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Building Your Brand
- 3. What is the process Baseline Research/Discovery Definition Voice and Tone Curation Logo Ideation Close 3
- 5. Goal Build a new visual identity that will: • Reposition us to gain more sales and investment • Attract new investors • Increase revenue • Increase sales • Visually safeguard our brand • Have our brand match our audience better • Have more meaning to what our company stands for 5 Have a reason. Identify a problem and create a reason to build you brand.
- 6. Why now? We hit a high point in understanding who we are, it’s imperative to capitalize on that high point and provide guidance and structure to our focus. 6 Explain why the timing is right. Understand if it is.
- 7. So what are we building? 7
- 8. We are building our Brand System 8 Define what you are building.
- 9. THE BRAND SYSTEM What is the brand system? 9
- 10. What is a brand system? The brand system is a set of guidelines that allow everyone in the company to visualize and understand, clearly, how all the elements work together, how the brand should be applied, and what the core of the brand is. 10
- 11. How long will it take? The framework for the brand system, elements, is already complete, the only thing left to do is customize it with a logo, colors, and styles. 11
- 12. A Brand System is 90% planning and 10% execution. 12
- 14. Done!
- 15. What is a brand system? 15 The brand system is a set of guidelines that allow everyone in the company to visualize and understand, clearly, how all the elements work together, how the brand should be applied, and what the core of the brand is. Repeat terms and phrases. Re-introduce often.
- 17. With a system 17
- 18. Brand System impact Once we have the brand system in place, our entire viewpoint changes. DIRECTION FOCUS HYPER-PRODUCTIVE INCREASE OUTPUT ATTRACTION With a system $$ INVESTORS CUSTOMERS PARTNERS 18 Attraction Sweet Spot
- 19. Brand system composition This is what a design system is made of. Elements Application Logo Colors Motif Illustrations Types Shapes Voice Web app Videos Emails Guide Mobile app Ads Recruiting Office Swag Blog Website Store 19 Core Mission Attributes Narrative We won’t discuss narrative in this class. : (
- 20. Narrative Brand narrative is the collective narrative of ideas experiences, and values that represent the tangible depth of the brands emotional relationship with its customer.
- 21. Brands stories Brand stories pick a piece of the narrative, themed within itself, and tell a story about a specific use case.
- 22. Brand system composition This is what a design system is made of. Elements Application Logo Colors Motif Types Shapes Voice Web app Videos Emails Guide Mobile app Ads Recruiting Office Swag Blog Website Store 22 Core Mission Attributes Narrative Illustrations
- 23. Brand system composition This is what a design system is made of. Elements Application Logo Colors Motif Illustrations Types Shapes Voice Web app Videos Emails Guide Mobile app Ads Recruiting Office Swag Blog Website Store 23 Core Mission Attributes Narrative
- 24. CORE Defining our Core 24
- 25. Defining our Core Mission ______ mission is to introduce next generation genomic technology into the Indian healthcare system, as a means of creating personalized and preventive health management for the millions of newly health conscious Indians. Our attributes are… We will go over them; in this deck. Our brand narrative is… In progress 25 Make sure you have all of these!
