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ERROL E. CLARKE B.Sc.(Eng), M.A.Sc., P.Eng.

September 28th, 2010

Together We Can Make Aquatics Bigger!


The Power of the Brand

Together We Can Make Aquatics Bigger!


The Power of the Brand

Together We Can Make Aquatics Bigger!


The Power of the Brand

Together We Can Make Aquatics Bigger!


• Establishment of Recognizable Image • Consistency of Messages to Internal and

External Audiences • Communication – More than Merely a LOGO • Long Term Approach to Image • Benefits of Branding Together We Can Make Aquatics Bigger!


Brand Guidelines are critical • Live the Brand • Reinforce the Brand • The DNA •

Together We Can Make Aquatics Bigger!


Establishment of a Recognisable Image  Guidelines – the branding guidelines

are paramount to establishment of that image - Leave nothing to chance!

 Live the brand & brand values – it

breeds integrity!

 Our image and our actions define the

Brand – it is who we are – it is our

DNA!

Together We Can Make Aquatics Bigger!


• Follow the guidelines – Live the Vision and

Mission Statements!

• Congruence is key - Walking the Talk! • More than the written word – Alignment of

message and actions!

Together We Can Make Aquatics Bigger!


COMMUNICATION

More than merely a Logo

Together We Can Make Aquatics Bigger!


Communication  More than merely a Logo  The logo works in conjunction with the message!  When viewed or heard independently, the

message should be the same!  All activities, messages, images, all forms of communication, no matter how small, should be aligned with the Brand’s Message!  Manage the Brand’s Communication and always ensure messages conjures up the “feel” you desire! Together We Can Make Aquatics Bigger!


• Enduring logo • Gravitas • Consistency • Revenue Streams

Together We Can Make Aquatics Bigger!


• • • • • • • • • •

Long Term Financial Success Increase Market-share More investment in programs Attract more customers (athletes or sponsors) Improve viewership (Revenue) Loyalty and Longevity Achieve Sustainability Feeling of Pride Expanded Product/Brand Knowledge More benefits for everyone Together We Can Make Aquatics Bigger!


• BRANDING • A key input in driving long term growth for 

National Federations. • Cannot be underestimated or underutilized. • Powerful Brands (Phelps, Bolt, Toyota,  CocaCola, Walmart and  FINA) must have a  DNA that conjures up feelings of success. • National Federations can take advantage of  the Synergies that already exist from the  FINA Brand. Together We Can Make Aquatics Bigger!


Thank you.

Together We Can Make Aquatics Bigger!


Branding by Errol Clarke