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Luke Sullivan

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Informa Australia
Informa Australia

This document provides an overview of risk branding, including its origins, definition, basics, and how to effectively implement it. It discusses how branding originated from the Old Norse word for "to burn" and became trademarked starting in 1876. Risk branding is defined as a business intentionally branding its risk and safety management to engage employees, customers, and other stakeholders for cultural change, market growth, or reputation enhancement. The document provides examples of branding elements and effective brands like Gas Safe Register in the UK. It stresses determining your audience and goals, growing your brand over time, and protecting it based on lessons from BP about ensuring good systems to back up the brand.

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2 Overview of discussion ? Origins ? Brand basics ? Who & how ? Benefits & risks 03Overview
3 04Origins The brand ? Originates from Old Norse ¡®brandr¡¯ to burn ? Bass Brewery Ale becomes the first brand trademarked in 1876 ? By 1980 there were 10,000 trademarks in the US ? By 2013 the number has grown to 300,000 1876 1980 2013
Risk branding 05Risk & safety catches on
06Definition Risk Branding A business entity¡¯s intentional branding of its operational or go-to-market risk and safety management to engage its employees, customers or other business stakeholders, for the purposes of cultural change (internal), market growth or reputational enhancement (external).
07Safety and risk branding ¨C do it right Good BrilliantBetter
08Effective branding Gas Safe Register ? An example of seamless branding ¨C UK¡¯s Gas Safe Register ? http://www.youtube.com/watch?v=27y9mbPKsX4
8 09Brand basics Key terms ? Brand elements ¨C logo, tagline, catchphrase, trademark ? Brand engagement ¨C forming the attachment ? Brand experience ¨C it¡¯s what we feel ? Brand franchise ¨C reaching critical mass ZER0HARM TM indentify risk, manage risk ¡°A brand is the creation of faith in two groups of people that absolutely cannot be fooled: your employees and your customers¡±
9 Who & how 10 HSE Determine your target audience, grow and protect your brand ? Who do you want to engage? ? What do you want to achieve? ? How will you grow your brand? ? How will you protect your brand?
11 Creation Products are made, brands are created ? ¡°Every artist is a cannibal, every poet is a thief¡± ? ¡°Bad artists copy. Good artists steal¡± ? ¡°I can¡¯t understand why people are frightened of new ideas. I¡¯m frightened of the old ones¡± Bono Picasso John Cage
12Creation Products are made, brands are created ? Where you have an existing brand portfolio, work with those designs or themes and attempt to integrate. ? Play around with your ideas and get a pro to fine tune your design.
14Brand diversification Building a brand portfolio
15What are the risks? Lessons learned from BP Ultimately your brand will only be as good as your systems.
www.stagingconnections.org/app/stagesafe

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Luke Sullivan

  • 1. 1
  • 2. 2 Overview of discussion ? Origins ? Brand basics ? Who & how ? Benefits & risks 03Overview
  • 3. 3 04Origins The brand ? Originates from Old Norse ¡®brandr¡¯ to burn ? Bass Brewery Ale becomes the first brand trademarked in 1876 ? By 1980 there were 10,000 trademarks in the US ? By 2013 the number has grown to 300,000 1876 1980 2013
  • 4. Risk branding 05Risk & safety catches on
  • 5. 06Definition Risk Branding A business entity¡¯s intentional branding of its operational or go-to-market risk and safety management to engage its employees, customers or other business stakeholders, for the purposes of cultural change (internal), market growth or reputational enhancement (external).
  • 6. 07Safety and risk branding ¨C do it right Good BrilliantBetter
  • 7. 08Effective branding Gas Safe Register ? An example of seamless branding ¨C UK¡¯s Gas Safe Register ? http://www.youtube.com/watch?v=27y9mbPKsX4
  • 8. 8 09Brand basics Key terms ? Brand elements ¨C logo, tagline, catchphrase, trademark ? Brand engagement ¨C forming the attachment ? Brand experience ¨C it¡¯s what we feel ? Brand franchise ¨C reaching critical mass ZER0HARM TM indentify risk, manage risk ¡°A brand is the creation of faith in two groups of people that absolutely cannot be fooled: your employees and your customers¡±
  • 9. 9 Who & how 10 HSE Determine your target audience, grow and protect your brand ? Who do you want to engage? ? What do you want to achieve? ? How will you grow your brand? ? How will you protect your brand?
  • 10. 11 Creation Products are made, brands are created ? ¡°Every artist is a cannibal, every poet is a thief¡± ? ¡°Bad artists copy. Good artists steal¡± ? ¡°I can¡¯t understand why people are frightened of new ideas. I¡¯m frightened of the old ones¡± Bono Picasso John Cage
  • 11. 12Creation Products are made, brands are created ? Where you have an existing brand portfolio, work with those designs or themes and attempt to integrate. ? Play around with your ideas and get a pro to fine tune your design.
  • 13. 15What are the risks? Lessons learned from BP Ultimately your brand will only be as good as your systems.