1.
Branding made easy
@CroqueMaman

2.
About me
Hélène Eberhardt AKA Croque-Maman
www.croque-maman.com
@CroqueMaman

3.
Branding made easy
No need to take notes,
Presentation available to download from:
www.croque-maman.com/brandingmadeeasy

4.
“Why?”
“What is your favourite
brand?”

5.
Why should you care about branding?
• Adds substantial value to your work
Brand value: $ 84 B / Market Cap: $ 180 B
+ Forbes May 2015
Brand value / Market Capitalisation
47%
WPP and Millward Brown

6.
Why should you care about branding?
• A way to survive and flourish through difficult
times and amid heightened competition

7.
What is a brand?

8.
What is a food blog brand?
Lush
scrumptious
Meet the cook
I’m Katie Bryson –
freelance journalist, wife
of a strapping vegetarian
and mum of two
boisterous boys –
keeping them all fuelled
and trying to stay sane is
a daily challenge so I
thought I’d share my
experiences

9.
A food blog brand can be analysed in
the same way than any other brand
A French mum’s
kitchen secrets
French playful

10.
How to (re-)define your food blog
brand and make it powerful?
AUDIT STRATEGY EXECUTION

11.
Do you already have a
blog up and running?
Are you about to
launch a new blog?

12.
Where am I now?AUDIT
Inventory
Name - Logo - Tagline - Tone of voice, personality - Positioning -
Presence on social media - Partnerships…
Consumer Research
- Readers (target + actuals)
- Insights
Competitive assessment
- Competitors blogs
- Points of difference/ of parity

13.
Where do I want to be/go?
• Defining and structuring the key components of
your brand
STRATEGY

14.
Example – Dove brand keySTRATEGY

15.
Let’s create your brand key
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16.
Brand key
Croque-Maman example

17.
Where do I want to be/go?
Brand positioning
For (target audience), (brand/company) is the only/best
(consumer frame of reference) that delivers (key
benefit/point of difference) because/by (reason to
believe, key credibility point).
Example Dove:
For women aged 35 to 50 years old, Dove is the only soap that makes my skin soft and
smooth because it contains ¾ of moisturising cream.
STRATEGY

18.
Brand positioning
For (target audience) _______________________,
(blog name) ________________ is the only/best
(consumer frame of reference) _________________that
delivers (key benefit/point of difference) ________________
because/by(reason to believe, key credibility point)
__________________________________.
Let’s create your brand positioning

19.
Brand positioning
Croque-Maman example

20.
Benefits of having a blog positioning statement
• Keeps you focused and consistent
• Easier to create content and find your angle and
story
• Target specific audience only and build loyalty
• Pitching will be so much easier “elevator pitch
Where do I want to be/go?STRATEGY

21.
How do I make this happen?EXECUTION

22.
How do I make this happen?
Everything needs to be developed considering how
well it supports the positioning statement
• Brand elements: name, logo, tagline, colours,
fonts…
• Marketing & Communication: partnerships, social
media presence, press kit…
EXECUTION
Powerful Branding = Consistency

23.
Brand identity guidelines
key components
Example: https://about.twitter.com/press/twitter-brand-policy
Dos Don’t
Logo
High resolution versions of your logo (all
versions) in 2 formats: EPS and JPG or PNG
Fonts
Usually up to 3 with their own purpose
Arial  Headings
Calibri  Subheading
Cambria  Text
Colours
Usually up to 3 with all their colour codes
(Colour Code Converter)
EXECUTION

24.
EXECUTION

25.
Logo
What makes a
great logo?
Memorable
SIMPLE
Timeless
UNIQUE
Appropriate
VERSATILE
EXECUTION

26.
LogoEXECUTION

27.
Graphic designersEXECUTION
– Wilogo - http://en.wilogo.com
– Fiverr – www.fiverr.com
– People per hour - www.peopleperhour.com…

28.
Moodboard example
“Playful yet elegant”
EXECUTION

29.
Using your blog as your point
of reference when developing
Blog Press Kit
EXECUTION

30.
Top tips to keep a strong brand
CONSISTENCY
• Brand identity guidelines
• Across all media/initiatives
• No major rebranding
EXECUTION

31.
THANK YOU FOR YOUR ATTENTION
@CroqueMaman