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Mark Bunker Former Director of Design at Noble Inc Founder of Grey Gorilla Design Branding Beyond a Logo

WordCamp Orlando: November 2013

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A brief presentation on some easy to use tools for designers and small business to build their brands from the inside out.

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Page 1: WordCamp Orlando: November 2013

Mark BunkerFormer Director of Design at Noble Inc

Founder of Grey Gorilla Design

BrandingBeyond a Logo

Page 2: WordCamp Orlando: November 2013

Big to Small

Page 3: WordCamp Orlando: November 2013

>$6,000,000,000in revenue 2012

Page 4: WordCamp Orlando: November 2013

<$1,500,000in revenue 2012

Page 5: WordCamp Orlando: November 2013

THEN NOW

“HERE’S OUR PROBLEM.WE NEED A SOLUTION.”

Page 6: WordCamp Orlando: November 2013

THEN NOW

“WE NEED A .”

“HERE’S OUR PROBLEM.WE NEED A SOLUTION.”

Page 7: WordCamp Orlando: November 2013

Touch Points

Brand EssencePo

sitioning & Strategy

CoreValues

Page 8: WordCamp Orlando: November 2013

Touch Points

Brand EssencePo

sitioning & Strategy

CoreValues

Page 9: WordCamp Orlando: November 2013

CONSISTENCY

AUTHENTICITY

DURABILITY

A BASIS FORMAKING EDUCATEDDESIGN DECISIONS

Touch Points

Brand EssencePo

sitioning & Strategy

CoreValues

Page 10: WordCamp Orlando: November 2013

CASE STUDY: STONY CREEK FARM

Page 11: WordCamp Orlando: November 2013

CORE VALUESVISION & MISSION STATEMENTS

VISION: Where you want to be in the future, often seems unattainable

MISSION:How you will reach your Vision with day to day actions

Page 12: WordCamp Orlando: November 2013

CORE VALUESVISION & MISSION STATEMENTS

VISION: To be THE premier destination and educator oforganic natural farming

MISSION:To educate and spread the message of organic farming,the importance of being connected to your food source, and thebenefits of eating good healthy food.

Page 13: WordCamp Orlando: November 2013

We’re the only

That o�ers

POSITIONING & STRATEGYDIFFERENTIATION

Page 14: WordCamp Orlando: November 2013

We’re the only

That o�ers

For

In

Who want

In a time .

What

How

Who

Where

Why

When

POSITIONING & STRATEGYDIFFERENTIATION, VALUE, & TARGET MARKET

Page 15: WordCamp Orlando: November 2013

We’re the only Organic Farm

That o�ers Food, Lodging, and Education

For foodies and want to be foodies

In the greater NYC area

Who want to be more in touch with their food

In a time when people are more disconnectedfrom their food sources then ever.

What

How

Who

Where

Why

When

POSITIONING & STRATEGYDIFFERENTIATION, VALUE, & TARGET MARKET

Page 16: WordCamp Orlando: November 2013

POSITIONING & STRATEGYDIFFERENTIATION, VALUE, & TARGET MARKET

STRENGTHS WEAKNESSES

OPPORTUNITIES THREATS

Page 17: WordCamp Orlando: November 2013

POSITIONING & STRATEGYDIFFERENTIATION, VALUE, & TARGET MARKET

STRENGTHS WEAKNESSES

OPPORTUNITIES THREATS

Page 18: WordCamp Orlando: November 2013

POSITIONING & STRATEGYDIFFERENTIATION, VALUE, & TARGET MARKET

POSITIVE NEGATIVE

STRENGTHS WEAKNESSES

OPPORTUNITIES THREATS

Page 19: WordCamp Orlando: November 2013

POSITIONING & STRATEGYDIFFERENTIATION, VALUE, & TARGET MARKET

STRENGTHS· Two Channels: Farm Stay and Food Distribution· High Quality Products· Beautiful Property· Hard Working Employees· Farm Stay Partnership with Feather Down

WEAKNESSES· Few Food Distribution Channels· Limited Budget· Employees are Very Busy· Provide Expensive Goods and Services· No Brand or Name Recognition

OPPORTUNITIES· Organic/Green Trend· Proximity to NYC· Popularity of Farmer’s Markets· Health and Fitness Movement· Buy Local Trend

THREATS· Inclement Weather· Retail Outlets with Similar Cheaper Products· Government Regulations and Certifications· Farm Stays and B&Bs with Nicer Accommodations· Economy (less spend on vacations)

Page 20: WordCamp Orlando: November 2013

POSITIONING & STRATEGYMARKET SEGMENTATION

FOODIE/LOCAVORE

Sara RossAge: 31 Location: BrooklynRelationship Status: long term boyfriendLiving Status: renting apartment with boyfriendEducation: Parsons, Painting MajorFinances: no debt, little expendable incomeSocial life/Activities: bbq/dinner with friends, drinking at dive bars, avid concert goerMusic: indy bandsFavorite Television Show: Podcasts of NPRShops/Hangouts: neighborhood bar, neighbor-hood coffee shopLoves: dog, boyfriend, painting, music, the company of her friends, a good book, insight-ful conversationsWhere she buys food: local coop, farmers market, and neighborhood family owned groceryPrimary concerns: not compromising beliefs or morals

OCCASIONAL ORGANIC SHOPPER

Joan MathewsAge: 43Location: Nyack, NYRelationship Status: married with two kidsLiving Status: suburban homeEducation: Lehigh, Communications MajorWork: stay at home mother, volunteers for charities and churchVehicle: QX4Finances: saving for college tuitionsSocial life/Activities: tennis/swim club, church group, and kids sportsMusic: John MayerFavorite Television Show: Desperate House-wives, Grey’s Anatomy, GleeShops/Hangouts: Tennis Group, PTALoves: kids, husbandWhere she buys food: Whole Foods, ShopRite farmers marketPrimary concerns: well being of her family

IN THE DARK, BUT PERSUADABLE

Jennifer RyanAge: 25Location: ManhattanRelationship Status: datingLiving Status: renting apartment with room-mateEducation: Bucknel, Marketing MajorWork: marketing associate at major Ad FirmVehicle: public transportationFinances: spends freelySocial life/Activities: bars and clubs with friendsMusic: Band of Horses, Jay-z, Favorite Television Show: The Of�ice, Always Sunny in Philadelphia, Project RunwayShops/Hangouts: Satrbucks, Sushi BarLoves: friends, family, lifestyle, freedomWhere she buys food: Fresh Direct, Trader Joes, local grocery store Primary concerns: having fun and looking good

Page 21: WordCamp Orlando: November 2013

POSITIONING & STRATEGYSTRATEGY & ACTION PLAN

LOCAVORE

OCCASIONAL ORGANIC SHOPPER

IN THE DARK, BUT PERSUADABLE

FARMSTAY FOODSCF

COMMUNITY

Level of Commitment to the Movement

Low

High

Potential Market Current Market

Page 22: WordCamp Orlando: November 2013

BRAND ESSENCETONE AND BRAND VOICE

SIMPLE

2 21 10

WARM

MODERN

FUTURISTIC

EVOLUTIONARY

SERIOUS

CONSERVATIVE

INDUSTRIAL

DO IT YOURSELF

COMPLEX

COLD

OLD FASHIONED

NOSTALGIC

REVOLUTIONARY

LIGHT HEARTED

PROGRESSIVE

ORGANIC

PROFESSIONAL

X

X

X

X

X

X

X

X

X

Page 23: WordCamp Orlando: November 2013

BRAND ESSENCEVISUAL LANGUAGE

Page 24: WordCamp Orlando: November 2013

email [email protected] @thegreygorilla