strategy and design ideas for successful branding...

Strategy and Design Ideas for Successful Branding, Packaging and Sales Development John Recca BrandWerks Group

Brands that Work: Some Numbers

•  55% of new businesses fail within five years. Top reasons: Flawed business planning, poor cash flow management, and products/brands that don't thrill customers.

•  Initial entrants can expect a 31% market share. Number four? 12%. The lesson: Plan and go…but be different.

Source: PIMS, Business Week

“Our shelf space is limited. For us to take on another item, your product must be different. It must give our shoppers a reason to buy.” – Buyer, Albertsons

Be Different

A Brand is a distinguishing identity and fulfilled promise which benefits the customer.

A Simple Definition…

1/ The Brand

The “space” a brand occupies in the consumer’s mind

Brand Positioning

Brands are determined by their Unique Selling Proposition (“USP”):

•  Different, Interesting •  Competitive advantage •  Durable, lasting •  Converts Features…to

meaningful Benefit(s)

You can always count on Rocky Ford Cantaloupes™ to be sweet and juicy. It’s been that way for 125 years. Maybe it’s our higher altitude or our perfect growing climate of hot days and cool nights. Maybe it’s the extra care we go through to ensure quality and safety. Whatever it is, one bite and you’ll remember what it’s like to be carefree and experience the goodness of life on the farm.

Positioning Statement

Positioning: Converting Features to Benefits

http://www.youtube.com/rockyfordgrowers

The Brand Benefit: Up the Ladder

Brand Laddering A simple technique that “ladders” brand features up, into meaningful benefits •  What does your brand do best? •  Why is that important? •  …and why is that important? Here’s an example…

Brand Laddering (an example)

Q. What does your product do best?

A. Our jams and relishes are artistic…creative expression.

Q. Why is that important? A. We choose interesting,

flavorful ingredients. Q. And, why is that important? A. It gives our products youthful,

vibrant flavors, aromas and tastes.

Q.  And, why is that important? A. Because…

Elaine, Front Range Natural Foods

Before: brand, label, and image

The Brand Benefit

“…it will energize you and your culinary creations.”

Building Blocks

Your Vision is Important

Vision: “Warm, sunny, contemporary, organic palette of colors, orange/yellow, artsy, Mediterranean, Napa, wine, different, and elevated brand name”

Like the warming sun and nurturing earth, our gourmet creations will energize you and your culinary expressions. Enjoy the vibrant, youthful sensations of fresh ingredients, flavors and aromas, and discover the creative food art of Solterra Foods. New Brand Name: sun + earth = Solterra™

Positioning For Brand Name

Translating Positioning to Identity & Packaging

Solterra Foods: New Name, Identity, and Packaging

Positioning = Brand Story = Tagline

Solterra…Brand Story on Label

Tagline on Jar Lid

Brand Name & Tagline: Check and Protect

•  Conduct a thorough trademark search

•  Assess availability, reduce

legal risk, and protect your brand

•  Work with an trademark

attorney •  File with U.S. and state http://www.uspto.gov

“73% of consumers rely on packaging to aid their decision-making process at the point of purchase.” – International Journal of Retail & Distribution Management

2/ Branding & Packaging

Branding & Packaging a Product

•  Small Colorado company with limited distribution

•  Excellent, quality products –  Premium, 100% Natural –  Gluten-free –  Consumer, trade acceptance

•  Sub-premium, generic branding and packaging

Packaging (before)

Mulay’s Sausage

•  Authentic. Multi-generational recipes, and family heritage

•  Old World Artisan, “product purity”

•  Highest quality. “Best Damn Sausage”

Assess Your Strengths & Capabilities

Mulay Family

Assess The Competition; Look for Opportunity

“Competitive Packaging Sort”

“Mulay’s is carefully crafted from old world family recipes. Since 1326, our Sicilian family heritage and our commitment to quality have endured. Always pure, natural, and gluten-free, Mulay’s will take you to slower, simpler times when food was made to be enjoyed, and family and friends truly appreciated.”

Add Brand Positioning

Plan Creative Direction

BrandBrief™ •  The brand’s résumé •  A detailed creative brief •  “Ready-Aim-Fire” •  Strategy first…then

design –  Get it right the first time –  Save time, money!

Bring the Brand to Life

Capture the Brand Essence Image: Old World flavor. Passage of time, enduring. Simpler times, appreciation of heritage, ancestors, tradition. Character: Family. Craftsman, Artisan. Warm, Inviting.

