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CONTENT

BRAND STORY 2 BRAND HISTORY 3-4 BRAND VISION 5 BRAND MISSION 8 BRAND VALUES 9 BRAND POSITIONING 12 OUR CONSUMER 13-14 BRAND PLATFORM 15 BRAND GUIDELINES -LOGO 21-23 -FONT 24 -COLOUR 25-26 -TONE OF VOICE 29-30 -STORE REQUIREMENTS 31-32 PRODUCTS LOOKBOOK 33-38 COMMUNICATION GUIDELINES -WEBSITE 39 -SOCIAL MEDIA 40 -BLOG 41-42 SUSTAINABILITY -THE 3 P’S 44

DOMINIKA REKAS WORD COUNT: 1,616


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CREATIVE

QUIRKY


BRAND STORY

Ted originally opened in 1988 specialising in shirt making and then eventually breached out to other areas becoming an allround lifestyle brand. [1] There’s always a bit of Ted in every item and we just have fun with it.

FUN


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1997 - Ted Baker becomes a public company - TB PLC trading as ‘No Ordinary Designer Label Limited’

1987 - Ray Kelvin, Founder, comes up with the idea to open Ted Baker during fishing

1998 - First store in America and website launch

1995 - Ted Baker Woman launches

1988 - First store opens in Glasgow


TED HISTORY

2013- Ted celebrates his 25th anniversary.

2007 - 11 new shops open, jewellery line launch as well as a new exclusive childrens line with Debenhams.

2012 - Store openings in Japan, China, Indonesia and Canada. 2004 - First store in Australia & New Zealand

2017 - Ted has 490 stores and concessions worldwide. Ted Baker PLC, 2017


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OUR VISION From the beginning the brand has been focused on high quality and customer satisfaction. Ted always makes sure the brand has a fun and quirky factory.


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OUR MISSION “Our mission is to be the leading global lifestyle brand.� We continuously adapt and work on our collections to meet the expected high standard of product. We work across all our channels and consider all opportunities that fit into our brand vision. We work on maintaining growth in existing territories as well as considering possibilities in new ones. [2]


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OUR VALUES We strive to be courteous, efficient and to maintain high standards to ensure the customer is always satisfied. [3] (Powell, 2017)


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BRAND POSITIONING

HIGH QUALITY

MAINSTREAM

UNIQUE

LOW QUALITY

We like to think that when it comes to our competitors, we stand out with our uniqueness. The brand positioning map shows our primary competitors such as Hugo Boss & Reiss for the quality of product. The secondary competitors being French Connection, Whistles and Next for the fashion consciousness. It’s very important to Ted to keep the high quality of goods but also be unique and stand out. In that, we have positioned ourselves to some of our main competitors according to these factors. [4]


OUR CONSUMER

The target female consumer is your ultimate ‘yummy mummy’ in her late 20s. She likes to stay on top of her trends, but also tries to squeeze in that yoga session before dropping the kids off at school. She loves to dress up as much as she can and absolutely adores the famous Ted floral prints. During the week, she’s at her office job but she loves to meet her friends for coffee or cocktails.


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Our target male customer is a gentleman who appreciates the little things in life. Someone who is loyal to brands and appreciative of quality. If he had the option he’d wear a suit all day every day, not just to work. It’s very important to him to look smart and presentable as he cares about his looks. In his free time, he likes to play golf with his friends and go out for dinner.


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BRAND PLATFORM CORPORATE IMAGE

“We’re Recognised as an Aspirational Lifestyle Brand That Suits Everyone.” - Katharine Powell, Ted Baker Concession Manager [5]

We’re famous for our floral prints for the ladies and quality shirts for the males but most importantly, we like to be associated with being different. On our concessions, we make sure to stand out from the ‘Hello, how can I help you?’ and offer something different from our competitors. [6] As a brand, we have built a customerto-brand trust. The consumers can expect quality throughout all our products with excellent service.


BRAND GUIDELINES


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There isn’t a recipe for perfection but we know what it tastes like. In the next section, we’ll explore the brand guidelines such as the logo, colour and tone of voice that make the brand. It’s how we create the magic. It’s also the space for some self-analysis, judge what we’re doing well and areas that need a revamp.


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LOGO

The logo has always been simple and recognizable. We focus on quality throughout our service and the simplicity of our logo gives that level of class and sophistication. The logos in the past, and in the present, always feature a simple font with a statement colour such as black or purple surrounding it. Black is a statement colour which often evokes emotion. We strongly believe in relationship marketing as it transform our customers to loyal ones as they have an emotional connection to the brand. [7] We use our colours with care to create an emotional bond between the consumer and the brand. Another colour that we used in our logos is purple, the colour of royalty. It has connotations of sophistication and wealth which create positive associations of the brand. [8] Putting the brand name in a box shows simplicity which makes the brand more recognisable. Busy logos can often have too much going on and won’t catch the attention of the consumer. The use of boxes makes Ted more brandable. The simple shape can be used throughout different products but also packaging.


