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BRAND
MARKETING:
how to build a brand
Victoria Rusnac
CMO at CAROL Bike
Instructor at ACTA School
FREE WEBINAR
YOUR WEBINAR HOST
Victoria: CMO and Marketing Instructor
Corporations
Start-ups
Join ACTA’s community
Download guides to boost your career
ACCESS GUIDES
BRAND
MARKETING:
how to build a brand
Victoria Rusnac
CMO at CAROL Bike
Instructor at ACTA School
FREE WEBINAR
The Naked Pharmacy – How it all started
The Naked Pharmacy – A success story
Results: sustainable +300% growth quarter-on-quarter
This webinar was inspired by
CMO experience Consulting work Book
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
What is a
brand?
A brand is what people
see, think, feel and say about you.
”
Your brand is what other people say
about you when you're not in the room.
Jeff Bezos
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.
”
A brand is a person’s gut feeling about a
product, service or company.
Marty Neumeier
How has branding
evolved?
In the past, branding was heavily associated
with logos, packaging and advertising.
BRANDS BEFORE
A brand was a layer on top of the product
that communicated its emotional benefit.
BRANDS BEFORE
A brand’s objective was to elevate an
emotion with no link to the functional
benefits of the product.
BRANDS BEFORE
Marlboro stood for “masculinity”
and “adventure”.
Case study
Coca-Cola owned the territory of
“happiness”, which was strongly
portrayed in their advertising.
Case study
Nowadays, consumers are too educated.
BRANDS NOW
They have far too many choices, and their
expectations are too high to get away with
“shallow branding”.
BRANDS NOW
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
A brand should represent what
a business stands for and should be built
on real consumer insights.
In the digital age,
brand is conveyed
through every touchpoint.
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
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
Do I need to
create a brand?
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
Case study
How do I
create a brand?
Research &
Consumer
Insights
11
Brand
Strategy
12
Visual
Brand
Guidelines
13
Website
14
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.
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.
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
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
A brand = positioning
Branding Style Guide
Case study:
CAROL Bike
CASE
STUDY CASE STUDY: CAROL BIKE
CAROL Bike
CAROL is the smartest,
most effective exercise
bike with workout backed
by science.
SOURCE HERE
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
CASE
STUDY CASE STUDY: CAROL BIKE
CAROL Bike
CAROL is the smartest,
most effective exercise
bike with workout backed
by science.
SOURCE HERE
CASE
STUDY CASE STUDY: CAROL BIKE
CASE
STUDY CASE STUDY: CAROL BIKE
CASE
STUDY CASE STUDY: CAROL BIKE
CASE
STUDY CASE STUDY: CAROL BIKE
Visual identity
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
THANK YOU FOR JOINING!
NEXT STEPS:
We will share the presentation and
video recording with you.
Download the guides.
BRAND
MARKETING:
how to build a brand
Victoria Rusnac
CMO at CAROL Bike
Instructor at ACTA School
FREE WEBINAR
Q&A

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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
  • 3.
  • 4.
  • 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
  • 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
  • 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
  • 40.
  • 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
  • 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