what\'s that branding buzz?
DESCRIPTION
Presented by Julia Reich of Julia Reich Design, 6/2/2010 at the Stardust Entrepreneurial Institute in Auburn, NY.TRANSCRIPT
Julia Reich Design
what’s that Branding
BUZZ? How to Distinguish Your Company with a Strong Brand
Presented June 2, 2010 for the Coffee & Content series at
2Branding yoUr BUsiness witH jUlia reich design
we are a team of design, Branding, marketing, & other creative professionals dedicated to helping BUsinesses and organiZa-tions sUcceed in the marketplace with visUal commUnications.
Led by Julia ReichPrincipal & Creative DirectorOver 10 years experiencehelping organizations communicate— with creativity, passion, and intelligence.
clients
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4Branding yoUr BUsiness witH jUlia reich design
oUr areas of expertise inclUde
Slow Food USA | quarterly magazIne
Julia Reich Design
[email protected] | ph: 315-364-7190 | www.juliareichdesign.com
Slow Food USAQuarterly National Magazine
Publication Design
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oUr areas of expertise inclUde
Print Design
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oUr areas of expertise inclUde
Event Collateral
7Branding yoUr BUsiness witH jUlia reich design
oUr areas of expertise inclUde
Hawthorne Valley Farm | yoguRt cup PackagIng & logo deSIgn
Biodynamic® Organic Yogurt
MAPLE VANILLA
Haw
th
orne Valley Farm
Biodynamic® Organic Yogurt
Haw
th
orne Valley FarmPLAIN
Julia Reich Design
[email protected] | ph: 315-364-7190 | www.juliareichdesign.com
PackageDesign
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oUr areas of expertise inclUde
website Design
9Branding yoUr BUsiness witH jUlia reich design
oUr areas of expertise inclUde
Logos
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oUr areas of expertise inclUde
Branding
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1. learn what branding is2. Understand how a strong brand can
benefit your business or organization3. learn about the process of creating a
strong brand4. start you on the process of building
your brand
Q & A after, but feel free to ask questions along the way.
workshop oBjectives
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Branding what is it?
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14Branding yoUr BUsiness witH jUlia reich design
“a logo is a point of entry into a Brand”
—Milton Glaser
ok, so what is it??
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• The promise that resides in each customer’s mind about your company
• Your company’s personality• Everything a customer says about you
after they leave• People fall in love with brands and
are loyal to them - it’s an emotional connection
• The brand gets built into all your communication tools
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“prodUcts arecreated in the factory. Brands are created in the mind.”
—walter Landor
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18Branding yoUr BUsiness witH jUlia reich design
“Hi, I am a mac”I am cool, trendy, young, friendly, casual, reliable, fast, looking for fun,
“Hi, I am a PC”I am boring, formal, cold, old, unreliable, slow, not inspiring
BRAND PERSONA
• experiential communications apple experience3
19Branding yoUr BUsiness witH jUlia reich design
when is Branding needed?
20Branding yoUr BUsiness witH jUlia reich design
New company, new product I’m starting a new business. I need a business card and a website.
Name change Our name no longer fits who we are and the business we’re in.
Revitalize a brand We need to communicate more clearly about who we are. no one knows who we are. We want to appeal to a new market.
Revitalize a brand identity Our identity doesn’t position us shoulder-to-shoulder with our competitors. I’m embarrassed when I give out my business card. We’re a great company but we look behind the times.
Created an integrated system We don’t present a consistent face to our customers. Our packaging is not distinctive. Our competitors look better than us and their sales are going up.
When companies merge We want to build on the brand equity of the merging companies.
Brand toUchpoints
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trade shows
point of pUrchase
telephone yoUr Brand
presentations
press releases
advertising
signage
packaging
weBsites
BUsiness cardsprodUcts service
proposals
sales promotions
newsletters
voice mail
networking
differentiation: What makes your brand stand apart
Relevance: how appropriate this differ-ence is to the audience you want to reach
Esteem: how well regarded your brand is in the marketplace
knowledge: How well consumers know and understand your brand
the foUr Brand pillars
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differentiation
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24Branding yoUr BUsiness witH jUlia reich design
the Brand
process
Branding affects BUsiness performance
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Brandidea
cUstomerexperience
Brandperception
cUstomerBehavior
BUsinessperformance
Brand idea: what a brand stands for
Brand personality: the attitude it projects
verbal identity: its name and how it talks
visual identity: what it looks like
sensory identity: what it feels and sounds like
a Brand’s foUndational signals
26Branding yoUr BUsiness witH jUlia reich design
1. learn what branding is2. Understand how a strong brand can
benefit your business3. learn about the process of creating a
strong brand4. start you on the process of building
your brand
Q & A after, but feel free to ask questions along the way.
personality is....
