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

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

ARTISAN BRANDING
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

ARTISAN BRANDING
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

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

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

by Tricia Okin

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