bbs lecture
TRANSCRIPT
Branding f0r startups
@benmumbycroft
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
Today’s session
A little bit
About me
Enterprise education Marketing
Will be talk about branding for food.
@oneltd
“Products are created in the factory, but brands are created in the mind.”
Walter Landor
What you stand for in the mind of your customers (and potential customers)
A brand is…
It’s NOT a logo…
“A brand is the most valuable piece of real estate in the world: a corner of someone’s mind”
John Hegarty
The process of finding a simple idea that
separates you from your competitors
Branding =
For example…
Safety
For example…
Safety Luxury
For example…
Safety Luxury Performance
For example…
Reliability???
For example…
“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
What compelling reason might make people want to
buy this new sports car?
Or, to put it another way…
You need to Make your cow different from all the other cows in the
field…
From this…
To this!
Successful brands stand for something
in the minds of target customers
At their core is A differentiating idea that marks them out
it might be all about
speed
it might be all about
originality
it might be all about
design
it might be all about
choice
it might be all about
ethics
it might be all about
safety
It might even be all about
badass-ness
“If you don’t supply a compelling reason, then you better have a very
good price.”
Jack Trout
Beware The
commodity price trap!!!
Branding is all about finding a competitive mental angle & owning a piece of this
question
Why did BMW call the Mini a Mini and not a BMW 1-Series?
Question…
Why did NEW Coke flop?
What stops Apple introducing a range of no frills, budget
workstations?
WHAT STOPS Disney producING a hard-hitting, gritty drama about
sexually active teenagers?
Brands go bad when they don’t deliver
what they promise…
No, it’s much worse!!!
Mind the brand gap!!!
Everything you do to communicate your brand to potential
customers
Brand identity =
Logo Tagline Visual language
Tone of voice
Name
People experience behaviour story
BMW High Performance, German
engineering
Logo
Tagline
Experience
People
Visual style
Good design is key to performance!
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
Take away lessons
question
Why does being different matter so
much?
“today we live in an over-communicated society. Every year we send out more but receive less.”
Jack Trout
Circa 1979
today!
“Today’s real competition doesn’t come from direct or even indirect competitors. It comes from the extreme clutter of the marketplace.” Marty Neumeier
What is a brand?
The human mind deals with clutter the best way it can
What is a brand?
by blocking it out!
What is a brand?
To build a brand in the mind of your customer you need to cut
through the clutter…
You need A sharp focus!
Remember: Branding is all about finding a competitive mental angle
Be BOLD
Be specific
Why has branding become so
important ?
“In today’s world, people want to buy the product (or service) that says the right ting about them.”
John Hegarty
As consumers we use brands to communicate
& reinforce our self image…
Self image =
I’m cool I’m wealthy I’m healthy I’m a geek I’m single
I’m religious I’m a rebel I’m a hippy I’m liked I’m bright
I’m ethical I don’t care I’m thrifty I’m young I’m serious
And generate peer group approval!
!
“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
“How is your brand building a bridge between who your consumers are and who they want to be?”
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
Take away lessons
creating your own brand
Step one
name
Types of name
Types For example
Playful >> Yahoo, Monster, yelp, google, FCUK
Origin >> Ford, Rolls Royce, The north face
Invented >> Kodak, vimto, viagra
Descriptive >> Volkswagon, holiday inn, sofa.com
Technical >> Panasonic, Xerox
Conjoined >> Fedex, microsoft
Acronym >> Bmw, bbc, nhs, ibm
• 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
Key naming criteria
Naming inspiration…
www.panabee.com
www.leandomainsearch.com
www.domai.nr
Name availability…
www.123-reg.co.uk
www.canva.com
www.patent.gov.uk
www.gov.uk/get-information-about-a-company
Here’s one I did earlier…
Step two
only…
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
We are the ONLY:
That:
For:
Who:
In:
In an era when:
What makes you the only?
Step three
story
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…
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…
Who is the main
character in your
story?
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…
Who is the main
character in your
story?
Describe some of the main tasks this person regularly
undertakes
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…
Who is the main
character in your
story?
Describe some of the main tasks this person regularly
undertakes
Describe the main problem stopping them from fulfillment
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…
Who is the main
character in your
story?
Describe some of the main tasks this person regularly
undertakes
Describe the main problem stopping them from fulfillment
How is the
customer managing
to partially solve
their problem
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…
Who is the main
character in your
story?
Describe some of the main tasks this person regularly
undertakes
Describe the main problem stopping them from fulfillment
How is the
customer managing
to partially solve
their problem
Outline the flaws in the solutions the customer is
currently using
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…
Who is the main
character in your
story?
Describe some of the main tasks this person regularly
undertakes
Describe the main problem stopping them from fulfillment
How is the
customer managing
to partially solve
their problem
Outline the flaws in the solutions the customer is
currently using
Describe how the
customer will
learn about your
brand
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…
Who is the main
character in your
story?
Describe some of the main tasks this person regularly
undertakes
Describe the main problem stopping them from fulfillment
How is the
customer managing
to partially solve
their problem
Outline the flaws in the solutions the customer is
currently using
Describe how the
customer will
learn about your
brand
List some of the features that set
you apart
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…
Who is the main
character in your
story?
Describe some of the main tasks this person regularly
undertakes
Describe the main problem stopping them from fulfillment
How is the
customer managing
to partially solve
their problem
Outline the flaws in the solutions the customer is
currently using
Describe how the
customer will
learn about your
brand
List some of the features that set
you apart
Clearly define the aspiration your brand fulfills
Step four
logo
• Wordmarks
• Letterforms
• Pictorial
• Abstract marks
• Emblems
• Characters
Types of logo
Image Association Technology
!!!!
cooking
conversation
exploration
Logo symbolism
Image Association Brand id cooking
!!!!
conversation
exploration
technology
symbolism
Sector language
www.designmatic.com
www.fiverr.com
www.99designs.co.uk
Here’s one we did earlier…
Step five
tagline
Step six
design
Picking the right colour
Think about colour
Colour communicates value
For example
Formal VS Informal SERIF TYPEFACE SANS SERIF TYPEFACE
Think about typography
Think about typography
www.dafont.com
Cool design tools…
www.canva.com
www.piktochart.com
www.picmonkey.com
www.stockpholio.com
www.photopin.com
www.wordswag.co
• 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?
Final comments
Questions
Thank you!!!
Buy these books…