Your SlideShare is downloading. ×
What\'s That Branding Buzz?
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

What\'s That Branding Buzz?

876
views

Published on

Presented by Julia Reich of Julia Reich Design, 6/2/2010 at the Stardust Entrepreneurial Institute in Auburn, NY.

Presented by Julia Reich of Julia Reich Design, 6/2/2010 at the Stardust Entrepreneurial Institute in Auburn, NY.

Published in: Technology, Business

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
876
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
43
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. what’s that Branding BUZZ? How to Distinguish Your Company with a Strong Brand Presented June 2, 2010 for the Coffee & Content Ju l i a R e ic h Desig n series at
  • 2. we are a team of design, Branding, marketing, & other creative professionals dedicated to helping BUsinesses and organiZa- tions sUcceed in the marketplace with visUal commUnications. Led by Julia Reich Principal & Creative Director Over 10 years experience helping organizations communicate— with creativity, passion, and intelligence. B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 2
  • 3. clients B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 3
  • 4. oUr areas of expertise inclUde Publication Design Slow Food USA | quarterly magazIne Slow Food USA Quarterly National Magazine B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 4
  • 5. oUr areas of expertise inclUde Print Design B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 5
  • 6. oUr areas of expertise inclUde Event Collateral B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 6
  • 7. oUr areas of Biodynamic expertise inclUde Biodynamic MAPLE VANILLA ® PLAIN ® Organic Yogurt Organic Yogurt Package Design B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 7
  • 8. oUr areas of expertise inclUde website Design B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 8
  • 9. oUr areas of expertise inclUde Logos B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 9
  • 10. oUr areas of expertise inclUde Branding B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 10
  • 11. workshop oBjectives 1. learn what branding is 2. Understand how a strong brand can benefit your business or organization 3. learn about the process of creating a strong brand 4. start you on the process of building your brand Q & A after, but feel free to ask questions along the way. B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 11
  • 12. Branding what is it? B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 12
  • 13. B ran di n g yoU r B UB Uness wit H j Uj Ua r erc h d ed eg n n B ran d i ng yoU r s i s i ness wit H li li a i e i c h s i s i g 13
  • 14. “a logo is a point of entry into a Brand” —Milton Glaser B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 14
  • 15. ok, so what is it?? • The promise that resides in each customer’s mind about your company • Your company’s personality • Everything a customer says about you after they leave • People fall in love with brands and are loyal to them - it’s an emotional connection • The brand gets built into all your communication tools B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 15
  • 16. “prodUcts are created in the factory. Brands are created in the mind.” —walter Landor B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 16
  • 17. B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 17
  • 18. 3 apple experience experiential communications BRAND PERSONA “Hi, I am a PC” “Hi, I am a mac” I am boring, formal, cold, old, I am cool, trendy, young, friendly, unreliable, slow, not inspiring casual, reliable, fast, looking for fun, B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 18
  • 19. B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 19
  • 20. when is Branding needed? New company, new product I’m starting a new business. I need a business card and a website. Name change Our name no longer fits who we are and the business we’re in. Revitalize a brand We need to communicate more clearly about who we are. no one knows who we are. We want to appeal to a new market. Revitalize a brand identity Our identity doesn’t position us shoulder-to-shoulder with our competitors. I’m embarrassed when I give out my business card. We’re a great company but we look behind the times. Created an integrated system We don’t present a consistent face to our customers. Our packaging is not distinctive. Our competitors look better than us and their sales are going up. When companies merge We want to build on the brand equity of the merging companies. B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 20
  • 21. Brand toUchpoints prodUcts service BUsiness cards trade shows voice mail point of pUrchase newsletters yoUr proposals telephone networking Brand sales promotions weBsites presentations signage press releases packaging advertising B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 21
  • 22. the foUr Brand pillars differentiation: What makes your brand stand apart Relevance: how appropriate this differ- ence is to the audience you want to reach Esteem: how well regarded your brand is in the marketplace knowledge: How well consumers know and understand your brand B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 22
