Central Diner — Tagline

Taglines influence consumers’ buying behavior by evoking an emotional response. A tagline therefore should be a short phrase that captures a company’s brand essence, personality, and positioning, and distinguishes the company from its competitors. A tagline’s frequent and consistent exposure in the media and in popular culture reinforces its message.

The tagline ideas i have had for my brand are as follows:

‘A London Cuisine’

‘A Sense Of Taste’

‘Your Sense Of Taste’

‘Transport Your Taste buds’

‘Indulge Your Taste buds’

‘Transport Your Senses’

In the end i settled for the line ‘Transport Your Taste buds’. As i felt out of the ideas i had it was the strongest one, simply because it related to transport and food (all in one) and as it is for a canteen inspired by London’s transport history i felt it strongly conveyed that message.

Central Diner — Tone of Voice, Unique Selling Point

Tone of voice is the way in which we speak and write, what we say and how we say it. When a human talks what they say is dictated by their principles, aspirations and experiences but how we say it is based on our personality. So a business or a brands tone of voice is inspired by a collective of identities (in the company) informing consumers of their user-friendly interrelations.

Unique Selling Point is what makes us different from our competitors and those around us. An aim as a business is to be one-of-a -kind of its field allowing reliability and trustworthiness and most importantly uniqueness.

My target audience are tourists in the capital of England, and or those who adopt a tourist lifestyle, families who visit the London attraction, and Londoners, it terms of an age range  i felt it would be a bit difficult to give an accurate one, because a canteen is very broad in the sense that anyone can eat there, there doesn’t have to be a strict age.

Central Diner

Central Diner is a canteen that aims to provide a memorable experience and engage your collective personalities as families and tourists. The brands loyalty lies in delivering a trusting relationship based on customer diner needs.

The inspired food and stylish atmosphere supplied by the brand enables customers to take the relationship to next level by constantly reusing our brand whilst sharing and supporting our values as consumers.

Offering a user-friendly experience should help encapsulate our audiences and potentially attract new ones, who wish to familiarise themselves with the brand.

Research: Design agencies

These are a few of the design agencies that i liked & looked at myself:

• http://www.bloom-london.com/ (Bloom) On this website i liked the Lipton brief where they had to create a package identity that combined credible herbal tea category cues with bold fruit flavours and a fresh, contemporary personality. I liked the design of the different packages it was nice simple and yet affective and it also showed variety for the worlds largest tea brand

• http://www.highergroundcreative.co.uk/our-work/view/?client=academy&id=45 (Higher ground creative) on this website i liked the Academy branding brief, it was their task to make them reach out and ‘spread their wings’ presumably to a larger audience or simply recognition.  They created sub-brands for each of their offerings including marquee and furniture hire, event management and catering. They produced websites, promotional material, email designs and stationary for each arm of its business. Within months they were appearing at the top of national Google search results and expanding the company at an unbelievable rate! i liked this in particular because i believe they were successful in what they were trying to do.

• http://www.cba-design.com/en/projects/intoo/ (CBA) I liked this piece of work because of what it stands for, which is believing in people and their potential helping them achieve. The way they captured this through design solutions is another reason i like it, some of the work is in the Italian language but that doesn’t detract from the message they are trying to deliver.

The design agencies i particularly liked that my tutor had provided:

• http://www.hyperkit.co.uk/portfolio/0/234/Joe-and-Co. (Hyperkit) I’ve been to a few barber shops in my time but none have really looked liked the interior of this one, it seems a bit more spacious as well. I like the design of the inside and the graphics associated with the barber shop.

• http://apracticeforeverydaylife.com/the-hepworth-wakefield/the-hepworth-wakefield/ (A practive for everyday life) Looking at this website i instantly noticed The Hepworth Wakefield  typeface and the building. I was intrigued by the angular shapes of the building and the colours involved so i read on it is the UK’s largest purpose-built museum outside of London. Situated in the birthplace of sculptor Barbara Hepworth.

