Based on the fundamentals of a successful brand, the 3 Cs and Ds of visual and verbal identity behind the highly visible RBL brand platform are:
Consistency, by using the poppy as the central point of recognition every time
Coherency achieving visual clarity that reflects true life, happening right now across the globe
Credibility gained by touching people with raw emotion via the impact of images of real people in real places.
Definition, the messaging of RBL is always to the point, never obscure and directly referenced back to the pictures they use and we see
Differentiation is built on the sometimes controversial yet consistently confident approach, never shy of real and bold language
Deliverables are via mass saturation and distribution of the Poppy Appeal message, reaching people in their homes, offices and on every street corner.
Without a well-structured brand foundation you are in danger of creating a false impression and thereby weakening the opinion of the potential buyer. Your promotional activity will not match, and it will then not support and harmonise, with your brand’s visual and verbal personality.
Today the poppy is a powerful symbolic icon that everyone has come to recognise. The ‘Last Post’ eerily fills the streets of Whitehall and the nation swells with pride at seeing the young and aged marching alongside the Cenotaph with their medals polished, uniforms starched and dotted with the red of the thousands of poppies.
A few simple principles applied to your brand for you to fertilise your growth for the future - align your visual and verbal identity and then reap those rewards!
Lime, proudly supporting The Royal British Legion for more than 10 years. Please give your support by clicking here.
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'The Royal British Legion have spent a considerable amount of time and thought on trying to make their image more vibrant and youthful than was perhaps once the case. Lime have understood where we are as an organisation at every point, and their beautiful designs have reflected this. They are also speedy, efficient, and rarely whinge, even when provoked.'
Teresa Greener - Head of Events, The Royal British Legion
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And finally...
At lime we can help you grow and transform by getting more out of your brand. To see more of our creative solutions visit our website.
Now is the time to invest in building extra value through effective marketing to differentiate, promote and build your profile. The best brand strategy won’t capture customers hearts and minds if it is not implemented well.
To become more visible call Abi on 020 7378 3456 or email abi@limecreative.com
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