GUIDELINES SOCIAL MEDIA
GUIDELINES - SOCIAL MEDIA
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Brand Logo -Visuals
Proportion The logo has been crafted with a primary focus on Arabic and smaller proportion of the English translation.
The Bateel logo is the most important element of our visual identity. It is the visual embodiment of the brand that people instantly come to recognise and associate with excellence.
Brand logos
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Logo: Do’s & Don’ts
It is crucial that the Bateel brand appears in the correct manner, all the time. When applying the Bateel logo, the following rules should be adhered to at all times. Below are some examples of correct and incorrect application of the logo. Please follow them as a general guide.
1. DO use the correct colour variations of the logo.
2. DO use the correct finish variations of the logo.
3. DO place the white logo over clear photographic backgrounds.
4. DO use a black logo for items such as receipts.
1. DO NOT modify the logo, or alter proportions in any way.
2. DO NOT lock the tagline with the logo.
3. DO NOT alter the colour of the logo in any way.
4. DO NOT place the dark brown logo over colour photography.
5. DO NOT position the logo over busy photography.
Brand logos
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Colour Palette
The Bateel colour palette is refined, pared-back and tonal. This spectrum should be used across Boutique collateral, main brand messaging, packaging and communications.
Process Colour
1. Brown
Pantone 462
Brown C-30 M-41 Y-86 K-46
Beige C-4 M-5 Y-31 K-4
2. Beige
Pantone 4545 3. Light Beige Pantone 4545 50% tint
Brand Guidelines
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Brand Fonts
Typography is a powerful tool in the development of a creative identity. Using Bateel’s typefaces consistently, across all languages, makes us recognisable. For Latin text, use a combination of Romain and Brown. You must ensure you own a legitimate copy and licence for each font prior to using them.
1.
Headline Romain Headline Regular
Sub-Header & Statement Paragraph Romain Headline Regular
2.
Bodycopy Brown Light & Regular
3.
Tagline Brown Light
4.
Brand Guidelines
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Setting Up The Pages
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Social Media Platforms
Checklist for the social media platforms: • Franchises are allowed to create a Facebook and Instagram channel only and must use the following handle name format: 1. Facebook - Bateel Gourmet [Country] 2. Instagram - @Bateel[Country] • Each territory will only have one page for each approved channel. • Before any new social media platform is launched, a social media strategy and guideline will be devised and communicated with partners. • Recommended advertising platforms:
• Facebook • Instagram • Snapchat • Tik Tok and YouTube*
*Subject to advertising content approval.
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Profile Image & Description
• Ensure the Bateel logo is positioned properly and is of high quality. The correct dimensions are: Instagram - 320px X 320px Facebook - 170px X 170px Twitter - 400px X 400px • The description needs to be the standard: World-renowned for the finest organic gourmet dates and exceptional single origin chocolates.
Social Media Profile Image
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Facebook Banners
The banners used on the Facebook page: • Facebook banner dimensions should be 820px X 312px in high resolution. • Any packaging or collection to be highlighted on the banner, depending on stock level or seasonal nature of packaging, a request can be submitted to the Bateel marketing team, who will futher assist. • Banners for new gourmet product launch and occasional greetings will be shared by Bateel marketing team on the shared online folder (OneDrive). • Do not use banners that have not been brand approved. Any bespoke requests need to be briefed in to the marketing team. (Refer to page 13 for more information)
Examples of Banners:
Occassion
Core Packaging
New Product Launch
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Instagram Highlights
• The Instagram page needs to feature a specific set of highlight icons. Refer to the link to access the artworks. • All campaign-based artworks will be shared by the Bateel marketing team ahead of the launch on the shared online folder (OneDrive) and will also be notified through email. • Bespoke artwork requests must be briefed in. Refer to page 13 for more information on the briefing process.
Highlight Icons
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Company Profile
The content under the ‘About’ section on Facebook is as follows:
“ World-renowned for the finest organic dates, Bateel is one of the leading purveyors of gourmet food experiences; from our sustainable date farms in Saudi Arabia to our luxurious boutiques across the globe. ”
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Content Creation
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Creative Brief Process
• For any bespoke artwork requests, a creative brief needs to be completed and sent to the Corporate Marketing Executive (juvelle.villareal@bateel.com) at Bateel. • A creative brief should be submitted 2 weeks prior to the deadline. • Refer to the guidelines document in the link below for more information on the briefing process.
Creative Brief
PROJECT TITLE
DEPARTMENT
REQUESTOR
LAUNCH DATE
Briefs should be submitted at least 2 weeks prior to the artwork deadline and 4 weeks if a photoshoot is required
English Arabic Chinese Russian Other
PROJECT OVERVIEW
MARKET CONSIDERATIONS
ARTWORK REQUIRED
SIZE
QUANTITY
INSTRUCTIONS
COPY
ADD SAMPLE IMAGERY BELOW
CREATIVE INSTRUCTION
ATTACHMENTS
To be completed by the Marketing Department - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - DESIGNER SCHEDULED TIME REQUIRED
Creative Brief
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Imagery
Checklist for Imagery: • Ensure all images used on the posts are the correct dimensions - 1080px X 1080px. • The Bateel logo should not be used on the imagery. • If any copy is required, please share it with the Bateel marketing team, who will review and supply artwork. (Refer to creative briefing process) • Ensure to only use brand approved images. • For any specific product that you would like to highlight on social based on stock quantity or seasonal nature of product, a creative brief must be submitted to the Bateel marketing team, who will further assist.
