Monochromatic - containing or using one colour

Analogous - having similar features to another thing and therefore able to be compared with it

Traidic - relating to or comprising a set of three related people or things

Tetradic - A tetrad is a group or arrangement of four things

https://www.canva.com/colors/color-wheel/

A Emblem

B Monogram logos (Lettermarks)

C Workmarks (logotypes)

D Pictorial marks (Symbols)

E Abstract logo marks

F Mascots

G Combination mark

Statements -

1. Wordmark or lettermark and a pictorial mark, abstract mark or mascot

2. Specific type of pictorial logo in geometric form

3. logos that have an illustrated character

4. Icon or graphic-based logo

5. Logo consists of a font inside a symbol or an icon; think badges, seals and crests

6. Logos that consist of letters, usually brand initials

7. Font-based logo that focuses on a business’ name alone

-Use tools which can help you create a brand​

-Understand how to maintain a brand

•Day 1: Intro to brand, branding fundamentals and brand identity

•Day 2: Branding mockups, community management and customer service

Answers -

•Starbucks

•Mailbu

•Atari

•Google

•CBS

•Unilever

•Kodak

•Bic

•Beats

•Youtube

•Adobe

•BP

•Adidas

•Paypal

•Quicksilver

•Rolex

•Fruit of the loom

•Target

•Apple

•Mitsubishi

•Motorola

•Linux

•NBC

•Pepsi

•Channel

Colours - Choose 3-5 colours for the brand, identifying primary and secondary colours

Typography - Typography – Select 2-3 typefaces, identify which is for headings, body text etc (Fontpair + Monotype.com)

Tone of voice - Choose an applicable tone of voice and write a short mission statement (50-150 words)

Logo - choose an applicable logo type and use this to create your logo, applying the above

(REMEMBER BRANDED SLIDE DECK + GROUP PRESENTATION NO MORE THAN 10 MINUTES tomorrow after we have also included Task 19...)

Forum

Brand-owned eg mobile app, website community hub etc.

Networking events

Workshops and conferences

Pop-up Stores

Workmarks (logotypes)

Pictorial marks (Symbols)

Abstract logo marks

Mascots

Combination mark

Emblem

https://www.perplexity.ai/

https://www.vistaprint.com/hub/types-of-logos?srsltid=AfmBOorv84lN2yPjqP_RGTgDZxREEHlgG5E1X766Fi4iP7jij45v-eER

https://www.youtube.com/watch?v=L_SVQ8yWlYk&list=PLdPSU8H0ozfoWoTTQFxFh5pMH4C3doTke&t=46s

https://mockey.ai/landing

PLEASE PIN YOUR GROUP PRESENTATIONS BELOW...THANKS

Monospace Fonts

Decorative

Geometric

Description of each font

When to use each font

What feel does each font give

What is their UVP?

What colours do they use? What type of logo? What typography? What tone of voice?

Brand positioning map – axis could be cost and social responsibility?

(REMEMBER BRANDED SLIDE DECK + GROUP PRESENTATION NO MORE THAN 10 MINUTES tomorrow after we have also included Task 19...)

https://redketchup.io/color-picker

What typography does your business use?

§https://www.myfonts.com/pages/whatthefont?srsltid=AfmBOoo5WqvTNSy3a5xdJhFsBFUdUsVumfuCMsLYNGBemq3EbZepLwza

What tone of voice does your business use when communicating?

What type of logo does your organisation use?

Please add your logo too.

BRANDS

NIKE

LINKEDIN

MINECRAFT

LUSH

GYMSHARK

SUPREME

What feel does each tone give?

E.g. Professional tone would be used by finance and law companies to give a serious and knowledgeable feel.

How do they communicate these values?

How would the absence of brand values affect how your organisation is perceived internally and externally?

Could the absence of brand values lead to inconsistent customer experiences? If yes, why?

Without brand values, what would guide decision-making processes?

1,2,3,4,5

Answers -

1.Social Responsibility:

1.Example: Patagonia values environmental sustainability.

2.Application: Campaigns focus on eco-friendly initiatives and ethical practices.

2.Innovation:

1.Example: Tesla values pushing technological boundaries.

2.Application: Marketing highlights cutting-edge electric vehicles.

3.Community & Inclusivity:

1.Example: Ben & Jerry’s values social justice.

2.Application: Activism campaigns supporting equity and diversity.

4.Customer-Centricity:

1.Example: Amazon values customer obsession.

2.Application: Focus on fast delivery, customer service, and convenience.

5.Quality & Craftsmanship:

1.Example: Rolex values precision and luxury.

2.Application: Messaging emphasizes attention to detail and timeless design.

eg.

Enhancing Customer Satisfaction

•Purpose: To ensure customers feel valued and satisfied with their experience.

•Impact: Satisfied customers are more likely to become repeat buyers and recommend the business to others.

•Example: A responsive helpdesk that quickly resolves billing issues fosters trust and satisfaction.

Get printscreens from the brand kit for just the following logo, social media stories and website preview.

https://looka.com/

so 5 different influencers - 5 different screenshots of their profiles and their last 3-5 posts - explanation why each is suitable for a partnership agreement with ReVibe.

Value for money

Features

Reviews

Visit each of the websites below -

Talkwalker

Sproutsocial

Hootsuite

Brandwatch

Mention

Buffer

Most resource-intensive

Most damaging to the brand

IE: The yellow arches, the SEGA theme, Cadbury purple, the shape of the Coca Cola glass

Apple - Their iPhones and technology are reliable and work well.

wingstop - good food

pull & bear - decent clothes

primark - cheap and cheerful

Pontiac: Retro, timeless, classic

Disney: High quality and diverse

Hotel Chocolat: Luxury gifts

Levis - High quality long wear denim, recognisable through even just the small red tab

Cadbury - love the chocolate and that you

can find it in most places - some fun adverts

Charlotte tilbury- makeup that's worth the money

stradivarius- nice clothes not the most expensive either

• Fable England: Beautiful accessories that are affordable

• Glowhub: Good quality skincare that I can rely on and isn't expensive

• Instax: Great cameras and high quality

To be memorable and easily identifiable

E.g. In relation to where I work, when we do community work/post student successes etc., our branding is what ties it back to us.

Brands also create unity across multiple different areas (different services/products) of a company.

Branding is a consistent element that ties all marketing activities back to the company.

Marketing - is how you build brand awareness through campaigns , social posts etc

• Branding builds trust, marketing drives engagement

• Branding defines identity, marketing promotes it

Marketing is to put the company out there, branding is to give the company its voice.

Marketing is short-term, branding is long-term

B-7

C-6

D-4

E-2

F-3

G- 1

B (Monogram Logo) - 6

C (Workmarks) - 7

D (Pictorial Marks) - 4

E (Abstract Logo) - 2

F (Mascots) - 3

G (Combination Mark) - 1

B,6

C,7

D,4

E,2

F,3

G,1

B=6

C=7

D=4

E=2

F=3

G=1

B6

C7

D4

E2

F3

G1

B: Monogram Logo - Statement 6

C: Workmarks - Statement 7

D: Pictorial Marks - Statement 4

E: Abstract Logo - Statement 2

F: Mascots - Statement 3

G: Combination Mark - Statement 1

2

3

4

5A

6B

7

I don't get ittttt

Monogram logos are ideal for:

• Organisations with long names

• Brands commonly referred to by acronyms

• Companies seeking a minimalist, professional image

Industries: Media (HBO, CNN), Technology (IBM)

Wordmark Logos

Wordmarks work well for:

• Companies with short, distinctive names

• Brands looking to build name recognition

• Businesses that want a clean, simple look

Industries: Tech (Google), Retail (Coca-Cola)

Pictorial Marks

Pictorial marks are effective for:

• Global brands transcending language barriers

• Companies with strong visual associations

• Businesses aiming for instant brand recall

Industries: Technology (Apple), Social Media (Twitter)

Abstract Logos

Abstract logos are useful for:

• Companies wanting a unique, memorable symbol

• Businesses looking to convey multiple ideas

• Brands aiming for a modern, dynamic image

Industries: Energy (BP), Retail (Pepsi, Adidas)

Mascot Logos

Mascot logos are great for:

• Brands targeting families or children

• Companies wanting to appear friendly and approachable

• Businesses in entertainment or sports industries

Industries: Food (KFC, Pringles)

Combination Marks

Combination marks are versatile and work well for:

• New businesses establishing their brand

• Companies needing flexibility in logo usage

• Brands wanting to combine text and symbols

Industries: Food (Burger King), Retail (Lacoste)

Emblem Logos

Emblems are suitable for:

• Traditional or prestigious organisations

• Brands wanting to convey authority or history

• Companies in need of an official-looking logo

Industries: Automotive (Harley-Davidson), Education (universities)

.Wordmarks (logotypes): These are ideal for companies with distinct, short names that want to build strong brand recognition through typography alone.

