#FBC5 Food Blogger Connect Conference | A Taste of Branding

A Taste of BrandingBrand Bites

11/07/2013www.essence-

design.co.uk

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Introduction| It’s natural!

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Introduction

The word "brand" is derived from the Old Norse brandr meaning "to burn." It refers to the practice of producers burning their mark (or brand) onto their products.

Wikipedia

A tiny history

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Introduction

LOGO BRAND IDENTITY YOUR BRAND

| Your brand is a feeling, not an icon

A brand is NOT a logo

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Introduction

What sticks when the label is off?

| Branding is not just about which logo

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Introduction

COMFORT REASSURE CONNECT

What brands do

| Why is Branding Important?

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Introduction| Without competition you don’t have to try hard

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Introduction| Competition changes the game

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Introduction

So why should you care?

| “Only one brand can be the cheapest”

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Introduction

Little fish in a big sea

• 59.4 million – Number of WordPress sites around the world

• 87.8 million – Number of Tumblr blogs• 3.5 billion – Number of webpages run

by WordPress viewed each month

| Why is Branding Important for You?

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Introduction

• More brand awareness = more opportunities

Benefits of building a brand

| Why is Branding Important for You?

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Introduction

• More brand awareness = more opportunities

• Commercial success through increased exposure

Benefits of building a brand

| Why is Branding Important for You?

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Introduction

• More brand awareness = more opportunities

• Commercial success through increased exposure

• Loyal readers that follow your blog

Benefits of building a brand

| Why is Branding Important for You?

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Introduction

• More brand awareness = more opportunities

• Commercial success through increased exposure

• Loyal readers that follow your blog

• Sense of achievement/leaving a legacy

Benefits of building a brand

| Why is Branding Important for You?

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Introduction

From blog to brand in 5 steps

1. Get a (different) taste – Strategy2. Add some spice – Design3. Dish up – Engagement4. Digest – Evaluation5. Cultivate – Protection

| Five points to consider

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Get a (different) taste

1. Get a (different) taste

• Who are you?

• What do you do?

| Brand strategy starter questions

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Get a (different) taste

So why should anyone care?

| How can you be different?

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Get a (different) taste

Understand your market

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Get a (different) taste

Connect with your audience

| Understand your audience and show them you care

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Get a (different) taste

Connect with your audience

| Develop a ‘big idea’ to illustrate your key message, your brand essence

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Get a (different) taste

Impart your vision

| Find your competitive advantage

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Get a (different) taste

Build on your expertise

| Find your niche subject as an expert

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Get a (different) taste

Consider your personality

| YOU can be your brand

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Get a (different) taste

Think ahead

| Ensure your brand works if you expand

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Get a (different) taste| Sample of sub brands

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Get a (different) taste

Formulate a mission

| Analyse your competition. Create a mission that sets you apart

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Get a (different) taste

Create a strapline

| Find a strapline that pulls people in

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Get a (different) taste| Quick Summary

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Add some spice

2. Add some spice

• Develop a brand identity• Find a visual style for your blog• Create a memorable design

| Brand identity design – be original

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Add some spice

Name your blog. Name your URL. Name your products.

What’s your name?

| Think long-term, consider your blog ‘growing up’

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Add some spice

What’s your flavour?

| Logo and colour scheme, logo elements for visual details

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Add some spice

What’s your image?

| Photography

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Add some spice

Photo by Lariffic

| Photography

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Add some spice

What’s your (type) style?

| Typography and visual elements

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Add some spice

What’s your personality?

| Your writing style

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Add some spice| Innocent example

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Add some spice| Quick Summary

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Dish up

3. Dish up

• Who is interested in your brand?

• How can you engage with them?

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Dish up| Brand stakeholders

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Dish up| Brand touch points

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Dish up| Brand Engagement

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Dish up| Brand Engagement

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Dish up| Brand Engagement

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Dish up| Brand Engagement

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Dish up| Brand Engagement

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Dish up| Brand Engagement

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Dish up| Brand Engagement

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Dish up| Brand Engagement

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Dish up| Brand Engagement

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Dish up| Brand Engagement

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Dish up| Brand Engagement

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Dish up| Brand Engagement

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Dish up | Sample Brand – Jamie Oliver

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Dish up| Quick Summary

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Digest

4. Digest

| Brand analysis to stay current and adapt to changes in technology, economy, health…

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Digest

Out with the old…

| Old communication model

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Digest

… in with the new

| Instant feedback with social media and online

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Digest

No comment?

| Consider legal implications of comment management

www.eff.org/issues/bloggers/legal/liability/defamation

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Digest| Quick Summary

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Cultivate

5. Cultivate

| Brand Protection

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Cultivate

Pass on the recipe

| Check that your brand looks AND behaves like you intended

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Cultivate

Be protective

| Brand Guidelines, Trademarks, Crisis Management

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Cultivate

What the hack?!

| It happens to the best of us – be prepared

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Cultivate

Add (food) culture

“I wouldn’t marry your rhubarb, strawberry and ginger crumble – but I’d love to take it away for a dirty weekend.”

Greg Wallace

| Become a household brand

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Cultivate

Be good... then do better!

| Be responsible

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Cultivate

Nomen est omen

| Giving back can help grow your reputation

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Cultivate| Quick Summary

#FBC5 Food Blogger Connect Conference | A Taste of Branding

| Branding is amazing! And innocent is owned by Coca Cola

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Just do it again…

| Don’t stop!

#FBC5 Food Blogger Connect Conference | A Taste of Branding

Thank you for your time

Regine WilberBrand Consultant/DesignerEssence Design Ltd

Blog: ukbrandstrategy.comE: regine@essence-design.co.ukM: 07940 564849

essence-design.co.uk

Please get in touch if you would like detailed notes for this talk.