Creating an Awesome Brand


The Presentation inside:

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Branding f0r startups @benmumbycroft


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Today’s session 1.  Define what we mean by the B-word 2.  Introduce you to two key concepts – Positioning & differentiation 3.  Understand why branding matters 4.  Introduce you to some tricks of the trade


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A little bit About me


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Enterprise education Marketing


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Will be talk about branding for food. @oneltd


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“Products are created in the factory, but brands are created in the mind.” Walter Landor


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A brand is… What you stand for in the mind of your customers (and potential customers)


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It’s NOT a logo…


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“A brand is the most valuable piece of real estate in the world: a corner of someone’s mind” John Hegarty


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Branding = The process of finding a simple idea that separates you from your competitors


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For example…


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For example… Safety


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For example… Safety Luxury


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For example… Safety Luxury Performance


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For example… Reliability???


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“In a world where everyone is after your business you must supply your customers with a compelling reason to buy you instead of your competitor.” Jack Trout


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What compelling reason might make people want to buy this new sports car?


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Or, to put it another way…


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You need to Make your cow different from all the other cows in the field…


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From this…


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To this!


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Successful brands stand for something in the minds of target customers


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At their core is A differentiating idea that marks them out


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it might be all about speed


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it might be all about originality


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it might be all about design


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it might be all about choice


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it might be all about ethics


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it might be all about safety


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It might even be all about badass-ness


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“If you don’t supply a compelling reason, then you better have a very good price.” Jack Trout


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Beware The commodity price trap!! !


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Branding is all about finding a competitive mental angle & owning a piece of this


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question


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Why did BMW call the Mini a Mini and not a BMW 1-Series?


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Question… Why did NEW Coke flop?


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What stops Apple introducing a range of no frills, budget workstations?


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WHAT STOPS Disney producING a hard-hitting, gritty drama about sexually active teenagers?


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Brands go bad when they don’t deliver what they promise…


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No, it’s much worse!!!


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Mind the brand gap!! !


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Brand identity = Everything you do to communicate your brand to potential customers


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Logo Name People Tagline story Visual language behaviour Tone of voice experience


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Logo People Experience Tagline BMW High Performance, German engineering Visual style


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Good design is key to performance!


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Take away less ons…


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Take away lessons •  Your brand is what you stand for in the mind of the customer •  The goal of branding is to find a simple idea, or position, that differentiates you from the competition •  Being different is very important •  The way you communicate this is through your brand identity


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question


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Why does being different matter so much?


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“today we live in an overcommunicated society. Every year we send out more but receive less.” Jack Trout


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Circa 1979


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today!


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“Today’s real competition doesn’t come from direct or even indirect competitors. It comes from the extreme clutter of the marketplace.” Marty Neumeier


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What is a brand? The human mind deals with clutter the best way it can


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What is a brand? by blocking it out!


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What is a brand? To build a brand in the mind of your customer you need to cut through the clutter…


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You need A sharp focus!


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Remember: Branding is all about finding a competitive mental angle


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Be BOLD


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Be specific


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Why has branding become so important ?


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“In today’s world, people want to buy the product (or service) that says the right ting about them.” John Hegarty


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As consumers we use brands to communicate & reinforce our self image…


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Self image = I’m cool I’m wealthy I’m liked I’m religious I’m ethical I don’t care I’m healthy I’m a rebel I’m thrifty I’m a geek I’m a hippy I’m young I’m single I’m bright I’m serious


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And generate peer group approval! !


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“Our lives are increasingly driven by fashion and style, not just the clothes we wear, but how our homes are styled, the food we eat, and the car we drive” John Hegarty


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“How is your brand building a bridge between who your consumers are and who they want to be?”


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Take away less ons…


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Take away lessons •  We live in an over-communicated society •  Today’s real competition is the extreme clutter of the marketplace •  In order to cut through, an effective branding programme needs a sharp focus and simple message •  Customers buy brands to help build and reinforce their self image •  And belong to the right tribe


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creating your own brand


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Step one name


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Types of name Types For example Playful >> Origin >> Invented >> Descriptive >> Technical >> Conjoined >> Acronym >> Yahoo, Monster, yelp, google, FCUK Ford, Rolls Royce, The north face Kodak, vimto, viagra Volkswagon, holiday inn, sofa.com Panasonic, Xerox Fedex, microsoft Bmw, bbc, nhs, ibm


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Key naming criteria •  Is your first impression of the name strong •  Is it easy to read/pronounce •  Is it satisfying to say •  Is it short & memorable •  Does it sound credible •  Is it registerable and protectable


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Naming inspiration…


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www.panabee.com


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www.leandomainsearch.com


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www.domai.nr


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Name availability…


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www.123-reg.co.uk


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www.canva.com


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www.patent.gov.uk


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www.gov.uk/get-information-about-a-company


