A brief presentation on some easy to use tools for designers and small business to build their brands from the inside out.

1. Mark Bunker
Former Director of Design at Noble Inc
Founder of Grey Gorilla Design
Branding
Beyond a Logo

2. Big to Small

3. >$6,000,000,000
in revenue 2012

4. <$1,500,000
in revenue 2012

5. THEN
“HERE’S OUR PROBLEM.
WE NEED A SOLUTION.”
NOW

6. THEN
NOW
“HERE’S OUR PROBLEM.
WE NEED A SOLUTION.”
“WE NEED A
.”

7. Touch Points
rand Essence
B
Po
si
Core
Values
gy
te
ning & Stra
tio

8. Touch Points
rand Essence
B
Po
si
Core
Values
gy
te
ning & Stra
tio

9. Touch Points
rand Essence
B
Po
si
Core
Values
gy
te
ning & Stra
tio
CONSISTENCY
AUTHENTICITY
DURABILITY
A BASIS FOR
MAKING EDUCATED
DESIGN DECISIONS

10. CASE STUDY: STONY CREEK FARM

11. CORE VALUES
VISION & MISSION STATEMENTS
VISION:
Where you want to be in the future, often seems unattainable
MISSION:
How you will reach your Vision with day to day actions

12. CORE VALUES
VISION & MISSION STATEMENTS
VISION:
To be THE premier destination and educator of
organic natural farming
MISSION:
To educate and spread the message of organic farming,
the importance of being connected to your food source, and the
benefits of eating good healthy food.

13. POSITIONING & STRATEGY
DIFFERENTIATION
We’re the only
That offers

14. POSITIONING & STRATEGY
DIFFERENTIATION, VALUE, & TARGET MARKET
What
We’re the only
How
That offers
Who
For
Where
In
Why
Who want
When
In a time
.

15. POSITIONING & STRATEGY
DIFFERENTIATION, VALUE, & TARGET MARKET
What
We’re the only Organic Farm
How
That offers Food, Lodging, and Education
Who
For foodies and want to be foodies
Where
In the greater NYC area
Why
Who want to be more in touch with their food
When
In a time when people are more disconnected
from their food sources then ever.

16. POSITIONING & STRATEGY
DIFFERENTIATION, VALUE, & TARGET MARKET
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS

17. POSITIONING & STRATEGY
DIFFERENTIATION, VALUE, & TARGET MARKET
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS

18. POSITIONING & STRATEGY
DIFFERENTIATION, VALUE, & TARGET MARKET
POSITIVE
NEGATIVE
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS

19. POSITIONING & STRATEGY
DIFFERENTIATION, VALUE, & TARGET MARKET
· Two Channels: Farm Stay and Food
Distribution
· High Quality Products
· Beautiful Property
· Hard Working Employees
· Farm Stay Partnership with Feather
Down
STRENGTHS
· Organic/Green Trend
· Proximity to NYC
· Popularity of Farmer’s Markets
· Health and Fitness Movement
· Buy Local Trend
OPPORTUNITIES
· Few Food Distribution Channels
· Limited Budget
· Employees are Very Busy
· Provide Expensive Goods and
Services
· No Brand or Name Recognition
WEAKNESSES
· Inclement Weather
· Retail Outlets with Similar Cheaper
Products
· Government Regulations and
Certifications
· Farm Stays and B&Bs with Nicer
Accommodations
· Economy (less spend on vacations)
THREATS

20. POSITIONING & STRATEGY
MARKET SEGMENTATION
IN THE DARK, BUT PERSUADABLE
OCCASIONAL ORGANIC SHOPPER
FOODIE/LOCAVORE
Jennifer Ryan
Age: 25
Location: Manhattan
Relationship Status: dating
Living Status: renting apartment with roommate
Education: Bucknel, Marketing Major
Work: marketing associate at major Ad Firm
Vehicle: public transportation
Finances: spends freely
Social life/Activities: bars and clubs with
friends
Music: Band of Horses, Jay-z,
Favorite Television Show: The Of�ice, Always
Sunny in Philadelphia, Project Runway
Shops/Hangouts: Satrbucks, Sushi Bar
Loves: friends, family, lifestyle, freedom
Where she buys food: Fresh Direct, Trader
Joes, local grocery store
Primary concerns: having fun and looking
good
Joan Mathews
Age: 43
Location: Nyack, NY
Relationship Status: married with two kids
Living Status: suburban home
Education: Lehigh, Communications Major
Work: stay at home mother, volunteers for
charities and church
Vehicle: QX4
Finances: saving for college tuitions
Social life/Activities: tennis/swim club, church
group, and kids sports
Music: John Mayer
Favorite Television Show: Desperate Housewives, Grey’s Anatomy, Glee
Shops/Hangouts: Tennis Group, PTA
Loves: kids, husband
Where she buys food: Whole Foods, ShopRite
farmers market
Primary concerns: well being of her family
Sara Ross
Age: 31
Location: Brooklyn
Relationship Status: long term boyfriend
Living Status: renting apartment with
boyfriend
Education: Parsons, Painting Major
Finances: no debt, little expendable income
Social life/Activities: bbq/dinner with friends,
drinking at dive bars, avid concert goer
Music: indy bands
Favorite Television Show: Podcasts of NPR
Shops/Hangouts: neighborhood bar, neighborhood coffee shop
Loves: dog, boyfriend, painting, music, the
company of her friends, a good book, insightful conversations
Where she buys food: local coop, farmers
market, and neighborhood family owned
grocery
Primary concerns: not compromising beliefs
or morals

21. POSITIONING & STRATEGY
STRATEGY & ACTION PLAN
LOCAVORE
OCCASIONAL ORGANIC SHOPPER
IN THE DARK, BUT PERSUADABLE
Potential Market
Current Market
FARM
STAY
High
Low
tment
Leve
mmi
l of Co
to
ent
ovem
the M
SCF
COMMUNITY
FOOD

22. BRAND ESSENCE
TONE AND BRAND VOICE
2
SIMPLE
1
0
1
2
COMPLEX
X
WARM
X
COLD
MODERN
X
OLD FASHIONED
FUTURISTIC
X
NOSTALGIC
EVOLUTIONARY
X
REVOLUTIONARY
SERIOUS
X
LIGHT HEARTED
CONSERVATIVE
INDUSTRIAL
DO IT YOURSELF
PROGRESSIVE
X
X
X
ORGANIC
PROFESSIONAL

23. BRAND ESSENCE
VISUAL LANGUAGE

24. email mbunker@greygorilla.com
twitter @thegreygorilla