To give you a little more background on me and why I’m here talking to you today about branding... My career has been built around helping companies bring their brands to life. While I have my own consulting company now, I most recently worked with Foodspotting and the Computer History Museum to implement a slew of programs as extensions of their brands. I’ll be using Foodspotting as the primary example today. I love branding and think that it’s a series of super important decisions for companies to embark on.
When you’re creating a startup or a company, everything you do should branch out from your brand.
I like to think of branding as a house Your logo and design are the front And then everything else your company does is the interior Why should anyone want to come in?
Not only is your brand your first impression where you need to create an immediate, thoughtful sense of style and aesthetic, you need to also follow this through to the very end of your user’s experience of your product and your community. Because of that, it sets a tone and an environment for your community to grow within. And based on what your brand is and the story it’s telling, your brand will naturally appeal to certain people.
These are the foundations for the house that is your brand, to use that same analogy. Determine your company’s ideals, what matters to the company and your mission. ... Setting a brand personality governs how your company interacts with your users. This exercise usually involves “what we are” and “what we aren’t” ... Branding goes beyond your logo and website design, you need to integrate your brand into every marketing program, every event, every product you produce. ... Most importantly - is this all consistent and cohesive?
Alexa the CEO and co-founder got the idea of Foodspotting from traveling to Asia and discovering many different foods She came back and had a hard time finding these dishes so worked on building a dish-based reviews app. Focused on what to eat, versus which restaurants to eat at.
When I first joined Foodspotting, still early in its life, we got together for a very foundational brainstorm to determine major elements of our brand. We all agreed on the core values being dining and dish-focused, inclusive meaning any one with any diet was welcome, educational - as we wanted to attract an adventurous, curious crowd, and cared about the restaurant owners. We targeted primarily 25 to 45 year olds, with enough disposable income to be dining enthusiasts. As for the brand’s personality: We are fun, casual, authentic, approachable. We aren’t exclusive snobby, all about high-end cuisine. And the programs we rolled out to extend the brand included partnerships, events, blog, social media, videos and eat-ups. We used the core values and brand personality as guide posts for what we did and how we approached it.
Foodspotting’s visual branding went through two major phases. Phase 1 attracted an audience that was mostly focused on food photography, thanks to the icon. It was a double edged sword because it helped create content early on, but as we grew, it became more and more alienating to the mainstream community. Given that one of our core values is to be inclusive, we had to update our logo/icon to generalise the first impression.
So Phase 2 of Foodspotting’s brand was much more general, still maintaining many of the original elements, but now, it didn’t turn certain users off.
Car brands are always great examples. You can see that these two websites are VERY similar in structure, but they call to different audiences. There’s probably some rule about the best angle to photograph cars.
Gender neutral Informative
Male versus female
Branding – Fiona Tang, FoodSpotting
What’s In A Brand?@yayfiona
Takeaways• Why branding is important• Building a strong brand• Foodspotting’s brand & what worked• Examples of good branding• Things to remember
• CoreValues: Dining and dish-focused, inclusive,educational, care about the restaurant owners• Target Audience: People who eat out often in majorcities around the world• Brand Personality:• We are: Fun, casual, authentic, approachable• We aren’t: Exclusive, snobby, all about high-endcuisine• Brand Life-bringers: Partnerships, events, blog, socialmedia, videos, eat-ups
• Define your core values, target audienceand brand personality• Be consistent - use your core values andbrand personality as guides• Be thoughtful about who your branding willattract• Find authentic ways for you to bring yourbrand to life• Fin