Contents | Executive Summary | Branding Strategy

Branding Strategy - Executive Summary

Aim

• create a brand for Regent Street
  • The Crown Estate has a vision for Regent Street and its commitment to delivering it will ensure that Regent Street evolves to meet these needs and be 'a place for people, a place for retail and a place for business'
  • the brand and its identity provide a vehicle that will enable that vision to be realised by reinforcing and communicating Regent Street as a unique destination, attracting shoppers, retailers, businesses and visitors to the area throughout the day and well into the evening
  • the brand also provides a framework that establishes the uniqueness, tradition and history of Regent Street, while conveying its ever-evolving nature; thus the ultimate goal of the Regent Street Brand is to position Regent Street as an internationally recognisable destination brand, to attract visitors, retailers and businesses
• convey the essence of Regent Street
  • the brand highlights and promotes Regent Street as a 'fusion of contrasts' ie. the contrast between the traditional architecture and contemporary retail, the cosmopolitan and community spirit, business and pleasure, buzz and relaxation
  • these contrasts are the epitome of Regent Street and are best described in the brand essence 'Always. Different - 'Always' refers to the traditional and timeless aspects of Regent Street while 'Different' describes the contemporary and evolutionary
  • the brand essence establishes the basis for the brand personality of Regent Street, describing the values, aspirations and benefits of the brand
• communicate the Regent Street brand and core values
  • the brand essence of Regent Street is communicated through the logo, colours, typeface and strapline: the 'R' is composed of Bodoni, one of the oldest typefaces in existence and the re-drawn tail of the 'R' symbolises the famous Regent Street curved sweep; by redrawing the R and adding the flash of colour, the contrasts of Traditional and Contemporary convey the essence 'Always. Different'
  • the core brand values Quality, Heritage, Style and Success and the Regent Street strapline 'Where time is always well spent' reinforce the visual imagery and promise of what Regent Street delivers

Strategy

• to utilise a three-stage evolutionary rollout programme for the brand
  • phase 1 - stakeholder soft launch, to gain the support of stakeholders so they embrace the brand and the 2020 Vision
  • phase 2 - soft rollout to trade and consumer audiences
  • phase 3 - building Regent Street brand equity to create greater brand value
• to develop bespoke messages relevant to key target audiences
  • potential tenants - a tailor-made opportunity
  • existing tenants - Regent Street should be our Flagship
  • for planning - the Vision is carefully considered, required and delivers benefit
  • for consumers - the primary message is that Regent Street is a destination where time is always well spent (the call to action is for the consumers to experience it for themselves)