- 26. BRAND Brand 26
- 27. What is a Brand? A brand is: “A customer’s gut feeling about a product, service, or company.” Branding is not a Logo A logo is a symbol for the brand A brand is not a product A brand is not a promise A brand is not the sum of all the impressions a company makes on an audience || Pause and think about a time you wanted to buy a product, saw an unfamiliar brand, and decided to go with it, based on your gut. As defined by Marty Neumeier, Author of The Brand Gap. 27
- 28. The brand is the company’s most valuable asset, on a company's balance sheet. 28
- 29. BRAND NAMING What’s in a name? 29
- 30. Brand Name Types Eponymous Named after the brand creator. Disney Burberry Tesla In homage to Nikoli Tesla Adidas Adolf Dassler (ADI-DAS) Descriptive A description of the service they provide, is in the brand. American Airlines Home Depot Acronymic Acronym based. GE KFC BP HSBC 30
- 31. Brand Name Types Suggestive When a brand suggests attributes or benefits. REALWORDS Uber Slack Searchable Log of All Conversation and Knowledge Associative When a brand associates itself with an element or item. Redbull Amazon Sirius XM COMPOSITE WORDS Facebook Ray-Ban INVENTED WORDS Kleenex Pinterest 31
- 32. Brand Name Types Non-English Brands that have meaning in non-English languages. Samsung (three stars-Korean) Hulu (gourd used to store precious things) Lego (play well-Danish) Zappos (shoes) Abstract No intrinsic meaning, however, they smartly use phonetics create a powerful meaning. Rolex Kodak 32
- 33. 33 Brand Name Types Acronymic SuggestiveEponymous Descriptive Associative Non-English Abstract
- 34. What name type do we have? 34
- 35. What name type do you have? 35
- 36. BRAND TYPES How are brands categorized? 36
- 37. Brand Types Disruptive Brand Challenges the current ways of doing things and introduces new concepts that substantively change the market Conscious Brand Is on a mission to make a positive social or environmental impact or enhance people’s quality of life Service Brand Consistently delivers high-quality customer care and service Innovative Brand Consistently introduces advanced and breakthrough products and technologies Value Brand Offers lower prices for basic quality Performance Brand Offers products that deliver superior performance and dependability Luxury Brand Offers higher quality at higher price Style Brand Is differentiated through the way its products or services look and feel, as much as or more than what they do Experience Brand Is differentiated through the experience it provides, as much as or more than the product or service 37
- 38. Brand Types Disruptive Brand Conscious Brand Service Brand Innovative Brand Value Brand Performance Brand Luxury Brand Experience Brand Style Brand Position Category Leader Tone Rebellious Confident Daring Position Higher Purpose Tone Inspiring Thoughtful Transparent Position Customer Need Tone Humble Predictable Friendly Position Possibility Imaginative Progress Tone Category Leader Position Populist Tone Down-to-earth practical straightforward Position Performance Standard Tone Precise Competent Reliable Position Higher-priced brand Tone Discriminating refined glamorous Position Functional Tone Creative stylish Contemporary Position Customer Emotion Tone Energetic Imaginative 38
- 39. Where does your company fit in? 39
- 40. LOGO Logo 40
- 41. What is a logo? A long time ago, our human ancestors used symbols, to communicate: concepts, ideas, thoughts, and messages. 41
- 42. Logos today Today we do the same, with logos. 42
- 43. Yes, but what is a logo? Lockup Anatomy Mark Wordmark Logo Lockup A logo identifies a business in its simplest form — via the use of a mark or icon. A logo identifies, it does not, explain. 43
- 44. Connection between a logo and brand Here’s a visualization of how a logo and A brand are connected. 44
- 45. Logo requirements A logo needs to: 1) Stands out and striking 2) Original 3) Memorable 4) Have impact 5) Professionally designed 6) Must identify the brand, not explain 7) Adaptable (16 px) 8) Recognizable (100’ wide) 9) Trigger thoughts and feelings 45
- 46. The power of brands and logos study The data doesn’t lie! Studies show that the recognizability of a brand and logo, increase brand awareness. 46 SEE REFERENCE PDF
- 47. Why is awareness powerful? Because it’s the first step in a purchase cycle. 47
- 48. Now, it's clear, it is our duty to deliver a proper brand. 48
- 49. It’s also clear that a brand is powerful. 49
- 50. How might we use our power responsibly? 50
