RICHARD HORWELL – BRAND RELATIONS BRANDING FOR SUCCESS RICHARD HORWELL – BRAND RELATIONS

MARKET RESEARCH TARGET MARKET BRAND IDENTITY MISSION STATEMENT ABOUT SERVICES EDUCATION EXAMPLES ABOUT Founded in 2008 Launched over 100 food and drink brands Developed 12 brands from zero to hero Based in Hammersmith, London

MARKET RESEARCH TARGET MARKET BRAND IDENTITY MISSION STATEMENT ABOUT SERVICES EDUCATION EXAMPLES SERVICES Market Launch Product Development Brand Development Design Sales and Marketing

MARKET RESEARCH TARGET MARKET BRAND IDENTITY MISSION STATEMENT ABOUT SERVICES EDUCATION EXAMPLES MARKET RESEARCH No ‘new’ ideas in food and drink Find inspiration internationally (e.g. American or Asia) Learn from their mistakes Learn from their communication Learn from their success Is there genuinely a market?

MARKET RESEARCH TARGET MARKET BRAND IDENTITY MISSION STATEMENT ABOUT SERVICES EDUCATION EXAMPLES TARGET MARKET Who is your target consumer? What do they like? Where do they shop? What do they stand for? Will they be loyal to your brand? How do you attract their attention?

MARKET RESEARCH TARGET MARKET BRAND IDENTITY MISSION STATEMENT ABOUT SERVICES EDUCATION EXAMPLES CONSUMERS ASK… What’s in it for me? Is it healthy? Is it worth the price tag? What will it taste like? Why should I buy it?

MARKET RESEARCH TARGET MARKET BRAND IDENTITY MISSION STATEMENT ABOUT SERVICES EDUCATION EXAMPLES BRAND IDENTITY Consistent, coherent, strong Brand’s core values? Point of difference / unique selling points (e.g. functionality, healthy) Brand Name (needs to evolve with the brand) Brand Story ‘you need to be clear when explaining’ Logo

BRAND MISSION STATEMENT MARKET RESEARCH TARGET MARKET BRAND IDENTITY MISSION STATEMENT ABOUT SERVICES EDUCATION EXAMPLES BRAND MISSION STATEMENT What does your brand stand for? Generate customer loyalty Sustainability – Recyclability Clean Label Following food and drink trends (e.g. low in sugar) Carry message on through social media Charity associations

MARKET RESEARCH TARGET MARKET BRAND IDENTITY MISSION STATEMENT ABOUT SERVICES EDUCATION EXAMPLES EDUCATION Education = the most expensive word in our industry! The cheapest marketing is on the packaging Clear and consistent messaging Marketing & Social Media costs MONEY Engage with consumers on the shelf

DISRUPTIVE BRANDS MARKET RESEARCH TARGET MARKET BRAND IDENTITY MISSION STATEMENT ABOUT SERVICES EDUCATION EXAMPLES DISRUPTIVE BRANDS

MAKE SURE TO… Not make ridiculous claims Try not to be too clever MARKET RESEARCH TARGET MARKET BRAND IDENTITY MISSION STATEMENT ABOUT SERVICES EDUCATION EXAMPLES MAKE SURE TO… Not make ridiculous claims Try not to be too clever “the secret to immortality”

ETERNITEA Winner! MARKET RESEARCH TARGET MARKET BRAND IDENTITY MISSION STATEMENT ABOUT SERVICES EDUCATION EXAMPLES ETERNITEA Winner!

Designed and Developed by Brand Relations

Some of the 100 Brands Launched

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