Building the Early Brand How to be Memorable: Building the Early Brand Michelle Pujadas Founder, co-CEO Zer0 to 5ive Presentation at the Corzo Center/University of the Arts, November 1, 2012

Agenda Defining “brand” Creating a brand – Steps 0 to 5 Defining brand success Interactive discussion: brand and positioning

PRODUCTS ARE MADE IN THE FACTORY, BUT BRANDS ARE CREATED IN THE MIND - WALTER LANDOR

What Is A Brand? BRAND the comprehensive identity of a company, product and/or service in the mind of the buyer corporate product service

What Do Brands Embrace? Brands should embody your core value proposition Name Images – logo, colors, design Spokesperson, mascot Tagline Audio jingle/special sound Perceptions – based on brand attributes Experience – with the company/product itself, including smell and taste Message(s) Medium Pricing Packaging

Brands Are One Way We Categorize Things McDonalds Fast food Kid-oriented Great fries Convenient Fattening

BRANDS ARE RECOGNIZABLE IN MANY WAYS

What Brand?

What Brand?

“Takes a licking and keeps on ticking.” What Brand? “Takes a licking and keeps on ticking.”

What Brand?

What Brand?

CREATING A BRAND

Step 0 Define your brand (product or service) What is it? Who is it for? What does it do/provide?

Step 1 Describe your brand Brand attributes Brand personality Functionality

Step 2 Name your brand – approaches (strongest to weakest*) Invented Arbitrary Suggestive Semi-descriptive Descriptive Generic Family name Initials Pantone Apple Juicy Microsoft Gucci BMW *from Signature Strategies

Step 3 Position your brand Positioning statement/value prop Key brand messages Brand promise Tagline For <buyers> Who are dissatisfied with <key pain points/current market alternative> Product/service is a <category> that provides <key benefit> Unlike <primary competitive alternative> Product/service provides <statement of primary differentiation>

Step 4 Design your brand Logo Color palette Font choice

Step 5 Package your brand Packaging/web site/SM Brand experience

BRANDS ARE SPECIFIC

Who Is Your Target? From: We Are All Weird, by Seth Godin http://rkbookreviews.wordpress.com/category/marketing-trends/

What Defines Brand Success? Helping the “poorest among the poor.”

What Defines Brand Success? At the time of her death, Mother Teresa's Missionaries of Charity had over 4,000 sisters, and an associated brotherhood of 300 members, operating 610 missions in 123 countries. Wikipedia

What Defines Brand Success?

What Defines Brand Success? $17 Million Piece of Art

What Defines Brand Success?

What Defines Brand Success? Company acquired for nearly $200M without an FDA-approved product

INTERACTIVE DISCUSSION

The Index Card What Is Your Brand? What would you put on your index card? What Does Your Brand Deliver? What Are The Brand Attributes You Want Associated With Your Brand? Be Clear − Be Honest Show Uniqueness − Have A Voice Share Your Vision − Show Emotion

Positioning Your Brand A template for defining your brand’s position in the market For <buyers> Who are dissatisfied with <key pain points/current market alternative> Product/service is a <category> that provides <key benefit> Unlike <primary competitive alternative> Product/service provides <statement of primary differentiation>

THANK YOU! michelle@0to5.com @pujadas © Zer0 to 5ive 2012