- 52. Trademark A trademark is a type of intellectual property consisting of a recognizable sign, design, or expression which identifies products or services of a particular source from those of others, although trademarks used to identify services are usually called service marks. 52
- 53. Emotional ROI, of a trademark You won't always like a logo right away. A trademark gains meaning and power overtime. Day 1 Day ~100 53 REMEMBER THIS
- 55. What is Identity? Identity is the collection of all elements that a company creates, to portray the right image to its consumer. Identity is what you can see. Motion graphics Bilboards Letterhead Envelopes T-Shirts Colors Language Typeface Logo Marks Styleguides Company Name Packaging 55
- 57. What is your brand image? Image is how consumers perceive the company. Identity and image must match or business will become difficult to conduct and its value may fall. When the brand identity and brand image match, the product becomes top of mind for the consumer. 57 IDENTITY IMAGE+ = BUSINESS FAILURE IDENTITY IMAGE+ = TOP BRAND & PRODUCT
- 58. 58 PROCESS The logo design process explained
- 59. Process Discovery The first part of the process is the discovery part. This is essentially a research project to gather information about the brand. Gathered a collective understanding of the company and what we offer. By having interviews with each stakeholder and identifying patterns, themes, likes, dislikes, and philosophies. Synthesize Next, all the information that was gathered will be synthesized into 3 “style-scapes.” Review and Choose We will review and choose from 3 choices. We may land on what we love and hate from these three style-scapes. That’s okay. If this happens we will extract elements, we like, from the 3, and repeat the process; as needed. Finalize Finalize and refine the logo. 59
- 60. Goal Build a new visual identity that will: • Reposition you to gain more sales and investment • Attract new investors • Increase revenue • Increase sales • Visually safeguard our brand • Have our brand match our audience better • Have more meaning to what our company stands for 60
- 61. STARTING POINT Where we started 61
- 62. Where we started This is where we started. 62 Make sure you show the old brand
- 63. 63 SYNTHESIS The steps we took together
- 64. Synthesis We explored different words that allowed us to peer into who we are as a company. 64
- 65. High-tech Accurate Help Joy Passionate Clear Useful Transparent Cutting Edge Curiosity Care Health Scientific Total Package Actionable Genuine Authority Confidence Truth Convenient Engaging Well being Powerful Value Medical Authority Approachable Simple Medicine Entertaining Informative Vivid Life 65 Precise Illuminating Enriching Innovative Genealogical Self Improvement Health CareImprovingGeneticGenomicCuriosityHistoryPersonal Synthesis
- 66. Synthesis Patterns arose, quickly, and those words were grouped into categories. 66
- 67. High-tech Accurate Help Joy Passionate Clear Useful Transparent Cutting Edge Curiosity Care Health Scientific Total Package Actionable Genuine Authority Confidence Truth Convenient Engaging Well being Powerful Value Medical Authority Approachable Simple Medicine Entertaining Informative Vivid Life 67 Precise Illuminating Enriching Innovative Genealogical Self Improvement Health CareImprovingGeneticGenomicCuriosityHistoryPersonal Medical
- 68. High-tech Accurate Help Joy Passionate Clear Useful Transparent Cutting Edge Curiosity Care Health Scientific Total Package Actionable Genuine Authority Confidence Truth Convenient Engaging Well being Powerful Value Medical Authority Approachable Simple Medicine Entertaining Informative Vivid Life 68 Precise Illuminating Enriching Innovative Genealogical Self Improvement Health CareImprovingGeneticGenomicCuriosityHistoryPersonal Genetics
- 69. High-tech Accurate Help Joy Passionate Clear Useful Transparent Cutting Edge Curiosity Care Health Scientific Total Package Actionable Genuine Authority Confidence Truth Convenient Engaging Well being Powerful Value Medical Authority Approachable Simple Medicine Entertaining Informative Vivid Life 69 Precise Illuminating Enriching Innovative Genealogical Self Improvement Health CareImprovingGeneticGenomicCuriosityHistoryPersonal Precision
- 70. High-tech Accurate Help Joy Passionate Clear Useful Transparent Cutting Edge Curiosity Care Health Scientific Total Package Actionable Genuine Authority Confidence Truth Convenient Engaging Well being Powerful Value Medical Authority Approachable Simple Medicine Entertaining Informative Vivid Life 70 Precise Illuminating Enriching Innovative Genealogical Self Improvement Health CareImprovingGeneticGenomicCuriosityHistoryPersonal High Value
