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

2,302 views
2,072 views

Published on

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.

Published in: Design, Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,302
On SlideShare
0
From Embeds
0
Number of Embeds
409
Actions
Shares
0
Downloads
36
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

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

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

×