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1
How to be Memorable:Building the Early Brand
Michelle PujadasFounder, co-CEO
Zer0 to 5ive
Presentation at the Corzo Center/University of the Arts, November 1, 2012
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Agenda
• Defining “brand”
• Creating a brand – Steps 0 to 5
• Defining brand success
• Interactive discussion: brand and positioning
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What Is A Brand?
BRANDthe comprehensive identity of a company,
product and/or service in the mind of the buyer
corporate product service
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What Do Brands Embrace?
• Name• Images – logo, colors, design• Spokesperson, mascot• Tagline• Audio jingle/special sound• Perceptions – based on brand attributes• Experience – with the company/product
itself, including smell and taste• Message(s)• Medium• Pricing• Packaging
Brands should embody your core value proposition
Brands Are One Way We Categorize Things
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McDonalds
Fast foodKid-orientedGreat friesConvenientFattening
Step 0
Define your brand (product or service)
1. What is it?
2. Who is it for?
3. What does it do/provide?
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Step 2
Name your brand – approaches (strongest to weakest*)
1. Invented
2. Arbitrary
3. Suggestive
4. Semi-descriptive
5. Descriptive
6. Generic
7. Family name
8. Initials
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Pantone
Apple
Juicy
Microsoft
Gucci
BMW
*from Signature Strategies
Step 3
Position your brand
1. Positioning statement/value prop
2. Key brand messages
3. Brand promise
4. Tagline
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For <buyers>
Who are dissatisfied with <key pain points/current market alternative>
Product/service is a <category> that provides <key benefit>
Unlike <primary competitive alternative>
Product/service provides <statement of primary differentiation>
Who Is Your Target?
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From: We Are All Weird, by Seth Godinhttp://rkbookreviews.wordpress.com/category/marketing-trends/
What Defines Brand Success?
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At the time of her death, Mother Teresa's Missionaries of Charity had over 4,000 sisters, and
an associated brotherhood of 300 members, operating 610 missions in 123 countries.
Wikipedia
The Index Card
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What Is Your Brand? What would you put on your index card?
What Does Your Brand Deliver?What Are The Brand Attributes You Want Associated With Your Brand?
Be Clear − Be Honest Show Uniqueness − Have A VoiceShare Your Vision − Show Emotion
Positioning Your Brand
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For <buyers>
Who are dissatisfied with <key pain points/current market alternative>
Product/service is a <category> that provides <key benefit>
Unlike <primary competitive alternative>
Product/service provides <statement of primary differentiation>
A template for definingyour brand’s position in the market