Brand Building 101: How to build a brand from scratch

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Lead with strategy, but be obsessed with design.

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Brand Building 101: How to build a brand from scratch

  1. 1. Brand Building 101mucca @ WIX MEETUP
  2. 2. About Mucca
  3. 3. muccais an award-winning branding firm basedin New York City. We strongly believe inthe balance of strategy and design, bothof which are essential to creating relevant,authentic brands.
  4. 4. Mucca has worked with a wide range of clients,including global & international brands such asBarnes & 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 Secretand Waterworks.Our clients
  5. 5. Balthazar Target Random House André Balazs NewYork Magazine Sant Ambroeus SSG Food MarketDomaine de Canton Brooklyn Fare Rizzoli HarperCollins Keith McNally Butterfield Market KartellMorandi Waterworks Casa Lever Victoria’s SecretGracious Home Adobe Matta Barnes & Noble GrandCentral Publishing Gagosian Gallery Presidio SocialClub The Chelsea Pravda Wired Magazine ParcMenuPages Schiller’s Liquor Bar Patina RestaurantGroup Gracious Home Vanity Fair Runa GQ Romanand Williams The New York Times GQ Steve Martin
  6. 6. 346EAST92NDS TR E E TNE W Y OR KNEWYORK10128butter f i e l d k i tchenLocal BrandsLocal Brands
  7. 7. BalthazarBalthazar
  8. 8. Gracious Home
  9. 9. Victoria’s Secret
  10. 10. MenuPages
  11. 11. How do youbuild a brand?
  12. 12. Forgetaboutthe logo!
  13. 13. “A brand is the essence of one’s own unique story.This is as true for personal branding as it is forbusiness branding. The key, though, is reachingdown and pulling out the authentic, unique you.Otherwise, your brand will be just a façade.”- PAUL BIEDERMANN
  14. 14. That’s why we start withBrand 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 aBrand Positioning Statement.
  21. 21. A Brand Positioning Statementis our North Star. It captures a brand’s:• core offerings
  22. 22. • core offerings• personality traits, values, and narrativeA Brand Positioning Statementis our North Star. It captures a brand’s:
  23. 23. • core offerings• personality traits, values, and narrative• verbal communication style & distinct messagingA Brand Positioning Statementis our North Star. It captures a brand’s:
  24. 24. When we understand the brand intellectually, we canbegin to express it visually and verbally.BPSVISUAL LANGUAGE VERBAL LANGUAGE
  25. 25. M A N H A T T A NB R O O K L Y NCase StudyGrocery StoreName TBD
  26. 26. The BriefBC Food Corp, a lone real estate developer, wanted toopen a gourmet grocery in Brooklyn’s emergingDowntown neighborhood.
  27. 27. Brand StrategyResearch & Discovery
  28. 28. Findings
  29. 29. Findings• Shifting demographicsA mix of longtime locals and new residents of upscale condos.
  30. 30. Findings• Shifting demographicsA mix of longtime locals and new residents of upscale condos.• Economic growth$9 billion in new investments in the local economy, includingnew residential & commercial units (Barclay’s Center, high rises, etc).
  31. 31. Findings• Shifting demographicsA mix of longtime locals and new residents of upscale condos.• Economic growth$9 billion in new investments in the local economy, includingnew residential & commercial units (Barclay’s Center, high rises, etc).• Increasing competitionThese 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 DesignQUALITY (high)QUALITY (low)PRICE (high)PRICE (low)BC Food CorpPerceptualMapping
  34. 34. BC Food Corp. Competative Markets 10.08.2008 Mucca DesignSERVICE (high)SERVICE (low)SELECTION (high)SELECTION (low)BC Food CorpPerceptualMapping
  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 foundat corner shops
  40. 40. Opportunities
  41. 41. Opportunities• Take advantage of the dramatic revitalization underwayin downtown Brooklyn.
  42. 42. Opportunities• Take advantage of the dramatic revitalization underwayin 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 underwayin downtown Brooklyn.• Create an authentic Brooklyn shopping experience,while still providing a one-stop shop for easy shopping.• Establish strong early foothold against nationalcompetitors to jumpstart the market’s brand value.
  44. 44. Brand StrategyBrand PositioningStatement
