1. The Sport & Leisure Industry
Telling your brand’s story: Part 2

2. Session 1
Session 2
Session 3
Marketing intro &
the four P’s
Word of mouth:
promotions going
viral
Session 5
Session 4
Branding:
Understanding
your org
Branding: What
& Why
Relationship
marketing
Session 7
Today
Branding: How
pt 1
Branding: How pt
2
Industry overview
Session 6

3. Telling your brand’s story: Part 2
1. Understand the way in which a brand’s story is
communicated through it’s verbal identity.
2. Ensure the concepts we’ve covered to date have been
understood – You’ll be taking the lead on this!

4. Logo
Visual
Identity
Colours
Symbols
Typefaces
Your brand’s
story
Name of
Brand
Name of
Products
Verbal
Identity
Strapline
Tone of
Voice

5. Verbal Identity: Tone of Voice
< fun/different/child like
serious/professional/grown up >
A brands tone of voice and story go hand-in-hand.

6. Verbal Identity: Name of the Brand
Descriptive
Associative
Abstract
UK Sport
KICK TV
Nike
Sport England
Shoot
Adidas
Youth Sport Trust
Who Scored
Reebok
Brand names should fit with your story and tone of voice.

7. Verbal Identity: Name of the Products/Services
Descriptive
Associative
Abstract
Get Into Sport
Hyperspeed
Predator
Product names should fit with your story and tone of voice.
Don’t name your product after your brand name.
Products in the same range need to share an identity, so their names
need to be related.
Calling your product the same as another product on the market is OK,
but only if the other product is COMPLETELY unrelated to yours.

8. Verbal Identity: Strapline
‘Just Do It’
Strapline: why a customer should choose you.
3-6 words with very few over 8. Slogan.
Mission statement: objective and primary purpose.
Circa 40 words.

9. Verbal Identity: Strapline
Strapline: How
Rhyming
Aliteration
Mirroring
Challenge
Question and answer

10. Verbal Identity: Strapline
Challenge
Challenge the reader into action.
Adidas… ‘Impossible is nothing’
Nike… ‘Just do it’

11. Verbal Identity: Strapline
Question and Answer
Posing and answering a question, or simply having two half sentences
making different sides of a point.
Maybelline… ‘Maybe She’s Born With it, Maybe it’s Maybelline’

12. Verbal Identity: Strapline
Mirroring
Reflecting or repeating a word or words to make a memorable phrase.
Local shop… ‘Conveniently Reliable, Reliably Convenient’
Financial advisor… ‘Money Talks, So Let’s Talk Money’
Kit Kat… ‘Have a Break, Have a Kit Kat’

13. Verbal Identity: Strapline
Rhyming
Creating a small rhyme makes your sentence more memorable;
though they can feel a little tacky if not done well!
Shell… ‘You Can Tell When it’s Shell’

14. Verbal Identity: Strapline
Alliteration
Similar to rhyming, alliteration involves the first sound of a word
instead of the end.
Land Rover… The Best Four by Four by Far

15. Stage 3…
Stage 1…
Stage 2…
Pair up.
Play the ‘topic lottery’
Stage 4…
Stage 5…
Your pair need to find another
pair. You now have have 8
minutes to teach the other
pair all you’ve found about
your topic. They’ll also be
teaching you their topic.
Make sure you take notes of
what they’re teaching you!
In your pair you have 6
minutes to prepare a 2
minute talk on the topic
you’ve just been taught by
the other pair. How you
divide the 2 minutes between
you is up to you. Just focus
on the quality of your content.
You have 25 minutes to
research the topic you drew
and collect as much
information on the topic as
possible. You can use ANY
source.
Stage 6…
Pair by pair, let’s hear your
90 second talks!

16. Telling your brand’s story: Part 2
1. Understand the way in which a brand’s story is
communicated through it’s verbal identity.
2. Ensure the concepts we’ve covered to date have been
understood – You’ll be taking the lead on this!

17. The Sport & Leisure Industry
Telling your brand’s story: Part 2