Pictorial marks (Symbols): Use these when you want to create a strong visual association with your brand. They're great for global recognition and can convey ideas through a single image

.Abstract logo marks: Choose these to create a unique visual identity that can evoke emotion and differentiate your brand. They're versatile, easier to copyright, and often more memorable than descriptive logos.

.Mascots: Ideal for brands wanting to create a friendly, approachable image or appeal to families and children.

Combination mark: Use these when you want the flexibility of both text and imagery. They're great for new businesses, companies with strong visual symbols, or brands with diverse offerings

.Emblem: Choose these for a traditional, authoritative look. They're often used by organizations, universities, and government agencies.

Monogram logos (Lettermarks): Use these when your company has a long name that can be abbreviated. They're easily scalable and give your brand a minimalist look.

Wordmarks (logotypes): These are text-based logos using the company's full name. They're effective for businesses with short, distinct names that want to build strong brand recognition.

Pictorial marks (Symbols): Use these when you want to convey ideas through a symbol. They're recognizable if the brand is popular and scalable when designed as a vector logo. They can become iconic and make quicker connections with the audience

Abstract logo marks: Choose these to create a strong feeling of emotion in the target audience without necessarily showing what your business does. They're flexible, can evolve with the company, and are often more memorable than descriptive logos

Mascots: These are character-based logos that can give your brand a fun, approachable personality. They're particularly effective for businesses targeting families or children.

Combination mark: Use these when you want to blend both text and an accompanying icon or symbol. They offer clarity, recognition, and versatility, making them ideal for new businesses or companies with strong visual symbols

Emblem: Choose these for a traditional feel, often used by organizations, universities, and government agencies They convey a sense of authority and legacy, but may not look good when resized to smaller resolutions

Emblem logos are ideal for brands that want to convey:

• A sense of tradition, heritage, and prestige

• Authority and reliability

• Academic or institutional credibility

They work well for universities, luxury brands, government agencies, law firms, and sports teams.

Wordmark Logo

Wordmark logos are effective when:

• You have a short, distinctive business name

• You want to build strong brand name recognition

• Simplicity and straightforward communication are priorities

• You need a logo that's easily adaptable across different mediums

  
  

Mascot Logo

Mascot logos are useful for:

• Creating a friendly, approachable brand personality

• Appealing to families or younger audiences

• Brands that want to personify their values or services

  
  

Monogram Logo

Monogram logos work well when:

• Your business name is long or complex

• You want to create a simple, memorable visual shorthand for your brand

• You need a compact logo for small spaces or social media profiles

  
  

Abstract Logo

Abstract logos are beneficial for:

• Creating a unique visual identity

• Conveying complex brand concepts or values

• Allowing flexibility in brand interpretation

  
  

Pictorial Mark

Pictorial marks are effective when:

• You want to create a strong visual association with your brand

• Your brand concept can be distilled into a simple, recognizable image

• You aim for a logo that transcends language barriers

  
  

Combination Mark

Combination marks are versatile and useful when:

• You want to combine the benefits of both text and imagery

• Building a new brand that needs both name recognition and visual association

• You desire flexibility in logo usage (using either the symbol or text separately)

Combination marks offer versatility and can be adapted as your brand grows, making them a popular choice for many businesses.

• Monogram logo - The minimalist nature of these logos allows them to stand out without overwhelming potential customers with complex imagery.

• Workmark Logo - A well-designed wordmark can make the company’s name memorable and easily identifiable. By using distinctive typography, color schemes, and spacing, companies can create a unique visual representation of their brand that stands out

• Pictorial - Pictorial logos are designed to be visually distinctive and memorable. They leverage the power of imagery to create an immediate association with the brand

• Abstract - An abstract logo allows a company to create a distinctive visual identity that stands out in the marketplace. Unlike literal logos that depict specific objects or symbols, abstract logos can convey a sense of originality and creativity.

• Mascot - Mascots often evoke emotions and create a sense of familiarity among consumers. By personifying the brand through a character, companies can engage their audience on an emotional level.

• Combination - Combination logos are versatile and adaptable across different media and platforms. Whether used on websites, business cards, merchandise, or social media,

• Emblem - n crowded markets where many companies offer similar products or services, an emblem logo can help differentiate a brand from its competitors.

• Simplify long company names

• Easily scalable and can give a minimalist look

  
  

  Wordmarks

• Help establish brand name recognition

• Can showcase unique typography / custom fonts making a brand easily recognizable

  
  

  Pictorial marks

• Easily recognizable

• Can break down language barriers

• Great for global recognition

  
  

  Abstract logo marks

• Convey brand meaning through shapes, colors, and compositions

• Provides a unique, distinctive visual identity

  
  

  Mascots

• Create a fun, approachable brand personality

• Appeal to families and children

• Serve as brand ambassadors

  
  

  Combination mark:

• Reinforce brand recognition by pairing text with imagery

• Offer versatility

  
  

  Emblem:

• Convey a traditional / official feel

• Create a sense of authority and established presence

very simple works well for long complicated names e.g EWI Store, External Wall Insulation Store very very long

Wordmarks, Font based logo

these are good for short names. good for brands wanting to increase brand recognition. e.g google

Pictorial-

Strong graphic icon, knew who they are without words such as the apple icon. good for technology companies

Abstract marks

Companies with a geometric version of logo, don't have to be so literal e.g the olympics sign. good for distinctive logo

mascot-

used to bring a warm wholesome audience. good for kid and family brands

combination mark- text and imagery good for the the business is starting up trying to establish their brand

emblem logo- good for traditional organisations. Universities tend to have these

• Description: Each character occupies the same horizontal space, creating uniformity.

• When to Use: Ideal for coding, technical documents, or designs aiming for a retro or minimalist aesthetic.

• Feel: Conveys precision, clarity, and a technical or vintage vibe.

Decorative Fonts

• Description: Highly stylized fonts with unique, artistic designs.

• When to Use: Best for invitations, posters, or projects requiring a creative and eye-catching appearance.

• Feel: Evokes creativity, playfulness, and a sense of uniqueness.

Geometric Fonts

• Description: Fonts based on geometric shapes like circles and squares, offering a clean and modern look.

• When to Use: Suitable for modern branding, tech companies, or minimalist designs.

• Feel: Imparts a sense of modernity, simplicity, and professionalism.

Monospace fonts are characterised by each character occupying the same width. They are best suited for:

• Coding and programming environments

• Data tables and spreadsheets

• Terminal emulators and command-line interfaces

• Text editors and Integrated Development Environments (IDEs)

Monospace fonts enhance readability in contexts where precise character alignment is essential, making them particularly useful for developers and data analysts.

Decorative Fonts

Decorative fonts are designed to add visual style and uniqueness to text.

.They are best suited for:

• Company logos and branding

• Titles and headings on websites

• Large-scale typography in advertisements

• Book covers and posters

Decorative fonts help emphasize company branding, grab attention, and create instantly recognizable visual elements. However, they should be used sparingly and avoided for body text or long paragraphs due to potential readability issues.

Geometric Fonts

Geometric fonts are characterised by their reliance on simple geometric shapes, such as circles and rectangles. They are best suited for:

• Modern and minimalist website designs

• Digital advertisements

• Mobile app interfaces

• Business or technical documents requiring clear communication

Geometric fonts offer a clean, contemporary aesthetic and are highly adaptable across various screen sizes and resolutions. They convey a sense of modernity, efficiency, and forward-thinking, making them popular in digital design.