27Branding yoUr BUsiness witH jUlia reich design 27Branding yoUr BUsiness witH jUlia reich design
“the UniqUe, aUthentic, and talkaBle soUl of yoUr Brand that people can get passionate aBoUt.”
— Rohit Bhargava, Personality Not Included: Why Companies Lose Their Authenticity and How Great Brands Get It Back
visUal identity
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Bold
Memorable
Immediately recognizable
Provides a clear and consistent image of your company
authentic
meaningful
differentiated
flexible
Has enduring value
criteria to determine effective Brand identity
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shape, color, & typography
30Branding yoUr BUsiness witH jUlia reich design
look & feel of a logo
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asc case stUdy
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marketing goals
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1. Grow the size of audience from the current demographic, to include U.S. college-age students and women in their 20’s-40’s, who have the income to afford a $180 pair of shoes that are handmade, natural, using best materials
2. increase internet sales
3. Convey an image of the shoes as ‘earthy’ and natural, and a quality handmade product
34Branding yoUr BUsiness witH jUlia reich design
“the new logo feels worn in, comfortaBle, and sincere like an old wax stamp”
—David Binns, Owner, ASC
asc case stUdy: Brand personality
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• Warm• Organic• Natural• Timeless• Simple• Modest• Independent• Unpretentious
• Honest• Sincere• Dependable• Quality• Fresh• Intelligent
asc case stUdy: visUal sUrvey
36Branding yoUr BUsiness witH jUlia reich design
Julia Reich Design | aurora shoe company | logo ideation, round 1 2
05 06
04
01
03
02
competitive logos01 ibex outdoor clothing
Simple, natural, hand drawn icon paired with serif & sans-serif modern typefaces.
02 horny toad
Youthful brand personality appeals to teens and outdoor types. Slanted typeface is dynamic; horned toad icon is cute and has attitude.
03 naot
Simplistic shoe shape encom-passes brand name; together with sun creates a natural landscape.
04 simple
Colorful layered version indicates youthfulness and fun; black version is as simple - yet impactful - as the name suggests.
05 terrasoles
Natural hand drawn typeface paired with abstract vegeta-tion pattern in an earthy color palette.
06 birkenstock
Rigid type accompanies seal of upside-down foot. Leads one to question whether this archaic logo has ever been updated since 1774.
Julia Reich Design | aurora shoe company | logo ideation, round 1 2
05 06
04
01
03
02
competitive logos01 ibex outdoor clothing
Simple, natural, hand drawn icon paired with serif & sans-serif modern typefaces.
02 horny toad
Youthful brand personality appeals to teens and outdoor types. Slanted typeface is dynamic; horned toad icon is cute and has attitude.
03 naot
Simplistic shoe shape encom-passes brand name; together with sun creates a natural landscape.
04 simple
Colorful layered version indicates youthfulness and fun; black version is as simple - yet impactful - as the name suggests.
05 terrasoles
Natural hand drawn typeface paired with abstract vegeta-tion pattern in an earthy color palette.
06 birkenstock
Rigid type accompanies seal of upside-down foot. Leads one to question whether this archaic logo has ever been updated since 1774.
asc case stUdy: prelim designs
37Branding yoUr BUsiness witH jUlia reich design
Julia Reich Design | aurora shoe company | logo ideation, round 1 4
concept 01:
Natural Footprint - verticalThese two logos are exactly the same except for the typeface choice, and both are shown in black and white and color. inside a footprint silhouette is a landscape portraying the “land of eternal dawn” - aurora, nY, along with cayuga lake and surrounding farm fields. This logo not only refers to aurora shoe company’s rural location, it also emphasizes how comfortable the shoes are - like walking barefoot through nature. The vertical orientation of the sun rays evoke toes at the top of the shoe. The footprint is facing up, communicat-ing the idea these feet are ‘going somewhere’. stylistically, the landscape is rendered like a woodcut, further emphasizing the natural, handmade quality of the shoes. The color palette is earthy yet hip - not boring. The logo on the left is possibly the most feminine of the logo concepts presented, due to the curvy typeface - an important factor, considering the stated desire to attract more women customers.
