Kandace Brigleb - How to Elevate Brands with Their Authentic Voice

Kandace Brigleb is a co-founder and producer at Needmore Designs, a design studio in rainy Portland, Oregon. Deeply influenced by her early Anthropological studies, she works with coffee, wine, and lifestyle brands to tell their stories in the digital and analog realms. She is co-host of the show Unpacking Coffee.

How To Elevate Brands With Their Authentic Voice: http://needmoredesigns.com/blog/woo16/

Without brand differentiation, businesses risk being generalized as commodities that must compete on the lowest price point.

Many businesses do articulate a unique voice in their products, physical spaces, and even social media. It is our mission to then express this personality on their website.

Over that last decade, I’ve worked with a team to design and produce websites for local and international coffee brands. Today, I’ll share a handful of tips we’ve learned along the way for infusing WooCommerce website with an authentic brand voice. Along the way, we’ll go over concrete suggestions of ways to refine the form and style of standard WooCommerce messages, notifications, and wording to keep a project on-brand and unique.

Transcript

1. BRIGLEB KANDACE 02:45 NEEDMORE DESIGNS ACL - MAIN HALL NEXT WOOCONF2016 HOW TO EVALUATE BRANDS WITH THEIR UNIQUE VOICE STORE OWNER TRACK
2. Elevating Brand Websites Through Authentic Voice Kandace Brigleb @needmore
7. This is some super long incredibly cool quote.
10. Commodity vs. Brand
11. Commodity • Little, if any, differentiation exists among commodities. • All commodities of the same good sell at the same price.
12. Product - Meaning = Commodity
13. Over 2.25 billion cups of coffee are consumed in the world every day.
14. Coffee exporting alone is a $20 billion dollar industry. After crude oil, coffee is the most sought commodity in the world.
15. A commodity becomes a brand when it establishes an emotional connection with a consumer.
16. - Forbes “Put simply, your “brand” is what your prospect thinks of when he or she hears your brand name. It’s everything the public thinks it knows about your name brand offering
17. Product + Meaning = Brand
18. Your online presence either builds your brand or defines you as a commodity.
19. 01. Four Barrel Coffee Roasters
25. – Thrillist, The 21 Best Coffee Roasters in the Country “some of the Bay Area's best coffees…Bonus points for a unique online shop organized around specific flavor notes rather than country, helping drinkers dial in something that fits their personal taste…”
26. Authentic Voice 1. Brand Assets
27. 02. Darleen Scherer, Supercrown
31. Authentic Voice 1. Brand Assets 2. Power of WordPress
32. 03. Aleco Chigounis Red Fox Coffee Merchants
39. Authentic Voice 1. Brand Assets 2. Power of WordPress 3. Language
40. Andrew Barnett Linea Cafe
45. Authentic Voice 1. Brand Assets 2. Power of WordPress 3. Language 4. Trust thy Gut
46. People don’t have relationships with products, they are loyal to brands.
47. THANK YOU! Kandace Brigleb / @kandacerae needmoredesigns.com / unpacking.coffee needmoredesigns.com/blog/woo16