The 5th Seminar in our Bootstrap Business Seminar series looks at how to create an awesome brand with Creative Director at Branding Agency One Ltd, Ben Mumby-Croft.
2. 1. Define what we mean by the B-word
2. Introduce you to two key concepts – Positioning &
differentiation
3. Understand why branding matters
4. Introduce you to some tricks of the trade
Today’s session
19. “In a world where
everyone is after your
business you must supply
your customers with a
compelling reason to buy
you instead of your
competitor.”
Jack Trout
65. • Your brand is what you stand for in the mind of the
customer
• The goal of branding is to find a simple idea, or position,
that differentiates you from the competition
• Being different is very important
• The way you communicate this is through your brand
identity
Take away lessons
71. “Today’s real competition doesn’t
come from direct or even indirect
competitors. It comes from the
extreme clutter of the marketplace.”
Marty Neumeier
72. What is a brand?
The human mind deals with
clutter the best way it can
87. “In today’s world,
people want to buy the
product (or service)
that says the right ting
about them.”
John Hegarty
88. As consumers we use
brands to communicate
& reinforce our self
image…
89. Self image =
I’m cool I’m wealthy I’m healthy I’m a geek I’m single
I’m religious
I’m a rebel
I’m a hippyI’m liked I’m bright
I’m ethical I don’t care I’m thrifty I’m young I’m serious
92. “Our lives are
increasingly driven by
fashion and style, not
just the clothes we
wear, but how our homes
are styled, the food we
eat, and the car we
drive”
John Hegarty
93. “How is your brand
building a bridge
between who your
consumers are and
who they want to
be?”
95. • We live in an over-communicated society
• Today’s real competition is the extreme clutter of the
marketplace
• In order to cut through, an effective branding
programme needs a sharp focus and simple message
• Customers buy brands to help build and reinforce their
self image
• And belong to the right tribe
Take away lessons
98. Types of name
Types For example
Playful >> Yahoo, Monster, yelp, google, FCUK
Origin >> Ford, Rolls Royce, The north face
Invented >> Kodak, vimto, viagra
Descriptive >> Volkswagon, holiday inn, sofa.com
Technical >> Panasonic, Xerox
Conjoined >> Fedex, microsoft
Acronym >> Bmw, bbc, nhs, ibm
99. • Is your first impression of the name strong
• Is it easy to read/pronounce
• Is it satisfying to say
• Is it short & memorable
• Does it sound credible
• Is it registerable and protectable
Key naming criteria
111. 1. CATEGORY: The ONLY motorcycle manufacturer
2. USP: that makes big, loud motorcycles
3. CUSTOMER: for macho guys (macho “wannabees”)
4. NEED: who want to join a gang of cowboys
5. MARKET: mostly in the United States
6. TREND: in an era of decreasing personal freedom
112. We are the ONLY:
That:
For:
Who:
In:
In an era when:
What makes you the only?
114. Brand storyboard
Once upon a time… He/she always… But always had a problem… He/she tried to solve it…
But he/she wished that… Until one day… Unlike his/her solution, this… His/her wish came true: to…
115. Brand storyboard
Once upon a time… He/she always… But always had a problem… He/she tried to solve it…
But he/she wished that… Until one day… Unlike his/her solution, this… His/her wish came true: to…
Who is the main
character in your
story?
116. Brand storyboard
Once upon a time… He/she always… But always had a problem… He/she tried to solve it…
But he/she wished that… Until one day… Unlike his/her solution, this… His/her wish came true: to…
Who is the main
character in your
story?
Describe some of
the main tasks this
person regularly
undertakes
117. Brand storyboard
Once upon a time… He/she always… But always had a problem… He/she tried to solve it…
But he/she wished that… Until one day… Unlike his/her solution, this… His/her wish came true: to…
Who is the main
character in your
story?
Describe some of
the main tasks this
person regularly
undertakes
Describe the mainproblem stopping
them from
fulfillment
118. Brand storyboard
Once upon a time… He/she always… But always had a problem… He/she tried to solve it…
But he/she wished that… Until one day… Unlike his/her solution, this… His/her wish came true: to…
Who is the main
character in your
story?
Describe some of
the main tasks this
person regularly
undertakes
Describe the mainproblem stopping
them from
fulfillment
How is the
customer managing
to partially solve
their problem
119. Brand storyboard
Once upon a time… He/she always… But always had a problem… He/she tried to solve it…
But he/she wished that… Until one day… Unlike his/her solution, this… His/her wish came true: to…
Who is the main
character in your
story?
Describe some of
the main tasks this
person regularly
undertakes
Describe the mainproblem stopping
them from
fulfillment
How is the
customer managing
to partially solve
their problem
Outline the flaws
in the solutions
the customer is
currently using
120. Brand storyboard
Once upon a time… He/she always… But always had a problem… He/she tried to solve it…
But he/she wished that… Until one day… Unlike his/her solution, this… His/her wish came true: to…
Who is the main
character in your
story?
Describe some of
the main tasks this
person regularly
undertakes
Describe the mainproblem stopping
them from
fulfillment
How is the
customer managing
to partially solve
their problem
Outline the flaws
in the solutions
the customer is
currently using
Describe how the
customer will
learn about your
brand
121. Brand storyboard
Once upon a time… He/she always… But always had a problem… He/she tried to solve it…
But he/she wished that… Until one day… Unlike his/her solution, this… His/her wish came true: to…
Who is the main
character in your
story?
Describe some of
the main tasks this
person regularly
undertakes
Describe the mainproblem stopping
them from
fulfillment
How is the
customer managing
to partially solve
their problem
Outline the flaws
in the solutions
the customer is
currently using
Describe how the
customer will
learn about your
brand
List some of the
features that set
you apart
122. Brand storyboard
Once upon a time… He/she always… But always had a problem… He/she tried to solve it…
But he/she wished that… Until one day… Unlike his/her solution, this… His/her wish came true: to…
Who is the main
character in your
story?
Describe some of
the main tasks this
person regularly
undertakes
Describe the mainproblem stopping
them from
fulfillment
How is the
customer managing
to partially solve
their problem
Outline the flaws
in the solutions
the customer is
currently using
Describe how the
customer will
learn about your
brand
List some of the
features that set
you apart
Clearly define the
aspiration your
brand fulfills
159. • What’s your position?
• How are you different?
• How obvious is this to you customers (or target
customers)?
• How are you making design decisions to bring your
brand to life?
Final comments