HSMG Presentation Branding

Better Branding for Your Soap Ingredients: passion, understanding, desire, values, and water. “ Payback time on the ranch . . . “

Hi! I’m Alison Covarrubias
Entrepreneur since 2005
Co-Founder of Hatch Network: A Business School for Women Entrepreneurs
I work with start-ups and existing business owners to get to their next level
My strengths are in sales, marketing, branding, improvisation, and mixed-metaphors
I use soap daily

And you are . . .
Passionate about making soap
Extremely creative and hard working
Experimental and willing to try new ideas
Someone who lives and breathes D.I.Y.
Able to handle dangerous situations
Interested in creating a brand that reflects the identity for your products

Two Takeaways for Today
1. Expressing your core values
2. Tapping into the values of your niche
Both will allow you to begin defining your brand for a loyal customer base

Let’s get on the same page . . . What’s a brand? What does branding mean to you?

Marketing

Telemarketing

Public Relations

Advertising

Design

Branding

Brands used to be just for cattle
A brand can be thought of as a name , sign , symbol , slogan or anything that is used to identify and distinguish a specific product, service, or business.
A legally protected brand name is called a Trademark .

Brand has evolved to be the overall identity – or the personality of a product, company or service.

Branding begins with defining your core values The core values are those values you hold that form the foundation on which you make decisions, perform work, and conduct yourself.

Core Values
Clarify your business
Articulate what you stand for
Explains why you do business the way you do
Guides your decisions
Are in essence, they are the soul of your brand

Core values influence your:
Logos
Packaging
Materials
Customer
Experience

Exercise: Core Values of your Brand (not you personally)
See core values list
Circle 10 that resonate most
With a partner, discuss which are redundant, are not as strong, or are more personal than professional. Cross off the weakest.
Select 3-5 of the strongest values your company will convey to become your brand foundation.

After you know your values, you can focus on how your brand, is experienced by your audience
The total customer experience from soup to nuts
Logo, tagline, packaging
Emotions evoked in your messaging
Product quality
Loyalty and commitment to re-purchase
Desire to tell others about it

What is the core desire of your audience?
Cleanliness
All natural ingredients
Scent
Shape & texture
Maintain tradition
Skin effects (moisturizing, exfoliating, shaving)
Support small business
Quality & Purity
Message behind the brand

Two questions to ask yourself about your brand:
Where do you fit in?
How will you stand out?

To do that, define your niche
Niche is a specialized market or subset of a larger market
A soap for “everyone,” appeals to no one
The more specific you are, the easier for customers to find you
Know your competition, zag where they zig
Do not fear the niche, it is your friend

Questions to help define your niche
What is it that my current clients have in common?
How do I set myself apart from the competition?
What is different about the services or products that I offer?
What are the "extras" that I bring to the market?
How can you segment a slice of the population and serve it to the fullest?

Exercise: Niche Now!
Where is your niche in this room?
Get in groups of 10
The person with the shortest hair goes first
Write ONE thing about your business that makes it unique
Go clockwise around the circle, waterfall style, the next person writes out one thing that makes her business/product/idea different

What did you learn?

Next Steps for the DIY
Write your vision and mission statements
Create a mood board
Decide if you need to work with a designer
Stop being a total DIY, find an expert to help!

You now have a head start!
You have identified your core values
You have seen first-hand where you can niche amongst your peers

Thank you!

HSMG Presentation Branding

by Alison Covarrubias on May 04, 2010

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