New Brand Media Brand Definition Workshop (Frankie & May)

Grady & Kern Brand Definition Workshop

AUTHOR: JONATHAN PORTER

10/04/2011

NEW BRAND MEDIA OWNS THE COPYRIGHT FOR THIS DOCUMENT AND ALL ITS CONTENTS.THIS PROPOSAL SHOULD BE CONSIDERED PRIVATE AND CONFIDENTIAL AND MAY NOT BE SHARED WITH ANY THIRD PARTY WITHOUT THE PRIOR WRITTEN PERMISSION OF NEW BRAND MEDIA LTD.

Tuesday, 26 April 2011

Brand Structure

We have devised a desired brand map for the Grady & Kern brand to:

1. Agree on the proposition together

2. Differentiate from our competition and establish a unique and desirable perception in the minds of our customers

1. Create a consistent reference point for all communications.

The Brand Map comprises:

• Company Values• Product Values• Tonal Values• Core Value


Brand Structure

Company Values

• These values represent what your company stands for - emotionally and practically

• They provide a reference point internally (for your staff) and externally (for your customers)

• They should embody how your organisation wishes to be perceived


Brand Map - Company Values

1 2 3 4

1 CORE BRAND ESSENCE2 COMPANY VALUES3 PRODUCT VALUES 4 TONAL VALUES

supportive?

loyal ambitious

personal fair


Company Values

LoyalWe make a commitment to our suppliersWe are loyal to our staff, supportive, acting as a good employer providing training, fair wages and good benefits including healthcareWe will be loyal to the community, looking to procure locally when possible, and secondly regionally

Ambitious (Champion)Our ambition is to raise the bar in terms of quality of goods and servicesOur ambition is to be not just a bit better than the competition, but a lot better

FairFair to our employees in terms of wages and benefitsFair to our suppliers in paying a fair priceFair to our customers in pricing

Personal (Accountable/Transparent)Our ambition is to know our regular customers by nameWe will know our local produce suppliers, visiting their farms and understanding their farming practices


Brand Structure

Product Values

• These values are the tangible manifestations of your product or service

• They describe the key attributes and characteristics of the product

• These key attributes must be borne in mind as the service is set up and developed


Brand Map - Product Values

1 2 3 4


loyal ambitious

personal fair

fresh

good for you quality/delicious

local

selected/ ‘hand-picked’ ?


Product Values

FreshOur locally sourced produce doesn’t travel far, from farm to store in 48 hoursOur produce is handled as little as possible so that it is undamaged

LocalOur commitment is to search for all produce locally first, and if not available locally, we will procure it from the region

Quality/DeliciousWe (Amy & I) have personally selected every item in store, choosing goods which are high in quality, and delicious... Anything in our store is something we would or do eat ourselves

Good for youWe choose our suppliers based on their farming practices, both organic and natural practices, i.e. no hormones, pesticides etc.


Brand Structure

Tonal Values

• These values will represent your brands tone of voice.

• This is how you would want your customers to describe the brand’s personality as if it was a human being.

• They are the words that describe your tone in all your communications e.g. web copy, e-mails, press releases, advertising etc.

• The tonal values are a fundamental part of the design brief you will use to direct the New Brand Media creative team, your internal designers, copy writers or any other creative or PR agencies working to promote the portal.


Brand Map - Tonal Values

1 2 3 4


loyal ambitious

personal fair

fresh

good for you quality/delicious

local

relaxed

fun hip

informed

informal


Tonal Values

HipNot in an NYC Upper East Side way, but we are well travelled, discerning, fashionableComfortably HipIf are a designer handbag, we are Coach not ChanelAccessible Hip – not intimidating

Fun (Happy/positive)We are long time friends, we work hard but have fun togetherOur employees have fun working here – we employ people we like and trust, and they are rewarded in returnWe all look forward to going into the store every day – this is a place were people want to work

InformedWe are well informed about our produce, we love cooking, and we have sampled cuisines from across the world, we will share our knowledge with our customersThrough our events and the information in store our customers will learn more about the health benefits of our foods, their provenance, and how best to prepare/cook them

Relaxed (informal? - Company values?)We’re particular, but not formal, we won’t stand on ceremonyOur employees wear a uniform, but we’re not in suits!Our employees look clean, well put-together and professional – you will be comfortable with them handling your food.


Brand Structure

Core Brand Value

• The final piece of the jigsaw and the foundation stone of our brand positioning.

• This is the single word or phrase that we should aim to own in our prospect’s mind.

• It should be a thought that no current competitor owns.

• It is the one thing that is inherently true and relevant to what we are and what our service offers.

• It is marketable, single-minded and simple.


Core Brand Value

Our recommended core brand value for Grady & Kern is:

“good food community”

‘Loyal’, ‘fair’, ‘good for you’

Our mission is to supply food that is good for you and your community.


Brand Map – Core Brand Essence

1 2 3 4


loyal ambitious

personal fair

fresh

healthy / good for you quality/delicious

local

good food community


Brand Structure

Positioning Statement

• The positioning statement should be used as a yardstick to allow objective assessment of all communications, brand developments and partnerships

• It is how we summarise our product, service and brand philosophy in one sentence


Positioning Statement

The vision:

“To be Erie’s provider of choice for the best quality, freshest and locally sourced produce, specialty meats and fish. Offering

customers a superior in-store experience and the convenience of home delivery.”

Positioning statement:

“fresh, locally sourced - good for you and your community”


Brand Names Considered

FortunaF R E S H G R O C E R S

Earnest & WolfFRESH GROCERS

Walnut & IvyF R E S H G R O C E R S

Saintly SustenanceF R E S H G R O C E R S

Good Food HoodF R E S H G R O C E R S

Trace & AbleF R E S H G R O C E R S

The Good Food FightF R E S H G R O C E R S

feelgoodF R E S H G R O C E R S

Saintly SourcedF R E S H G R O C E R S

Saintly SaucedF R E S H G R O C E R S

Frankie & MayF R E S H G R O C E R S

Field GoodF R E S H G R O C E R S


Final Brand Name



What is a Tagline?

• An effective tagline can help promote your business. Taglines are generally descriptive phrases that accompany a brand name. E.g Yell.com - The UK’s local search engine. They help explain what your business does or create an emotional response. Taglines need to be descriptive - they explain what your business does Emotional - they create a tone or feeling about your business.

• Taglines should be simple and memorable. Businesses with names that don't particularly resemble their products and services can use a tagline can help.

Rules In most cases, effective taglines are:• Short and simple (no more than 10 words) - the shorter the better• Positive - people like positive statements - negatives are a turn-off.• Interesting - the tagline should spark interest.• Timeless - your tagline will be around for 20yrs, so don't use text that will date it.• Tested - make sure you test the tagline on colleagues, business partners forfeedback before using it. Don't create a tagline by yourself


Tagline Tips

GOOD• Convey your differentiation and a clear benefit.• Clear and informative.• Just long enough - 6-8 words. Long enough to convey a thought

and short enough to be absorbed easily.• Personable, lively and sometimes clever!

BAD• Vague or generic• Too long


Tag-Lines - Ideas for discussion


Fresh, Local, Delicious

“good for you & your community”

Fresh, Local, Delicious

• The Best Ingredients, Naturally• Fresh Grocer• Your Local Grocer• Fresh Market



Final Decision:


Documents

New Brand Media Brand Definition Workshop (Frankie & May)