3/6/19 About SCORE A non-profit resource partner of the SBA Brand Basics Mentoring: FREE, confidential, face-to-face How to Build and Protect Brands People LOVE Workshops: 140+ workshops/year Business Owner Roundtables: Solopreneurs ($75,000k+/ yr) Entrepreneurs ($300,000k+/yr) Advisory Council: For larger companies Laurie Marshall, IP Attorney Mary Tan, Branding Strategist Online Resources: Articles, templates and tools 16 NYC Mentoring Locations Manhattan (12) • • • • 26 Federal Plaza NYPL/SIBL (Madison/34th St) KETTLESPACE (8 locations) State Office Building 163, West 125th Street Brooklyn (3) • Boro Hall, Downtown Brooklyn • Grand Army Plaza, Park Slope • KETTLESPACE (1 location) NYWIB.org Bronx (1) • Grand Concourse/ 161st St 1 3/6/19 Agenda A Suggestion Part 1: How To Build A Great Brand (:75) • Why brands matter • 8 Fundamental Steps to building a strong brand PRACTICE: (:45) BREAK: (:10) Part 2: How To Use Trademarks to Protect Your Brand (:60) • 3 steps towards protecting your brand BREAK: 20 minutes Part 3: How To Turn Customers into Fans (:30) • 3 critical elements in a long-term relationship Part I How to Build a Great Brand 2 3/6/19 3 Conclusions About Consumer Behavior People are really busy People tend to only remember things they care about Emotions underlie most buying decisions Marketing ≠ Branding Business ≠ A Brand BUSINESS 6 2 Brain 4 5 1 3 BRAND ENGINE STRATEGY Service BRAND IMAGE Face Personality Heart Body Marketing 3 3/6/19 A Brand Is….. “Your brand is what other people say about you when you are not in the room.” • • • • • The cornerstone/foundation The lodestar and compass Bundle of expectations A story told well Built over time Jeff Bezos Founder, Amazon.com What A Brand is Not • • • • • • • A URL Mission Statement Positioning A business plan What you want it to be Something that happens overnight Indestructible Deconstructing a Brand Its Many Parts • • • • • • Promises/Beliefs Values Relevance Emotions Sensorial identity Personality 4 3/6/19 Snapple: An Iconic Pop The Key Factors It Takes Time The Fundamental Steps Degree Of Change Advocacy Winning loyalty and preference Promotion Generating positive word of mouth Awareness Getting it out there, into people’s hands Time 1. 2. 3. 4. 5. Define your brand essence Target your brand Develop your brand promise Express brand identity Link your business model to the brand 6. Codify it 7. Communicate it 8. Track, Measure, Pivot 5 3/6/19 Fundamental Steps What is Brand Essence 01 Define Your Brand Essence A single thought that captures the soul of the brand, “the glue that holds the core identity elements together”. David Aaker, Brand Leadership, 2000… Not The Mission • • • • Mission Inward facing Defines purpose and reason for being Guiding principles Basis for accountability • • • • Brand Essence Outward facing Defines uniqueness Establishes value and perception to target audiences Basis for reputation Examples Ultimate Driving Machine Iconoclasm 6 3/6/19 An Example Fundamental Steps 02 Target Your Brand Target ≠ Niche Focus Many Ways to Target Size of Market 7 3/6/19 What A Bulls-Eye Looks Like • • • • • • Why This Matters Understand The REAL Target Lifestyle Attitudes Values Beliefs Psychographics Socialgraphics Reach Your Target https://www.adv ertisemint.com/c omplete-guidefacebook-adtargeting/ 8 3/6/19 Go To The Library • Demographics • Consumer Behavior and Lifestyles – Buying Power and Spending Habits – Market Segments (Teens, Millennials, Etc) • Competitors (Public and Private) • Industry Surveys • • • • • Market Research Reports Trade Journals Trade Association NYS Contract Reporter And More………. Fundamental Steps 03 Develop Your Brand Promise Drivers Of Value 9 3/6/19 Maslow’s Hierarchy of Needs WANT: Self-Expression WANT: Anti-Fashion + Social Impact Warby-Parker Affordable, designer eyewear Temporary tattoos • • • • Invented by a mom Designed by professional artists who get a cut of every sale. Safe & non-toxic, printed with vegetable-based ink. Made in Brooklyn • Direct to consumer • In-house design and manufacturing • Free Home Try-On • Buy a pair give a pair 10 3/6/19 Want: Relationships Be Unique Rent A Family (Japan) Hire a: - Mother/ father - Husband/ wife/ daughter - Boyfriend/ Girlfriend - Bride/ Groom Be Unique Razor for Caregivers to shave others Extra-wide handle and comes with a tube of clear gel Be Better High-End Medical Apparel $50 MM in 2017 (est) 11 3/6/19 Be Relevant Beard Care Products $4 MM in 2017 (est) Be Memorable It’s luminous, rainbowhued interior looks incredible on Instagram. It turned one of NYC’s Worst-Reviewed Restaurants into one of the Hottest Table in Town. #pannaii Be Disruptive Be Personal This luxury online retailer doesn’t have an ecommerce site or app. It relies largely on Instagram and connects customers with personal shoppers on chat apps like WeChat and Whatsapp. 