This presentation was delivered on the topic of branding to a group attending lectures as part of the University of Melbourne's Accelerator program MAP.

2. BUILDING YOUR BRAND STORY
Melbourne Accelerator Program
August 6th, 2014

3. Introduction
This presentation was delivered to a group of students
as part of UoM’s accelerator program.
Attendees were generally in early stages of
developing business ideas.
This presentation was the second half of session on
how to plan for growth.

4. SO LET'S START
BY TALKING
ABOUT THE
IMPORTANCE OF
BRAND.

5. A BRAND
IS A BIT
LIKE A
PERSON

6. Personality
Sexual
Controversial
Outspoken
Culture
Creative
Music of a
generation
Free spirited
Projected
Image
Leader of little
monsters
Physical
facets
A lot of skin.
Sunglasses
Dresses made of
meat

7. Your brand (story) is important because…
• A brand helps you to engage your audience or investors
• It makes a business feel relatable, and relevant
• It helps you to shape develop and maintain a culture
• It can even help inform partnerships or provide direction for
product developments

8. And for marketing
A strong brand can help you to be:
- Clear
- Coherent
- Consistent
- Distinctive

9. WHICH MEANS…

10. YOU CAN ALWAYS
BE ON MESSAGE

11. STAND OUT FROM
THE CROWD

12. YOUR EFFORTS
WILL BE GREATER
THAN THE SUM OF
THE PARTS

13. Let’s have a look at some brands
that have a clear and well defined
brand

19. What's consistent about the way these brand market and
message?
EVERYTHING
But that does not come without deliberate planning.

20. The brand opportunity
FROM
PRODUCT WITH
FUNCTIONAL BENEFITS
TO BRAND WITH A
STORY AND EMOTIONAL
RELEVANCE

21. TOOLS

22. Culture - Visionary
Category - Different
Consumer - Motivating
Brand - Credible
BRAND
OPPORTUNITY
1. BRAND OPPORTUNITY

23. BRAND
OPPORTUNITY
Culture – Visionary
What societal, political, technological trends or
movements are you tapping into ?
Category – Different
What are the discernible differences between
hat you d and what others do in this category?
Brand – Credible
What makes what you offer credible – awards,
historical successes, provenance?
Consumer – Motivating
What is end-user need is your product or
service meeting (emotional or rational)? Why
do people want to use you?

25. Eureka Skydeck88
Culture - Visionary
Connecting people to the richest Melb.
Content
Category - Different
A unique perspective on Melbourne
Consumer – Motivating
WOW factor
Brand - Credible
A trusted icon with edge
Brand opportunity:
Melbourne’s lighthouse: shining a different
kind of light on Melbourne.

27. Mr Black
Culture - Visionary
Aligned to makers, manufacturers
and retailers who appreciate the
value of apparel
Category - Different
Specialised product that means you
can talk to specific fabrics and care
needs
Consumer Motivating
Helps me look my best – to
maintain my favourite clothes
Brand credible
Deep knowledge and expertise –
born out of a niche and endorsed
by those who know
BRAND OPPORTUNITY:
Mr. Black- the helpful garment care
expert

28. 2. BRAND ON A PAGE
BRAND IDEA
BENEFITS
AUDIENCE
VALUES
REASONS TO BELIEVE
BEHAVIOURS

30. Eureka88
Melbourne’s lighthouse: shining a
different kind of light on Melbourne.
BRAND IDEA
BENEFITS
Local residents, tourists and niche
groups (couples and schools) who are
looking for a uniquely Melbourne
experience.
AUDIENCE
VALUES
• Eureka88 has the best view as to what’s
happening all over Melbourne.
• An attraction with a different attitude and
approach: awesome, creative, fresh and
unexpected.
REASONS TO BELIEVE
BEHAVIOURS
• Unparalleled view
• Enables discovery by connecting you to
the best of Melbourne
• Provides WOW factor – fun, entertaining,
thrilling
• Connected
• Curious
• Surprising
• Iconic
• We guide people to other parts of the city
• We are always on the hunt for what's on
and what new
• We do what's not expected
• We lead not follow

31. 3. MESSAGING
Notes E.G
Mr Black Denim care
Repeat for another
audience segment
Who Describe the audience
segment
Segment 1.
Fashionable young men 25-
35 who are into themselves
and like to look good
Segment 2.
Trade – shop owners who
sell premium Denim products
What What are you positioning
selling them
Specialist denim care sprays
and washes
Why Why do they need / want it To keep their denim in top
condition – so it looks its best
When When are they likely to want
to hear about it from you
1. When they have just
bought new jeans
2. When they are looking
for advice on how to
wash jeans
3. When they are browsing
for new jeans
Where Where do you want that
engagement
- In-store
- Online store
- Search engines
- Forums
- Lifestyle and fashion blogs
- Social media (instagram)

32. Summary • Identify your core audience / need
• Develop your brand opportunity
• Develop messaging (and test it)
• Revisit your brand opportunity every few
months

33. NAKED COMMUNICATIONS
Naked communications are a full service creative agency. We
Love working with brands and solving communications
challenges.
For more information about us check out our website and blog
here www.nakedcomms.com or contact me here
andrew.reeves@nakedcomms.com