Brand

Talk given to the Memphis Startup Meetup on Jun 4, 2013.

Here I talk about the history of brands, what's included in a brand, and how I begin the process of designing a brand.

Transcript

1. BRANDING
2. http://youtu.be/sfout_rgPSA
3. HOWDY. Lead Web Designer for Methodist Le Bonheur Healthcare. 12 Years of design experience helping both big and small.
4. HOWDY. Lead Web Designer for Methodist Le Bonheur Healthcare. 12 Years of design experience helping both big and small.
5. BRAND "Name, term, design, symbol, or any other feature that identifies one seller's product distinct from those of other sellers" ~ American Marketing Association
6. HISTORY
12. BRANDR To Burn ~ Old Norse Meaning
13. AWARENESS
14. http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012.aspx
15. http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012.aspx
16. http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012.aspx
17. http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012.aspx
20. BUT WAIT, THERE’S MORE
21. http://youtu.be/w1sT7QV8nfU
22. STORY
23. YOUR BRAND’S STORY • Speak truthfully. (What you create should be rooted in your brand) • Identify Your Customer (What do they like?, what do they don’t?) • Identify Your Competition (What does your product do differently from your competitors) • In five words, what is your product (These keywords will guide the next step) http://www.forbes.com/sites/work-in-progress/2013/02/05/5-secrets-to-using-storytelling-for-brand-marketing-success/
24. BRAND GUIDELINES NOT BRAND RULES
25. CREATE
26. TO CREATE A BRAND | 3 IMPORTANT STEPS http://aytm.com/blog/research-junction/build-a-brand-in-3-steps/
27. TO CREATE A BRAND | 3 IMPORTANT STEPS • Consistency (Brand must meet expectations every time - Hint: Use brand guidelines) http://aytm.com/blog/research-junction/build-a-brand-in-3-steps/
28. TO CREATE A BRAND | 3 IMPORTANT STEPS • Consistency (Brand must meet expectations every time - Hint: Use brand guidelines) • Persistence (Be patient - Think Kardashians, They are EVERYWHERE) http://aytm.com/blog/research-junction/build-a-brand-in-3-steps/
29. TO CREATE A BRAND | 3 IMPORTANT STEPS • Consistency (Brand must meet expectations every time - Hint: Use brand guidelines) • Persistence (Be patient - Think Kardashians, They are EVERYWHERE) • Restraint (Everything must consistently communicate your brand promise - Think Trump Steaks) http://aytm.com/blog/research-junction/build-a-brand-in-3-steps/
30. TO CREATE A BRAND | KNOW YOUR BRAND
31. TO CREATE A BRAND | KNOW YOUR BRAND • Identify Your Product (What does it do?)
32. TO CREATE A BRAND | KNOW YOUR BRAND • Identify Your Product (What does it do?) • Identify Your Customer (What do they like?, what do they don’t?)
33. TO CREATE A BRAND | KNOW YOUR BRAND • Identify Your Product (What does it do?) • Identify Your Customer (What do they like?, what do they don’t?) • Identify Your Competition (What does your product do differently from your competitors)
34. TO CREATE A BRAND | KNOW YOUR BRAND • Identify Your Product (What does it do?) • Identify Your Customer (What do they like?, what do they don’t?) • Identify Your Competition (What does your product do differently from your competitors) • In five words, what is your product (These keywords will guide the next step)
35. TO CREATE A BRAND | DEFINE YOUR BRAND http://aytm.com/blog/branding/branding-factors
36. • What’s Your Brand Promise? (What will a customer get when they buy your brand?) TO CREATE A BRAND | DEFINE YOUR BRAND http://aytm.com/blog/branding/branding-factors
37. • What’s Your Brand Promise? (What will a customer get when they buy your brand?) • What perceptions are their of your brand? (What do customers think of your brand?) TO CREATE A BRAND | DEFINE YOUR BRAND http://aytm.com/blog/branding/branding-factors
38. • What’s Your Brand Promise? (What will a customer get when they buy your brand?) • What perceptions are their of your brand? (What do customers think of your brand?) • What are the expectations of your brand? (Apple Laptops vs. HP Laptops) TO CREATE A BRAND | DEFINE YOUR BRAND http://aytm.com/blog/branding/branding-factors
39. • What’s Your Brand Promise? (What will a customer get when they buy your brand?) • What perceptions are their of your brand? (What do customers think of your brand?) • What are the expectations of your brand? (Apple Laptops vs. HP Laptops) • What is your brand’s persona? (Who would you rather hang out with - Coca-Cola or Big K?) TO CREATE A BRAND | DEFINE YOUR BRAND http://aytm.com/blog/branding/branding-factors