12 3/6/19 Fundamental Steps Our Average Attention Span 8 SECONDS 04 Define Your Brand Identity Where Is This? That’s ONE second LESS than the attention span of a goldfish. Naming The BEST names are….. • Simple • Easy to remember • Related to your product or category • Evokes the right emotions, imagery, or experience • Available 13 3/6/19 Visual Identity BRAND ESSENCE Core Values and Personality Logo Fonts Color Shape Packaging • Represents your brand – Product more likely to be seen on shelf than in ads • Helps people find your product – People are visual – Images are easier to remember than words • Shapes the usage experience Essentials of a Good Logo Simple Appealing (to your target) Consistent With Your Positioning Meaningful Communicates Effectively Enduring Scalable The Data 85% of purchase decisions are made in the store It takes just 3 seconds to make an impression 80% of decisions are made within 4 seconds 95% of purchase decisions are driven by emotion 14 3/6/19 (Packaging) Design Checklist ü Design with environment ü ü ü ü ü ü in mind (real or virtual) Stand out Telegraph your product Limit and prioritize copy Emphasize purchase drivers Connect emotionally Communicate your price/value proposition Fundamental Steps Website Design • Represent your brand • Speak to your target • Be true to its purpose – Lead generation – E-Commerce – Branding • Communicate effectively • Prioritize user experience Beware of Hippogriffs* 05 Link Your Business Model * Hippogriff: Half eagle/ half horse 15 3/6/19 Create Eco-Systems Social Impact Spectrum 1040.com • $2 donated/tax return filed • Healing Waters Chobani Yogurt • Herobatch 4-pack • Home Front tie-in • $250K donation Woodsi • 1 tree planted/ pair • Made from sustainable FSC certified ebony wood Glenmorangie Distillery • Reef creation • Casks à luxury surfboards Low High Profit donation Cobranding Sourcing Strategy Innovation Organizational Infrastructure Fundamental Steps 06 Codify KEY: No Surprises 16 3/6/19 It’s About Rules Setting Boundaries “When to say No” Would this brand ever say or do this? Fundamental Steps • Identity Guidelines • Use of logo • Use of tagline • Use of images • Colors • Sources of business • New business opportunities • Service mandatories Positioning Drives Strategy 07 Communicate It 17 3/6/19 Positioning Statement Posi%oning(Statement( AnAn#Example# Example For: Young, heavy users of cola drinks The Positioning Statement FOR: Pepsi is the: #cola#drink that: you can count on for refreshment because: #it has the taste that truly active people appreciate so that: you can keep on doing what you love longer IS: THAT: BECAUSE: SO THAT: Who is your customer Your BRAND What product or service is it What makes it different and better Why your promise is credible Why your customer should care 23 Messaging • What is your purpose? • Who/What is the Audience/Recipient? • Which medium will I use - face-to-face, social media, website, print, other? • How much Time/Space do I have to deliver my message? Social Media Is Just A Channel Generate trial, sell in What do they need/want to hear? What are specific requirements of that platform? Time/space constraints 18 3/6/19 Leverage Stories Tap Power of Stories • Your website “In this ocean of choice, a meaningful story can feel like a life preserver that tethers us to something safe, important, and believable than disembodied data and facts. – “About Us” section – Images • Social media • Face-to-face exchanges • Motivate your team Annette Simmons REMEMBER: Continually collect new ones Make It Personal Fundamental Steps 08 Track, Measure, Pivot “People buy brands they like, trust, and can relate to.” Marcus Lemonis The Profit 19 3/6/19 It’s Not About You It’s Iterative Do The Research Do Test Ads Test the waters Fail fast Fail cheap 20 3/6/19 Crowdfunding Crowdfunding $125k Listen for Feedback INFORMAL • Reviews • Interviews • Emails FORMAL • Open Ended Surveys • Blogs/Social Media • Website comments Act • Follow up on feedback • Analyze for implications • Respond appropriately 21 3/6/19 Pivot Workshop Time 45 min 10 min • Write your positioning statement: – FOR your Target is (be as specific as possible) YOUR BRAND – IS what product or category you belong to – THAT What your product/service promises to offer that makes it BETTER and DIFFERENT – BECAUSE Why people should believe you – SO THAT: What emotional benefit they will get Bubble Wrap • Failed as wallpaper in 1960 • $20 Billion global industry today 30 min • Divide yourselves into groups of 4-5 – Share your ideas with each other (3 minute each) – Give each other quick feedback (3 minutes) 5 min • What did you learn? 