1. 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

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

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

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

5. 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

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

7. BRANDS ARE RECOGNIZABLE IN
MANY WAYS

8. What Brand?

9. What Brand?

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

11. What Brand?

12. What Brand?

13. CREATING A BRAND

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

15. Step 1 Describe your brand Brand attributes Brand personality
Functionality

16. 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

17. 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>

18. Step 4
Design your brand
Logo
Color palette
Font choice

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

20. BRANDS ARE SPECIFIC

21. Who Is Your Target? From: We Are All Weird, by Seth Godin

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

23. 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

24. What Defines Brand Success?

25. What Defines Brand Success?
$17 Million Piece of Art

26. What Defines Brand Success?

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

28. INTERACTIVE
DISCUSSION

29. 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

30. 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>

31. THANK YOU!
@pujadas
© Zer0 to 5ive 2012