Description
Monospace fonts have uniform character width, creating a grid-like appearance with clean, minimalistic lines.When to use

• Programming and coding environments

• Technical documentation

• Email formatting

• Displaying tabular data

Feel
Conveys precision, structure, and technical expertise with a retro typewriter aesthetic.

Decorative Fonts

Description
Uniquely designed fonts using creative patterns, textures, and shapes to stand out.When to use

• Logo design

• Web page headings

• Brand emphasization

• Attention-grabbing marketing materials

Feel
Expresses originality, fun, creativity, and can evoke specific cultural or historical themes.

Geometric Fonts

Description
Fonts based on geometric shapes like circles, angles, and squares with a modern, minimalist design.When to use

• Contemporary design projects

• Branding and logos

• Digital and print headlines

• Creating visual structure

Feel
Represents modernity, balance, and sophistication. Communicates trust and cutting-edge design.

Decorative fonts -They are characterized by their unique and artistic designs, which can include elaborate shapes, intricate details, and distinctive styles. Marketing, Postcards, Posters etc

Geometric fonts - These fonts often exhibit a modern aesthetic and are widely used in various design applications due to their clarity and legibility. Tech and school post companies

• readability and clarity

• Provide a minimalist, clean aesthetic

• Stand out from traditional proportional fonts

• Work well with minimalist web design trends

Decorative:

• good for showing brand personality

• Ideal for logos

• work well for gaming, food, childrens products

• Attention grabbing

Geometric:

• visual clarity

• modern and versatile

• Clean

Typewriter-style designs: Used to create a nostalgic or retro aesthetic

Monospaced fonts typically convey:

Technical or mechanical feel: Due to their association with coding and typewriters

Retro or nostalgic vibe: Reminiscent of older technologies

Modern and minimalist aesthetic: When used in contemporary design contexts

Uniformity and precision: The consistent spacing creates a sense of order and alignment

Vernacular legibility: While not as smooth as proportional fonts, they maintain a distinct readability

Decorative fonts, also known as display fonts, are unique and creative typefaces designed to grab attention and convey specific moods or emotions. These fonts are characterised by their distinctive, often elaborate designs that prioritise visual impact over readability in large blocks of text.

To create a unique, memorable visual identity.

Geometric fonts are typefaces characterised by their reliance on simple geometric shapes like circles, squares, and triangles to form letters and numbers.

• Based on basic geometric shapes (circles, squares, triangles)

• Minimal stroke contrast

• Clean, structured appearance

• Often feature a single-story lowercase "a"

• Typically sans-serif

Decorative Fonts
Decorative fonts are stylish and artistic, often with unique designs. They are great for headlines, invitations, or creative projects. They give a fun, creative, or elegant feel.

Geometric Fonts
Geometric fonts are based on simple shapes like circles and squares. They are ideal for modern designs, logos, and tech branding. These fonts feel clean, modern, and professional.

• Description: Every character has the same width, creating a grid-like appearance

• When to use: coding, programming, and data tables

• Feel: typewriter like, organised

• UM Typewriter

Decorative Fonts:

• Description: Unique designs with based on patterns and texture.

• When to use great for invitations and headlines

• Feel: Can be used to evoke emotions, playful

• Decora - font example

Geometric Fonts:

• Fonts based on simple shapes like circles, squares, and triangles.

• When to use: Suitable for logos, and minimalist designs.

• Feel: a clean, simple, and refined look.

• Oasis - font example

each character has the same width length, has a lot of uniformity

used in typsetting,printing,coding,technical manuals.

very easy to read, clear, concise

decorative fonts-

add visual style and creativity

can be used on logos, posters

fun, creative

geometric

fonts based on shapes like circles or square for a modern look

can be used for websites, advertisement, marketing

feels modern, clean, contemporary

fitness, wellness. also non profits and education

bold and confident- fashion and lifestyle brands. technology and marketing

minimalistic and straight forward- food, technology

friendly and approachable-

hospitality, retail and education

playful and fun-

entertainment, media, gaming

luxurious and expensive-

jewellery, luxury cars, high end fashion

caring and empathetic-

healthcare, customer service, non profit organisations.

informative and educational-

technology, publishings, books, e learning

Inspirational and Empowering - Public Speaker

Informative and Educational - Teacher

Caring and Empathetic - Carer

Luxurious and Exclusive - Yacht Broker

Playful and Fun - Nursury Teacher

Friendly and Approachable - Customer Service

Minimalistic and Straightforward - Managers

Industry/Profession

• Marketing for disruptive brands (e.g., tech startups, fitness brands)

• Automotive or adventure industries

Feel
Empowering, assertive, and impactful, inspiring trust and action.

Minimalistic and Straightforward

Industry/Profession

• Tech companies (e.g., software solutions)

• Financial services

Feel
Efficient, clear, and trustworthy, focusing on simplicity and transparency.

Friendly and Approachable

Industry/Profession

• Retail and e-commerce

• Customer service-oriented businesses

Feel
Warm, welcoming, and relatable, fostering connection and ease.

Inspirational

Industry/Profession

• Non-profits or social enterprises

• Personal development or fitness coaching

Feel
Uplifting, hopeful, and motivating, encouraging positive change.

Playful and Fun

Industry/Profession

• Entertainment and gaming industries

• Youth-focused brands

Feel
Energetic, light-hearted, and engaging, creating a sense of joy and excitement.

Informative and Educational

Industry/Profession

• Academic institutions or e-learning platforms

• Brands focused on sustainability or health education

Feel
Trustworthy, knowledgeable, and helpful, aiming to empower through information.

Luxurious and Exclusive

Industry/Profession

• High-end fashion or jewelry brands

• Premium automotive or hospitality services

Feel
Elegant, refined, and aspirational, evoking prestige and exclusivity.

Caring and Empathetic

Industry/Profession

• Healthcare providers or wellness brands

• Charities or support services

Feel
Supportive, understanding, and comforting, fostering trust and compassion.

Professional - Most jobs would adopt this nature, wether it be all the time or in meetings.

Inspirational and empowering - Gym/PT, Therapist - Shows motivation and a friendliness.

Informative and educational - Lecturers, teachers, Those associated with education or teaching people about something.

Caring and empathetic - therapist/social worker, those roles where you have to empathise with a person.

Luxurious and exclusive - Real estate, sales, High end product assistants - Must adopt luxury and exclusive tones to really sell/ appeal.

Playful & Fun- Child minders, Activity group leaders, etc -Roles where you are performing fun or spreading a playful manor.

Friendly & Approachable - Teacher, TA, Coaches, trainers, tutors etc - You must be approachable and friendly so people want to talk to you.

Bold and Confident: Creative media, Sport, Gaming, Specialised/niche industries - Thought leadership and expertise

Minimalistic and straightforward: Retail

Friendly and approachable: Services, Education, Food - Encourages customers to engage in industries with face to face contact

Playful and fun: Toys, Apparel, Social Media

Luxurious and exclusive: Designer retail, Holiday and travel - Gives an impression that they are high-end and therefore desirable

Caring and empathetic: Medical, Non-Profit - Covers dark subjects with careful thought on words

Informative and Educational: Technology, Law - Explains difficult-to-understand concepts to the average customer or client

Inspirational and empowering: Hair and beauty, Lifestyle - Makes the customer feel as though their life will improve by purchasing the product

• Gaming, Technology, Cars to make you feel confident in your purchase and provider

Inspiring...:

• Used by a charity or movement to make you want to join the cause

Informative...:

• Used by technology companies so you feel they know what they're talking about

Caring...:

• Therapy services, help services so you feel safe to talk to them

Luxurious...:

• high end brands - Rolex, Ferrari, Chanel or a posh hotel/spa so that you feel the product will live up to luxury

Playful...:

• childrens toys or maybe for adults a more cheeky tone like beer/cider companies, to reflect the purpose for buying the product- having fun

Friendly...:

• healthcare brands so you don't feel awkward buying personal things

Minimalist...:

• Maybe holiday companies like Ryan Air

Used by healthcare industries, tech and innovation companies to convey efficiency, innovation and simplicity.

Friendly & Approachable

Used by entertainment/media companies or retail brand to come across as down-to-earth and engaging, encouraging people to buy/use products/services.

Playful & Fun

Used by industries such as food/beverage or entertainment that are portraying themselves as humorous and less serious.

Luxurious and Exclusive

Used by high-end designer brands or exclusive companies to give the feel that they are better than other brands/higher quality.

Caring and Empathetic

May be used by charities or eco-focused companies to show that they are passionate about a cause.

Informative and Educational

May be used by education businesses (schools/unis etc) or companies trying to present themselves as industry experts, gives the consumer the feeling that this company should be trusted.

Inspirational and Empowering

May be used by sportswear brands for example, to encourage consumers to believe they can achieve difficult things.

• Tech companies to help reassure that their product is the best on the market. I.e. Apple

Inspirational & Empowering

• Health & Fitness Industry to help motivate people to join their fitness courses / gyms.

Caring & Empathetic

• Healthcare providers such as the NHS / charities to express their concerns and build trust

Informative & Educational

• the educational system - school , colleges , universities. Wish to make people aware of the courses that they offer.

Luxurious & Exclusive

• High End Designer Brands & Travel Consultancies - want to portray that the clothes / service that they provide are limited / one of a kind to those who can afford them.

Playful & Fun

• Soft play centres

Friendly & Approachable

• The food industry - such as cafes. Want people to feel welcome and decide that their shop is the place to visit.

  
  

Minimalistic & Straightforward

Font: Rotunda Black

For client meetings we use a friends and approachable tone of voice, on social media we use a playful and fun and a bold and confident tone of voice.

Monogram/Emblem Logo (I don't have the full quality on this laptop sorry!)

Typography used -

Coral blush script, Calligraphic Afera Beauty Reg, Intervogue Alt Regular.

Tone of voice - Friendly & Approachable but also luxurious and exclusive and informative.

Informative, Educational, Empathetic, Approachable, Professional

Wordmark logo

Can't find the font on what the font, sorry!

A character has a problem and meets a guide who gives them a plan and calls them to action that helps them avoid failure and ends in success.

The character must be the customer, not your business. You must tell a story where they are the hero, it must have enough stakes that keep their attention.

The villain (problem) is a root source and must be singular. There are external, internal, and philosophical problems.

Your company is the guide, you must be empathetic and authoritative and confident.

Process plan: The steps the customer need to do to do business with you.

Agreement plan: "Here are things you can count on"

Send an obvious message to your customer to solve their problem.

• Direct calls to action

• Transitional calls to action

"What will customers lose if they don't buy my product?" - Remind the customer of the stakes.

• Tap into human survival - Tim keeping etc

• Villain should be relatable and singular

• Do not include too many villains

• External, Internal and philosophical

• looking for empathy and authority

• 
  

-character has a problem

-meets a guide

-gives them a plan

-call them to action

-help avoid failure

-success

character needs to be the customer. in the story they are a hero with getting what they want

The customer has a problem (villain) the villain needs to be personified e.g external look of the house looks awful, the problem needs to be relatable and real.

3 types of problem external, internal and philisophical

Character needs a guide- some help where the company comes in. Needs to be empathetic without being overbearing, empathetic where the company has a deep understanding. As well as showing authority, the company is knowledgeable

Character needs a plan

Call them to action, direct and transitional something or someone needs to challenge them to send a message

end in a success

Storytelling Framework:

Character - has problem - meets guide - who gives them a plan - calls them to action - helps them avoid failure - ends in success.

Customer must be the hero of the story.

Must be able to clearly articulate what your customers want.

Problem

• Villain (personified)

1. Root source - not a feeling

2. Relatable & singular

3. Real

Layers - external, internal and philosophical

Character Meets Guide

• Empathy (eagerness to help, understanding of problem)

• Authority (competence)

Giving a Plan

• Process plan - how to become a customer (simplified)

• Agreement plan - what are the guarantees?

CTA

• Direct CTA - Click here to buy NOW

• Transitional CTA - View this educational content etc.

Help Avoid Failure

• Remind customer of the stakes if they don't buy/use product/service - but don't over-do it

End in Success

1. Win power or position

2. Union that makes hero whole

3. Self-realisation or self-acceptance

• Humans are drawn to stories and emotional connection

• We hold onto important information that connects with us

• Apple moved to story driven campaigns instead of technical jargon

• Miller says if we position the brand as a hero we create distance not connection

  
  

  Millers Framework:

  
  

1. A Character: Define the customer's desire and aspirations

   
   

2. Identify and address the customer's challenges

   
   

3. Present your brand as the trusted advisor

   
   

4. Give them a plan: Outline the solution or process

   
   

5. Call to action

   
   

6. Highlight the risks of inaction

   
   

7. Describe the positive outcome

2 - Tesla

3 - Patagonia

4 - Amazon

5 - Rolex

2 - Tesla

3 - Patagonia

4 - Amazon

5- Rolex

2)Tesla

3Patagonia

4)Amazon

5)Rolex

2 - tesla

3 -ben n jerrys

4 - amazon

5 - rolex

Patagonia - Social Responsibility

Tesla - Innovation

Ben & Jerrys - Community & Inclusivity

Rolex - Quality & Craftmanship

Tesla - Innovation

Pantagonia - Community and Inclusivity

Amazon - Customer-centricity

Rolex - Quality and Craftmanship

Tesla - Innovation

Pantagonia - Community and Inclusivity

Amazon - Customer-centricity

Rolex - Quality and Craftmanship

Hitting deadlines consistently, peer-reviewing the work completed, setting goals to achieve within different time frames and regularly referring back to these goals to ensure that your targets are being met, embracing a diverse workforce and understanding others lived experiences, being honest with co-workers and clients if something needs changing or is not up to standard.

Without these values, the quality of our work would be diminished resulting in loss of clients and tension within the team.

The absence of brand values could lead to inconsistent customer experiences, particularly if you prioritise hard work on meeting deadlines on a higher-paying client.

Without brand values, the team would work independently without any input or advice from others that may improve the work. You would make your own decisions, likely at the cost of quality.

sustainability, energy efficiency, quality and customer satisfaction

how do we communicate

communicate through a combinations of things. from formal written texts to visual imagery. straightforward and concise information on website and social media.

how would the absence of brand values affect how your organisations is perceived internally and externally

internally, staff would be uninspired not wanting to help customers with their homes.

externally- as we are b2c the customers wouldn't be able to trust us and be inconsistent

could the absence of brand values lead to inconsistent customer experiences

yes

without brand values what would be the guide decision-making processes

the process would be inconsistent. workers will reply on personal judgement rather than a cohesive and uniformed company goals. would not support the companies long term goals which would damage the companies reputation

We communicate these values through our marketing, organic farm, valuing our local suppliers, we show passion to each couple filling their experience with laughter and love.

Our brand would very quickly get lost and merge into every other wedding venue. We take on bookings and interest because we are such a different and unique farm venue, a hidden gem.

With the absence of brand values, the team would begin to loose focus on our USP and the wedding's we host would not hold to the standard they do now as each worker would loose focus on the importance of our brand.

We are proud members of the Salford community, constantly striving to be the best and to bring out the best in everyone. All students and staff contribute to our Culture of Excellence by demonstrating our SCA values: REACT (Responsibility, Excellence, Aspiration, Commitment and Teamwork).

How do we communicate these values?

The REACT framework underpins all of our communications about values, we tie everything back to this to make it simple and easy to understand. All students/staff are aware of the values and they are visible across all digital platforms as well as internally across the site.

How would the absence of brand values affect how your organisation is perceived internally and externally?

Internally

• Less sense of community

• Less understanding of the behaviours and standards expected of people within SCA community

• Lack of focus

Externally

• Confusion around what the organisation stands for

• May view the organisation as less competent

Could the absence of brand values lead to inconsistent customer experiences?

Yes, if people within the organisation are not aligned on the brand values, then customers may receive an inconsistent range of messages.