(Note: the typeface used on the left, Mason Sans, would need to be purchased for approx. $50)
JULIA REICH DESIGN | Aurora Shoe Company | Logo Ideation round 01 | presented 08_26_09
JULIA REICH DESIGN | Aurora Shoe Company | Logo Ideation round 01 | presented 08_26_09
Julia Reich Design | aurora shoe company | logo ideation, round 1 6
concept 03:
Big AThis icon is a mark formed from the shapes of the strap, buckle, and leather tongue that are present on the West indian style, but simplified and abstracted into a big letter ‘a’, for ‘aurora’. Furthermore, the horizon-tal strap is rendered to look like hand stitching. The two tones of dark red in the color version suggest the natural color of leather, but are not bright enough to be garish.
JULIA REICH DESIGN | Aurora Shoe Company | Logo Ideation round 01 | presented 08_26_09
JULIA REICH DESIGN | Aurora Shoe Company | Logo Ideation round 01 | presented 08_26_09
Julia Reich Design | aurora shoe company | logo ideation, round 1 9
concept 06:
Shoe Silhouettea simple and bold, yet clever logo. The words are inside the shoe shape - a reference to the fact that these natural, handmade shoes mold to uniquely fit your foot. The color options show an organic shade of dark red and also a soft, natural, grassy green. This version would look great as a stamp inside the shoe or on the sign outside the factory.
JULIA REICH DESIGN | Aurora Shoe Company | Logo Ideation round 01 | presented 08_26_09
JULIA REICH DESIGN | Aurora Shoe Company | Logo Ideation round 01 | presented 08_26_09
Julia Reich Design | aurora shoe company | logo ideation, round 1 8
concept 05:
Simply GrassWithin a fresh, modern, sans serif typeface are blades of grass. like the Terrasoles logo, this mark communi-cates simplicity and nature. The color version is rendered in a soft, grassy green.
(Note: the typeface used here, Houschka, would need to be purchased for approx. $50)
JULIA REICH DESIGN | Aurora Shoe Company | Logo Ideation round 01 | presented 08_26_09
JULIA REICH DESIGN | Aurora Shoe Company | Logo Ideation round 01 | presented 08_26_09
Julia Reich Design | aurora shoe company | logo ideation, round 1 5
concept 02:
Natural Footprint - horizontalThese are similar to the previous concepts, only showing a different color option for the text and different typefaces. The landscape is perhaps easier to ‘read’ in this horizontal orientation. using a light shade of the dark red for the text renders the icon bold and impactful. The undulating edges of the letterforms mimics the organically drawn sun rays.
(Note: the typeface used here, TS Worchester, would need to be purchased for approx. $50)
JULIA REICH DESIGN | Aurora Shoe Company | Logo Ideation round 01 | presented 08_26_09
JULIA REICH DESIGN | Aurora Shoe Company | Logo Ideation round 01 | presented 08_26_09
asc case stUdy: revised designs
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A U R O R AS H O E C O.
A U R O R AS H O E C O.
A U R O R AS H O E C O.
A U R O R AS H O E C O.
A U R O R AS H O E C O.
A U R O R AS H O E C O.
A U R O R AS H O E C O.
PMS 7413 / 7504 PMS 7413 / 7504 PMS 7408 / 7504 PMS 718 / 7504 PMS 718 / 7504 PMS 7504 PMS 7504
1 1A 2 3 3A 4A 4A
asc case stUdy: final designs
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asc case stUdy: oUtcome
40Branding yoUr BUsiness witH jUlia reich design
asc case stUdy: oUtcome
41Branding yoUr BUsiness witH jUlia reich design
asc case stUdy: oUtcome
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asc case stUdy: oUtcome
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asc case stUdy: deliveraBles
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aurora shoe Company Brand IdentIty GuIdelInes
Brand messaGInG platform3
Purpose of These Guidelines As Aurora Shoe Company (ASC) continues to grow, it is important that we deliver a consistent message describing who we are, what we do, and what sets us apart from other footwear companies. These guidelines are provided to ensure the correct and consistent use of the brand identity system. Specific directions regarding the logo, typography, and color palette are included. As they are developed, design suggestions for other visual elements such as stationery, signage, website, and an email newsletter template can be added to help us manage our communication materials. By accurately implementing this brand identity system, we protect the equity of the ASC brand and better support its repositioning. Please use this guide to help bring the ASC brand to life across all communications.