Campaign Imagery
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Instagram Stories
250px Safe Zone
• Dimensions for an Instagram story – 1920px X 1080px. • To ensure text are readable, keep in mind the safe zone and stay within the limits. • For promoting any packaging or collection, use brand approved images that have been provided on the shared online folder. (OneDrive) • For live event coverage, ensure that the images or videos are shot in high quality and the audio is clear. • Any bespoke artwork required, must follow briefing process. (Refer to page 13)
1920 x 1080
1920px
250px Safe Zone
1080px
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Content Writing
Bateel’s verbal identity is a crucial part of the brand and how Bateel connects and communicates to their consumers. Bateel ensures consistency in various aspects of it’s copywriting:
1. Tone of Voice • Bateel’s tone of voice (TOV) is the representation of how the brand writes and speaks. The brand’s language must always be professional, displaying a warm sense of hospitality. The copywriting is refined and grammatically correct, and reflects the brand identity – premium, high-end, luxurious and exclusive. • The brand avoids using ‘tongue twisters’, extra long words or derogatory statements to get a point across. Any abbreviations, shorteners, slang, are not used regardless of the medium. Punctuation marks like exclamation marks ‘!’ are not used. 2. Hashtags • The brand uses a standard set of hashtags across social media posts: #DiscoverTheDifference #Sustainability #HealthyLiving • Avoid using too many hashtags in the copy of social posts. Keep it to a maximum of 4 hashtags per post.
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Content Writing
3. Emoji Library • The use of emoji’s is very limited in our copy writing. The approved list of emojis are:
4. Translation • Translations to the local language is allowed but requires approval by the marketing team. • Ensure to leave an appropriate amount of spacing between the English and the local language. Refer to the screenshot. 5. Call to Action • All call to actions will be directed to the boutique locations or eCommerce website.
*Use of any country flag is allowed. Keep it to a maximum of one flag for each post if relevant.
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Page Management
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Customer Service & Engagement
Checklist for community management: • Each inquiry must be responded to within 24 hours of receipt. • Refer to the FAQs document for standard responses to inquiries. • For specific inquiries: • Ensure to check for information on the website, especially with the pricing and shipping inquiries. • Provide exact links wherever possible. • Handling negative comments: • These comments need to be handled with urgency. • Ensure to acknowledge and respond to each of these comments. Refer to the FAQs document for specific responses.
• Try and take the conversation off social media to email or phone. • Do not delete any negative comments unless it is abusive or offensive.
FAQs
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Types of Influencers
Influencers we can engage with for Bateel:
Brand Advocates These are influencers that have affinity with Bateel as loyal product users bought into the brand who loves and actively recommend the brand to others organically.
Paid Influencers Influencers considered as social superstars with high following and engagement rate that have a significant social following. They will support Bateel to amplify campaigns and activations. Whilst they are likely less brand loyal compared to the brand advocates, they need to be on brand with Bateel and their value as paid influencers are seen through their large audience and relevance to the brand.
They are excited to be involved in social media campaigns and as a result their content is personal and authentic.
Key Opinion Leaders (KOLs) These influencers are a member of a community whose expert advice is respected by others in their field. They are trusted by relevant interest groups and have significant effect on consumer behaviour.
Key opinion leaders help to get genuinely interested customers and followers, as people trust them.
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Influencer Checklist
Key considerations when selecting an influencer to collaborate with:
Demographic Selection Guideline • Audience size Able to generate content at scale.
• Relevant Consider influencers who are based in your territory or the main % of their audience are present where you are operating. They will be representing Bateel and its products so they must be on brand. • Trusted They must evoke a high degree of credibility and confidence within the social community. • Loyal Preference is given to influencers with existing strong relationship with the brand. This maybe based on previous product purchase history or positive brand affinity. • Influential and Advocates They can drive audience to take the desired action and will recommend the brand and its products.
Mega
1M+
500K - 1M
Macro
50K - 500K
Mid-Tier
Micro
10K - 50K
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Influencer Checklist
Key considerations when selecting an influencer to collaborate with:
Other Considerations • High brand relevance with Bateel endorsing complimentary luxury brands. • Well curated and polished social channels using high quality imagery. • Relevant content focused on imagery and messages portraying positive storytelling. Commonly product or lifestyle driven, avoiding political or controversial content on their feeds. • Posts are aspirational and genuine that are highly engaging.
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Influencer Collaborations
Examples of Influencer Collaborations: • Thematic Gifting Occasional driven gifting for Ramadan, Eid, Festive, Mother’s Day etc. • New Product Launches Promote new products or collection through gifting and highlighting it on their social channels. • Boutique Experiences Inviting the influencers to visit a boutique and experience selecting their dates, chocolates or gourmet products, highlighting the experience in addition to the variety of products. • Unique Content Highlight a trend or driving key a message to promote the brand or a specific product. e.g. Date Dhibs – drive awareness of the product, it’s use as well as health benefits and gift complimentary gourmet products like Tea, Qahwa and Coffee. • Competition Offering complimentary products or collection to influencers to give away to their followers through competitions on their social channels.
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Key Contacts
Natalie Ann Ridgway - Marketing Director natalie.ridgway@bateel.com
Juvelle Villareal - Corporate Marketing Executive juvelle.villareal@bateel.com
Anjana Premdharan - Marketing Coordinator anjana.premdharan@bateel.com
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Thank you for reading our guidelines. You should now have a stronger understanding of our brand identity and how to apply it to communicate our values in a consistent way.
If you ever have additional questions about our visual identity and its application, do not hesitate to contact us — Thank you.
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