Without brand values, what would guide decision-making processes?

Decision-making processes may be made by individuals own personal values/opinions, which could lead to inconsistency in messaging.

Communicated through many customer testimonials, the fact we've been running for over 30 years helps support our values being truthful and through insurances/guarantees we offer.

Without these values our company could be perceived as untrustworthy.

The absence of these values would lead to inconsistent customer experiences, leading to the possibility of a loss of potential customers, resulting in less revenue.

• How would the absence of brand values affect how your organisation is perceived internally and externally?

  It would look as if they don't care about any sort of values or align their morals , bad perception

  
  

• Could the absence of brand values lead to inconsistent customer experiences? If yes, why? Yes, for example some people may personally prioritise quick service over careful service meaning different experience for customer

  
  

• Without brand values, what would guide decision-making processes? Everyone would have their own ideas - would be hard to reach a decision, probs end up being the person with most power or loudest voice making decisions

  
  

  
  

RESPECT – We will celebrate equality and ensure that all interact positively with the school and wider community. 

AMBITION – We will develop motivated individuals who believe they have unlimited potential. 

RESILIENCE – We will build the skills needed to overcome the challenges of everyday life. 

Communicated :

Via our students and staff members.

Through our student success charter.

Students are highlighted on socials for exceeding our academy values / reward with trips , certificates , sweets etc.

Internally: Think there would be questions of what are we all working and striving towards as a community (what are the expectations of the school). Could create divides / staff working independently on what they feel are the best values to strive for in teaching and learning.

Externally: It would affect how the school is perceived and understood by potential parents. Without clear values, how can they understand if our school aligns with what they want for their child.

Yes - our messaging could become inconsistent as we wouldn't have a set of unified, aligned values

The process would be inconsistent and potentially misaligned as there would be multiple goals and targets rather than a unified community goal.

• How do they communicate these values?

  By prioritising feedback and providing compassionate support services, through partnerships, community events, and teamwork-driven projects.

• How would the absence of brand values affect how your organisation is perceived internally and externally?

  Internally: Teams may feel disconnected or lack purpose.

  Externally: The organisation might appear unreliable or directionless.

• Could the absence of brand values lead to inconsistent customer experiences? If yes, why?

  Yes, without shared values, there’s no unified approach to delivering consistent services.

• Without brand values, what would guide decision-making processes?

  Decisions may rely solely on short-term goals or individual interpretations, lacking a unified vision.

How EWI Store Communicates These Values

Through consistent messaging on the website, advertising, customer reviews, and customer service interactions.

Absence of Brand Values: Internal and External Perception

• Internally: Employees may lack direction, affecting alignment and motivation.

• Externally: The brand could be seen as inconsistent or untrustworthy.

Inconsistent Customer Experiences

Yes, without clear values, different teams may provide inconsistent experiences, confusing customers.

Decision-Making Without Brand Values

Decisions may lack coherence and alignment with the company’s identity, leading to inconsistent strategies.

In my work, if we don't engage with and nurture our clients, they will outsource marketing somewhere else. We try to be really personal with out client outreach and onboarding, and check in often either celebrating wins in the data or suggesting tailored improvements to the current plan. By doing so, our clients are confident that we are always monitoring their performance and ensuring their investment with us has been a good one.

My Workplace:

By engaging with the audience, my workplace builds a safe, trusted space. Nurturing these connections fosters confidence, encourages participation in events, and creates a supportive community for healing and empowerment.

For CCL

• Repeat customers

• Increase awareness

The Albion Academy

Creates a sense of community, encourages parent and student involvement in events and helps to strengthen our communication.

at my work we achieve this by our business management team having a close relationships with installers who use our products on site to ensure everything is running smoothly.

• Create meaningful connections

• Build emotional resonance and trust

• Transform consumers into brand advocates

• Generate sustainable business growth

• Differentiate from competitors

• Develop loyal customer relationships

• Gain strategic market insights

Core purpose: Turning audience interaction into a strategic business asset that drives long-term value and connection.

For RDG in the home improvement industry:

• Establish trust and credibility with potential customers

• Showcase expertise through before-and-after photos and how-to guides

• Create emotional connections with homeowners seeking transformations

• Position the brand as a valuable resource for DIY enthusiasts

• Generate leads and drive conversions for renovation projects

• Differentiate from competitors in a crowded market

• Gather insights on homeowner preferences and pain points

For my brand - It is crucial that parents/prospective parents have trust in the school, and feel that they have a relationship with the school. Parental engagement is something that we are currently focusing on, as it is so important for the success of the school.

2-Minecraft

3-Lush

4-Gymshark

5-Linkedin

6- Supreme

LinkedIn - 5

Minecraft - 2

Lush - 1

Gymshark - 4

Supreme - 6

2- Minecraft

3- lush

4-gym

5- li

6- supreme

2- Minecraft

3- Lush

4- Gymshark

5- Linkedin

6- Supreme

2 Minecraft

3 Lush

4 Gymshark

5 LinkedIn

6 Supreme

LinkedIn 5

Minecraft 2

Lush 1

Gymshark 4

Supreme 6

LinkedIn - Networking events

Minecraft - Forum

Lush - Brand-owned

Gymshark - Workshops and conferences

Supreme - Pop-up stores

Forum: Exclusive discord/whatsapp communities access (open for a limited time) with exclusive sales/discounts

Networking events: Network with other sustainable businesses or local marketers/influencers etc

Workshops and conferences: Conference centres (Excel exhibitions, NEC etc) with a booth selling or giving away pieces

Pop-up stores: Pop ups in high traffic areas like Camden, or in venues such as student unions etc

Forum -Fill in our feedback forms and get a piece of clothing of your choice from the website.

Brand Owned - ReVibe App - collaborate element that allows customers to get involved with the decision making process / what stock they would like to see coming in.

Networking Events - Host our own - all with vintage reselling / sustainable fashion businesses. // have guest speakers from highly followed sustainable brands for tips and tricks. Customers who buy a lot from us could receive VIP tickets / experience.

Workshop and Conferences - talks about sustainability / influencer outreach

Pop Up Shops - globally

• Share behind-the-scenes content on sustainable practices.

• Host live Q&A sessions about eco-friendly fashion.

• Encourage user-generated content and sustainability challenges.

• Collaborate with eco-conscious influencers.

Forum

• Create a space for discussions on sustainable fashion.

• Facilitate knowledge sharing about garment care and repair.

• Allow customers to share experiences and ideas.

Brand-Owned Platforms

• Develop an app feature for tracking sustainable actions.

• Create a community hub for upcycling ideas on the website.

• Implement a rewards program for eco-friendly practices.

Networking Events

• Organize meetups for sustainable fashion enthusiasts.

• Host panels with industry experts on circular fashion.

• Facilitate clothing swap events to promote reuse.

Workshops and Conferences

• Conduct workshops on upcycling and garment repair.

• Offer sessions on sustainable materials and production.

• Host conferences with keynote speakers from the industry.

Pop-Up Stores

• Create immersive experiences showcasing sustainability.

• Offer repair services and customization options.

• Host mini-workshops on sustainable fashion topics.

These strategies can help build a loyal community around the brand's sustainable mission.

Hold social media competitions to engage audience, engage with/respond to comments. Create a sense of community through social media.

Forum

Could respond to any queries that people may have about the customer service side of the business.

Brand-owned

Could create a sense of community, put out tailored messages to the audience.

Networking events

Search out like-minded people who care about sustainability to build a larger audience.

Workshops and conferences

Can educate people about how the clothes are made and why the brand is sustainable - this will build authenticity and trust with the audience.

Pop-up stores

Can demonstrate the quality of the products - builds authenticity and trust with audience. Can engage with customers face-to-face, builds relationships and strengthens loyalty.

Forum:
Create a dedicated online forum for customers to discuss sustainability, share styling tips, and learn more about ethical fashion practices.

Brand-Owned (Mobile App):
Develop a mobile app offering exclusive access to eco-tips, virtual styling sessions, and a rewards system for sustainable behaviour.

