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How Branding Can Transform Your Fair Trade Organization

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Learn about how retail and product branding can increase sales, bring cohesion to your products and organization, and ultimately continue to support producers and artisans.
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How Branding Can Transform Your Fair Trade Organization

  1. 1. How Branding  Can Transform Your Fair Trade Organization Presenter: Gloria Shin Fair Trade Futures - Seminar September 11, 2010
  2. 2. Overview of Objectives <ul><ul><li>Empower fair trade organizations with the knowledge necessary tools to embark on the branding process.  </li></ul></ul>
  3. 3. Overview of Objectives <ul><ul><li>a </li></ul></ul><ul><ul><li>See branding as a  worthwhile, long-term        investment.  </li></ul></ul>
  4. 4. Overview of Objectives <ul><ul><li>a </li></ul></ul><ul><ul><li>See branding as a  worthwhile, long-term            investment.  </li></ul></ul><ul><ul><li>Understand how the branding process works.  </li></ul></ul>
  5. 5. Overview of Objectives <ul><ul><li>a </li></ul></ul><ul><ul><li>See branding as a  worthwhile, long-term            investment.  </li></ul></ul><ul><ul><li>Understand how branding works, and how to effectively create a brand strategy. </li></ul></ul><ul><ul><li>Case studies. </li></ul></ul>
  6. 6. Current Challenges <ul><ul><li>Limited buying audience and reach. </li></ul></ul><ul><ul><ul><li>The need for increased demand. </li></ul></ul></ul><ul><ul><li>Fair trade businesses operating as charities , not businesses . </li></ul></ul>
  7. 7. <ul><ul><li>Labeling and regulation issues </li></ul></ul>
  8. 8. <ul><ul><li>Ad overload </li></ul></ul>
  9. 9. Having a solid brand identity helps  consumers navigate through the clutter.
  10. 10. What is a brand?
  11. 11. A brand is NOT a logo.
  12. 12. A brand is NOT a product.
  13. 13. A brand is an idea , not a thing .
  14. 17. A brand identity is a... logo product
  15. 18. (Wheeler 2009)
  16. 20. The Branding  Process <ul><ul><li>Conduct your research,  discover who you are. </li></ul></ul><ul><ul><li>Articulate your  brand promise.   </li></ul></ul><ul><li>3. Create your  brand strategy  (i.e., your plan of action). </li></ul><ul><li>4. Develop and create your  brand identity. </li></ul>&quot;The World on Time&quot;
  17. 21. (Wheeler 2009)
  18. 23. DING! Southwest Airlines, I LUV you.
  19. 27. Quote of the Day [Say in a sweet Midwest woman's accent]  &quot;Please make sure that all luggage is securely stowed away in the overhead bins. Please DO NOT open the bins during the flight. This may cause the luggage to fall out, and then I'll have a lot of paperwork.&quot;
  20. 28. Divine Chocolate Designed by  Williams Murray Hamm  | Typography:  Alison Carmichael  | Country: United Kingdom
  21. 29. Divine Chocolate Designed by  Williams Murray Hamm  | Typography:  Alison Carmichael  | Country: United Kingdom
  22. 30. Divine Chocolate Designed by  Williams Murray Hamm  | Typography:  Alison Carmichael  | Country: United Kingdom
  23. 31. Recommendations <ul><ul><li>Hire a professional branding firm. </li></ul></ul><ul><ul><ul><li>Many design firms dedicate a portion of their budget to pro bono work.  </li></ul></ul></ul><ul><ul><ul><li>Do your research, find one you like (and of course, has a good reputation), and start networking!  </li></ul></ul></ul><ul><ul><li>Ways to connect: </li></ul></ul><ul><ul><ul><li>www.design21sdn.com </li></ul></ul></ul><ul><ul><ul><li>@riajattra </li></ul></ul></ul>
  24. 32. Proposed Solutions for FT Orgs. Co-branding opportunities Product (RED)
  25. 33. Proposed Solutions for FT Orgs. <ul><li>Pros (Benefits): </li></ul><ul><ul><li>Immediate brand recognition through co-branding partner </li></ul></ul><ul><ul><li>Broadens audience </li></ul></ul><ul><li>Cons (Risks): </li></ul><ul><ul><li>Potential conflict of interest </li></ul></ul><ul><ul><ul><li>E.g., Product (RED)’s partnership with Nike. </li></ul></ul></ul><ul><ul><li>Potential for damaging your own brand image and reputation </li></ul></ul>Co-branding opportunities
  26. 34. Questions?