  • 23. differentiation B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 23
  • 24. the Brand process B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 24
  • 25. Branding affects BUsiness performance Brand cUstomer Brand cUstomer BUsiness idea experience perception Behavior performance B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 25
  • 26. a Brand’s foUndational signals Brand idea: what a brand stands for Brand personality: the attitude it projects verbal identity: its name and how it talks visual identity: what it looks like sensory identity: what it feels and sounds like B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 26
  • 27. personality is.... “the UniqUe, 1. learn what branding aUthentic, is and talkaBle soUl 2. Understand how a strong brand can benefit your business of yoUr the process of creating a 3. learn about Brand that people can get strong brand passionate aBoUt.” 4. start you on the process of building your brand — Rohit Bhargava, Personality Not Included: Q & A Why Companies Loseask questions along the way. after, but feel free to Their Authenticity and How Great Brands Get It Back B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 27
  • 28. visUal identity B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 28
  • 29. criteria to determine effective Brand identity Bold authentic Memorable meaningful Immediately differentiated recognizable flexible Provides a clear Has enduring value and consistent image of your company B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 29
  • 30. shape, color, & typography B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 30
  • 31. look & feel of a logo B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 31
  • 32. asc case stUdy B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 32
  • 33. marketing goals 1. Grow the size of audience from the current demographic, to include U.S. college-age students and women in their 20’s-40’s, who have the income to afford a $180 pair of shoes that are handmade, natural, using best materials 2. increase internet sales 3. Convey an image of the shoes as ‘earthy’ and natural, and a quality handmade product B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 33
  • 34. “the new logo feels worn in, comfortaBle, and sincere like an old wax stamp” —David Binns, Owner, ASC B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 34
  • 35. asc case stUdy: Brand personality • Warm • Honest • Organic • Sincere • Natural • Dependable • Timeless • Quality • Simple • Fresh • Modest • Intelligent • Independent • Unpretentious B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 35
  • 36. appeals to teens and outdoor types. Slanted typeface is dynamic; horned toad icon is asc case stUdy: visUal sUrvey cute and has attitude. 02 03 naot Simplistic shoe shape encom- passes brand name; together with sun creates a natural landscape. 04 simple ve logos Colorful layered version 01 03 04 oor clothing indicates youthfulness and al, hand drawn fun; black version is as simple ith serif & sans- - yet impactful - as the name typefaces. suggests. oad 05 terrasoles d personality Natural hand drawn typeface ens and outdoor paired with abstract vegeta- d typeface is tion pattern in an earthy color ned toad icon is palette. attitude. 02 05 06 06 birkenstock Rigid type accompanies seal oe shape encom- of upside-down foot. Leads name; together one to question whether this tes a natural archaic logo has ever been updated since 1774. red version thfulness and 03 04 sion is as simple J u l i a R ei c h D e s i g n | aurora shoe company | logo ideation, round 1 2 l - as the name les drawn typeface bstract vegeta- n an earthy color B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 05 06 36
  • 37. These are similar to the previous concepts, only showing a different color are bladesthegrass. like the Terrasoles logo, this mark communi- Within a fresh, modern, sans serif typeface option for of text and different typefaces. The landscape is perhaps easier to and nature. The color orientation. using a in a shade of the cates simplicity ‘read’ in this horizontal version is rendered lightsoft, grassy green. asc case stUdy: prelim designs dark red for the text renders the icon bold and impactful. Houschka, would need toof the letterforms mimics (Note: the typeface used here, The undulating edges be purchased for approx. $50) the organically drawn sun rays. (Note: the typeface used here, TS Worchester, would need to be purchased for approx. $50) JUL IA REICH DESIGN | Aurora Shoe C I GN | Aurora Shoe Company | Logo Ideation round 01 | presented 08_26_09 J ulia Reich D e si gn | aurora shoe company | logo ideation, round 1 4 JU LIA REICH DESIGN | Aurora Shoe Company | Logo Ideation round 01 | presented 08_26_09 J u lia Re ic h De sign | aurora shoe company | lo Jul ia R e ich Des i g n | aurora shoe company | logo ideation, round 1 6 JU LIA REICH DESIGN | Aurora Shoe Company | Logo Ideation round 01 | presented 08_26_09 d 01 | presented 08_26_09 Julia R eich D e si gn | aurora shoe company | logo ideation, round 1 5 Jul ia R e ich Des i g n | aurora shoe company | logo ideation, round 1 8 B ran d i ng 01 | presented 08_26_09 yoU r B U s i ness wit H j U li a r e i c h d e s i g n 37
