Bbs lecture

Branding f0r
startups
@benmumbycroft

1.  Define what we mean by the B-word
2.  Introduce you to two key concepts – Positioning &
differentiation
3.  Understand why branding matters
4.  Introduce you to some tricks of the trade
Today’s session

Enterprise
education Marketing

Will be talk about
branding for food.
@oneltd

“Products are created in
the factory, but brands
are created in the mind.”
Walter Landor

What you stand for in the mind of your
customers (and potential customers)
A brand is…

“A brand is the most
valuable piece of real
estate in the world: a
corner of someone’s
mind”
John Hegarty

The process of finding a
simple idea that
separates you from
your competitors
Branding =

Safety Luxury Performance
For example…

“In a world where
everyone is after your
business you must supply
your customers with a
compelling reason to buy
you instead of your
competitor.”
Jack Trout

What compelling reason
might make people want to
buy this new sports car?

You need to Make your
cow different from all
the other cows in the
field…

Successful brands
stand for something
in the minds of target
customers

At their core is
A differentiating idea
that marks them out

it might be all about
originality

It might even be all about
badass-ness

“If you don’t supply a
compelling reason, then
you better have a very
good price.”
Jack Trout

Beware The
commodity
price trap!!
!

Branding is all
about finding
a competitive
mental angle &
owning a piece of
this

Why did BMW call the Mini a Mini
and not a BMW 1-Series?

Question…
Why did NEW Coke flop?

What stops Apple introducing a
range of no frills, budget
workstations?

WHAT STOPS Disney producING a
hard-hitting, gritty drama about
sexually active teenagers?

Brands go bad when
they don’t deliver
what they promise…

Everything you do to
communicate your
brand to potential
customers
Brand identity =

Logo Tagline Visual
language
Tone of
voice
Name
People experiencebehaviourstory

BMW
High Performance, German
engineering
Logo
Tagline
Experience
People
Visual style

Good design is key
to performance!

•  Your brand is what you stand for in the mind of the
customer
•  The goal of branding is to find a simple idea, or position,
that differentiates you from the competition
•  Being different is very important
•  The way you communicate this is through your brand
identity
Take away lessons

Why does being
different matter so
much?

“today we live in an over-
communicated society.
Every year we send out
more but receive less.”
Jack Trout

“Today’s real competition doesn’t
come from direct or even indirect
competitors. It comes from the
extreme clutter of the marketplace.”
Marty Neumeier

What is a brand?
The human mind deals with
clutter the best way it can

What is a brand?
by blocking it out!

What is a brand?
To build a brand in the mind of
your customer you need to cut
through the clutter…

Remember:
Branding is all
about finding
a competitive
mental angle

Why has branding
become so
important ?

“In today’s world,
people want to buy the
product (or service)
that says the right ting
about them.”
John Hegarty

As consumers we use
brands to communicate
& reinforce our self
image…

Self image =
I’m cool I’m wealthy I’m healthy I’m a geek I’m single
I’m religious
I’m a rebel
I’m a hippyI’m liked I’m bright
I’m ethical I don’t care I’m thrifty I’m young I’m serious

And generate peer
group approval!
!

“Our lives are
increasingly driven by
fashion and style, not
just the clothes we
wear, but how our homes
are styled, the food we
eat, and the car we
drive”
John Hegarty

“How is your brand
building a bridge
between who your
consumers are and
who they want to
be?”

•  We live in an over-communicated society
•  Today’s real competition is the extreme clutter of the
marketplace
•  In order to cut through, an effective branding
programme needs a sharp focus and simple message
•  Customers buy brands to help build and reinforce their
self image
•  And belong to the right tribe
Take away lessons

Types of name
Types For example
Playful >> Yahoo, Monster, yelp, google, FCUK
Origin >> Ford, Rolls Royce, The north face
Invented >> Kodak, vimto, viagra
Descriptive >> Volkswagon, holiday inn, sofa.com
Technical >> Panasonic, Xerox
Conjoined >> Fedex, microsoft
Acronym >> Bmw, bbc, nhs, ibm

•  Is your first impression of the name strong
•  Is it easy to read/pronounce
•  Is it satisfying to say
•  Is it short & memorable
•  Does it sound credible
•  Is it registerable and protectable
Key naming criteria

www.gov.uk/get-information-about-a-company

1. CATEGORY: The ONLY motorcycle manufacturer
2. USP: that makes big, loud motorcycles
3. CUSTOMER: for macho guys (macho “wannabees”)
4. NEED: who want to join a gang of cowboys
5. MARKET: mostly in the United States
6. TREND: in an era of decreasing personal freedom

We are the ONLY:
That:
For:
Who:
In:
In an era when:
What makes you the only?

Brand storyboard
Once upon a time… He/she always… But always had a problem… He/she tried to solve it…
But he/she wished that… Until one day… Unlike his/her solution, this… His/her wish came true: to…

Brand storyboard
Who is the main
character in your
story?

Brand storyboard
Who is the main
character in your
story?
Describe some of
the main tasks this
person regularly
undertakes

Brand storyboard
Who is the main
character in your
story?
Describe some of
the main tasks this
person regularly
undertakes
Describe the mainproblem stopping
them from
fulfillment

Brand storyboard
Who is the main
character in your
story?
Describe some of
the main tasks this
person regularly
undertakes
them from
fulfillment
How is the
customer managing
to partially solve
their problem

Brand storyboard
Who is the main
character in your
story?
Describe some of
the main tasks this
person regularly
undertakes
them from
fulfillment
How is the
customer managing
to partially solve
their problem
Outline the flaws
in the solutions
the customer is
currently using

Brand storyboard
Who is the main
character in your
story?
Describe some of
the main tasks this
person regularly
undertakes
them from
fulfillment
How is the
customer managing
to partially solve
their problem
Outline the flaws
in the solutions
the customer is
currently using
Describe how the
customer will
learn about your
brand

Brand storyboard
Who is the main
character in your
story?
Describe some of
the main tasks this
person regularly
undertakes
them from
fulfillment
How is the
customer managing
to partially solve
their problem
Outline the flaws
in the solutions
the customer is
currently using
Describe how the
customer will
learn about your
brand
List some of the
features that set
you apart

Brand storyboard
Who is the main
character in your
story?
Describe some of
the main tasks this
person regularly
undertakes
them from
fulfillment
How is the
customer managing
to partially solve
their problem
Outline the flaws
in the solutions
the customer is
currently using
Describe how the
customer will
learn about your
brand
List some of the
features that set
you apart
Clearly define the
aspiration your
brand fulfills

•  Wordmarks
•  Letterforms
•  Pictorial
•  Abstract marks
•  Emblems
•  Characters
Types of logo

Image Association
Technology
!
!
!
!
cooking
conversation
exploration
Logo symbolism

Image Association Brand id
cooking
!
!
!
!
conversation
exploration
technology
symbolism

Here’s one we
did earlier…

Formal VS Informal
SERIF TYPEFACE SANS SERIF TYPEFACE
Think about typography

•  What’s your position?
•  How are you different?
•  How obvious is this to you customers (or target
customers)?
•  How are you making design decisions to bring your
brand to life?
Final comments

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