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LOGO

Simplicity has run through the brand and continues to do so today. The more recent logo has been pulled back even further and features just the brand name. The dropping of colour and shape makes more emphasis on the font and the name itself. We want people to remember the name Ted Baker. It’s all about the name.


FONT

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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!?,.:

The brand uses a bespoke font throughout the branding. The Adobe font

Futura

PT however is very close to this font. It has been used throughout this document to accurately represent the brand. We use a Sans Serif font to follow with that level of simplicity. Sans Serif fonts are easier to read on screens, with everything going digital the font is more recognisable and able to be registered in seconds. [9]


COLOUR

Ted doesn’t have a signature colour as we follow trends. Each season we provide products that are trendy at the time and don’t stick to a signature colour. [10]

Nonetheless “Trademarks provide visual cues that aid brand recognition and connote performance attributes.”

The brand understands the effectiveness of a signature colour as it’s a visual that customers can easily recognise and identify with the brand. In the foreseeable future, it could be a possibility for Ted to develop a shade that we really identify with and use throughout the brand.


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In terms of colour, the brand tries to be really playful and expressive. Throughout our products, we like to use a variety of colour and it’s an important aspect to the brand. Colour is very important to our consumers and we aim we to satisfy their needs. The recent collection Colour by Numbers provides the simple formula to everyday style. “Contemporary everyday shades get the Ted treatment in his latest Colour by Numbers collection.” [11]


TONE OF VOICE

We speak to you through Ted. He is the inspiration and muse to the brand. An alter ego, a brand mascot. Ultimately, it’s down to #WhatWouldTedDo. So who’sTed?

Ted is this quirky British persona that talks through the whole brand. [12] For example on the website the chat box section is titled “Need a Natter? Chat Now”. [13] We always try to be fun with how we communicate with your customers and playing on the notion of Britishness. Tone of voice is an area that we’re really succeeding in and standing out from our competition.


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Meet Mr. Ted Baker The elegant British gentleman who loves to fish and dress sharp. The surprisingly stylish distant uncle you’re secretly jealous of. (we’ll let you in on a secret, Mr. Ted Baker is actually Ray Kelvin, the brand creator. Don’t tell anyone though, he likes his privacy)


STORE REQUIREMENTS CONCESSION - House of Fraser, Nottingham In our concessions, we like to give a taster into Ted’s world. From pink details on walls to buttons for the fitting room (which also feature in store), we like to stand out from the competitors around us. Exclusivity is shown through our perfectly laid tables, glass cabinets and finger spacing hangers. With only a small matt, we show one of each sizes of selected products. We also have display purses and bags and offer boxed up ones at point of purchase, as we would in our shops.


32 SHOP - Nottingham Here we like customers to be fully submerged in Ted’s world. Our shops vary slightly depending on the region but it’s always down to, Would Ted do it this way? The Nottingham store is in a Robin Hood theme because of its history which he can relate to. We’re very proud of our heritage which runs deep in the brand message. From trees in the middle of the shop to book shelves (made of actual book), we like to keep it different. Ted wants everyone to experience something new and extraordinary when you visit his shop.


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PRODUCT LOOKBOOK

TED’S COTTONED ON S/S 17


KEEPING UP WITH THE BAKERS S/S 17


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TIE THE KNOT


WEBSITE

COMMUNICATION GUIDELINES

The website is where we creatively share our exquisite products. We like the website to be interactive and visually appealing. We’ve also recently introduced GIFs to the website which gives the viewer a more real experience. The website is core to the brand therefore needs to evolve with the brand. In the S/S17 collection, Keeping up with the Bakers, we’ve introduced 360 viewing to include the customer in the collection. [14] We like to keep up with the times. The website is also mobile friendly which still gets across the same messages. We understand that Ted customers as getting considerably more tech savvy therefore we want to be able to keep up with their demands.


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SOCIAL MEDIA INSTAGRAM

The brand has many active social media platforms however we’re particularly proud of instagram. With the demand for short and fast information, instagram is the perfect platform for our growing target consumers and also enables us to reach further to a younger audience. With a successful, and still growing, 476K of followers (as of 2/4/17) we’re connecting to our audience on a mass level. [15] We’re also successful in using hashtags eg #TedtoToe which encourages our consumers to engage. In terms of area for improvement, we can work towards a more coherent feed for example using a certain colour throughout or a more gradual transition from one to another.


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Haven’t had enough yet? Get all personal with Ted Behind The Seams. Head over to our blog to get the Ted news, shop trends and explore new places under culture. [16]


SUSTAINABILITY


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THE 3 P’s

“FASHIONING A BETTER FUTURE” PROTECT Protecting the environment within our properties and throughout our entire supply chain by reducing the use of resources and increasing efficiencies wherever possible

PRODUCT

Purchasing the best possible products for use and sale within and throughout Ted at the same time as ensuring that the people and environment within the supply chain are treated well.

PRACTICE Practising what we preach by implementing strategies to achieve our goals by educating and inspiring our teams. [17]

Ted Baker Brand Book  
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