  45. 45. [TBD] proudly serves the Brooklyn community,meeting a diverse range of customers’ culinaryneeds, from the everyday to the extraordinary,with a broad selection of reasonably pricedfresh, packaged, and prepared foods, householdand convenience items, and a level of personalservice usually associated with neighborhoodshopkeepers.Statement 1
  46. 46. [TBD] proudly serves the Brooklyn community,meeting the daily needs of a diverse range ofsophisticated modern food shoppers with abroad selection of fresh, packaged, andprepared foods, household and specialty items,and personal service on a par with the city’smost esteemed culinary destinations.Statement 2
  47. 47. Authentically Brooklyn[TBD] proudly serves the Brooklyn community,meeting a diverse range of customers’ culinaryneeds, from the everyday to the extraordinary,with a broad selection of reasonably priced fresh,packaged, and prepared foods, household andconvenience items, and a level of personal serviceusually associated with neighborhood shopkeepers.Final
  48. 48. Brand DevelopmentNaming
  49. 49. Cornerstone Marketsolid, reliable, historical
  50. 50. Cornerstone Marketsolid, reliable, historicalHoyt Merchantlocal, historical, personable
  51. 51. Cornerstone Marketsolid, reliable, historicalHoyt Merchantlocal, historical, personable718 Merchanturban, modern, authentically Brooklyn
  52. 52. Cornerstone Marketsolid, reliable, historicalHoyt Merchantlocal, historical, personable718 Merchanturban, modern, authentically BrooklynBrooklyn Bon Vivantjoyful, worldly, sophisticated
  53. 53. Cornerstone Marketsolid, reliable, historicalHoyt Merchantlocal, historical, personable718 Merchanturban, modern, authentically BrooklynBrooklyn Bon Vivantjoyful, worldly, sophisticatedThe Corner Shoplocal, friendly, informal
  54. 54. Cornerstone Marketsolid, reliable, historicalHoyt Merchantlocal, historical, personable718 Merchanturban, modern, authentically BrooklynBrooklyn Bon Vivantjoyful, worldly, sophisticatedThe Corner Shoplocal, friendly, informalBrooklyn Purveyorsreliable, resourceful, historical
  55. 55. Cornerstone Marketsolid, reliable, historicalHoyt Merchantlocal, historical, personable718 Merchanturban, modern, authentically BrooklynBrooklyn Bon Vivantjoyful, worldly, sophisticatedThe Corner Shoplocal, friendly, informalBrooklyn Purveyorsreliable, resourceful, historicalDel Issatimeless, ownable, referential
  56. 56. Cornerstone Marketsolid, reliable, historicalBrooklyn Farelocal, plentiful, traditionalHoyt Merchantlocal, historical, personable718 Merchanturban, modern, authentically BrooklynBrooklyn Bon Vivantjoyful, worldly, sophisticatedThe Corner Shoplocal, friendly, informalBrooklyn Purveyorsreliable, resourceful, historicalDel Issatimeless, ownable, referential
  57. 57. We have a strong Brand Positioning Statementand 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 spaceunderway, our client needed to cover all13 of his storefront’s windows.
  60. 60. With renovations of the interior spaceunderway, our client needed to cover all13 of his storefront’s windows.We saw this as a golden opportunity toget people excited about Brooklyn Fare —and get some early feedback from ourtarget audience in the process.
  61. 61. Passers-by could subscribe for updates by visiting brooklynfare.com.
  62. 62. Delivery ServiceWe make house calls.(deliveries that save you time and prevent back strain)Catering ServiceBe a guest at your own party.(restaurant-caliber catering for homes and offices)Chocolate SelectionFeeling bittersweet?(specialty chocolates you’ll want to keep for yourself)
  63. 63. The response was overwhelmingly positive.Over 3,000 Brooklynites subscribed for updateswithin the first week alone.We were on to something...Call it Serendipity
  64. 64. Concept DevelopmentLook & Feel
  65. 65. Brand DevelopmentBrand Identity
  66. 66. Since we determined that copy was atthe core of the brand, we realized thisvoice 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 emaildepartment experts for advice, recipes, or just to say hello.
  72. 72. Bringing personal service to the web: customers can emaildepartment experts for advice, recipes, or just to say hello.
  73. 73. The Results
  74. 74. Letterhead
  75. 75. What havewe 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 beobsessed 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 beobsessed with design).• Have fun!
  81. 81. Thank you!Roberta Ronsivalle, Managing Partner@muccadesign

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