  • 38. 1 asc case stUdy: revised designs 1A 2 3 3A 4A 4A AURORA AURORA AURORA AURORA AURORA AURORA AURORA S H O E C O. S H O E C O. S H O E C O. S H O E C O. S H O E C O. S H O E C O. S H O E C O. PMS 7413 / 7504 PMS 7413 / 7504 PMS 7408 / 7504 PMS 718 / 7504 PMS 718 / 7504 PMS 7504 PMS 7504 B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 38
  • 39. asc case stUdy: final designs B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 39
  • 40. asc case stUdy: oUtcome B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 40
  • 41. asc case stUdy: oUtcome B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 41
  • 42. asc case stUdy: oUtcome B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 42
  • 43. asc case stUdy: oUtcome B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 43
  • 44. asc case stUdy: deliveraBles a u r o r a s h o e C o m pa n y B r a n d I d e n t I t y G u I d e l I n e s 3 a u r o r a s h o e C o m pa n y B r a n d I d e n t I t y G u I d e l I n e s 5 B r a n d m e s s a G I n G p l at f o r m a s C m a I n l o G o, G r ays C a l e a n d B l a C k & w h I t e The Aurora Shoe Company logo must always appear as shown on this page, the previous page, and the next several pages. Never attempt to redraw or re-scale the logo or add other graphic elements to its presentation. Use the logo in approved Purpose of These Guidelines The Strategy Behind Our New Identity colors only. As Aurora Shoe Company (ASC) continues to grow, it is important that we The concept behind our new logo is a round seal, resembling a sun, containing deliver a consistent message describing who we are, what we do, and what sets the centered letters ‘A’ and ‘S’, for “Aurora Shoe”. The circle lies in between the This main version should be used as much as possible, however, us apart from other footwear companies. These guidelines are provided to ensure company name, spelled out. The sun/circle refers to the word aurora which a knock out version is provided for those instances when you the correct and consistent use of the brand identity system. Specific directions means ‘Land of Constant Dawn’ and is the place where the factory is located. need an open version where the ink does not fill in. regarding the logo, typography, and color palette are included. As they are Font and color choices were made specifically to convey the brand personality developed, design suggestions for other visual elements such as stationery, Digital Files adjectives listed above. signage, website, and an email newsletter template can be added to help us Electronic Aurora Shoe Company logo files are available in eps, manage our communication materials. By accurately implementing this brand In the logo, the central seal and the letters within are rendered in a loose gif, and jpeg formats. The files are available on the provided CD. identity system, we protect the equity of the ASC brand and better support its handwritten brush stroke, which conveys the handmade nature of ASC shoes. repositioning. Please use this guide to help bring the ASC brand to life across all grAYSCAlE lOgO The logo font, Bell Gothic, is simple, clear, and unadorned, echoing similar communications. File Name: ASC_logo_grayscale_main.eps qualities as Aurora Shoe Company’s personality. File Name: ASC_logo_ko_grayscale_main.eps The two logo colors, a light brown/mauve paired with a goldenrod yellow, are Use for newspapers and press releases, faxes or anything to be Who We Are fresh, warm, unpretentious, and evoke the color of natural leather. photocopied. The Aurora Shoe Company is a small company, about 20 years old, that makes The new logo feels, in the words of ASC’s owner, “worn in, comfortable, and hand crafted leather footwear. The company was founded on the idea that a good sincere like an old wax stamp”. blACk & WHITE lOgO Ide lIn es pair of shoes should be made well and fit comfortably. ASC uses American-made Bran d Ide ntIty Gu File Name: ASC_logo_bw_main.eps materials and assembles all of the shoes in house and by hand. ASC simple leather File Name: ASC_logo_ko_bw_main.eps shoes are timeless in style and universal in their appeal. Use for newspapers and press releases, faxes or anything to be Company 2010 photocopied. Version 1.0 © Aurora Shoe .com | 315.364.7190 Design | juliareichdesign Brand Personality Prepared by Julia Reich • Warm • Unpretentious • Organic • Honest • Natural • Sincere • Timeless • Dependable • Simple • Quality • Modest • Fresh • Independent • Intelligent Version 1.0 © Aurora Shoe Company 2010 Brand Identity Guidelines Version 1.0 © Aurora Shoe Company 2010 Brand Identity Guidelines Julia Reich Design | juliareichdesign.com | 315.364.7190 Julia Reich Design | juliareichdesign.com | 315.364.7190 a u r o r a s h o e C o m pa n y B r a n d I d e n t I t y G u I d e l I n e s 4 a u r o r a s h o e C o m pa n y B r a n d I d e n t I t y G u I d e l I n e s 10 a s C m a I n l o G o, C o l o r loGo plaCement on The Aurora Shoe Company logo must always appear as shown p h oto G ra p h y on this page and the next several pages. Never attempt to redraw or re-scale the logo or add other