- 71. High-tech Accurate Help Joy Passionate Clear Useful Transparent Cutting Edge Curiosity Care Health Scientific Total Package Actionable Genuine Authority Confidence Truth Convenient Engaging Well being Powerful Value Medical Authority Approachable Simple Medicine Entertaining Informative Vivid Life 71 Precise Illuminating Enriching Innovative Genealogical Self Improvement Health CareImprovingGeneticGenomicCuriosityHistoryPersonal Human
- 72. Synthesis Those categories were further consolidated. 72
- 73. Patterns Medical 73 Medical Authority Care Health Scientific Well being Medicine Health Care Genetic Genetics Genealogical Genomic Curiosity History Transparent Genuine Life Personal Engaging Entertaining Human Help Joy Passionate Approachable Simple Actionable Informative Self Improvement Improving Useful High Value Vivid Illuminating Enriching Value Convenient Total Package Powerful Precision Precise High-tech Accurate Confidence Truth Clear Authority Innovative
- 74. Medical 74 Medical Authority Care Health Scientific Well being Medicine Health Care Genetic Genetics Genealogical Genomic Curiosity History Transparent Genuine Life Personal Engaging Entertaining Human Help Joy Passionate Approachable Simple Actionable Informative Self Improvement Improving Useful High Value Vivid Illuminating Enriching Value Convenient Total Package Powerful Precision Precise High-tech Accurate Confidence Truth Clear Authority Innovative Patterns
- 77. Final Set 77 This set of words, helped inform the stylescapes. PERSONALIZED NEXT GENERATION HEALTH
- 78. High-tech Accurate Help Joy Passionate Clear Useful Transparent Cutting Edge Curiosity Care Health Scientific Total Package Actionable Genuine Authority Confidence Truth Convenient Engaging Well being Powerful Value Medical Authority Approachable Simple Medicine Entertaining Informative Vivid Life Precise Illuminating Enriching Innovative Genealogical Self Improvement Health CareImprovingGeneticGenomicCuriosityHistoryPersonal Pare Down 78 WORKING SESSION
- 79. Holding Zone 79 WORKING SESSION Linda Personal Actionable Health Confidence CV Enriching Personal Medicine Healthcare Gareth Powerful Medicine Healthcare Useful Approachable Aneil Health Scientific (innovative/confidence) Human Actionable Human Approachable Innovative Powerful Empowering Personally Actionable Confident Human Approachable Innovative Empowering Confident
- 80. 80 Pare Down WORKING SESSION EmpoweringApproachable InnovativeHuman Confident
- 81. 81 WORKING SESSIONCompany Attributes 1) Atribute 1 2) Attribute 2 3) Attribute 3 4) Attribute 4
- 82. BRAND ATTRIBUTES Brand Attributes 82 WORKING SESSION
- 83. High-tech Accurate Help Joy Passionate Clear Useful Transparent Cutting Edge Curiosity Care Health Scientific Total Package Actionable Genuine Authority Confidence Truth Convenient Engaging Well being Powerful Value Medical Authority Approachable Simple Medicine Entertaining Informative Vivid Life Precise Illuminating Enriching Innovative Genealogical Self Improvement Health CareImprovingGeneticGenomicCuriosityHistoryPersonal Reference Set 83 WORKING SESSION
- 84. Brand Attributes Culture This describes your roots Passionate Pioneering Trustworthy Valuable Simple Privacy-forward Customer This describes your customer Curious Elite Urban Hopeful Affluent Health Focused Voice This describes how you sound to others Clear Direct Scientific Genuine Transparency Confident Brave 84 Feeling How others feel about you Caring Healthy Respect High Quality Impact Tangible impact Street Cred Save Lives Understand who I am Be a leader Be informed Be educated X-Factor This makes us different Smart Real Science Cutting Edge Ethical WORKING SESSION
- 85. BRAND STATEMENT Brand Statement 85 WORKING SESSION
- 86. Brand Statement Name 86 Company provides ___________________________ to _____________________ Product or service ????? ????? Customer Culture in a ___________________________ environment with a _____________________.????? ????? Voice Helping them feel ___________________________ and _____________________.????? ????? Feeling Impact WORKING SESSION Mission Company’s mission is to introduce next generation genomic technology into the Indian healthcare system, as a means of creating personalized and preventive health management for the millions of newly health conscious Indians.
