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Brand Building 101: How to build a brand from scratch

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Brand Building 101: How to build a brand from scratch

  1. 1. Brand Building 101 mucca @ WIX MEETUP
  2. 2. About Mucca
  3. 3. mucca is an award-winning branding firm based in New York City. We strongly believe in the balance of strategy and design, both of which are essential to creating relevant, authentic brands.
  4. 4. Mucca has worked with a wide range of clients, including global & international brands such as Barnes & Noble, Kartell, Rizzoli, Target, Victoria’s Secret and Waterworks. come from a wide range of industries and sizes, including such international brands as Barnes & Noble, Kartell, Rizzoli, Target, Victoria’s Secret and Waterworks. Our clients
  5. 5. Balthazar Target Random House André Balazs New York Magazine Sant Ambroeus SSG Food Market Domaine de Canton Brooklyn Fare Rizzoli Harper Collins Keith McNally Butterfield Market Kartell Morandi Waterworks Casa Lever Victoria’s Secret Gracious Home Adobe Matta Barnes & Noble Grand Central Publishing Gagosian Gallery Presidio Social Club The Chelsea Pravda Wired Magazine Parc MenuPages Schiller’s Liquor Bar Patina Restaurant Group Gracious Home Vanity Fair Runa GQ Roman and Williams The New York Times GQ Steve Martin
  6. 6. 346EAST92ND S TR E E T NE W Y OR K N E W YORK 10128 bu t t e r f i e l d k i t c h e n Local BrandsLocal Brands
  7. 7. BalthazarBalthazar
  8. 8. Gracious Home
  9. 9. Victoria’s Secret
  10. 10. MenuPages
  11. 11. How do you build a brand?
  12. 12. Forget about the logo!
  13. 13. “A brand is the essence of one’s own unique story. This is as true for personal branding as it is for business branding. The key, though, is reaching down and pulling out the authentic, unique you. Otherwise, your brand will be just a façade.” - PAUL BIEDERMANN
  14. 14. That’s why we start with Brand Design Strategy.
  15. 15. A Brand Design Strategy informs, plans for, and guides a brand’s development.
  16. 16. Starting with Research & Discovery, we develop a deep understanding of a brand’s: • unique value proposition benefit of a product or experience
  17. 17. Starting with Research & Discovery, we develop a deep understanding of a brand’s: • unique value proposition benefit of a product or experience • industry trends in customer service, technology, media, etc.
  18. 18. Starting with Research & Discovery, we develop a deep understanding of a brand’s: • unique value proposition benefit of a product or experience • industry trends in customer service, technology, media, etc. • target audiences demographic research, customer surveys, etc.
  19. 19. Starting with Research & Discovery, we develop a deep understanding of a brand’s: • unique value proposition benefit of a product or experience • industry trends in customer service, technology, media, etc. • target audiences demographic research, customer surveys, etc. • competitors competitive analysis, perceptual mapping, etc.
  20. 20. This strategy results in a Brand Positioning Statement.
  21. 21. A Brand Positioning Statement is our North Star. It captures a brand’s: • core offerings
  22. 22. • core offerings • personality traits, values, and narrative A Brand Positioning Statement is our North Star. It captures a brand’s:
  23. 23. • core offerings • personality traits, values, and narrative • verbal communication style & distinct messaging A Brand Positioning Statement is our North Star. It captures a brand’s:
  24. 24. When we understand the brand intellectually, we can begin to express it visually and verbally. BPS VISUAL LANGUAGE VERBAL LANGUAGE
  25. 25. M A N H A T T A N B R O O K L Y N Case Study Grocery Store Name TBD
  26. 26. The Brief BC Food Corp, a lone real estate developer, wanted to open a gourmet grocery in Brooklyn’s emerging Downtown neighborhood.
  27. 27. Brand Strategy Research & Discovery
  28. 28. Findings
  29. 29. Findings • Shifting demographics A mix of longtime locals and new residents of upscale condos.