graphic elements to its Use the full color version of the logo whenever possible when presentation. Use the logo in approved colors only. applying it to photographs. The preferred background color for a full color logo is white. If not possible, try to find a place This main version should be used as much as possible, however, on the photograph that allows the logo to stand out in the a knock out version is provided for those instances when you Main version design. Avoid areas with sharp contrast in color. Search for need an open version where the ink does not fill in. photos that have small areas of calm where the logo can be placed and stand out. If it is necessary to place the logo on a Digital Files dark background or busy photograph, please use the boxed Electronic Aurora Shoe Company logo files are available in eps, version (which has a white background in conjunction with gif, and jpeg formats. The files are available on the provided CD. the logo), the one-color version with the knock out white text, or the knock out version shown on the previous pages. FOUr COlOr lOgO File Name: ASC_logo_cmyk_main.eps Digital Files File Name: ASC_logo_ko_cmyk_main.eps Knock out (ko) version bOXED Use for four color print projects such as brochures. File Name: ASC_logo_cmyk_main_box.eps File Name: ASC_logo_cmyk_stack_box.eps TWO COlOr lOgO File Name: ASC_logo_spot_main.eps kNOCk OUT WHITE TEXT File Name: ASC_logo_ko_spot_main.eps File Name: ASC_logo_1c_cmyk_main.eps Use for two-color print projects on coated paper that use spot File Name: ASC_logo_1c_cmyk_stack.eps colors (ie, Pantone or PMS) such as stationery. kNOCk OUT CIrClE File Name: ASC_logo_spotU_main.eps File Name: ASC_logo_ko_cmyk_main.eps File Name: ASC_logo_ko_spotU_main.eps File Name: ASC_logo_ko_cmyk_stack.eps Use for two-color print projects on uncoated paper that use spot colors (ie, Pantone or PMS) such as stationery. rgb lOgO File Name: ASC_logo_rgb_main.gif File Name: ASC_logo_rgb_main.jpg File Name: ASC_logo_ko_rgb_main.gif File Name: ASC_logo_ko_rgb_main.jpg Use for electronic applications such as video and web. Version 1.0 © Aurora Shoe Company 2010 Brand Identity Guidelines Julia Reich Design | juliareichdesign.com | 315.364.7190 Version 1.0 © Aurora Shoe Company 2009 Brand Identity Guidelines Julia Reich Design | juliareichdesign.com | 315.364.7190 B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 44
  • 45. Branding for yoUr BiZ B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 45
  • 46. Brand strategy 1. what are we selling? 2. who is it intended for? 3. What is the benefit to customers? 4. How will we communicate our brand? 5. how are we currently positioned in the marketplace? 6. What are our core values? B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 46
  • 47. the BlUrB worksheet 1. What do you currently say when someone asks what you do? 2. First (if this isn’t different from above) say what you do by labeling yourself. For example: I’m a database marketing consultant. 3. your 15–word Blurb should answer the question “what do you do?” with three important pieces of information: what you do, who you do it for and what they get. Complete the formula: what you do For Whom what they get 4. turn that into your 15–word Blurb 5. Now write that blurb from a “helping perspective”: I help (who?) (do what?) (so they can) 6. Write a version that your mother would understand. Make it as clear as possible since she doesn’t get your work, much less the specifics of what you do. B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 47
  • 48. attriBUte spectrUm Necessity >> m m m m m m m << Luxury Expensive >> m m m m m m m << Economical Light >> m m m m m m m << Serious Formal >> m m m m m m m << Casual Exotic >> m m m m m m m << Commonplace Discreet >> m m m m m m m << Aggressive Hi-Tech >> m m m m m m m << Homemade Heritage >> m m m m m m m << Ground Breaking Modern >> m m m m m m m << Classic Quiet >> m m m m m m m << Loud Simple >> m m m m m m m << Complex Subdued >> m m m m m m m << Bright Black & White >> m m m m m m m << Colorful Feminine >> m m m m m m m << Masculine Raw >> m m m m m m m << Refined B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 48
  • 49. take aways 1. A brand is the promise that resides in each customer’s mind about your company 2. A strong brand can help you convey your personality and values 3. A brand is everything a customer says about you after they leave 4. A strong brand is essential to appeal to customers & stand out in the marketplace 5. People fall in love with brands and are loyal to them - it’s an emotional connection 6. Branding is a process that moves from research to outreach 7. A strong brand extends through all marketing materials 8. your logo is the entry point for your brand 9. The visual aspect is very important, as people use vision to gain information about the world 10. Through repeated exposure, symbols, type & colors become extremely recognizable B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 49
  • 50. thank yoU! julia@juliareichdesign.com www.juliareichdesign.com juliareich.wordpress.com @juliareich www.linkedin.com/in/juliareichdesign 315-364-7190 B ran d i ng yoU r B U s i ness wit H j U li a r e i c h d e s i g n 50