'

Creating an Awesome Brand

Понравилась презентация – покажи это...





Слайд 0

Branding f0r startups @benmumbycroft


Слайд 1

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


Слайд 2

A little bit About me


Слайд 3

Enterprise education Marketing


Слайд 4

Will be talk about branding for food. @oneltd


Слайд 5


Слайд 6


Слайд 7

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


Слайд 8

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


Слайд 9


Слайд 10

It’s NOT a logo…


Слайд 11

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


Слайд 12

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


Слайд 13

For example…


Слайд 14

For example… Safety


Слайд 15

For example… Safety Luxury


Слайд 16

For example… Safety Luxury Performance


Слайд 17

For example… Reliability???


Слайд 18

“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


Слайд 19

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


Слайд 20


Слайд 21

Or, to put it another way…


Слайд 22

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


Слайд 23

From this…


Слайд 24

To this!


Слайд 25

Successful brands stand for something in the minds of target customers


Слайд 26

At their core is A differentiating idea that marks them out


Слайд 27

it might be all about speed


Слайд 28


Слайд 29

it might be all about originality


Слайд 30


Слайд 31

it might be all about design


Слайд 32


Слайд 33

it might be all about choice


Слайд 34


Слайд 35

it might be all about ethics


Слайд 36


Слайд 37

it might be all about safety


Слайд 38


Слайд 39

It might even be all about badass-ness


Слайд 40


Слайд 41


Слайд 42

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


Слайд 43

Beware The commodity price trap!! !


Слайд 44

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


Слайд 45

question


Слайд 46

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


Слайд 47

Question… Why did NEW Coke flop?


Слайд 48

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


Слайд 49

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


Слайд 50


Слайд 51

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


Слайд 52


Слайд 53


Слайд 54


Слайд 55


Слайд 56

No, it’s much worse!!!


Слайд 57

Mind the brand gap!! !


Слайд 58


Слайд 59

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


Слайд 60

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


Слайд 61

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


Слайд 62

Good design is key to performance!


Слайд 63

Take away less ons…


Слайд 64

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


Слайд 65

question


Слайд 66

Why does being different matter so much?


Слайд 67

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


Слайд 68

Circa 1979


Слайд 69

today!


Слайд 70

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


Слайд 71

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


Слайд 72

What is a brand? by blocking it out!


Слайд 73

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


Слайд 74

You need A sharp focus!


Слайд 75

Remember: Branding is all about finding a competitive mental angle


Слайд 76


Слайд 77


Слайд 78


Слайд 79


Слайд 80


Слайд 81


Слайд 82

Be BOLD


Слайд 83

Be specific


Слайд 84

Why has branding become so important ?


Слайд 85


Слайд 86

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


Слайд 87

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


Слайд 88

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


Слайд 89

And generate peer group approval! !


Слайд 90


Слайд 91

“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


Слайд 92

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


Слайд 93

Take away less ons…


Слайд 94

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


Слайд 95

creating your own brand


Слайд 96

Step one name


Слайд 97

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


Слайд 98

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


Слайд 99

Naming inspiration…


Слайд 100

www.panabee.com


Слайд 101

www.leandomainsearch.com


Слайд 102

www.domai.nr


Слайд 103

Name availability…


Слайд 104

www.123-reg.co.uk


Слайд 105

www.canva.com


Слайд 106

www.patent.gov.uk


Слайд 107

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


Слайд 108

Here’s one I did earlier…


Слайд 109

Step two only…


Слайд 110

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


Слайд 111

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


Слайд 112

Step three story


Слайд 113

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…


Слайд 114

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…


Слайд 115

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…


Слайд 116

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…


Слайд 117

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…


Слайд 118

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…


Слайд 119

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…


Слайд 120

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…


Слайд 121

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


Слайд 122

Step four logo


Слайд 123

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


Слайд 124

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


Слайд 125

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


Слайд 126

Sector language


Слайд 127


Слайд 128

www.designmatic.com


Слайд 129

www.fiverr.com


Слайд 130

www.99designs.co.uk


Слайд 131

Here’s one we did earlier…


Слайд 132


Слайд 133

Step five tagline


Слайд 134


Слайд 135


Слайд 136


Слайд 137


Слайд 138


Слайд 139


Слайд 140


Слайд 141

Step six design


Слайд 142

Picking the right colour


Слайд 143


Слайд 144

Think about colour


Слайд 145

Colour communicates value


Слайд 146

For example


Слайд 147

Think about typography Formal Informal VS SERIF TYPEFACE SANS SERIF TYPEFACE


Слайд 148

Think about typography


Слайд 149

www.dafont.com


Слайд 150

Cool design tools…


Слайд 151

www.canva.com


Слайд 152

www.piktochart.com


Слайд 153

www.picmonkey.com


Слайд 154

www.stockpholio.com


Слайд 155

www.photopin.com


Слайд 156

www.wordswag.co


Слайд 157


Слайд 158

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?


Слайд 159

Questions


Слайд 160

Thank you!!!


Слайд 161

Buy these books…


Слайд 162


Слайд 163


×

HTML:





Ссылка: