These are the visuals that accompanied a branding presentation to the FIT students. 1. Understand your brand, your mission, before you start 2. Define your market, gather data 3. Answer who, what, where, how, when. 4. Re-evaluate continually during the process to be sure your communication with your target market (marketing via social media) is aligned with your core values and your mission.
2. Etymology: brandr
Burning with fire as a means
of identifying.
ENTREPRENEUR:
The marketing practice of creating a name, symbol
or design that identifies and differentiates a
product from other products.
Andrea Costa BrandingDoneRight@gmail.com 2/2014
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3. Brand or Branding
AMERICAN MARKETING ASSOCIATION:
A brand is a customer experience represented by a
collection of images and ideas; often, it refers to a symbol
such as a name, logo, slogan, and design scheme. "
Brand recognition and other reactions are created by the
accumulation of experiences with the specific product or
service, both directly relating to its use, and through the
influence of advertising, design, and media commentary.
Andrea Costa BrandingDoneRight@gmail.com 2/2014
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4. 2014
Now, more than ever:
Branding is the fluid, ever-evolving, interactive
and organic process of shaping the identity "
of someone or something.
Andrea Costa
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Andrea Costa BrandingDoneRight@gmail.com 2/2014
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5. Most Valuable Brands
#1 Apple
.
Andrea Costa BrandingDoneRight@gmail.com 2/2014
Source: Business Insider 2/18/2014
8. Typography
Your typography (history of the font—origin—and its
style plays a part in creating the right feeling. Keep in
mind that more than half of your audience will be
viewing on mobile only.
Source: Pew and internet Life Project 2013
Andrea Costa BrandingDoneRight@gmail.com
10. Environment
Brand look and feel
and
Bluetooth and wifi enables
visual merchandizing to help
analyze shopper patterns
as well as offering
suggestions to your
customer as they shop
on their mobile device.
The Gap, Bloomingdales, Alex & Ani, Brookstone, American Apparel
Andrea Costa BrandingDoneRight@gmail.com
2/2014
11. Who? What? When? How?
Simplified steps to creating your brand:
Know your brand. Who are you? What do you do?
Creating clear messaging is usually a removal or simplification process.
What differentiates you? Research the market, know your
competition. Write down your challenges so issues can be addressed
before you go further.
Refine your brand concept accordingly.
11!Andrea Costa BrandingDoneRight@gmail.com 2/2014
12. 12!
Marketing Your Brand
Creating your branding and marketing plan.
What is your voice (casual, friendly, intellectual, stylish…)?
This effects your branding and customer relationship in creation.
How do your customers feel?
Plan the steps to create and monitor
your relationship.
1 2 3
Andrea Costa BrandingDoneRight@gmail.com 2/2014
13. The Customer Relationship.
Improving engagement for growth/action
Analyze engagement
Adjust
campaign
How’s it going?
Start………………
13!Andrea Costa BrandingDoneRight@gmail.com 2/2014
14. Developing the customer connection
With active listening, customer/brand connections are strengthened
creating loyalty. Brands are challenged to resource this community
development by defining their unique voice, aligning with their core values
and mission and still have an appropriate voice for each social platform.
For instance, connecting on weheartit.com, the brand’s persona is an
individual, an authentic, casual, personable voice. On the Facebook brand
page, the brand persona is a bit more professional and storytelling-aware
as NewsFeed, with embedded photos, videos and links, is an effective way
to connect. (The brand tone may be slightly different but core messaging is
consistent). On LinkedIN, another message alltogether would be
appropriate. Messaging must be aligned with the brand, yet slight voice
alterations to fit the social platform.
Brands morph with each user-experience, to be relevant and succeed.
14!Andrea Costa BrandingDoneRight@gmail.com 2/2014
15. Developing the customer relationship.
Where do your existing and potential customers spend their time?
You want to be where they are.
Are your customers watching television, what shows? What percent tweet
while watching? Are they going to clubs? Events? What sites do they
visit? What are their favorite brands? Are they reading newspapers/
magazines?
Use the word-of-mouth multiplier effect (of social and earned media).
Are your customers mostly on Facebook? Wechat? Weheartit? Twitter?
Vine? Pinterest? Instagram? Snapchat?
15!Andrea Costa BrandingDoneRight@gmail.com 2/2014
16. It’s a joint effort. WE are all in it together.
16!
27. Premium jeans on demand: Crowdfunding.
27!
http://kck.st/VxaN0N
Andrea Costa
BrandingDoneRight@gmail.com 2/2014
28. Jeans on demand: Crowdsourced/funded.
28!
http://igg.me/at/ryb-denim
Andrea Costa
BrandingDoneRight@gmail.com 2/2014
29. 29!
Viral advertising for Denham Jeans
http://www.youtube.com/watch?v=IpHU6TkqWjs
Andrea Costa
BrandingDoneRight@gmail.com 2/2014
30. Pharrell Williams: A #socialgood teaser!
Buy these jeans and help our oceans.
https://www.g-star.com/en_us/rawfortheoceans/
30!Andrea Costa
BrandingDoneRight@gmail.com 2/2014
31. 1997
STEVE JOBS
It s a complicated and noisy world, and
we re not going to get a chance to get
people to remember much about us...
That chance to make a memory is the essence
of BRAND MARKETING.
32. DENIM data
32!
Top denim brands per country
http://denimsandjeans.com/top-denim-brands/index.php?
countrynames=USA&Submit=Get+Brand+Names
Data on denim imports per country
http://www.denimsandjeans.com/reports/search.php
Andrea Costa
BrandingDoneRight@gmail.com 2/2014