  30. 30. Findings • Shifting demographics A mix of longtime locals and new residents of upscale condos. • Economic growth $9 billion in new investments in the local economy, including new residential & commercial units (Barclay’s Center, high rises, etc).
  31. 31. Findings • Shifting demographics A mix of longtime locals and new residents of upscale condos. • Economic growth $9 billion in new investments in the local economy, including new residential & commercial units (Barclay’s Center, high rises, etc). • Increasing competition These developments attracted Whole Foods and Trader Joe’s, in addition to other national brands.
  32. 32. The Competition • Fairway • Fresh Direct • Garden of Eden • Key Foods • Pathmark • Peas and Pickles • Greene Grape Provisions • Trader Joe’s • Union Market • Sahadi’s • Perelandra • Whole Foods (projected) • And many local bodegas
  33. 33. BC Food Corp. Competative Markets 10.08.2008 Mucca Design QUALITY (high) QUALITY (low) PRICE (high)PRICE (low) BC Food Corp Perceptual Mapping
  34. 34. BC Food Corp. Competative Markets 10.08.2008 Mucca Design SERVICE (high) SERVICE (low) SELECTION (high)SELECTION (low) BC Food Corp Perceptual Mapping
  35. 35. Audience Findings
  36. 36. Audience Findings • Diverse customer base (blue- and white-collar workers, and residents of upscale condos and brownstones)
  37. 37. Audience Findings • Diverse customer base (blue- and white-collar workers, and residents of upscale condos and brownstones) • Across-the-board Brooklyn pride
  38. 38. Audience Findings • Diverse customer base (blue- and white-collar workers, and residents of upscale condos and brownstones) • Across-the-board Brooklyn pride • Affection for local bodegas
  39. 39. Audience Findings • Diverse customer base (blue- and white-collar workers, and residents of upscale condos and brownstones) • Across-the-board Brooklyn pride • Affection for local bodegas • Appreciation for the colloquial customer service found at corner shops
  40. 40. Opportunities
  41. 41. Opportunities • Take advantage of the dramatic revitalization underway in downtown Brooklyn.
  42. 42. Opportunities • Take advantage of the dramatic revitalization underway in downtown Brooklyn. • Create an authentic Brooklyn shopping experience, while still providing a one-stop shop for easy shopping.
  43. 43. Opportunities • Take advantage of the dramatic revitalization underway in downtown Brooklyn. • Create an authentic Brooklyn shopping experience, while still providing a one-stop shop for easy shopping. • Establish strong early foothold against national competitors to jumpstart the market’s brand value.
  44. 44. Brand Strategy Brand Positioning Statement
  45. 45. [TBD] proudly serves the Brooklyn community, meeting a diverse range of customers’ culinary needs, from the everyday to the extraordinary, with a broad selection of reasonably priced fresh, packaged, and prepared foods, household and convenience items, and a level of personal service usually associated with neighborhood shopkeepers. Statement 1
  46. 46. [TBD] proudly serves the Brooklyn community, meeting the daily needs of a diverse range of sophisticated modern food shoppers with a broad selection of fresh, packaged, and prepared foods, household and specialty items, and personal service on a par with the city’s most esteemed culinary destinations. Statement 2
  47. 47. Authentically Brooklyn [TBD] proudly serves the Brooklyn community, meeting a diverse range of customers’ culinary needs, from the everyday to the extraordinary, with a broad selection of reasonably priced fresh, packaged, and prepared foods, household and convenience items, and a level of personal service usually associated with neighborhood shopkeepers. Final
  48. 48. Brand Development Naming
  49. 49. Cornerstone Market solid, reliable, historical
  50. 50. Cornerstone Market solid, reliable, historical Hoyt Merchant local, historical, personable