Who We AreThe Aurora Shoe Company is a small company, about 20 years old, that makes hand crafted leather footwear. The company was founded on the idea that a good pair of shoes should be made well and fit comfortably. ASC uses American-made materials and assembles all of the shoes in house and by hand. ASC simple leather shoes are timeless in style and universal in their appeal.
Brand Personality
The Strategy Behind Our New IdentityThe concept behind our new logo is a round seal, resembling a sun, containing the centered letters ‘A’ and ‘S’, for “Aurora Shoe”. The circle lies in between the company name, spelled out. The sun/circle refers to the word aurora which means ‘Land of Constant Dawn’ and is the place where the factory is located.
Font and color choices were made specifically to convey the brand personality adjectives listed above.
In the logo, the central seal and the letters within are rendered in a loose handwritten brush stroke, which conveys the handmade nature of ASC shoes.
The logo font, Bell Gothic, is simple, clear, and unadorned, echoing similar qualities as Aurora Shoe Company’s personality.
The two logo colors, a light brown/mauve paired with a goldenrod yellow, are fresh, warm, unpretentious, and evoke the color of natural leather.
The new logo feels, in the words of ASC’s owner, “worn in, comfortable, and sincere like an old wax stamp”.
Version 1.0 © Aurora Shoe Company 2010 Brand Identity Guidelines Julia Reich Design | juliareichdesign.com | 315.364.7190
• Warm• Organic• Natural• Timeless• Simple• Modest• Independent
• Unpretentious• Honest• Sincere• Dependable• Quality• Fresh• Intelligent
aurora shoe Company Brand IdentIty GuIdelInes
asC maIn loGo, GraysCale and BlaCk & whIte5
The Aurora Shoe Company logo must always appear as shown on this page, the previous page, and the next several pages. Never attempt to redraw or re-scale the logo or add other graphic elements to its presentation. Use the logo in approved colors only.
This main version should be used as much as possible, however, a knock out version is provided for those instances when you need an open version where the ink does not fill in.
Digital Files Electronic Aurora Shoe Company logo files are available in eps, gif, and jpeg formats. The files are available on the provided CD.
grAYSCAlE lOgOFile Name: ASC_logo_grayscale_main.eps File Name: ASC_logo_ko_grayscale_main.eps Use for newspapers and press releases, faxes or anything to be photocopied.
blACk & WHITE lOgOFile Name: ASC_logo_bw_main.eps File Name: ASC_logo_ko_bw_main.eps Use for newspapers and press releases, faxes or anything to be photocopied.
Version 1.0 © Aurora Shoe Company 2010 Brand Identity Guidelines Julia Reich Design | juliareichdesign.com | 315.364.7190
aurora shoe Company Brand IdentIty GuIdelInes
asC maIn loGo, Color
Knock out (ko) version
Main version
4
The Aurora Shoe Company logo must always appear as shown on this page and the next several pages. Never attempt to redraw or re-scale the logo or add other graphic elements to its presentation. Use the logo in approved colors only.
This main version should be used as much as possible, however, a knock out version is provided for those instances when you need an open version where the ink does not fill in.
Digital Files Electronic Aurora Shoe Company logo files are available in eps, gif, and jpeg formats. The files are available on the provided CD.
FOUr COlOr lOgOFile Name: ASC_logo_cmyk_main.eps File Name: ASC_logo_ko_cmyk_main.eps Use for four color print projects such as brochures.
TWO COlOr lOgOFile Name: ASC_logo_spot_main.eps File Name: ASC_logo_ko_spot_main.eps Use for two-color print projects on coated paper that use spot colors (ie, Pantone or PMS) such as stationery.
File Name: ASC_logo_spotU_main.eps File Name: ASC_logo_ko_spotU_main.eps Use for two-color print projects on uncoated paper that use spot colors (ie, Pantone or PMS) such as stationery.
rgb lOgOFile Name: ASC_logo_rgb_main.gif File Name: ASC_logo_rgb_main.jpg File Name: ASC_logo_ko_rgb_main.gif File Name: ASC_logo_ko_rgb_main.jpg Use for electronic applications such as video and web.