- 87. Brand Statement Company provides a health platform to hopeful diabetics in a passionate wellness focused culture, helping them feel, alive, connected, and inspired to live a better quality life. 87 WORKING SESSION
- 88. COMPETITORS Who are our competitors? 88 WORKING SESSION
- 89. 89 Competitors WORKING SESSION Different Problem Direct Different Customer Different Product Category
- 90. 90 Competitors WORKING SESSION Different Problem Direct Different Customer Different Product Category
- 91. Competitive Analysis - Company vs. Competitor 1 Assessment Us/Them Us Them Capability Name Unique Capabilities Us Them Best Capabilities Us Them Same Capabilities Us Them Poor Capabilities Importance to customer Low 1 2 3 4 High 5 Name X Name X Name X Name X Name X Name X Name X Name X WORKING SESSION
- 93. LOVE & HATE Love & Hate 93
- 94. Love and Hate (Themes) The purpose of this is to identify what we love and hate. To help us identify what we want our brand to fee like and what we don’t want it to feel like. 94 Things we HateThings we Love Technical Nerdy Pseudoscience AI, as a buzzword Politics and controversy Lack of information Indian Design Bad Design Cluttered Design Reliability Trustworthiness Standardization Value Recognizable Simple Iconic Thoughtful Genuine Transparency Well being Useful Confident Brave Clear informative Scientific More is more Passionate Math Entertaining Engaging
- 95. INSPIRATION Who inspires us? 95
- 96. Things we LoveThings we Hate HIGH LOW SENTIMENT SENTIMENTLOW HIGH Brands 96
- 97. VISUAL INSPIRATION What inspires us; visually? 97
- 98. Things we LoveThings we Hate HIGH LOW SENTIMENT SENTIMENTLOW HIGH BRIGHT CLEAN More color Toy-LikeCLEAR DIRTY CLUTTER PURPOSELESS SILLY USELESS LOW QUALITY Phylogenetic trees Visual Styles 98
- 99. OUR CUSTOMER Who is our customer? 99
- 100. Defining a customer In this nascent stage, a customer is: anyone engaging with us to partner, buy, consume, or invest in our product. Why? Because the first engagement with a potential customer is our brand. Our brand will be our vehicle that drives leads. 100
- 101. Customer Regions Here are our customer regions. Unless we are creating specific content for a region, our brand is 100% agnostic. Noting regions is necessary to help explain our proto-personas. 101 + + USA INDIA
- 102. USA Here’s a list of our USA Customers. Elite Athlete Early Adopter Tech Nerd Enthusiastic Practitioner Academic We will need to further refine these. 102 WORKING SESSION
- 103. India Here’s a list of our India Customers. Influencer Matriarch Enthusiastic Practitioner Fitness Fanatic We will need to further refine these. 103 WORKING SESSION
- 104. Vijay Chakravarti 104 Married 2 kids Influencer Demographics Male Vijay (35) Lives in Delhi Married for 5 years (arranged) Vijay works for a tech company (COO), STARTUP Backstory Come from a medium sized family/urban Went to university IIT, Delhi, MBA in the US in NYC Religious Brands: some European, Ritz, Taj, Sports wear Nike, Apple Watch, iPhone, Mac computer Customer needs Exceed their needs Health checks Tests based on personalization Makes him look more informed His parents are professional/successful Cutting edge Family history health PREVENTION HEALTH CARE Polygenic risk score [very sophisticated] Family history Prestige Wants to boast about this in his circles R1A/R1B Spouse: Sravia (33) Children: Krishna (3), Female Priya (1)
- 105. Latha Chakravarti Married 2 kids Matriarch Demographics Female Latha (60) Lives in: Delhi Relationship: Married for 37 years (arranged) Occupation: Stay at home mother, volunteers with Rotary. Backstory Religious: Brands: Customer needs Exceed their needs Health checks Tests based on personalization Makes her look more informed Comes from a medium sized family/urban Doesn’t work, really into her families health, Very close, very tight-knit St. Stephen's College - PhD Physics Family health Concerned about her husbands health Concerned about heart disease And her grandchildren’s health and well being Member of Rotary, like to tell them about Obtaining genetic data Spouse: Apparao (62) Children: Vijay, Male (35), Sandeep, Male (33) Other Details: Has a cook, is vegetarian. 105