  51. 51. Cornerstone Market solid, reliable, historical Hoyt Merchant local, historical, personable 718 Merchant urban, modern, authentically Brooklyn
  52. 52. Cornerstone Market solid, reliable, historical Hoyt Merchant local, historical, personable 718 Merchant urban, modern, authentically Brooklyn Brooklyn Bon Vivant joyful, worldly, sophisticated
  53. 53. Cornerstone Market solid, reliable, historical Hoyt Merchant local, historical, personable 718 Merchant urban, modern, authentically Brooklyn Brooklyn Bon Vivant joyful, worldly, sophisticated The Corner Shop local, friendly, informal
  54. 54. Cornerstone Market solid, reliable, historical Hoyt Merchant local, historical, personable 718 Merchant urban, modern, authentically Brooklyn Brooklyn Bon Vivant joyful, worldly, sophisticated The Corner Shop local, friendly, informal Brooklyn Purveyors reliable, resourceful, historical
  55. 55. Cornerstone Market solid, reliable, historical Hoyt Merchant local, historical, personable 718 Merchant urban, modern, authentically Brooklyn Brooklyn Bon Vivant joyful, worldly, sophisticated The Corner Shop local, friendly, informal Brooklyn Purveyors reliable, resourceful, historical Del Issa timeless, ownable, referential
  56. 56. Cornerstone Market solid, reliable, historical Brooklyn Fare local, plentiful, traditional Hoyt Merchant local, historical, personable 718 Merchant urban, modern, authentically Brooklyn Brooklyn Bon Vivant joyful, worldly, sophisticated The Corner Shop local, friendly, informal Brooklyn Purveyors reliable, resourceful, historical Del Issa timeless, ownable, referential
  57. 57. We have a strong Brand Positioning Statement and a pitch-perfect name. So where do we start? Brooklyn Fare
  58. 58. In this case, Window Signage
  59. 59. With renovations of the interior space underway, our client needed to cover all 13 of his storefront’s windows.
  60. 60. With renovations of the interior space underway, our client needed to cover all 13 of his storefront’s windows. We saw this as a golden opportunity to get people excited about Brooklyn Fare — and get some early feedback from our target audience in the process.
  61. 61. Passers-by could subscribe for updates by visiting brooklynfare.com.
  62. 62. Delivery Service We make house calls. (deliveries that save you time and prevent back strain) Catering Service Be a guest at your own party. (restaurant-caliber catering for homes and offices) Chocolate Selection Feeling bittersweet? (specialty chocolates you’ll want to keep for yourself)
  63. 63. The response was overwhelmingly positive. Over 3,000 Brooklynites subscribed for updates within the first week alone. We were on to something... Call it Serendipity
  64. 64. Concept Development Look & Feel
  65. 65. Brand Development Brand Identity
  66. 66. Since we determined that copy was at the core of the brand, we realized this voice needed its own unique typeface.
  67. 67. Custom Typeface
  68. 68. Logotype
  69. 69. Color Palette
  70. 70. Poster Concept
  71. 71. Bringing personal service to the web: customers can email department experts for advice, recipes, or just to say hello.
  72. 72. Bringing personal service to the web: customers can email department experts for advice, recipes, or just to say hello.
  73. 73. The Results
  74. 74. Letterhead
  75. 75. What have we learned?
  76. 76. Takeaways • A brand is not just a logo.
  77. 77. Takeaways • A brand is not just a logo. • No BS. Authenticity above all.
  78. 78. Takeaways • A brand is not just a logo. • No BS. Authenticity above all. • Test your assumptions.
  79. 79. Takeaways • A brand is not just a logo. • No BS. Authenticity above all. • Test your assumptions. • Always lead with strategy (but please be obsessed with design).
  80. 80. Takeaways • A brand is not just a logo. • No BS. Authenticity above all. • Test your assumptions. • Always lead with strategy (but please be obsessed with design). • Have fun!
  81. 81. Thank you! Roberta Ronsivalle, Managing Partner @muccadesign

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