  27. 35. Works Cited <ul><li>10 best fair trade brand names [Blog post]. (2009, July 27). Scamper. Retrieved from http://www.scamperbranding.com/best-fair-trade-brand-names/ . </li></ul><ul><li>Brand assessment questionnaire. (2007). Allaboutbranding.com. Retrieved from http://allaboutbranding.com/index.lasso?page=11,53,75 . </li></ul><ul><li>Brown, C. (2010, March 26). Brand mapping: era rebrands to align with the changing dynamics of the consumer market. Retrieved from http://brandandmarket.com/brand-mapping-era-rebrands-to-align-with-the-changing-dynamics-of-the-consumer-market/ . </li></ul><ul><li>Design education: sharing our future . (2010). Retrieved from http://www.designeducation.ca/ . </li></ul><ul><li>Divine chocolate. (2009, July 2). Lovely Package , Retrieved from http://lovelypackage.com/divine-chocolate/ . </li></ul><ul><li>Ebeling, A. (2009, August 19). Ten thousand villages grows with fair trade. Forbes , Retrieved from http://www.forbes.com/forbes/2009/0907/creative-giving-ten-thousand-villages-grows-with-fair-trade.html . </li></ul><ul><li>Fair trade retail leader wins coveted award for sustainable design. (2008, May 9). Retrieved from http://www.tenthousandvillages.com/news/index.php?m=09&y=08 . </li></ul><ul><li>Hahn, D. (2007). Building a strong brand: the ID branding framework. Retrieved from http://www.allaboutbranding.com/index.lasso?article=439 . </li></ul>
  28. 36. Works Cited <ul><li>Harris Interactive. (2010). Princess cruises, hilton hotels, southwest airlines, and enterprise rental cars rank highest in brand equity by category [Press release].. Retrieved from http://www.harrisinteractive.com/NewsRoom/ PressReleases/tabid/446/mid/1506/articleId/ 50/ctl/ReadCustom%20Default/Default.aspx . </li></ul><ul><li>Harris, S. (2009, March 18). What is fair trade. Change.org, Retrieved from http://humanrights.change.org/blog/view/what_is_fair_trade . </li></ul><ul><li>Klein, K. (2008, June 9). A Practical guide to branding. Bloomberg Business Week , Retrieved from http://www.businessweek.com/smallbiz/ content/jun2008/sb2008069_694225.htm . </li></ul><ul><li>Neumeier, M. (2006). The brand gap: how to bridge the distance between business strategy and design . Berkley, CA: AIGA. </li></ul><ul><li>Rayp, G. (2005, December 22). Do consumers care about ethics? willingness to pay for fair-trade coffee. All Business , Retrieved from http://www.allbusiness.com/sector-92-public-administration/administration/1185433-1.html . </li></ul><ul><li>ReBrand. (2009). Albuqueque youth symphony [Case study]. Retrieved from http://www.rebrand.com/2009-distinction-albuquerque-youth-symphony . </li></ul><ul><li>ReBrand. (2009). Avia organics [Case study]. Retrieved from http://www.rebrand.com/2009-distinction-aviva-organics . </li></ul>
  29. 37. Works Cited <ul><li>ReBrand. (2009). BreastCancer.org [Case study] . Retireved from http://www.rebrand.com/2009-notable-breast-cancer-website . </li></ul><ul><li>ReBrand. (2006). Top 20 mistakes marketers make when rebranding and how to avoid them. Retrieved from http://www.rebrand.com . </li></ul><ul><li>Robertson and partners. (2008, March 18). Branding for non-profit and not-for-profit organizations [Video file] . Retrieved from http://www.youtube.com/watch?v=FYCFqfTxgvY&feature=related .   </li></ul><ul><li>Rubinson, J. (2010, April 16). Marketing insights into how we decide [Blog post]. Retrieved from http://blog.joelrubinson.net/2010/04/marketing-insights-into-how-we-decide/ . </li></ul><ul><li>Sager, R. (2009, December 4). Shopping psych 101: look, don't touch. SmartMoney , Retrieved from http://www.smartmoney.com/spending/deals/ shopping-psych-101-look-dont-touch/ . </li></ul><ul><li>Siegel and Gale Associates. (2009, February 29). Branding in a troubled economy [PowerPoint slides]. Retrieved from http://www.slideshare.net/guest1929d4/branding-in-a-troubled-economy-1088653 . </li></ul><ul><li>Shin, G. (2008 September 1). Branding with dignity: examining international relief and development NGOs’ perceptions and attitudes towards branding and their current brands. Unpublished. </li></ul>
  30. 38. Works Cited <ul><li>Slotegraaf, R, & Pauwels, K. (2008). The Impact of brand equity and innovation on the long-term effectiveness. Journal of Marketing Research , XLV (3), Retrieved from http://www.marketingpower.com/AboutAMA /Pages/AMA%20Publications/AMA%20Journals/ Journal%20of%20Marketing%20Research/TOCs/ summary%20june%2008/ImpactofBrandjmrjun08.aspx . </li></ul><ul><li>Steel, E. (2009, April 17). Typeface inspired by comic books has become a font of ill will. The Wall Street Journal , Retrieved from http://online.wsj.com/article/ NA_WSJ_PUB:SB123992364819927171.html . </li></ul><ul><li>VIM Group. (2009). Top 10 essential tips to implementing your brand. Retrieved from http://www.rebrand.com/10-essential-tips-to-implementing-your-brand . </li></ul><ul><li>Vit, A. (2009, December 29). The best and worst identities of 2009 [Blog post]. Retrieved from http://www.underconsideration.com/brandnew /archives/the_best_and_worst_identities_of_2009.php . </li></ul><ul><li>Wheeler, A. (2009). Designing brand identity: an essential guide . Hoboken, NJ: John Wiley & Sons. </li></ul><ul><li>Wilkinson, G. (2010). Implementation rethinking the cost (and value) of rebranding. Retrieved from http://www.rebrand.com/implementation-rethinking-cost-of-rebranding .   </li></ul><ul><li>Would you buy healthy food from a sick company? (2006, November 23). Fair Trade Coffee News. Retrieved from http://www.fairtradecoffeenews.com . </li></ul>

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