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Bootstrap Business Seminar 5: Creating an Awesome Brand

The 5th Seminar in our Bootstrap Business Seminar series looks at how to create an awesome brand with Creative Director at Branding Agency One Ltd, Ben Mumby-Croft.

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Bootstrap Business Seminar 5: Creating an Awesome Brand

  1. Branding f0r startups @benmumbycroft
  2. 1.  Define what we mean by the B-word 2.  Introduce you to two key concepts – Positioning & differentiation 3.  Understand why branding matters 4.  Introduce you to some tricks of the trade Today’s session
  3. A little bit About me
  4. Enterprise education Marketing
  5. Will be talk about branding for food. @oneltd
  6. “Products are created in the factory, but brands are created in the mind.” Walter Landor
  7. What you stand for in the mind of your customers (and potential customers) A brand is…
  8. It’s NOT a logo…
  9. “A brand is the most valuable piece of real estate in the world: a corner of someone’s mind” John Hegarty
  10. The process of finding a simple idea that separates you from your competitors Branding =
  11. For example…
  12. Safety For example…
  13. Safety Luxury For example…
  14. Safety Luxury Performance For example…
  15. Reliability??? For example…
  16. “In a world where everyone is after your business you must supply your customers with a compelling reason to buy you instead of your competitor.” Jack Trout
  17. What compelling reason might make people want to buy this new sports car?
  18. Or, to put it another way…
  19. You need to Make your cow different from all the other cows in the field…
  20. From this…
  21. To this!
  22. Successful brands stand for something in the minds of target customers
  23. At their core is A differentiating idea that marks them out
  24. it might be all about speed
  25. it might be all about originality
  26. it might be all about design
  27. it might be all about choice
  28. it might be all about ethics
  29. it might be all about safety
  30. It might even be all about badass-ness
  31. “If you don’t supply a compelling reason, then you better have a very good price.” Jack Trout
  32. Beware The commodity price trap!! !
  33. Branding is all about finding a competitive mental angle & owning a piece of this
  34. question
  35. Why did BMW call the Mini a Mini and not a BMW 1-Series?
  36. Question… Why did NEW Coke flop?
  37. What stops Apple introducing a range of no frills, budget workstations?
  38. WHAT STOPS Disney producING a hard-hitting, gritty drama about sexually active teenagers?
  39. Brands go bad when they don’t deliver what they promise…
  40. No, it’s much worse!!!
  41. Mind the brand gap!! !
  42. Everything you do to communicate your brand to potential customers Brand identity =
  43. Logo Tagline Visual language Tone of voice Name People experiencebehaviourstory
  44. BMW High Performance, German engineering Logo Tagline Experience People Visual style
  45. Good design is key to performance!
  46. Take away lessons…
  47. •  Your brand is what you stand for in the mind of the customer •  The goal of branding is to find a simple idea, or position, that differentiates you from the competition •  Being different is very important •  The way you communicate this is through your brand identity Take away lessons
  48. question
  49. Why does being different matter so much?
  50. “today we live in an over- communicated society. Every year we send out more but receive less.” Jack Trout
  51. Circa 1979
  52. today!
  53. “Today’s real competition doesn’t come from direct or even indirect competitors. It comes from the extreme clutter of the marketplace.” Marty Neumeier
  54. What is a brand? The human mind deals with clutter the best way it can
  55. What is a brand? by blocking it out!
  56. What is a brand? To build a brand in the mind of your customer you need to cut through the clutter…
  57. You need A sharp focus!
  58. Remember: Branding is all about finding a competitive mental angle
  59. Be BOLD
  60. Be specific
  61. Why has branding become so important ?
  62. “In today’s world, people want to buy the product (or service) that says the right ting about them.” John Hegarty
  63. As consumers we use brands to communicate & reinforce our self image…
  64. Self image = I’m cool I’m wealthy I’m healthy I’m a geek I’m single I’m religious I’m a rebel I’m a hippyI’m liked I’m bright I’m ethical I don’t care I’m thrifty I’m young I’m serious
  65. And generate peer group approval! !
  66. “Our lives are increasingly driven by fashion and style, not just the clothes we wear, but how our homes are styled, the food we eat, and the car we drive” John Hegarty
  67. “How is your brand building a bridge between who your consumers are and who they want to be?”
  68. Take away lessons…
  69. •  We live in an over-communicated society •  Today’s real competition is the extreme clutter of the marketplace •  In order to cut through, an effective branding programme needs a sharp focus and simple message •  Customers buy brands to help build and reinforce their self image •  And belong to the right tribe Take away lessons
  70. creating your own brand
  71. Step one name
  72. Types of name Types For example Playful >> Yahoo, Monster, yelp, google, FCUK Origin >> Ford, Rolls Royce, The north face Invented >> Kodak, vimto, viagra Descriptive >> Volkswagon, holiday inn, sofa.com Technical >> Panasonic, Xerox Conjoined >> Fedex, microsoft Acronym >> Bmw, bbc, nhs, ibm
  73. •  Is your first impression of the name strong •  Is it easy to read/pronounce •  Is it satisfying to say •  Is it short & memorable •  Does it sound credible •  Is it registerable and protectable Key naming criteria
  74. Naming inspiration…
  75. www.panabee.com
  76. www.leandomainsearch.com
  77. www.domai.nr