22 3/6/19 Trademarks, Copyrights and Brand Protection INTELLECTUAL PROPERTY TRADEMARK COPYRIGHT Laurie Marshall, Esq. Founder/President 917.566.1003 laurie@tmthespot.com tmthespot.com WHAT CAN BE PROTECTED TRADEMARKS COMPANY, BRAND NAMES & LOGOS COPYRIGHTS WORKS OF ART PATENTS INVENTIONS PATENT IDEA TRADEMARKS ARE A FLEXIBLE AND CREATIVE FORM OF INTELLECTUAL PROPERTY PROTECTION • Words •Logos and other • Slogans designs • Alpha-numeric •Shapes • Non-English words •Colors and characters •Three• Non-Roman dimensional alphabet words and objects characters •Motion • Position / Location 1 3/6/19 TRADEMARK RIGHTS TRADEMARKS WORD / LETTER MARKS (EG: COMPANY NAME) NIKE PHRASE (EG: TAG LINE) TRADEMARK LAWS DESIGN MARK / LOGO COMBINATION 6 TRADEMARK RIGHTS: COMMON MISNOMERS I own my company name so I can use it on products or services: But I registered my name with the state?? But I have an LLC, S-Corp or C-Corp for my business name?? TRADEMARKS HELP PREVENT MARKETPLACE CONFUSION (COMPANY NAME DOES NOT) • Trademarks give consumers the ability to protect themselves by relying upon known brands of products or services • Trademarks provide consumer convenience by allowing consumers to identify (by word, logo, slogan, package design, or other indicators of origin) which product or service they would like to purchase or to avoid purchasing. • Trademarks motivate a consistent level of quality 2 3/6/19 TRADEMARK RIGHTS: COMMON MISNOMERS THE DOMAIN NAME WAS AVAILABLE?? HOW TO ESTABLISH RIGHTS FIRST AND FOREMOST: SEARCH AND CLEARANCE OF YOUR COMPANY/BRAND NAME SHOULD HAPPEN IMMEDIATELY! FAR TOO MANY BUSINESSES SPEND $1,000s welovenike.com amazonbooktrader.com deltaflying.com gapclothingco.com starbuckscoffeehouse.com reeboksneakerco.com TRADEMARK SEARCHING CREATING BRANDING AROUND THEIR COMPANY NAME, PRODUCTS, LOGOS & TAG LINES BUT FAILTO MAKE SURE THESE MARKS ARE ACTUALLY AVAILABLE. HOW TO ESTABLISH TRADEMARK RIGHTS • AFTER TRADEMARK SEARCH TO DETERMINE •ASSESS RISK WHEN ADOPTING, USING AND REGISTERING A AVAILABILITY TRADEMARK • UPON USE – COMMON LAW RIGHTS FROM •USPTO.GOV CAN HELP YOU FIND RED FLAGS. •HAVE AN EXPERIENCED TRADEMARK ATTORNEY PERFORM A BROADER SEARCH & ANALYSIS •TRADEMARK DOES NOT NEED TO BE IDENTICAL • LOOK AT COMMERCIAL IMPRESSION & ANALYZE THE SEARCH. DATE OF 1ST USE IN INTERSTATE COMMERCE • UPON FILING AN APPLICATION – INTENT TO USE •WHAT IS TOO SIMILAR? 3 3/6/19 THE APPLICATION PROCESS REGISTRATION LIFE • $225/per class application fee BETWEEN THE 5TH & 6TH YEARS AFTER REGISTRATION, THE REGISTRANT MUST SHOW Filed as use based or intent-to-use USE. Specify goods/service 1-45 Classes to choose from • RENEWAL OF THE APPLICATION IS DUE AT 10 Three months- application is assigned to an examiner Once approved, published in the Official Gazette and gives third- YEARS AND EVERY 10 YEARS THEREAFTER. parties 30-days to contest the application Application proceeds to registration/approval COPYRIGHT 2013 Ensure Proper Internal Usage of Trademarks Trademarks should appear in CAPITALS, italicized text, bold faced text, Initial Capital Letters, or placing the Trademark in ‘‘quotation marks’’. Insure Proper Internal Usage of Trademarks Do Not Alter Trademarks. Trademarks should be used consistently: •Do not Abbreviate the trademarks Use trademarks as adjectives and not nouns or verbs. •Change the colors or typeface of the trademarks Using a mark as an adjective is important because you do not want your mark to become the generic name for the product, like aspirin, escalator, thermos, and countless others. •Remove, distort, or add words or design elements to the trademarks •Hyphenate the marks unless the trademark itself is hyphenated •Combine with a sponsor, licensee or other third-party mark 4 3/6/19 Proper Internal Usage of Trademarks Ensure Proper Labeling of Trademarks • You should always label the first or most significant occurrence of the Trademark with a Why can GOOGLE do it? ...because they are GOOGLE! ™ or ® •® only once the