Branding building and what it means for brand success.

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

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

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

4. 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

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

6. 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

7. BRANDS ARE
RECOGNIZABLE IN
MANY WAYS
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8. What Brand?
8

9. What Brand?
9

10. What Brand?
“Takes a licking and
keeps on ticking.”
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11. What Brand?
11

12. What Brand?
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13. CREATING A BRAND
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14. Step 0
Define your brand (product or service)
1. What is it?
2. Who is it for?
14

15. Step 1
Describe your brand
1. Brand attributes
2. Brand personality
3. Functionality
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16. 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

17. 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

18. Step 4
Design your brand
1. Logo
2. Color palette
3. Font choice
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19. Step 5
Package your brand
1. Packaging/web site/SM
2. Brand experience
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20. Brand Touchpoints
from Radiantbrands.com
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21. BRANDS ARE SPECIFIC
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22. Who Is Your Target?
From: We Are All Weird, by Seth Godin
http://rkbookreviews.wordpress.com/category/marketing-trends/ 22

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

24. What Defines Brand Success?
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
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25. What Defines Brand Success?
25

26. What Defines Brand Success?
$17 Million Piece of Art
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27. What Defines Brand Success?
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28. What Defines Brand Success?
Sold Out 2011 Tech Conference
2,527 Twitter Followers
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29. INTERACTIVE BRAND
DISCUSSION
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30. 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

31. THANK YOU!
michelle@0to5.com
@pujadas
© Zer0 to 5ive 2011