CASE STUDY Building a Brand

WARM-UP Who am I?

Session Objectives Increase brand visibility for a specific company. Warm-Up | Who am I? Session Objectives Increase brand visibility for a specific company. Create strategic messaging. Create an identity package, including a new logo, to showcase the depth of knowledge, strong values, and longevity and industry experience represented in a specific company. Identify how they personally want to be seen by thinking of themselves as a brand and including this in their goals and plans for the future.

Who am I? Identity Crisis Warm-Up | Who Am I? Who am I? Identity Crisis A period or instance of emotional upset, often occurring in teens but sometimes in adults, when a person tries to define his or her sense of self and social role

Warm-Up | Who Am I? Who am I? Today you are you! That is truer than true! There is no one alive who is you-er than you!” - Dr. Seuss Oh, the Places You’ll Go!

Warm-Up | Who Am I? Who am I? Q: Who are you? A: ___________________

ACTIVITY ONE What is Branding?

How do you create a unique brand that supports your ultimate goal? Activity 1 | What is Branding? Essential Question How do you create a unique brand that supports your ultimate goal?

Activity 1 | What is Branding? What’s a Picture Worth?

Activity 1 | What is Branding? Know the Lingo Brand A name and symbol identifying one company’s identity, product, or service from its competitors in an attempt to make an impression on current customers and target market Brand Image The perception of a brand in the marketplace Logo A brand’s physical representation that may be a graphic element alone, a combination of graphic and type, or only type with a distinctive color, style, and font

Steps to Branding 1. UNDERSTANDING 2. DIFFERENTIATING 3. IDENTIFYING Activity 1 | What is Branding? Steps to Branding 1. UNDERSTANDING Business Market Competition 2. DIFFERENTIATING Unique qualities Competitive advantage 3. IDENTIFYING Look Style Feeling created 4. APPLYING Promotion Visibility Mission & Vision–Culture Customers–Strategy–Research Service–Values–Advantage Process–Audience Logo–Slogan–Color Palette Imagery Style–Presentation Website–Social Media Print Materials–Email–Advertising

Understanding 1. UNDERSTANDING 2. DIFFERENTIATING 3. IDENTIFYING Activity 1 | What is Branding? Understanding Business Market Competition Mission & Vision–Culture Customers–Strategy–Research 1. UNDERSTANDING Unique qualities Competitive advantage Service – Values – Advantage Process – Audience 2. DIFFERENTIATING Look Style Feeling created Logo – Slogan – Color Palette Imagery Style – Presentation 3. IDENTIFYING Promotion Visibility Website – Social Media Print Materials – Email – Advertising 4. APPLYING

Differentiating 1. UNDERSTANDING 2. DIFFERENTIATING 3. IDENTIFYING Activity 1 | What is Branding? Differentiating Business Market Competition Mission & Vision – Culture Customers – Strategy – Research 1. UNDERSTANDING Unique qualities Competitive advantage Service–Values–Advantage Process–Audience 2. DIFFERENTIATING Look Style Feeling created Logo – Slogan – Color Palette Imagery Style – Presentation 3. IDENTIFYING Promotion Visibility Website – Social Media Print Materials – Email – Advertising 4. APPLYING

Identifying 1. UNDERSTANDING 2. DIFFERENTIATING 3. IDENTIFYING Activity 1 | What is Branding? Identifying Business Market Competition Mission & Vision – Culture Customers – Strategy – Research 1. UNDERSTANDING Unique qualities Competitive advantage Service – Values – Advantage Process – Audience 2. DIFFERENTIATING Look Style Feeling created Logo–Slogan–Color Palette Imagery Style–Presentation 3. IDENTIFYING Promotion Visibility Website – Social Media Print Materials – Email – Advertising 4. APPLYING

Applying 1. UNDERSTANDING 2. DIFFERENTIATING 3. IDENTIFYING Activity 1 | What is Branding? Applying Business Market Competition Mission & Vision – Culture Customers – Strategy – Research 1. UNDERSTANDING Unique qualities Competitive advantage Service – Values – Advantage Process – Audience 2. DIFFERENTIATING Look Style Feeling created Logo – Slogan – Color Palette Imagery Style – Presentation 3. IDENTIFYING Promotion Visibility Website–Social Media Print Materials–Email–Advertising 4. APPLYING

ACTIVITY ONE (Fashion 4U)

Activity 2 | (Fashion 4U) Fashion 4U Part 1 Read Part 1of the scenario. Be ready to discuss the following: What inspired Darnell to start a clothing line? What is unique about this clothing line? What key challenge has John identified in planning for marketing his clothes?

