BRANDING Companies, Products & Consumers Vision, Define, and Create a brand that has legs and will hit the ground running.
BRAND OF MECourtney Greenwood, MBA
E-mail – [email protected] @cgreenwood
Find me on LinkedIn
Tag this session and/or ProductCamp Boston on Social media! #PCampBoston
QUOTE
“You have to think of your brand as a king of myth. A myth is a compelling story that is archetypal, if you know the teachings of Carl Jung. It has to have emotional content and all the themes of a great story: mystery, magic, adventure, intrigue, conflicts, contradiction, paradox.”
Deepak Chopra
HBO’S SILICON VALLEYThis unfortunately didn’t play during the session, but I parapharsaed the scene. Link to scene: https://www.youtube.com/watch?v=3T6X-8oSPUE
Or Google : Silicon Valley hbo Season 1 episode 2 Clip #1
CONSUMERS
• How will your brand touch them?
• Cult following?• Buy product based solely on brand
• Apple • Starbucks
• Conscious Capitalism • What else do you stand for?
BRANDSWho am I? or better yet…Who do I want to be?
QUOTE
“The keys to brand success are self-definition, transparency, authenticity and accountability.”
Simon Mainwaring
CONCEPTS ABOUT BRANDS
• Brand recognition helps to sell products and ideas.
• Brands need to make a statement.
• Brands are built from: • Expectations• R&R (Reputations & Recognition)• Perceptions
• Brands evoke an emotional response - how do you want the consumer to feel?
• Brands shouldn’t be able to be duplicated
PRODUCTS
CONCEPTS ABOUT PRODUCTS
• Products are the commodity
• Products fill a void and meet a need
• Products can be imitated
• Products could overtake the brand (more later)
VISION
WHO IS THE BRAND?
• What are you selling? A commodity? An Idea? • Is your product your brand? • When founders and CEOs become the brand • Apple – Steve Jobs • Virgin – Richard Branson (more than 400 companies!)
BRANDS & PRODUCTS COME TO LIFE
• Brands and products take on a life of their own • Part of the “Human Experience”, society makes them so • Local and Mom & Pop Businesses – brands passed down!
• Both can become verbs and part of our daily lingo:• “Google that.” • “I am Spotifiy-ing”• “Facebook me” • “I ‘liked’ it”
PRODUCT VS. BRAND
• Traditional concept: • A Brand puts out a Product
• Lust vs. Love: • Products are quick to fall for, people lust for these items. • Brands take time to build, to form that trust which blossoms into love. • But sometimes lust can build into love.
CAN PRODUCTS OVERTAKE THE DELIVERY BRAND?
• Popular products can become brands.
• How would you handle this? • Re-name the company? • Re-brand the company?
• Is this really a danger?
DEFINE
DEFINE YOUR GOAL
• Are you launching a product with an overarching parent brand?
• Are you a start-up breaking into a market, looking to build a brand presence?
• Do you know your product but not your brand identity?
CREATE
LOGO
• What color palette? • Color meaning• Color evocation
• Look & Feel • Modern vs traditional • Trendy• Business field oriented
• Logo generators, example squarespace
• Your Logo is a memory to the consumer, they will relate that to a feeling or experience. What do you want to stamp in their mind?
NAMING EXERCISES
• So you have a new product….. • It’s your baby! • Blood, sweat, tears went into it’s creation! • …….What do you name it?
• Different naming groups to brainstorm from: • Greek/Latin • Non-words i.e. Spotify• Words that can be redefined i.e. Clutch, Sharp, Delta• Places• Compound Names
• Tagline? i.e. "Just Do It” “Think Different”
STORY TIMEExperiences? Thoughts? Questions?
BRAND OF MECourtney Greenwood, MBA
E-mail – [email protected] @cgreenwood
Find me on LinkedIn
Want to continue the conversation? Contact me to chat or for advice!
“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.”
Jeff Bezos