Networking Events:
Host events for eco-conscious individuals to connect, discuss sustainability trends, and share their experiences with sustainable fashion. This builds a passionate and tight-knit community.

Workshops and Conferences:
Organise DIY clothing workshops or sustainability-focused talks to educate customers about eco-friendly living and upcycling old garments. This highlights ReVibe’s commitment to sustainability education.

Pop-Up Stores:
Launch limited-time pop-up stores with interactive experiences like live garment-making, sustainability showcases, and personalised shopping experiences to connect with customers in person.

forum- users can discuss styling, sustainability, and trends. can also offer sneak peeks to the companies latest news

brand owned- mobile app to purchase clothes where you can notify users on latest deals and updates

networking- collaborate with industry experts, influencers, and customers for a conference on fashion and design.Teach participants how to style pieces from the clothing line.

conferences, workshops- have discussions about eco-friendly fashion, aligning with sustainability-conscious customers.

pop up stores- pop up shops in high streets. customers can see product in real life and engage physically with the brand

Social media - post people that have tagged them wearing their items on stories

Forum - styling tips

Brand-owned - mobile app of shop

Workshops - talk about sustainability process

Pop-ups - pop up shops in busy high streets

Building customer loyalty:
Purpose: To create long-term relationships with customers.
Impact: Higher customer lifetime value and repeat business.
Example: Solid return policy to give customers more time to decide, fostering trust and loyalty. Being transparent about policies.

Driving positive brand representation:
Purpose: To create a positive image and reputation for the brand.
Impact: Increased brand advocacy and customer referrals.
Example: Good reviews or corporate philanthropy

Differentiating from competitors:
Purpose: To stand out in the market and offer unique value.
Impact: Increased market share and customer preference.
Example: Offering personalised or bespoke products or services

Increasing revenue and growth:
Purpose: To boost sales and expand the business.
Impact: Higher profits and sustainable business growth.
Example: Loyal customers have a higher Customer Lifetime Value (CLV) due to repeat purchases over an extended period

Gathering customer feedback:
Purpose: To collect insights and opinions from customers.
Impact: Improved products, services, and customer experiences.
Example: Automated surveys at multiple touchpoints to capture customer experience and identify communication gaps

Resolving issues and retaining customers:
Purpose: To address customer concerns
Impact: Improved customer satisfaction and reduced customer loss.
Example: A help centre, regular social media monitoring, and live chat support

Supporting marketing and sales:
Purpose: To inform and enhance marketing and sales strategies.
Impact: More effective campaigns and increased conversions.
Example: Loyalty programs provide valuable first-party data on customer demographics and spending habits, enabling personalised marketing campaigns

Strengthening internal operations:
Purpose: To improve internal processes and efficiency.
Impact: Enhanced productivity and resource allocation.
Example: Customer feedback helps populate product backlogs with nuanced insights, improving collaboration among teams

Meeting legal and regulatory requirements:
Purpose: To ensure compliance with industry standards and regulations.
Impact: Reduced legal risks and improved reputation.
Example:

Building customer loyalty - This is important as it builds up a relationship between customer and product. Guaranteed customers, no competition, a safety blanket. Impacting the company positively as it gives you a guaranteed customer base. E.G - A couple books a wedding with us and will keep in contact after and attend our feast nights.

Positive brand Reputation - Gives your company a positive profile which improves popularity. E.G. You have lots of positive reviews and you hold a positive reputation.

Differentiating from competitors - You are your own brand, must be different & unique. Gives you a upper hand.

Gathering customer feedback - Improve the realness of brand - real customer experiences.

Resolving issues and retain customers - Prevents the outbreak of unhappy customers and complaints.

Strengthening internal operations - Improves efficiency, and aligns services with customer needs.

meet legal requirements - Ensures no drama, builds of trust and avoid legal issues.

purpose: to gain and insight of what customers think about our product or services

impact: this would allow us to make improvements

example: encouraging customers to leave reviews

building customer loyalty

purpose: to ensure customers are coming back to make repeat purchases

impact: get a sense of community

example: reward loyal behaviour for example coffee shops have stamps and when you collect enough you get a free drink

resolving issues and retaining customers

purpose: shows that we care about the customer experience and put customer experience first

impact: customers will stay loyal to the company as the issue is resolved

example: if a customer gets delivered the wrong size of t shirt, they get the correct t shirt size free of charge

driving positive brand reputation

purpose: how a company is perceived by customers, employees, stakeholders, and the public

impact: attaining customer and increasing brand loyalty, attracting top customers

example: show commitment to brand ethos such as Patagonia and commitment to sustainability and complete transparancey of internal and external operations

supporting marketing and sales

purpose: giving customer updates on the latest deals, offers and company updates

impact: keep the customer engaged and interested, they won't forget you

example: signing up to newsletters to be informed on the latest deals

differentiating from competitors

purpose: to stand out, not to be forgettable

impact: if you offer something different will be more memorable, won't blend in

example: offer what other companies don't, more incentives

strengthening internal operations

purpose: to improve internal operations

impact: can create a better experience for everyone, customers and workers.

example: can ask customers what we could improve on customer service wise, and how the experience is with the company

increase revenue and growth

purpose: to increase sales and making the business bigger and better

impact: company will constantly improve and attract more customers

example:more shops, more advertisement

meeting legal and regulatory requirements

purpose: to show that we comply to all regulations

impact: ensures that there isn't any bad pr

example: have a responsible and proffesional internal pr team

Purpose: To encourage repeat purchases and build a community that is loyal to the brand.

Impact: Loyal customers will become brand advocates to their friends and family.

Example: A loyalty scheme that gives customers rewards for shopping and builds over time.

Driving Positive Brand Reputation

Purpose: To create a reputation of the brand within the industry that is positive.

Impact: People are more likely to place their trust/money into a brand that has a generally positive reputation.

Example: Having an environmental commitment that drives a positive reputation.

Differentiating from Competitors

Purpose: To create a unique identity for the brand within the industry that sets it apart from competitors.

Impact: People are more likely to choose this brand over competitor brands.

Example: Creating a limited edition product or service.

Increasing Revenue and Growth

Purpose: To increase sales and success for the business.

Impact: Businesses with more money have more opportunity to expand.

Example: Engaging with customers positively to encourage repeat sales.

Gathering Customer Feedback

Purpose: To identify areas for improvement.

Impact: Can see clearly what customers do and do not like and can improve the overall experience.

Example: Creating a survey for existing customers based on the product/service.

Resolving Issues and Retaining Customers

Purpose: To create a community that trusts the brand and is loyal.

Impact: Demonstrates the companies commitment to customer satisfaction, making customers are more likely to stay even when there is an issue.

Example: Replying to negative feedback openly and publicly.

Supporting Marketing and Sales

Purpose: To streamline marketing and sales strategies.

Impact: Campaigns have increased effectiveness and can reach a wider audience.

Example: Excellent customer service creates positive experiences, leading to favorable online reviews and word-of-mouth referrals. This builds credibility and trust, which are crucial for attracting new customers.

Strengthening Internal Operations

Purpose: To improve efficiency within the company.

Impact: Less difficulties within the organisation will lead to the ability to provide streamlined customer service.

Example: Create a repository of information that employees can access to find solutions to common issues, reducing the need for repeated requests.

Meeting Legal and Regulatory Requirements

Purpose: Meeting legal requirements and standards.

Impact: Low risk of being involved in legal complications, maintain positive reputation for the brand.

Example: Ensure customers have all necessary information to make informed decisions, as required by consumer protection laws.

Purpose - To see the things you are doing well or not so well

Impact - Addressing issues means happier customers

Example - Actively working on complaints and showing that you are.

Building customer loyalty:

purpose - increase sales or remain consistent

impact - Loyal customers will recommend you and stay with you

example - Rewards for repeat purchasing

Resolving issues and retaining customers

purpose- Keep good reputation

impact- good reputation means more sales

example- addressing customer concerns quickly

Driving positive brand reputation

purpose - known as a reliable brand

impact - increase sales

example- customer success stories

Differentiating from competitors

purpose - More chance of stealing customers

Impact - More market share

example- offering sustainable clothing

Strengthening internal operations

purpose - increased consistency

impact - all customers recieve the same level

example - customer service team follow protocol

Increasing revenue and growth

purpose - keep company on market

impact - money to spend on making the company better

example -

Meeting legal...

purpose - to stay open and good rep

impact- no scandals

example- Have someone checking on the legal side of things

Purpose - to create long term relationships with customers.

