Repositioning a Jewelry Festival From 2003 to 2004, I created and implemented a brand and repositioning strategy for Brilliantly Birmingham Contemporary Jewelry Festival that resulted in a 58% increase in revenue, a 400% + increase in visitor numbers, improved perceptions of quality and style, and an invitation to exhibit in Italy as part of Milan Fashion Week.
Connecting to audiences on the level of brand is critical to building strong projects and sustainable organizations. When people connect to a brand they do it on an emotional level. They develop perceptions and beliefs about the brand that entwine with their personal values. They develop attachment and this, in turn, impacts on how they behave towards the brand. Whether they support it, purchase it, visit it or tell their friends about it depends on the strength of the brand.
Developing a brand strategy for what was perceived by most as an local arts event involved reaching a very basic understanding that the arts compete not only with other arts events, but also with the commercial world for people’s time and money. Branding is, therefore, as important for the arts as it is for a commercial business.
Brand building is a straight forward process that is often confused with marketing planning and reputation building, or is too focused on logos and strap lines. This diagram by Simon Anholt sums up the brand building process nicely:
This process starts with a deep understanding of what you do and who you do it for. A strategy that is grounded in market orientation has the potential to get great results through branding. Branding requires a superb creative team and competent execution. Your brand needs to be communicated to the people that matter and, coming full circle, it is essential to reflect and integrate learning into the strategy to keep the brand alive relevant to its audience.
As an organization or project moves through this branding cycle again and again, it evolves into a powerfully connected brand that inspires and moves people.
This simple approach evolved the Brilliantly Birmingham brand from this:
to this:
Design: Tim Kitchen, Made Media and Steven Cooper
Arm Cuff: Kathryn Marchbank
A move in the right direction, this image helped to win funding, secure more central locations for events and began to associate the brand with fashion and style.
The following year, however, brought a real breakthrough. With increased resources and a deeper understanding of the brand, it was evolved further and became this:
Art Direction: Steven Cooper
Photography: Matt Canon
Necklace: Anka Plath
How we worked
I led a steering group made up of artists and galleries and together we explored who their ideal buyers were and what the festival needed to express in order to attract these people to the festival.
With no budget in year one and with only two months until the festival launched, we worked with images that we had available. Designer Tim Kitchen created a visual image which Steven Cooper enhanced with branding devices (banner, strapline and logo).
In year two we had a modest budget and plenty of time. Steven Cooper was engaged to develop and produce a new image that would fully express the desired brand. Together with photographer Matt Canon and jeweler Anka Plath they created the stunning image above.
Browse the Brilliantly Birmingham 2004 online catalogue and festival guide developed by Tim Kitchen and Jake Grimley of MadeMedia