40. • What’s Your Brand Promise? (What will a customer get when they buy your brand?) • What perceptions are their of your brand? (What do customers think of your brand?) • What are the expectations of your brand? (Apple Laptops vs. HP Laptops) • What is your brand’s persona? (Who would you rather hang out with - Coca-Cola or Big K?) • What are your brand elements? (Think Tiffany Boxes - they mean something) TO CREATE A BRAND | DEFINE YOUR BRAND http://aytm.com/blog/branding/branding-factors
41. TO CREATE A BRAND | IT’S ALL IN THE NAME
42. TO CREATE A BRAND | IT’S ALL IN THE NAME • Write down your keywords, then combine them, mix them
43. TO CREATE A BRAND | IT’S ALL IN THE NAME • Write down your keywords, then combine them, mix them • Write down 5 words that pop into your head
44. TO CREATE A BRAND | IT’S ALL IN THE NAME • Write down your keywords, then combine them, mix them • Write down 5 words that pop into your head • Google Search Your Keywords & Brainstorm Words (What brands show up in the results?)
45. TO CREATE A BRAND | IT’S ALL IN THE NAME • Write down your keywords, then combine them, mix them • Write down 5 words that pop into your head • Google Search Your Keywords & Brainstorm Words (What brands show up in the results?) • Google Image Search Your Keywords (What images show up, anything familiar?)
46. TO CREATE A BRAND | IT’S ALL IN THE NAME • Write down your keywords, then combine them, mix them • Write down 5 words that pop into your head • Google Search Your Keywords & Brainstorm Words (What brands show up in the results?) • Google Image Search Your Keywords (What images show up, anything familiar?) • REVISE (If your name isn’t unique enough, consider repeating steps 1 & 2)
47. TO CREATE A BRAND | LOGO A GOGO
48. TO CREATE A BRAND | LOGO A GOGO • Google Image Search Your Keywords (These images will help to design your logo)
49. TO CREATE A BRAND | LOGO A GOGO • Google Image Search Your Keywords (These images will help to design your logo) • Sketch out your ideas
50. TO CREATE A BRAND | LOGO A GOGO • Google Image Search Your Keywords (These images will help to design your logo) • Sketch out your ideas • Show a friend or colleague (Your work of art could miss the mark)
51. TO CREATE A BRAND | MOOD BOARDS
52. TO CREATE A BRAND | MOOD BOARDS • Helps to convey brand feeling
53. TO CREATE A BRAND | MOOD BOARDS • Helps to convey brand feeling • Contains colors, imagery, and fonts
54. TO CREATE A BRAND | MOOD BOARDS • Helps to convey brand feeling • Contains colors, imagery, and fonts • Precursor to web and app design
55. EXAMPLES
56. COMMUNITY BUILDER
57. COMMUNITY BUILDER • Social Community Solution for Joomla!
58. COMMUNITY BUILDER • Social Community Solution for Joomla! • Started with Mambo CMS in 2005
59. COMMUNITY BUILDER • Social Community Solution for Joomla! • Started with Mambo CMS in 2005 • Wanted to give back to the developers
60. COMMUNITY BUILDER
61. COMMUNITY BUILDER • Did a google image search for community
62. COMMUNITY BUILDER • Did a google image search for community • Did a google search for builder, and got bob the builder which lead to a search for construction helmets
63. COMMUNITY BUILDER • Did a google image search for community • Did a google search for builder, and got bob the builder which lead to a search for construction helmets • Construction helmets resulted in this image ...
64. COMMUNITY BUILDER • Did a google image search for community • Did a google search for builder, and got bob the builder which lead to a search for construction helmets • Construction helmets resulted in this image ...
65. COMMUNITY BUILDER
66. COMMUNITY BUILDER • Created logo and branding in 2007
67. COMMUNITY BUILDER • Created logo and branding in 2007 • Installed 2.5 million times
68. COMMUNITY BUILDER • Created logo and branding in 2007 • Installed 2.5 million times • Most popular component for Joomla!
69. COMMUNITY BUILDER • Created logo and branding in 2007 • Installed 2.5 million times • Most popular component for Joomla!
70. I-LOCALE
71. • Payment system for your iPhone and Andriod I-LOCALE
72. • Payment system for your iPhone and Andriod • Works with locale small businesses I-LOCALE
73. • Payment system for your iPhone and Andriod • Works with locale small businesses • Send gift cards, Simple Checkout, and Find Deals I-LOCALE
74. I-LOCALE
75. • Reviewed competition including PayPal and Square I-LOCALE
76. • Reviewed competition including PayPal and Square • Google image searched Payment, Locale, local logo I-LOCALE
77. • Reviewed competition including PayPal and Square • Google image searched Payment, Locale, local logo • This is the image that began the process ... I-LOCALE
78. I-LOCALE
79. I-LOCALE
80. WORKSHOP
81. QUESTIONS?