Getting our brand identity consistent and correct is essential because familiarity ultimately breeds trust in both our company and our products – which in turn drives a preference for DSM from stakeholders ranging from customers to potential employees.
But this is only half the challenge. It’s also essential that our brand doesn’t become a boundary to creativity. In short, we realize that you need the freedom to build upon our brand’s core visual and verbal elements to create imaginative and inspiring creative work that resonates with your key stakeholders and makes us stand out from the competition.
Which is why we’ve created The Brand Communications Checklist to help get this ‘brand balance’ just right – and identify areas where you can load the brand more consistently and creatively – whether it’s building a ‘brand bridge’ through our End Market Narrative or simply writing stronger headlines with greater stopping power (see Tone of Voice).
To give you an idea, we’ve selected one of our Showcase campaigns and applied this checklist to illustrate exactly how and why it’s such a powerful expression of our brand.
If you (and your agencies and suppliers) follow these simple rules you really can’t go wrong – and who knows? Perhaps your own campaign will be appearing in the next updates of this Brand Showcase.
|Element||Explanation||Does it comply?|
|Overall impact||Does it make me stop and take notice?||Clear and engaging.|
|Brand & purpose application||Are the imagery, typeface, color pallet and language in line with our DSM brand identity and purpose?||The ad uses the DSM brand system (although purpose connection could be stronger).|
|Brand bridge||Does it connect our high-level brand story to your specific proposition? If in doubt, consult our End Market Narrative explanation.||Makes our key value of sustainability relevant to the end market audience.|
|Creativity & differentiation||Does it send a memorable and distinctive and message to your key audience? Focus on the USP.||Yes. You don’t see an ‘armoured’ chicklet every day…|
|Headline stopping power||Does it make an immediate connection and establish relevance for the reader?||Extremely clear (could it be more creative though?).|
|Image stopping power||Does it have real visual impact and relevance?||Establishes the relevance immediately: ‘this is about protecting chicklets’.|
|Main content||Does it summarize the story well and support benefits with facts (show, don’t tell).||Main copy is slightly vague, but the infographic adds real weight.|
|Call to action||Is it clear and assertive?||Couldn’t be clearer: We make it possible.|