Crafting a Brand: Understanding Activity 2 | (Fashion 4U) Crafting a Brand: Understanding Business Market Competition Mission & Vision–Culture Customers–Strategy–Research 1. UNDERSTANDING Mission and Vision A clothing line that break down barriers between teenagers by making quality, fashionable, comfortable clothing available to all sizes, shapes, and economic levels A clothing line that celebrates individual differences and helps reduce bullying

Crafting a Brand: Understanding Activity 2 | (Fashion 4U) Crafting a Brand: Understanding Business Market Competition Mission & Vision–Culture Customers–Strategy–Research 1. UNDERSTANDING Culture Positivity and acceptance of all people Customer-focused Customer Teens who want to look cool, regardless of shape, size, economics, or differences Part of the conversation and development process

Crafting a Brand: Understanding Activity 2 | (Fashion 4U) Crafting a Brand: Understanding Business Market Competition Mission & Vision–Culture Customers–Strategy–Research 1. UNDERSTANDING Strategy Begin with jeans only–full variety styles and sizes Targeted region for retail; online presence Customizable options online Customer feedback; valued customer Targeted and limited region and online Expansion over time

Crafting a Brand: Understanding Activity 2 | (Fashion 4U) Crafting a Brand: Understanding Business Market Competition Mission & Vision–Culture Customers–Strategy–Research 1. UNDERSTANDING Research Initial research complete Continue to invest in R&D

Crafting a Brand: Differentiating Activity 2 | (Fashion 4U) Crafting a Brand: Differentiating Unique qualities Competitive advantage Service–Values–Advantage Process–Audience 2. DIFFERENTIATING Service  Money-back guarantee Service center staffed with real people  Values Quality in products and service Individual differences Customer feedback Compassion and kindness in people

Crafting a Brand: Differentiating Activity 2 | (Fashion 4U) Crafting a Brand: Differentiating Unique qualities Competitive advantage Service–Values–Advantage Process–Audience 2. DIFFERENTIATING Advantage Customizable online shopping Unique product Mission to help one another Reinvest in communities Process Order fully customizable clothes online Choose from variety of options retail locations

Crafting a Brand: Differentiating Activity 2 | (Fashion 4U) Crafting a Brand: Differentiating Unique qualities Competitive advantage Service–Values–Advantage Process–Audience 2. DIFFERENTIATING Audience Teens and pre-teens who want to be comfortable, fashionable, positive, and cool Anyone who buys clothes for teens Teens who want to feel empowered and positive

Activity 2 | (Fashion 4U) Your Assignment Complete steps 3 and 4 for Fashion 4U. Identify the elements of the branding strategy and develop a plan to apply them. Look Style Feeling created Logo–Slogan–Color Palette Imagery Style–Presentation 3. IDENTIFYING Promotion Visibility Website–Social Media Print Materials–Email–Advertising 4. APPLYING

ACTIVITY THREE Fashion 4U Revealed

Activity 3 | Fashion 4U Revealed Fashion 4U Part 2 Read Part two of the scenario. Be ready to discuss the following: What do you think is the strongest piece of the branding package? Why? What do you think is the weakest piece of the identity package? How could it be improved? Do you think the identity package will be effective at reaching potential customers over all? Why or why not?

Crafting a Brand: Identity Activity 3 | Fashion 4U Revealed Crafting a Brand: Identity Look Style Feeling created Logo–Slogan–Color Palette Imagery Style–Presentation 3. IDENTIFYING Logo: 4U Tagline: Made 4U: U belong Color palette: red, black, and gray for bold visual contrast

Brand Identity: Fashion 4U Activity 3 | Fashion 4U Revealed Brand Identity: Fashion 4U

Crafting a Brand: Applying Activity 3 | Fashion 4U Revealed Crafting a Brand: Applying Promotion Visibility Website–Social Media Print Materials–Email–Advertising 4. APPLYING Advertising Technology based Social media Game-based apps Diversity in models Targeted to teens Customer experience Customizable ordering Interaction with live people Positive messaging Mission Driven Sponsor anti-bullying messaging campaigns

WRAP-UP Your Brand

Warm Up Branding Yourself Branding applies to businesses as well as individuals. Instead of allowing yourself to be labeled by others, take control of your brand and make sure that the image you have is the image you want.