I Love Entrepreneurs

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MOVING YOUR IDEAS

>> FORWARD >>

Michelle Pujadas

Founder, co-CEO

Zer0 to 5ive

Presentation at the Corzo Center/University of the Arts, November 17, 2011

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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?

BRANDthe comprehensive identity of a company,

product and/or service in the mind of the buyer

corporate product service

Brands Are One Way We Categorize Things

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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

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?

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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

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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from Radiantbrands.com

Brand Touchpoints

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BRANDS ARE SPECIFIC

Who Is Your Target?

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From: We Are All Weird, by Seth Godin

http://rkbookreviews.wordpress.com/category/marketing-trends/

What Defines Brand Success?

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Helping the

“poorest

among the

poor”


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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


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$17 Million Piece of Art


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Sold Out 2011 Tech Conference

2,527 Twitter Followers

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INTERACTIVE BRAND

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 Voice

Share Your Vision − Show Emotion

I Love Entrepreneurs

Business

Transcript of I Love Entrepreneurs