Impact - Customers buy from you more frequently and offer valuable feedback.

Example - Positive WOM / being tagged in social posts.

Driving Positive Brand Reputation

Purpose - build trust, attract new customers, and foster loyalty.

Impact - A strong reputation enhances credibility and positions the brand as reliable and trustworthy.

Example - increased customer satisfaction, and long-term business growth.

Differentiating From Competitors

Purpose - establish a unique position in the market, highlighting what makes your brand or product distinct.

Impact - increased brand recognition, attracting a loyal customer base.

Example - steering away from stereotypically colour schemes / typefaces of your industries business.

Increasing Revenue & Growth

Purpose - Ensures long-term sustainability and profitability.

Impact - Higher profits, enhance customer offerings.

Example - Campaigns with bigger and better offerings.

Gathering Customer Feedback

Purpose- to understand customer needs, preferences, and pain points.

Impact- improve products, services, and customer experiences.

Example - Forums / Polls

Resolving Issues & Retaining Customers

Purpose - addressing customers concerns

Impact - Increased Customer Satisfaction and retention rate.

Example - Online Chat

Supporting Marketing & Sales

Purpose - drive brand awareness, attract new customers, and increase conversions by aligning strategies and goals.

Impact- higher revenue, improved brand visibility, and stronger customer engagement.

Example - Loyalty schemes, data analysis

Strengthening Internal Operations

Purpose - to improve efficiency, reduce costs.

Google reviews

Word of mouth

Email/Phone

Helpline/live chat

Surveys

-Leaving a review

-Social media

-Email

-Live Chat

-Surveys/questionnaires

-In person appointment

-Forums

• WOM

• Social Media (if inundated with complaints / one complaint goes viral)

• Blog Posts

Most Resource - Intensive

• Surveys/Feedback Forms

• Live Chats

• Email

Most Damaging To Brand

• Social Media

• Customer Reviews

• WOM

• Phone support

• In-person interactions

Most resource-intensive:

• Customer surveys

• Contact forms

• Social media direct messages

• Live chats

Most damaging to the brand:

• Social media comments

• Public online reviews

Word of mouth

Social media

Surveys

Email/phone

Helpline/live chat

Google Reviews

Most resource intensive (Most to least)

Helpline/live chat

Email/phone

Social Media

Surveys

Google Reviews

Word of mouth

Most damaging to the brand (Most to least)

Social media

Google reviews

Word of mouth

Surveys

Helpline/live chat

Email/Phone

-social media messaging, posting

-online reviews such as truspilot and google

-contacting customer support

-face to face

Phone calls (if not recorded)

Word of Mouth

Social Media (can be hard to tell if it's a legitimate source)

Most resource-intensive:

Live Chats

Email

Survey/questionnaires

Most damaging to brand:

Customer reviews

Forums (depending on where/if published)

Social media (if a customer complaint goes viral)

• social media

• word of mouth

Resource intensive:

• Social media replies

• Customer service team

• surveys

Damage to brand:

• social media

• Reviews

• 
  

• Social media

• Customer reviews

• Email

Most resource-intensive:

• Phone calls

• Live chat

• Surveys

Most damaging to the brand:

• Social media

• Customer reviews

• Email

• Social media (e.g., private messaging apps)

• Offline word-of-mouth

• Emerging platforms with limited tools (e.g., small new social networks)

Most Resource Intensive:

• 24/7 customer support on social media

• Managing live events or webinars

• Complex multi-channel campaigns

Most Damaging to the Brand:

• Negative viral content (e.g., bad PR on Instagram)

• Mismanaged crisis communication (e.g., delayed responses)

• Poor handling of complaints on public platforms (e.g., Facebook comments)

-face to face interaction

-phone calls

-social media messaging

most resource intensive-

-customer support

-customer surveys

most damaging brand-

-social media posting

-online reviews trust pilot, google

• Pricing hidden

• social monitoring

• brand monitoring and trend identification

• AI-powered intelligent content and trend analysis

• Comprehensive data coverage (150 million websites, 30 social channels, 187 languages)

• Generally positive reviews

SproutSocial:

• plans charging $199 to $399 per month and over

• social media management and analytics, basic social listening

Hootsuite

• £89, £249, +

• Comprehensive social media management

• AI-powered social listening (powered by Talkwalker)

• Quick search and topic results

• Customizable reports and alerts

• Positive reviews

Brandwatch

• Powerful social listening

• Real-time monitoring

• 48 Boolean operators for refined searches

• Sentiment analysis

• Generally positive reviews

Mention

• $41 - $149 pm or over

• monitor, analyse,engage

• Generally good reviews

Buffer

• Free, $5, $10

• content organisation

• analysis

• landing page

• AI

• engagement

• 2 stars on trustpilot

Value for money: Appears to have good value for money, starts at $500 per month - may be unattainable for smaller businesses.

Features:

• Keyword Research

• Supplier Tracking

• Account Manager

• ON demand print and Broadcast

• Partner Management

• Brand Analysis

• Image recognition

• Campaign Measurement

• Crisis Tracking Analytics

• Trends and Hashtag Tracking

Reviews: Highly regarded for its social listening capabilities, which have enhanced Hootsuite's offerings since the acquisition.

Sproutsocial:

Value for money: cost-effective for its feature set.

Features:

• All-in-one social inbox

• 5 social profiles 

• Social media content calendar

• Content scheduling and publishing

• Real-time keyword/brand monitoring

• Review and comments management

• Profiles, keywords, and locations monitoring

• Paid promotions for Facebook

• Mobile apps

Reviews: Praised for its all-in-one approach and CRM functionality, making it suitable for building stronger customer relationships.

Hootsuite:

Value for money: Pricing starts at $99/month for 10 social media channels, but can be expensive for advanced features.

Features:

• Publishing and scheduling

• Analytics and reporting

• Social listening and engagement

• Platform support

• Advanced features

Reviews: Recognized as a veteran in the space with comprehensive features, but can be expensive for some users.

Brandwatch:

Value for money: Brandwatch's value for money is questionable, especially for small to medium-sized businesses.

Features:

• Social management

• Analytics and reporting

• Customisable dashboards

• Content management

• Monitoring and listening

• Integration with major social networks

• Team collaboration

Reviews: While many users appreciate Brandwatch's comprehensive features and powerful analytics, concerns about pricing, complexity, and customer support are common themes in the reviews.

Mention:

Value for money: Mention likely falls somewhere between Buffer/Hootsuite and Brandwatch in terms of pricing and value. (pricing was hidden)

Features:

• Monitoring and listening

• Analytics

• Social publishing

• Engagement

• Influencer identification

• Collaboration tools

• Competitive analysis

• Brand management

Reviews: Customers appreciate Mention's comprehensive monitoring capabilities, ease of use, and affordability. While there are some concerns about feature limitations on lower-tier plans and occasional customer support issues, the overall sentiment is positive, with users finding it valuable for brand monitoring and social media management.

Buffer:

Value for money: Most affordable option, with pricing starting at $99/month for 10 social media channels

Features:

• Content calendar syncing across platforms

• AI Writing Assistant for generating captions and hashtags

• Enhanced analytics for performance tracking

Reviews: Known for its user-friendly interface and efficiency, particularly good for content scheduling and management.

• Value for Money: Premium pricing, suitable for large enterprises requiring comprehensive analytics.

• Features: Offers extensive social media monitoring, image recognition, and real-time analytics.

• Reviews: Praised for in-depth insights but noted for a steep learning curve.

2. Sprout Social

• Value for Money: Mid to high-range pricing, considered worthwhile for robust social media management.

• Features: Includes scheduling, monitoring, analytics, and CRM integration.

• Reviews: Users appreciate its user-friendly interface and customer support.

3. Hootsuite

• Value for Money: Offers tiered pricing, free plan available with limited features.

