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

2. 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

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

4. 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?

5. 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?

6. 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?

7. 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

8. 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

9. 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

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

11. 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”

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

13. Designed and Developed by Brand Relations

14. Some of the 100 Brands Launched

15. ANY QUESTIONS?
What’s in it for me?

16. Come and See Us!
Brand Relations Ltd Hammersmith Grove London W6 7HA Phone: