BRAND MARKETING: How to build a brand
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Build a digital-first brand | Brand building framework | Branding case study for CAROL Bike Join our free webinar to come on the journey of rebranding a fitness company and watch its transformation from a mediocre visuality to a modern, digital-first brand built based on customer insights and big idea. Learn how branding has evolved in the digital age, discover how to build a digital-first brand, and master a step-by-step brand-building framework. Agenda Understand the importance of brand building. Learn about the evolution of branding. Master a brand-building framework. Examine the CAROL Bike case study.
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BRAND MARKETING: How to build a brand
- 1. BRAND MARKETING: how to build a brand Victoria Rusnac CMO at CAROL Bike Instructor at ACTA School FREE WEBINAR
- 2. YOUR WEBINAR HOST Victoria: CMO and Marketing Instructor Corporations Start-ups
- 6. Download guides to boost your career ACCESS GUIDES
- 7. BRAND MARKETING: how to build a brand Victoria Rusnac CMO at CAROL Bike Instructor at ACTA School FREE WEBINAR
- 8. The Naked Pharmacy – How it all started
- 9. The Naked Pharmacy – A success story Results: sustainable +300% growth quarter-on-quarter
- 10. This webinar was inspired by CMO experience Consulting work Book
- 11. What is a brand? How has branding evolved? Do I need to create a brand? How do I create a brand? Case study: CAROL Bike AGENDA
- 12. What is a brand?
- 13. A brand is what people see, think, feel and say about you.
- 14. ” Your brand is what other people say about you when you're not in the room. Jeff Bezos
- 15. A brand is why people should care. Strong brands can form deep emotional connections with customers because they stand for something that people care about.
- 16. ” A brand is a person’s gut feeling about a product, service or company. Marty Neumeier
- 18. In the past, branding was heavily associated with logos, packaging and advertising. BRANDS BEFORE
- 19. A brand was a layer on top of the product that communicated its emotional benefit. BRANDS BEFORE
- 20. A brand’s objective was to elevate an emotion with no link to the functional benefits of the product. BRANDS BEFORE
- 21. Marlboro stood for “masculinity” and “adventure”. Case study
- 22. Coca-Cola owned the territory of “happiness”, which was strongly portrayed in their advertising. Case study
- 23. Nowadays, consumers are too educated. BRANDS NOW
- 24. They have far too many choices, and their expectations are too high to get away with “shallow branding”. BRANDS NOW
- 25. Look at me, listen to me, this is why I’m wonderful, pay attention. BRANDS BEFORE Here’s what I understand about your needs, and here’s how I am here to help. BRANDS NOW
- 26. A brand should represent what a business stands for and should be built on real consumer insights.
- 27. In the digital age, brand is conveyed through every touchpoint.
- 28. What would get people’s attention in a shopping aisle? Stand-out packaging What would get people’s attention on a social media feed? Design with stopping power What would convince them to buy? Sleek website Functional benefits What would make them feel good about their purchase? The brand’s mission What would get them talking about the brand at a dinner party? A brand like no other, an emotional connection Customer journey and branding
- 29. Project Positioning: Material science company R&D facilities in Italy Tomorrow-Tree Fund Collaboration-driven product line: § United Nations around SDGs § ”Protect the Species” capsule collection § Costa Brazil collection § Takashi Murakami and Bee project Case study
- 30. Do I need to create a brand?
- 31. You need a brand if : § You want to create or disrupt a category § You want to charge a premium mark-up § Emotions guide the decision-making in your category You don’t need a brand if: § You offer a me-too, transactional product § You are competing on price
- 32. Case study
- 33. How do I create a brand?
- 35. 1. Target Audience Brand-building research Attitudes Behaviour Dreams Desires Beliefs Motivations Needs 2. Key problem What is missing from the customers’ lives? 3. The Brand Idea How does the brand create a solution for the specific problem? It is an explanation of why this brand will matter to people.
- 36. 4. Functional Benefits Brand-building research A brand should be built on product differentiation. How are you different from your competitors? 5. Emotional Benefits How will the brand make them feel? Emotional ideas should have a basis in your product’s benefits.
- 37. Key problem: Trainers are made from some of the most environmentally damaging materials in the world. Brand Idea: Create “environmentally friendly” trainers. Functional benefits: Environmentally friendly shoes that are so comfortable. Emotional benefit: Idea of exploration and emotional territory of curiosity. Positioning: One shoe for all you do
- 38. 3P Branding Framework 1. Purpose Why the brand exists 2. Positioning What differentiates the brand from other brands 3. Personality If the brand were a person, how would they be
- 39. A brand = positioning
- 43. CASE STUDY CASE STUDY: CAROL BIKE CAROL Bike CAROL is the smartest, most effective exercise bike with workout backed by science. SOURCE HERE
- 44. CASE STUDY CASE STUDY: CAROL BIKE Business challenges Low sales High traffic and top-of-funnel interest Low conversion on the website Consumer insights Low trust: “Too good to be true” Small community: “Will they go bust?” Context
- 45. CASE STUDY CASE STUDY: CAROL BIKE CAROL Bike CAROL is the smartest, most effective exercise bike with workout backed by science. SOURCE HERE
- 46. CASE STUDY CASE STUDY: CAROL BIKE
- 47. CASE STUDY CASE STUDY: CAROL BIKE
- 48. CASE STUDY CASE STUDY: CAROL BIKE
- 49. CASE STUDY CASE STUDY: CAROL BIKE Visual identity
- 50. WHAT HOW Research • Brand Strategist • Brand Agency • Marketing Team Brand Strategy • Brand Strategist • Brand Agency Visual Brand Guidelines • Creative Director & Senior Designer • Brand Design Agency Website • Digital Experience Agency • UX/UI Designer and Copywriter Rebranding: resources needed
- 51. THANK YOU FOR JOINING! NEXT STEPS: We will share the presentation and video recording with you. Download the guides.
- 52. BRAND MARKETING: how to build a brand Victoria Rusnac CMO at CAROL Bike Instructor at ACTA School FREE WEBINAR
- 53. Q&A