MOVING YOUR IDEAS
>> FORWARD >>
Michelle Pujadas
Founder, co-CEO
Zer0 to 5ive
1
Presentation at the Corzo Center/University of the Arts, November 17, 2011
Agenda
• Defining “brand”
• Creating a brand – Steps 0 to 5
• Brand success
• Interactive brand discussion
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PRODUCTS ARE MADE
IN THE FACTORY,
BUT BRANDS ARE
CREATED IN THE MIND
- WALTER LANDOR
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What Is A Brand?
BRAND
the comprehensive identity of a company,
product and/or service in the mind of the buyer
corporate
product
service
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Brands Are One Way We Categorize Things
McDonalds
Fast food
Kid-oriented
Great fries
Convenient
Greasy and fattening
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What Do Brands Embrace?
•
•
•
•
•
•
•
•
•
•
Name
Images – logo, spokesperson or mascot
Tagline
Audio jingle/special sound
Perceptions – based on brand attributes
Experience – with the company/product itself
Message(s)
Medium
Pricing
Packaging
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BRANDS ARE
RECOGNIZABLE IN
MANY WAYS
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What Brand?
8
What Brand?
9
What Brand?
“Takes a licking and
keeps on ticking.”
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What Brand?
11
What Brand?
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CREATING A BRAND
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Step 0
Define your brand (product or service)
1. What is it?
2. Who is it for?
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Step 1
Describe your brand
1. Brand attributes
2. Brand personality
3. Functionality
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Step 2
Name your brand – approaches (strongest to weakest*)
1.
2.
3.
4.
5.
6.
7.
8.
Invented
Arbitrary
Suggestive
Semi-descriptive
Descriptive
Generic
Family name
Initials
Pantone
Apple
Juicy
Microsoft
Gucci
BMW
*from Signature Strategies
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Step 3
Position your brand
1.
2.
3.
4.
Positioning statement
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>
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Step 4
Design your brand
1. Logo
2. Color palette
3. Font choice
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Step 5
Package your brand
1. Packaging/web site/SM
2. Brand experience
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Brand Touchpoints
from Radiantbrands.com
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BRANDS ARE SPECIFIC
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Who Is Your Target?
From: We Are All Weird, by Seth Godin
http://rkbookreviews.wordpress.com/category/marketing-trends/
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What Defines Brand Success?
Helping the
“poorest
among the
poor”
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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
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What Defines Brand Success?
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What Defines Brand Success?
$17 Million Piece of Art
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What Defines Brand Success?
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What Defines Brand Success?
Sold Out 2011 Tech Conference
2,527 Twitter Followers
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INTERACTIVE BRAND
DISCUSSION
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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
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THANK YOU!
michelle@0to5.com
@pujadas
© Zer0 to 5ive 2011