trademark is registered and only for the goods or services covered by the registration • ™ can be used at anytime although not advised if no search and clearance performed COPYRIGHTS • PROTECTS THE EXPRESSION OF AN IDEA (NOT THE IDEA, ITSELF) • PROTECTION OF WORKS OF ART/ AUTHORSHIP • ALLOWS REGISTRANT TO SUE AN INFRINGER •TYPES: • • • • • • • • • LITERARY WORKS POEMS, NOVELS, ARTICLES DRAMATIC WORKS PLAYS MUSICAL WORKS SONGS ARTISTIC WORKS PAINTINGS, SCULPTURES, ARCHITECTURE COMPUTER SOFTWARE Resources •USPTO.gov basic search, trademark manuals, how to videos •INTA.org the global association of trademark owners and professionals dedicated to supporting trademarks and related intellectual property in order to protect consumers and to promote fair and effective commerce •Copyright.gov basic search, copyright manuals 5 3/6/19 Q&A Laurie Marshall, Esq. Founder/President 917.566.1003 laurie@tmthespot.com tmthespot.com 6 3/6/19 Part 3 How to Turn Customers Into Fans We Are Overwhelmed Ad messages seen per day Yankelovich: 3,000 to 20,000 per day Fundamental Steps Things Brands Can Do 01 A Consistent Brand Experience 1 3/6/19 Uh, no……. Power of Alignment Ask • INSIGHT: What is the product/service is your brand being “hired” to do • What is your positioning statement? • What are your core values? • What are your key messages and tag line? • What is your hierarchy of communications? • How consistently are these being communicated across channels? 2 3/6/19 Evolution, Not Revolution Evolution, Not Revolution Evolution, Not Revolution Evolution, Not Revolution 1994 Online bookstore 2014 Amazon Marketplace 2018 Amazon Go 3 3/6/19 Evolution, Not Revolution 1952 2018 https://s-media-cache-ak0.pinimg.com/originals/8d/ae/d2/8daed283e8f83ef6f676415f56cbde67.jpg Unify Marketing Materials Be Consistent Across Channels 4 3/6/19 Successful Brands Tend To Win Companies who inspire their customers with the power and appeal of their brand or generate word of mouth deliver 30 - 40 percentage points more satisfaction than their peers. Fundamental Steps 02 Stay Relevant “The Four Pillars Of Distinctive Customer Journeys,” McKinsey, Sept. 2016 Seek Insights “No one would ever use their phone to take a photo.” Kodak executive, 1990’s Monitor Competition • With current competitors, check out • New customer acquisition strategies • Portfolio expansions • Service changes • New digital strategies • Watch for new competitor and offerings • Analyze your gains and losses 5 3/6/19 Stay Current • • • • • Keep Evolving Attend Trade Shows Network, network, network Read Business Papers Read Blogs & Online Forums Watch for • Changing lifestyles • New flavors and ingredients • New Technology • New Fashion • New Channels Fundamental Steps Stay Top of Mind 03 Stay in Touch • Simple, singleminded communications • Remind of benefits and past service • Tell of new offerings and services • Reinforce image of vitality and growth 6 3/6/19 80/20 Rule Retention Pays • 80% of profits come from 20% of clients or customers • Easiest to sell new services to existing customers Strengthen Relationships • • • • Only 32% of customers are likely to repurchase • Existing customers are 3-12x more likely to purchase than a new prospect • You DOUBLE your revenues by retaining just 10% of your customers Win On Service Reward loyalty Get feedback and suggestions Offer incentive for referrals 7 3/6/19 Exceed Expectations Branding Is…. Execution To Recap…. “The thing about branding is it isn't etched in stone. A brand is a mark or an image or a perception we stamp on a product, a concept, or an ideal, but it doesn't last forever. Like anything else, it needs to be nurtured and reinforced, or it will start to fade." Daymond John, Shark Tank • Brands don’t happen overnight • They begin with clear missions and relevant positioning statements • They are guided by focused objectives and brand strategies • They result from repetition and consistency of execution over time • They evolve (slowly)over time 8 3/6/19 Two Branding Workshops Apr 8 Jun 6 Art of Brand Storytelling Making It Personal and Relevant Branding Master Class How to Grow Your Brand and Business How To Find a Mentor Call or visit us online: § 212-264-4507 § www.newyorkcity.score.org § Select a mentor § Request mentoring/ make an appointment To learn more, visit: https://newyorkcity.score.org/content/take-workshop Mary Tan tan@scorenyc.org Laurie Marshall laurie@tmthespot.com Please remember to fill in your workshop evaluations. 9 3/6/19 10
