I Love Entrepreneurs

MOVING YOUR IDEAS >> FORWARD >> Michelle Pujadas Founder, co-CEO Zer0 to 5ive 1Presentation at the Corzo Center/University of the Arts, November 17, 2011

Agenda • Defining “brand” • Creating a brand – Steps 0 to 5 • Brand success • Interactive brand discussion 2

PRODUCTS ARE MADE IN THE FACTORY, BUT BRANDS ARECREATED IN THE MIND - WALTER LANDOR 3

What Is A Brand? BRAND the comprehensive identity of a company, product and/or service in the mind of the buyer corporate product service 4

Brands Are One Way We Categorize Things McDonalds Fast food Kid-oriented Great fries Convenient Greasy and fattening 5

What Do Brands Embrace? • Name • Images – logo, spokesperson or mascot • Tagline • Audio jingle/special sound • Perceptions – based on brand attributes • Experience – with the company/product itself • Message(s) • Medium • Pricing • Packaging 6

BRANDS ARERECOGNIZABLE IN MANY WAYS 7

What Brand? 8

What Brand? 9

What Brand?“Takes a licking and keeps on ticking.” 10

What Brand? 11

What Brand? 12

CREATING A BRAND 13

Step 0 Define your brand (product or service) 1. What is it? 2. Who is it for? 14

Step 1 Describe your brand 1. Brand attributes 2. Brand personality 3. Functionality 15

Step 2 Name your brand – approaches (strongest to weakest*) 1. Invented Pantone 2. Arbitrary Apple 3. Suggestive Juicy 4. Semi-descriptive 5. Descriptive Microsoft 6. Generic Gucci 7. Family name BMW 8. Initials *from Signature Strategies 16

Step 3 Position your brand 1. Positioning statement 2. Key brand messages 3. Brand promise 4. Tagline 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> 17

Step 4 Design your brand 1. Logo 2. Color palette 3. Font choice 18

Step 5 Package your brand 1. Packaging/web site/SM 2. Brand experience 19

Brand Touchpoints from Radiantbrands.com 20

BRANDS ARE SPECIFIC 21

Who Is Your Target?From: We Are All Weird, by Seth Godinhttp://rkbookreviews.wordpress.com/category/marketing-trends/ 22

What Defines Brand Success? Helping the “poorest among the poor” 23

What Defines Brand Success? At the time of her death, Mother TeresasMissionaries of Charity had over 4,000 sisters, and an associated brotherhood of 300 members, operating 610 missions in 123 countries. Wikipedia 24

What Defines Brand Success? 25

What Defines Brand Success? $17 Million Piece of Art 26

What Defines Brand Success? 27

What Defines Brand Success? Sold Out 2011 Tech Conference 2,527 Twitter Followers 28

INTERACTIVE BRAND DISCUSSION 29

The Index Card 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 Voice Share Your Vision − Show Emotion 30

I Love Entrepreneurs

by SarahWeddle

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