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General Assembly:  How to Create an Enduring Brand Identity That Grows with Your Company
 

General Assembly: How to Create an Enduring Brand Identity That Grows with Your Company

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Dara Furlow, With Love From Brooklyn + Tricia Okin, Papercut ...

Dara Furlow, With Love From Brooklyn + Tricia Okin, Papercut

In this unique class students will walk through the process of developing a brand identity for their artisan company as well as how to translate that identity into a series of visual brand assets. We'll cover topics like packaging, web design, social media, and pricing guidelines for hiring a designer.

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    General Assembly:  How to Create an Enduring Brand Identity That Grows with Your Company General Assembly: How to Create an Enduring Brand Identity That Grows with Your Company Presentation Transcript

    • ARTISAN BRANDING How to Create an Enduring Brand Identity That Grows with Your Company
    • ABOUT US
      • Dara Furlow
      • CIA-grad and passionate foodie, Dara created With Love, From Brooklyn to showcase the genius of local food artisans and artists. Dara graduated from Brown University with a degree in Art/Semiotics and enjoyed a 15-year career in as a marketing executive in the magazine publishing industry. She was a founding partner of McMillian + Furlow, a Brooklyn branding agency.
      • http://www.withlovefrombrooklyn.com/
      • Follow Dara on Twitter
      • @withlovefrombk
      • Tricia Okin
      • Tricia Okin is a designer based in Brooklyn since 2001. She founded papercut design studio in 2004. Along with a wily band of contributors, Tricia designs and builds web and mobile sites/applications for companies within the food, green and tech startup fields. Tricia earned a BFA in photography from University of Florida and an MFA from Parsons The New School for Design.
      • http://papercutny.com/
      • Follow Tricia on Twitter @papercutny
    • ARTISAN BRANDING
      • Launching a ground-breaking new confection, sauce, or pickle? Branding is crucial to the success of artisan companies.
      • A meaningful brand identity will help you:
      • Express your brand attributes visually
      • Develop trust and credibility
      • Stand out in an increasingly crowded marketplace
      • Forge a lasting connection with your desired audience
      • Appeal to potential investors
    • ARTISAN BRANDING
      • Exercise 1: What is Artisan?
    • ARTISAN BRANDING What is Artisan?
    • ARTISAN BRANDING
      • Age, Urban or Sub-urban, Ethnicities?
      • Cares about the environment or just prefers convenience or an occasional treat?
      • Luxury product?
      • People interested in buying local?
      • Students on a budget?
      • Early career folks making around $45,000 with small precious disposable income?
      • Couples making $80k - $125k who are used to paying more for quality?
      • Affluent / luxury – household income of $180k - $320k?
      •  
      Who’s Your Target Audience?(Income & Demographics)
    • ARTISAN BRANDING
      • Exercise 2: Brand Comparison ( 5 – 10 min )
      • How do these 2 products fulfill the promise of artisan-ness
      • What expectations/perceptions do you have based on branding
      • Who do you think the target audiences for each of these brands?
      • What do you expect to pay for them?
      •  
      vs.  
    • ARTISAN BRANDING
      • Exploring Brand Attributes :
      • What makes a brand distinct from existing brands in the marketplace?
      • mass market
      • specialty
      • artisan
    • ARTISAN BRANDING
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      • Brand Environment:
      • Where will your brand live?
        • Markets/Pop-Up Shops
        • Online (marketplace or e-commerce)
        • Local retailers
        • Trade shows
        • Regional/national retailers
    • ARTISAN BRANDING
      • Exercise 3 : Competition and Aspiration
        • Write down your competitors and aspirational brands
        • Do a Brand survey
