In this presentation for Startup Week Seattle 2017, Fitcode's Stephanie Chacharon shares the fundamentals of branding: from brand discovery and building blocks to making it real.

1. Startup Week Seattle 2017
Stephanie Chacharon
BRANDING 101:
BUILDING A
STRONG BRAND

2. Stephanie Chacharon
Director of Marketing, Fitcode
@stephchach
@myfitcode
HELLO

3. Branding 101
session roadmap
What is branding?
Discovery
Building blocks
Make it real
Wrap it up
Questions?
1
2
3
4
5
6

4. We’re a fashion data company that enhances and personalizes
the shopping experience by focusing on fit, not size.
Meet Fitcode

5. How it worked: The pair Fitcode recommended suited
my curves and didn’t gap at the waist (a usual problem).
- Real Simple, September 2016
Press
Unsolicited & unpaid

6. THE WHAT

7. What is branding?
Branding is all of the ways you establish an image
of your company in your customers’ eyes.
- Shopify

8. Warby Parker

9. Mailchimp

10. Patagonia

11. La Croix

12. And that’s ok.
NO, YOU
ARE NOT THOSE
BRANDS.

13. BE A CONSCIOUS
CONSUMER.

14. BRAND DISCOVERY

15. Who are you & what do you
stand for?
REAL TALK:

16. Break it down
o DNA
o Mission & vision
o Values & brand promise
o Target customers
o Competitive landscape
o Differentiators
o What do people think of you?

17. START MACRO.
WORK MICRO.

18. BUILDING BLOCKS

19. Start small. Build as you grow.
GET YOUR
STORY STRAIGHT:

20. Messaging framework
For each target audience group
o Brand promise: what + vision
o Positioning statement: where fit
in the marketplace
o Target audience: who selling to
o Mission: ultimate goal
o Tone of voice: written brand
personality
o Elevator pitch: distilled brand
summary
o Headline benefits: key selling
points

21. Fitcode
framework
Consumer-facing

22. Define & document.
BRAND
STYLE GUIDES:

23. Brand DNA
If your brand were a person

24. Brand DNA
If your brand were a person

25. Brand DNA
If your brand were a person

26. Brand DNA
If your brand were a person

27. Visual style guide
Look and feel

28. Visual style guide
Look and feel

29. Visual style guide
Look and feel

30. Visual style guide
Look and feel

31. Visual style guide
Look and feel

32. Partners: Concise, knowledgeable, and conversational—we are denim, fit, and data experts
Voice: tone & editorial style

33. Consumers: Friendly, conversational, empowered, positive, helpful, and casual—we speak
directly to real women
Voice: tone & editorial style

34. MAKE IT REAL

35. SHOW. TELL.
DO.

36. Website

37. Social

38. Brand
touch points

39. TEMPLATES
SAVE LIVES.

40. BALANCE
CONSISTENCY &
FLEXIBILITY.

41. WRAP IT UP

42. Takeaways
o Be a conscious consumer
o Your brand story and purpose is
your foundation. Start and end there
o Balance consistency with flexibility
o Bite off what you can chew: Start
small and grow from there. Nike
wasn’t built in a day
o Befriend a good designer
o Don’t set your brand on a shelf.
Revisit and evolve

43. Tools I <3
Design
o Canva
o Moo
Social
o Later
o Bitly
E-Newsletter
o Mailchimp
Classes / Workshop
o School of Visual Concepts
o Lynda.com

44. *hopefully
QUESTIONS?
I HAVE* ANSWERS.

45. Questions? Contact stephanie@fitcode.com
Visit fitcode.com to find your perfect fit
THANK
YOU