1 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,

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How to be Memorable:Building the Early Brand

Michelle PujadasFounder, co-CEO

Zer0 to 5ive

Presentation at the Corzo Center/University of the Arts, November 1, 2012

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Agenda

• Defining “brand”

• Creating a brand – Steps 0 to 5

• Defining brand success

• Interactive discussion: brand and positioning

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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?

BRANDthe comprehensive identity of a company,

product and/or service in the mind of the buyer

corporate product service

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What Do Brands Embrace?

• 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

Brands should embody your core value proposition

Brands Are One Way We Categorize Things

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McDonalds

Fast foodKid-orientedGreat friesConvenientFattening

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BRANDS ARE RECOGNIZABLE IN

MANY WAYS

What Brand?

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What Brand?

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What Brand?

“Takes a licking and keeps on ticking.”

What Brand?

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What Brand?

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CREATING A BRAND

Step 0

Define your brand (product or service)

1. What is it?

2. Who is it for?

3. What does it do/provide?

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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. Invented

2. Arbitrary

3. Suggestive

4. Semi-descriptive

5. Descriptive

6. Generic

7. Family name

8. Initials

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Pantone

Apple

Juicy

Microsoft

Gucci

BMW

*from Signature Strategies

Step 3

Position your brand

1. Positioning statement/value prop

2. Key brand messages

3. Brand promise

4. Tagline

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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>

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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BRANDS ARE SPECIFIC

Who Is Your Target?

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From: We Are All Weird, by Seth Godinhttp://rkbookreviews.wordpress.com/category/marketing-trends/

What Defines Brand Success?

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Helping the “poorest among the poor.”

What Defines Brand Success?

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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

What Defines Brand Success?

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What Defines Brand Success?

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$17 Million Piece of Art

What Defines Brand Success?

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What Defines Brand Success?

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Company acquired for nearly $200Mwithout an FDA-approved product

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INTERACTIVE DISCUSSION

The Index Card

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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 VoiceShare Your Vision − Show Emotion

Positioning Your Brand

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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>

A template for definingyour brand’s position in the market

THANK YOU!

[email protected] @pujadas

© Zer0 to 5ive 2012