• Features: Provides scheduling, monitoring, analytics, and team collaboration tools.

• Reviews: Valued for its versatility, some mention occasional interface issues.

4. Brandwatch

• Value for Money: Higher price point, tailored for enterprises needing advanced analytics.

• Features: Delivers deep social listening, sentiment analysis, and customizable dashboards.

• Reviews: Recognized for powerful data insights, complexity can be challenging for new users.

5. Mention

• Value for Money: Affordable pricing, suitable for small to medium-sized businesses.

• Features: Real-time monitoring, social media scheduling, and basic analytics.

• Reviews: Users find it easy to use, some desire more advanced features.

6. Buffer

• Value for Money: Competitive pricing, free plan available with basic features.

• Features: Focuses on scheduling, publishing, and basic analytics.

• Reviews: Celebrated for simplicity and reliability, limited in-depth analytics.

• Comprehensive AI-powered insights

• Extensive source monitoring

• Expensive but powerful

• Strong data visualization

Sprout Social

• Robust social media management

• Advanced publishing tools

• Premium pricing

• User-friendly interface

Hootsuite

• Affordable multi-platform monitoring

• Good for small businesses

• Integrated AI insights

• Solid all-round social management

Brandwatch

• Enterprise-level analytics

• Deep consumer insights

• Complex reporting capabilities

Recommendation

Talkwalker and Sprout Social offer the most comprehensive social listening features, while Hootsuite provides the best value for smaller organizations.Key Selection Criteria:

• Budget

• Required features

• Complexity of monitoring needs

• Integration capabilities

Provide a solution like a refund, replacement, or repair.

Process/steps I would take:

1. Monitor and identify the complaint.

2. Respond promptly and empathetically in public.

3. Move the conversation to private channels for resolution.

4. Follow up after resolving to ensure customer satisfaction.

5. Analyse feedback to prevent future issues.

" Hi Daisy, I'm so sorry to hear that you aren't happy with your ReVibe purchase. Please reply with your order number and we can issue a refund or exchange"

Process:

• Engage with the poster - comment and message

• Offer something (refund, exchange, money off)

• Address issue for future

"Hi [Customer's Name], we're sorry to hear about the stitching issue with your recent purchase. Quality is incredibly important to us, and we want to make this right. Could you please DM us with your order details and a photo of the item? We'll help you resolve this as quickly as possible. Thank you for bringing this to our attention."

Have a conversation with the customer over DM/email - handle the compliant with care and make sure the issue is resolved, this will increase customer loyalty and trust.

"Thank you for the details. We'd like to:
✅ Offer a full replacement
✅ Provide a 20% discount on your next purchase
✅ Cover return shipping costs"

Encouraging repeat purchase and loyalty, while providing a diplomatic solution to the problem.

Talkwalker: Unsure on pricing but offers comprehensive features

Hootsuite: Offers a wide range of features, including social listening, at a competitive price point

Brandwatch: Pricing is not explicitly mentioned, but it's used by global brands, suggesting it may be on the higher end

Mention: Relatively affordable.

Buffer: Extremely affordable, free option available.

Features

Talkwalker:

• Customisable and versatile platform

  
  

• Excellent for brand monitoring and trend identification

  
  

• Accurate social sentiment analysis

  
  

• User-friendly interface with comprehensive features

  
  

Hootsuite:

• Broadest social listening coverage with 150 million websites, 30 social channels, and 187 languages

  
  

• AI-powered insights and spam filtering

  
  

• Customisable reports and alerts

  
  

• Integrated social media management and listening

  
  

Brandwatch:

• Powerful social listening capabilities

  
  

• Real-time monitoring

  
  

• Ability to set up various queries for brand, competitor, and industry trend monitoring

  
  

Reviews

Talkwalker:

• Praised for its customisation options and versatility

  
  

• Highly rated for brand monitoring and trend identification

  
  

• Some users report data accuracy issues and limited functionality on certain social platforms

  
  

Hootsuite:

• Positive reviews for its comprehensive social media management and listening capabilities

  
  

• Users appreciate the integration of social listening with other social media tools

  
  

Brandwatch:

• Positive reviews for its powerful social listening capabilities

  
  

• Users appreciate the integration of social listening with social media management

  
  

Mention:

• Generally positive reviews with only a handful of queries

Buffer: Reviews aren't brilliant.

Value for money- price vary from packages $800 per month for entry level plan for business

features- social listening, media monitoring, social benchmarking, audience insights, customer feedback analytics, social content rating

reviews- 4.3/5 from g2.com "The best tool for the combination of traditional and social monitoring"

I love the layout of Talkwalker and how it pulls both traditional and social well."

sprout social-

value for money- $199-$399 more for enterprise social media

features- engagement, plan schedule content, analytics from channels, influencer marketing, employee advocacy- make employees influencers

reviews- 4.4/5 from g2.com 'sprout is a great tool for content creators managing many accounts! I like the ease of switching between accounts. I also enjoy the grid preview feature. I think it is easy to learn and use day to day'

hoot suite-

value for money- from $89 1 user manage 10 social accounts. team $249 per month up to 3 users, 20 social accounts. more for enterprise accounts

features- unlimited posts, draft schedule draft and publish. ai generated hashtag, content and content ideas. recommended times to publish

reviews. 4.2/5 'Hootsuite offers a great deal of functionality to easily manage a corporate social program. It is very user friendly and reporting makes it great to track our program. '

brand watch-

value for money-

features- social media management, analytics, team collaboration, real time monitoring

reviews-4/5 The site is easy to use and extremely well set-out."

I love the AI features that are being rolled out. They really stream-line the analyst experience.

buffer

value for money- free, $5/$10

features- schedule posts, publish posts, content calendar synching, analytics

reviews- 4.5/5 'Buffer manages your social media pipeline"

I love that I can customize the posts for each different platform I plan to post on'

VFM-Pricing Hidden

FEATURES- SMM, Image Recognition , competitor analysis

REVIEWS- Pretty positive

SPROUT SOCIAL

VFM- Cost effective - has quite a lot of features

FEATURES- all in one social inbox , can manage multiple SM , scheduling and posting , review and comment management etc

REVIEWS-Pretty Positive

HOOTSUITE

VFM- $89-$249 - okay

FEATURES- Link in bio tool , team roles and permissions , assign DMs to teammates, link tracking

REVIEWS-Pretty positive

BRANDWATCH

VFM- Couldn't find pricing :(

FEATURES- SMM management , listening

REVIEWS-Positive

MENTION

VFM- Relatively Expensive

FEATURES- Monitoring & listening , analytics , social publishing

REVIEWS-The majority are positive

BUFFER

VFM- GOOD // can have team accounts set up on there for $10 per month

FEATURES-Ai Assitant , Hashtag Manager , Link Shortening.

REVIEWS-All are quite negative. Mainly about them disconnecting with your social channel so post fails (I agree as this is the one that we use and my post fail quite a bit , especially if they are videos).

it is important to respond to the comment on the social channels to other users can see it and recognise that we are willing to help.

message the customer apologising and stress how customer feedback is very important to us and how we want to resolve the information.

offer a solution with free return, free shipping label, let them have a discount on next purchase and get them a free replacement.

next I would look at the other products to see if this issue is in present in any of them.

Comment: "Oh dear, Daisy! It seems one of our expert seamstress seemed to have made your pair of jeans before her second coffee that morning! Mistakes happen, please reach out to our customer service team for a refund or exchange and check your DM's for a treat from us!"

Then send a DM to offer the customer a gift card or voucher code so the customer can place another free order.

Responding on social media shows other users that we’re ready to help.

Message the customer, apologise again, and emphasise how much we value their feedback and want to resolve the problem.

Offer a solution with free returns, a free shipping label, a discount on their next purchase, and a free replacement.

Then, I would check other products to see if the issue is present elsewhere.

Process

• Engage via commenting on her post & awaiting a DM

• Respond to DM and Offer some form of compensation , a replacement , a refund , cover return postage rates , a discount on a future order

• Follow up to explain the process if she decides to take a replacement and ensure everything is okay with her new item of clothing