• http://www.thisisrealart.com/#/projects/view/46/mtv-networks-uk (This is real art) MTV is one of the main channels i watch when listening/watching music videos and i noticed a few characters a few years ago but i didn’t think nothing of it apart from that they were pretty cool. But i found a website that designed and created them and i finally knew what the characters represented which was that, they all lived together in a house but each character was represented by a channel (MTV One, MTV Two, MTV Hits, MTV Base and MTV Dance, an identity designed to bring together the individuals channels within the MTV UK network.

What Is Branding?

The book i read What is Branding? by Matthew Healey  gave me a valuable insight into what it means to physically, emotionally and visually brand an item a service, a business etc. Here are a few sections from the book which i found  invaluable and very useful the more i read on the more i began to comprehend what branding actually conveys.

What is a brand: A tangible, symbolic system created by a producer to evoke an untouchable notion in a customer’s mind. The system comprises a discrete identity-name, logo, colour, visual style, tone of voice, product design, package design, advertising, approach to customer service, and environmental design associated with an insight involving rational product benefits, emotional desires, and personal aspirations.

What is branding: The process of systematically pairing a deliberately crafted, symbolic identity with insights to arouse and then satisfy expectations. May involve the determination or definition of those insights; nearly always involves the creative development of the identity. Branding is when that idea or image is marketed so that it is recognizable by more and more people, and identified with a certain service or product when there are many other companies offering the same service or product.

What branding does:

• Reinforces a good reputation
• Encourages loyalty
• Assures quality
• Convey a perception of greater worth, allowing a product of equal price to sell more
• Grant the buyer a sense of affirmation and entry into an imaginary community of shared values

Branding involves five major components:

• Storytelling
• Positioning
• Design
• Price
• Customer relationship

Storytelling

Everyone is drawn to a good, emotional story & wants to heard the best ones over & over. When we buy brands, physically take part in their story (at least we feel that way) & great brands reassure us as to what an important role we play in their great story.

positioning

Concept first addressed by Al Ries & Jack Trout in 1980 book of that name. Defining in the mind of a customer what a brand stands for & how it compares to its competing brands. What customers think is important to producers so they respond to that. This makes branding a two-way process.

Design

Refers to all aspects of how a thing is crafted, not just the visual aspect. Design is the liquid as well as the label, the and bolts as well as the name, the self as well as the surface. When a company talks of rebranding, they really just mean a redesign, a true rebranding cuts to the core concept.

Price

Is less obvious but us a vital aspect of the brand. If two cheese in the same supermarket look & smell the same, majority of customers will take the most expensive one, this has been proven. Price jockeying is crucial in brand competition, and many companies have learned to their cost that short-term price cutting tactics can have devastating long-term consequences for brand image.

Customer relationship

Have to make us each feel special. This is vital. Your phone company has millions of customers, but has to make you & everyone else feel like the most important. At the heart of every branding effort there has to be kernel of truth. Beauty of great branding lies in the ability to identify that truth, tells its story, make it look good, and build it into a valuable, emotional bond between producer & customer.

A brand managers job is to create the image that reinforces reputation, encourages loyalty, assures quality conveys worth and grants affirmation. What branding cannot do it rescue a lousy service or salvage a flawed product, especially after a customer has had an unsatisfactory experience with it. A brand resides primarily in the mind of customers & is often synonymous with reputation. In other words, your brand is what your customer thinks it is. We buy brands for reasons that go beyond the rational, buying a brand is an act of self-affirmation and approval giving the customer entry into an imaginary world, built by advertising & publicity, in which aspirations are fulfilled and values reaffirmed. This is why customers often ignore the savings and comparable quality of supermarkets generic-label goods, and continue to buy big-name brands. they make you feel better.

When you buy Heinz beans, you get to be like the person in the TV commercial with th ideal kitchen, the ideal family, the ideal lifestyle… We all know that this is a fantasy, but we indulge ourselves. That is the great are and accomplishment of advertising. If you buy generic beans, you save a few pennies, but you get… just beans. No indulgence. No approval of your values. No affirmation that you are part of an ideal world.

To me it seems branding or branded items are trying to sell you an ideal lifestyle to give you self-affirmation and also a sense of belonging, most people don’t want to be left out of the latest trends, people want to be part of a story or belong to something. Ipods, Ipads, Xbox, PS3, Sony TV etc are all very acclaimed brands their reputation will only get it bigger.