    • ARTISAN BRANDING
      • Hiring a designer:
      • How to find a designer
        • Students
        • Graphic Designers
          • independent vs. small shop vs. branding agency
        • Crowdspring/99 Designs
      • What to ask a designer
        • Portfolio
        • References
        • Process
    • ARTISAN BRANDING
      • Scope of Work:
      • Logo/Identity
      • Collateral
      • Packaging
      • Website
      • Social media
    • ARTISAN BRANDING
      • Logo/Brand Identity
      • Business papers - Word template for letterhead, invoices, etc.
      • Packaging consulting/design
      • Box Filler Sticker Stamp Mailing Label Insert card
      • Website design
      • Facebook tab - Dynamic tab with slideshow, links, blog RSS etc.
      • Twitter background
      • Email newsletter
      • Premiums Mug Canvas tote bag T-shirt
    • ARTISAN BRANDING
      • Price Range
      • Logo/Identity $2500 - $3500
      • Collateral $1500 - $4000
      • Packaging $2000 - $8000
      • Website (Brochure) $3000 - $5000
      • E-Commerce Website $5000 - $8000
      • * These would be some the ranges for an individual designer vs. a student or a small studio
      • ** The prices above are only for design, not for packaging or printing materials
    • ARTISAN BRANDING
      • DIY It - $800 - $1800
      • Logo - Wordmark & Colors
      • Collateral - Business Cards & Postcards
      • Packaging - Home Printed Labels
      • Blog & Social Media - FB, Wordpress.com, Twitter
      • E-Commerce Website - Etsy / Big Cartel / Shopify free templates only
      • E-Mail – MailChimp (free plan is great), Emma
    • ARTISAN BRANDING
      • Visual Elements of Branding
      • Logo/Identity Design
      • Wordmark vs. logo
      • Use of color
      • Creating and Choosing an icon
    • ARTISAN BRANDING
      • Applying Branding to Collateral:
      • Business cards
      • Stationery
      • Address labels
      • Shopping bags
      • Banners/Signage
      • Line Sheets
    • ARTISAN BRANDING
      • Brand Identity: Packaging
      • Developing packaging that strengthens your brand identity and underscores the quality and integrity of your product
    • ARTISAN BRANDING
      • Labels ≈ $250 - $1000 (printing only):
        • Printed
        • Letterpress
    • ARTISAN BRANDING
      • DIY ≈ $50 - $100 (printing only):
      • Handwriting
      • Stamps
      • Home printed labels
    • ARTISAN BRANDING
      • Applying Your Brand Identity:
      • Website and Email – translating brand identity to an online context
    • ARTISAN BRANDING
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      • Applying Your Brand Identity:
      • Social Media – inhabiting your brand persona and bringing it to life via content-rich, platform appropriate posts on multiple channels
      • Understand which platforms will help you most: blogging, Twitter, FB, Tumblr, Pinterest, etc
    • ARTISAN BRANDING
      • Case Study:
      • With Love, From Brooklyn
    • ARTISAN BRANDING
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    • ARTISAN BRANDING
      • Recommendations :
      • Design:
        • http://deryckvonnlee.com/Liddabit-Sweets - packaging/graphic design Liddabit
        • http://work.joshshayne.com/ - designer Liddabit
        • http://babytorpedo.com/ - inexpensive graphic design recommended by Brooklyn Cruiser
        • Chris Woehrle – [email_address] art director for 20 years, commercial kitchen available to rent evenings and weekends for would be food-producers
      • E-commerce
      • Etsy
      • Shopify http://www.shopify.com/
      • Big Cartel http://bigcartel.com /
      • Packaging
      • Papermart
      • U-Line
      • https://www.frontierlabel.com/ - Liddabit
    • CONTACT US
      • Dara Furlow
      • [email_address]
      • http://www.withlovefrombrooklyn.com/
      • Follow Dara on Twitter
      • @withlovefrombk
      • Tricia Okin
      • [email_address]
      • http://papercutny.com/
      • Follow Tricia on Twitter @papercutny
      We’ll put these slides up on Slide Share in the next 36 hours: http://www.slideshare.net/papercutny