. • The reaction may show how theinformation was received. • Non-verbal signs help us to interpretthe messages.

12. Claims communicate all 4 aspects • Claims, like all communication instruments, send always a four-fold message. E.g.: „We Innovate Healthcare“ What is indeed communicated here? • Emphasis on fact • Strong self-disclosure • Important impact on relationship • Appeal may not be the one intended

13. Claims should care for all 4 aspects • Our own work: „We speak Life Sciences“ • Fact: We speak your language • Appeal: We want you to talk to us • Relationship We see ourselves as partners • Self-disclosure We would like to be your partner Tip: Balance all 4 aspects of a message well.Help reader interpret all 4 aspects.

14. Claims should care for all 4 aspects • Our work: „We help you biotech“ • Fact: We know biotech and can help you • Appeal: We want to help you • Relationship We are your partner • Self-disclosure We are happy to support you Tip: By balancing all 4 aspects, you can try to steer the interpretation by the reader.

15. Tip: A meaningful visualization of a claim will boost it‘s message.

16. Which single word represents a companies throughout its development? • Young start up: Fast and furious • Break-through: Perfect partner • Pharma: Serious and stable The challenge with texts • Words carry meanings (usually) known to all.Yet, texts must (and will) be interpreted. Danger using fake words, or using more words.

17. The challenge with pictures • Pictures are not decoration. Pictures convey tons of meanings. • Pictures don’t carry a tag how to use them. • Absence of body language, tonality allows more room for interpretation. • Very precise selection of pictures is needed. Danger to use „generalized“ or „neutral“ images

18. Texts and pictures correspond • „In a well designed communication instrument, pictures and texts support each other to help a stakeholder understand all our intentions.“Roger Aeschbacher

19. Just one example: One of our texts • Challenge: How to communicate that a German company is happy to meet customers in Switzerland, too?

20. By using text an image

21. See on the slides just some current examples of a specific communication instrument –advertisements photographed at the train station Basel SBB. What to avoid with text and pictures

22. Negative: Text only • Texts stating purefacts are boring • Power of picturesis not used

23. Negative: Picture is boring • Text is interesting • Yet, picture is boring • Picture doesn‘t enhance meaning • Emotions not directed towards the product

24. Negative: Text and picture are boring • Is a yellow bottle light? • What should one do now? • What do I get, if I get the message?

25. Negative: Nice picture, nice text • Everything is perfect, but …doesn‘t really fit together.

26. Positive examples

27. Positive examples • Reduced to max. • Text evokes an image. Image is a text sign. • Text and picture boost each other. • Balance of fact, appeal, relationship, self-disclosure.

28. Positive examples • Reduced to max. • Text and picture correspond excellently. • Message is a fact and an appeal. • Relationship and appeal aspects are nicely visualized.

29. Positive examples: My favorite

34. Such a brand gives comfort • Reduced to max • Simple unique words create whole worlds • Excellent enhancement of text and picture • Balance between fact, appeal, relationship, self-disclos. • Brand invites you to enter a conversation, find comfort

35. Take home messages: How to brand through text and pictures • Excellent CIs care for the „I“ and the „You“. • Excellent CIs enable a brand to steer the conversation with it‘s stake- and shareholders. • Texts, pictures, claims, newsletters, logos, etc. are simply instruments to enable a conversation. • Avoid pictures as decoration. Select them carefully. • Avoid texts as facts only. • Texts and pictures boost each other. • Care for all 4 aspects of a message. Always!

36. we are texters and designers • We are happy to help you communicate • Find more information under www.skarema.com Thank you for your attention Roger Aeschbacher info@skarema.com078 637 69 80 www.skarema.com