  78. Name availability…
  79. www.123-reg.co.uk
  80. www.canva.com
  81. www.patent.gov.uk
  82. www.gov.uk/get-information-about-a-company
  83. Here’s one I did earlier…
  84. Step two only…
  85. 1. CATEGORY: The ONLY motorcycle manufacturer 2. USP: that makes big, loud motorcycles 3. CUSTOMER: for macho guys (macho “wannabees”) 4. NEED: who want to join a gang of cowboys 5. MARKET: mostly in the United States 6. TREND: in an era of decreasing personal freedom
  86. We are the ONLY: That: For: Who: In: In an era when: What makes you the only?
  87. Step three story
  88. Brand storyboard Once upon a time… He/she always… But always had a problem… He/she tried to solve it… But he/she wished that… Until one day… Unlike his/her solution, this… His/her wish came true: to…
  89. Brand storyboard Once upon a time… He/she always… But always had a problem… He/she tried to solve it… But he/she wished that… Until one day… Unlike his/her solution, this… His/her wish came true: to… Who is the main character in your story?
  90. Brand storyboard Once upon a time… He/she always… But always had a problem… He/she tried to solve it… But he/she wished that… Until one day… Unlike his/her solution, this… His/her wish came true: to… Who is the main character in your story? Describe some of the main tasks this person regularly undertakes
  91. Brand storyboard Once upon a time… He/she always… But always had a problem… He/she tried to solve it… But he/she wished that… Until one day… Unlike his/her solution, this… His/her wish came true: to… Who is the main character in your story? Describe some of the main tasks this person regularly undertakes Describe the mainproblem stopping them from fulfillment
  92. Brand storyboard Once upon a time… He/she always… But always had a problem… He/she tried to solve it… But he/she wished that… Until one day… Unlike his/her solution, this… His/her wish came true: to… Who is the main character in your story? Describe some of the main tasks this person regularly undertakes Describe the mainproblem stopping them from fulfillment How is the customer managing to partially solve their problem
  93. Brand storyboard Once upon a time… He/she always… But always had a problem… He/she tried to solve it… But he/she wished that… Until one day… Unlike his/her solution, this… His/her wish came true: to… Who is the main character in your story? Describe some of the main tasks this person regularly undertakes Describe the mainproblem stopping them from fulfillment How is the customer managing to partially solve their problem Outline the flaws in the solutions the customer is currently using
  94. Brand storyboard Once upon a time… He/she always… But always had a problem… He/she tried to solve it… But he/she wished that… Until one day… Unlike his/her solution, this… His/her wish came true: to… Who is the main character in your story? Describe some of the main tasks this person regularly undertakes Describe the mainproblem stopping them from fulfillment How is the customer managing to partially solve their problem Outline the flaws in the solutions the customer is currently using Describe how the customer will learn about your brand
  95. Brand storyboard Once upon a time… He/she always… But always had a problem… He/she tried to solve it… But he/she wished that… Until one day… Unlike his/her solution, this… His/her wish came true: to… Who is the main character in your story? Describe some of the main tasks this person regularly undertakes Describe the mainproblem stopping them from fulfillment How is the customer managing to partially solve their problem Outline the flaws in the solutions the customer is currently using Describe how the customer will learn about your brand List some of the features that set you apart
  96. Brand storyboard Once upon a time… He/she always… But always had a problem… He/she tried to solve it… But he/she wished that… Until one day… Unlike his/her solution, this… His/her wish came true: to… Who is the main character in your story? Describe some of the main tasks this person regularly undertakes Describe the mainproblem stopping them from fulfillment How is the customer managing to partially solve their problem Outline the flaws in the solutions the customer is currently using Describe how the customer will learn about your brand List some of the features that set you apart Clearly define the aspiration your brand fulfills
  97. Step four logo
  98. •  Wordmarks •  Letterforms •  Pictorial •  Abstract marks •  Emblems •  Characters Types of logo
  99. Image Association Technology ! ! ! ! cooking conversation exploration Logo symbolism
  100. Image Association Brand id cooking ! ! ! ! conversation exploration technology symbolism
  101. Sector language
  102. www.designmatic.com
  103. www.fiverr.com
  104. www.99designs.co.uk
  105. Here’s one we did earlier…
  106. Step five tagline
  107. Step six design
  108. Picking the right colour
  109. Think about colour
  110. Colour communicates value
  111. For example
  112. Formal VS Informal SERIF TYPEFACE SANS SERIF TYPEFACE Think about typography
  113. Think about typography
  114. www.dafont.com
  115. Cool design tools…
  116. www.canva.com
  117. www.piktochart.com
  118. www.picmonkey.com
  119. www.stockpholio.com
  120. www.photopin.com
  121. www.wordswag.co
  122. •  What’s your position? •  How are you different? •  How obvious is this to you customers (or target customers)? •  How are you making design decisions to bring your brand to life? Final comments
  123. Questions
  124. Thank you!!!
  125. Buy these books…

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The 5th Seminar in our Bootstrap Business Seminar series looks at how to create an awesome brand with Creative Director at Branding Agency One Ltd, Ben Mumby-Croft.

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