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Here’s one I did earlier…


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Step two only…


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1. CATEGORY: The ONLY motorcycle manufacturer 2. USP: that makes big, loud motorcycles 3. CUSTOMER: for macho guys (macho “wannabees”) 4. NEED: who want to join a gang of cowboys 5. MARKET: mostly in the United States 6. TREND: in an era of decreasing personal freedom


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What makes you the only? We are the ONLY: That: For: Who: In: In an era when:


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Step three story


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Brand storyboard Once upon a time… He/she always… But always had a problem… He/she tried to solve it… But he/she wished that… Until one day… Unlike his/her solution, this… His/her wish came true: to…


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Brand storyboard Once upon a time… He/she always… But always had a problem… He/she tried to solve it… Until one day… Unlike his/her solution, this… His/her wish came true: to… ain Who is the m ur in yo character story? But he/she wished that…


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Brand storyboard Once upon a time… ain Who is the m ur in yo character story? But he/she wished that… He/she always… But always had a problem… He/she tried to solve it… Unlike his/her solution, this… His/her wish came true: to… Describe some of the main tasks this person regularly undertakes Until one day…


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Brand storyboard Once upon a time… ain Who is the m ur in yo character story? But he/she wished that… He/she always… Describe some of the main tasks this person regularly undertakes Until one day… But always had a problem… He/she tried to solve it… Describe t he problem s main topping them from fulfillmen t Unlike his/her solution, this… His/her wish came true: to…


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Brand storyboard Once upon a time… ain Who is the m ur in yo character story? But he/she wished that… He/she always… Describe some of the main tasks this person regularly undertakes Until one day… But always had a problem… Describe t he problem s main topping them from fulfillmen t Unlike his/her solution, this… He/she tried to solve it… How is the aging customer man lve to partially so their problem His/her wish came true: to…


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Brand storyboard Once upon a time… ain Who is the m ur in yo character story? But he/she wished that… Outline the flaw s in the solutions the customer is currently using He/she always… Describe some of the main tasks this person regularly undertakes Until one day… But always had a problem… Describe t he problem s main topping them from fulfillmen t Unlike his/her solution, this… He/she tried to solve it… How is the aging customer man lve to partially so their problem His/her wish came true: to…


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Brand storyboard Once upon a time… ain Who is the m ur in yo character story? But he/she wished that… Outline the flaw s in the solutions the customer is currently using He/she always… Describe some of the main tasks this person regularly undertakes Until one day… w the Describe ho l il customer w t your learn abou brand But always had a problem… Describe t he problem s main topping them from fulfillmen t Unlike his/her solution, this… He/she tried to solve it… How is the aging customer man lve to partially so their problem His/her wish came true: to…


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Brand storyboard Once upon a time… ain Who is the m ur in yo character story? But he/she wished that… Outline the flaw s in the solutions the customer is currently using He/she always… Describe some of the main tasks this person regularly undertakes Until one day… w the Describe ho l il customer w t your learn abou brand But always had a problem… Describe t he problem s main topping them from fulfillmen t Unlike his/her solution, this… List some of the features that se t you apart He/she tried to solve it… How is the aging customer man lve to partially so their problem His/her wish came true: to…


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Brand storyboard Once upon a time… ain Who is the m ur in yo character story? But he/she wished that… Outline the flaw s in the solutions the customer is currently using He/she always… Describe some of the main tasks this person regularly undertakes Until one day… w the Describe ho l il customer w t your learn abou brand But always had a problem… Describe t he problem s main topping them from fulfillmen t Unlike his/her solution, this… List some of the features that se t you apart He/she tried to solve it… How is the aging customer man lve to partially so their problem His/her wish came true: to… Clearly define the aspiration your brand fulfills


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Step four logo


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Types of logo •  Wordmarks •  Letterforms •  Pictorial •  Abstract marks •  Emblems •  Characters


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Logo symbolism Image Association Technology ! ! ! ! cooking conversation exploration


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symbolism Image Association cooking ! ! ! ! conversation exploration technology Brand id


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Sector language


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www.designmatic.com


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www.fiverr.com


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www.99designs.co.uk


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Here’s one we did earlier…


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Step five tagline


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Step six design


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Picking the right colour


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Think about colour


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Colour communicates value


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For example


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Think about typography Formal Informal VS SERIF TYPEFACE SANS SERIF TYPEFACE


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Think about typography


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www.dafont.com


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Cool design tools…


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www.canva.com


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www.piktochart.com


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www.picmonkey.com


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www.stockpholio.com


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www.photopin.com


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www.wordswag.co


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Final comments •  What’s your position? •  How are you different? •  How obvious is this to you customers (or target customers)? •  How are you making design decisions to bring your brand to life?


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Questions


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Thank you!!!


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Buy these books…


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