- 106. 106 Divya Singh, MD Married no kids yet Enthusiastic Practitioner Demographics Gender: Female Name: Divya Singh (33) Lives in: Bangalore Relationship: Married for 6 years (arranged) Occupation: Doctor at Narayana Health, Primary Care Backstory Comes from a medium sized family/urban Comes from an affluent family Brands: Customer needs Medical training in UK, undergrad in India Learn more about genetics Feel innovative Prestige of being known Needs to be a leader in the space Needs status Spouse: “Rohit” (35) Children: None Exceed their needs She gets other patients to come to her Because her rep is spreading about being A leader of this program Other Details: Very interested in genetics Attracted to her job because she felt they were very innovative Orders clothes online, has cousin bring them over from the US. Religious:
- 108. Process Discovery The first part of the process is the discovery part. This is essentially a research project to gather information about the brand. Gathered a collective understanding of the company and what we offer. By having interviews with each stakeholder and identifying patterns, themes, likes, dislikes, and philosophies. Synthesize Next, all the information that was gathered will be synthesized into 3 “style-scapes.” Review and Choose We will review and choose from 3 choices. We may land on what we love and hate from these three style-scapes. That’s okay. If this happens we will extract elements, we like, from the 3, and repeat the process; as needed. Finalize Finalize and refine the logo. 108
- 109. Timelines Due date for feedback 24 hours. 109
- 110. THREE DIRECTIONS We have three directions 110
- 111. 111 We have three directions A direction will allow you to think about the stylistic approach you want the logo to go in. REMEMBER: You are only looking to drive the direction of the logo, by making a decision on which direction to go in. The stylescapes are tools, to allow you to drive that decision. Make a choice, it's not a commitment, then move on to the logo process. How to Stylescape?? 1) Omit 1 stylescape. You may find one stylescape, just docent work at all. That’s okay, eliminate that one. 2) Choose 1 Or 3) Choose 1 with elements from another stylescape. What you’re picking out Colors Color direction Feeling Look Icon types Font types Sensation And Direction
- 112. Disclaimer The brand is agnostic to regions. You will see more westernized styles, but do not expect Indian specific tones, as the brand feeling, should be agnostic to ethnicity and race. 112
- 113. DIRECTION ONE Direction One 113
- 114. Direction One - Elite Health Narrative 114
- 115. DIRECTION TWO Direction Two 115
- 116. 116 Direction Two - Medical Caring Narrative
- 117. DIRECTION THREE Direction Three 117
- 118. 118 Direction Three - Classy Future Narrative
- 119. Do we need 24 hours? 119
- 120. Do we think we can answer the question about what brand type we want to be? 120
- 121. Brand Types Disruptive Brand Conscious Brand Service Brand Innovative Brand Value Brand Performance Brand Luxury Brand Experience Brand Style Brand Position Category Leader Tone Rebellious Confident Daring Position Higher Purpose Tone Inspiring Thoughtful Transparent Position Customer Need Tone Humble Predictable Friendly Position Possibility Imaginative Progress Tone Category Leader Position Populist Tone Down-to-earth practical straightforward Position Performance Standard Tone Precise Competent Reliable Position Higher-priced brand Tone Discriminating refined glamorous Position Functional Tone Creative stylish Contemporary Position Customer Emotion Tone Energetic Imaginative 121
- 122. 122 Feedback Is there one we can eliminate? Any elements we are drawn to? Do we want to mix? FEEDBACK I like or dislike x y and z.
- 124. We ran through words that helped us define what the company is about. 124
- 125. 125
- 127. 127 Prevent Pinpoint
- 128. 128
- 129. 129
- 131. 131
- 137. 137
- 138. Do we need more time? 138
- 139. PROCESS