Mulay Family Crest – 1326

Translate the Brand Strategy: Identity/Logo

New brand identity

Translate the Brand Strategy: Packaging

Packaging (after)

Good Packaging Sells!

“As I left the appointment the buyer couldn't say enough about the great packaging. I hear it all the time! Business is good, we love our branding.” Loree Mulay Weisman, Owner, Mulay's Sausage

“Your brand must stand out to get noticed. Many of our shoppers make their purchase decisions in seconds, not minutes.” – Whole Foods Market buyer (at food producer seminar)

(About 7 seconds to be exact!)

3/ Branding & Packaging Examples

Stand Out…With Your Product

New Scrambled Oats™ Ordinary Instant Oatmeal

Stand Out… With Your Logo

Stand Out…with your Package… and from Competition

…or the shape (and promise) of a new experience

Just another tea…

Stand Out…with your Package… and from Competition

Wystone’s World Teas…Unique hexagonal box and a mission to connect

Stand Out…with your Package… and from Competition

YaYa’s Kitchen…Pasta Sauces that say “WOW”

Pasta Sauces tomatoes, tomatoes, and

more tomatoes

Happy Body Bakery… It’s Hip…and Consistent to be Square

“Be The Brand”

“Be The Brand”: Positioning = Package

Fris Vodka Skandia…a “colder” and “better” bottle shape and design

“Be The Brand”: Positioning = Package

Mani Royal…an olive oil with real Greek heritage

“Rocky Mountain Popcorn is simple, honest popcorn. It’s light, fresh, crisp, and big…just like the clouds over the Rockies. When you eat a handful you’ll remember what popcorn is supposed to be, and what it feels like to be happy and free again.”

“Be The Brand”: Positioning = Imagery

“Be The Brand”: Elevate and Expand

…to national presence and broader consumer appeal

From local hero…

Schlereth’s Green Chili Sauce

jubilant + oh! = jubio name, logo, packaging…

A promise of healthy energy

Connect With Feeling and Emotion

Connect With Feeling and Emotion

•  Branding and packaging

evokes memories and feelings of the past

•  Reminiscent of old citrus labels, field boxes, farms, fruit stands, and…

•  …handmade quality

Aquamantra® Natural Spring Water Believing in the “Law of Attraction”: Inspiring health and well-being through the quality of your thoughts…and what you drink.

Know and Inspire Your Consumers

Be Different…Be Premium

BuffaLoam® Organic Compost The “Espresso” of Plant Foods

Be Different…Be Premium

BuffaLoam® Plant Food Compost Tea “Tea Time” for Your Plants

Be Practical…but Premium

Two Mile Creek Lower cost, industry standard jar and lid…

…but complementary, premium label design

Be Practical (and environmentally conscious)

…But Stand Out

Paradiso’s Gourmet Pizzelles The lowly Clamshell becomes “Oystershell”

A pearl of a package!

On average…

•  20% of a brand’s volume is new trial

•  80% are repeat purchases

…So stimulate trial to generate long-term sales volume!

4/ Sales Development

The “20/80” Rule

Sales Development: Demos

Demos: The most effective tool for getting consumers into your brand.

Mark Schlereth Schlereth’s Green Chili Sauce

Costco Demo

Sales Development: Increase Repeat Sales

Inside Package: “Bounce-Back” Coupon increases brand loyalty

Sales Development: Increase Usage

Inside Package: Recipe Ideas increases usage

Sales Development: Packaging as POP

Making it easier to gain foodservice distribution and increase sales!

Sales Development: Cross Merchandising

Give your customers a reason to promote… and consumers a reason to buy.

Plant Food and Orchids… a real (sales) growth combination!

On average… Sales increase +263% when your brand is on-sale at a reduced price. Sales lift is +420% when reduced pricing is combined with an in-store display. Source: Progressive Grocer

Sales Development: Promotion

BuffaLoam: Whole Foods

Sales Development: Price Promotion

Strategic Promotion Increase your consumer base…and long-term sales through periodic, seasonal price promotion.

Retail Sales Brochure

Sales Development: The Basics

Consumer Info Card

Price Sheet

Some Resources

BrandWerks Group

Full Service Brand Development •  Startups & New Ventures •  Business Strategy/Planning •  Legal (Entity, Trademarks, Patents) •  Brand Creation •  Packaging Design •  Graphic Design •  Advertising/Media •  Public/Media Relations •  Sales & Distribution •  Funding

Free Brand Assessment and 20% Discount on all services for Colorado Proud members

Download this Presentation: www.brandwerksgroup.com

Contact Info: John Recca BrandWerks Group 720.300.9955 John@brandwerksgroup.com