Version 1.0 © Aurora Shoe Company 2010 Brand Identity Guidelines Julia Reich Design | juliareichdesign.com | 315.364.7190
aurora shoe Company Brand IdentIty GuIdelInes
loGo plaCement on photoGraphy
10
Use the full color version of the logo whenever possible when applying it to photographs. The preferred background color for a full color logo is white. If not possible, try to find a place on the photograph that allows the logo to stand out in the design. Avoid areas with sharp contrast in color. Search for photos that have small areas of calm where the logo can be placed and stand out. If it is necessary to place the logo on a dark background or busy photograph, please use the boxed version (which has a white background in conjunction with the logo), the one-color version with the knock out white text, or the knock out version shown on the previous pages.
Digital FilesbOXED File Name: ASC_logo_cmyk_main_box.eps File Name: ASC_logo_cmyk_stack_box.eps
kNOCk OUT WHITE TEXT File Name: ASC_logo_1c_cmyk_main.eps File Name: ASC_logo_1c_cmyk_stack.eps
kNOCk OUT CIrClE File Name: ASC_logo_ko_cmyk_main.eps File Name: ASC_logo_ko_cmyk_stack.eps
Version 1.0 © Aurora Shoe Company 2009 Brand Identity Guidelines Julia Reich Design | juliareichdesign.com | 315.364.7190
Version 1.0 © Aurora Shoe Company 2010
Prepared by Julia Reich Design | juliareichdesign.com | 315.364.7190
Brand IdentIty GuIdelInes
45Branding yoUr BUsiness witH jUlia reich design
Branding for yoUr BiZ
1. what are we selling?2. who is it intended for?3. What is the benefit to customers?4. How will we communicate our brand?5. how are we currently positioned in the
marketplace?6. What are our core values?
Brand strategy
46Branding yoUr BUsiness witH jUlia reich design
the BlUrB worksheet
47Branding yoUr BUsiness witH jUlia reich design
1. What do you currently say when someone asks what you do?
2. First (if this isn’t different from above) say what you do by labeling yourself. For example: I’m a database marketing consultant.
3. your 15–word Blurb should answer the question “what do you do?” with three important pieces of information: what you do, who you do it for and what they get. Complete the formula: what you do For Whom what they get
4. turn that into your 15–word Blurb
5. Now write that blurb from a “helping perspective”: I help (who?) (do what?) (so they can)
6. Write a version that your mother would understand. Make it as clear as possible since she doesn’t get your work, much less the specifics of what you do.
attriBUte spectrUm
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Necessity >>
Expensive >>
Light >>
Formal >>
Exotic >>
Discreet >>
Hi-Tech >>
Heritage >>
Modern >>
Quiet >>
Simple >>
Subdued >>
Black & White >>
Feminine >>
Raw >>
<< Luxury
<< Economical
<< Serious
<< Casual
<< Commonplace
<< Aggressive
<< Homemade
<< Ground Breaking
<< Classic
<< Loud
<< Complex
<< Bright
<< Colorful
<< Masculine
<< Refined
m m m m m m m
m m m m m m m
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m m m m m m m
m m m m m m m
m m m m m m m
m m m m m m m
m m m m m m m
m m m m m m m
m m m m m m m
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1. A brand is the promise that resides in each customer’s mind about your company
2. A strong brand can help you convey your personality and values
3. A brand is everything a customer says about you after they leave
4. A strong brand is essential to appeal to customers & stand out in the marketplace
5. People fall in love with brands and are loyal to them - it’s an emotional connection
6. Branding is a process that moves from research to outreach
7. A strong brand extends through all marketing materials
8. your logo is the entry point for your brand
9. The visual aspect is very important, as people use vision to gain information about the world
10. Through repeated exposure, symbols, type & colors become extremely recognizable
take aways
49Branding yoUr BUsiness witH jUlia reich design
50Branding yoUr BUsiness witH jUlia reich design
thank yoU!julia@juliareichdesign.comwww.juliareichdesign.comjuliareich.wordpress.com @juliareichwww.linkedin.com/in/juliareichdesign315-364-7190