Essence design branding bites

#FBC5 Food Blogger Connect Conference | A Taste of Branding

A Taste of BrandingBrand Bites

11/07/2013www.essence-

design.co.uk


Introduction| It’s natural!


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


Introduction

LOGO BRAND IDENTITY YOUR BRAND

| Your brand is a feeling, not an icon

A brand is NOT a logo


Introduction

What sticks when the label is off?

| Branding is not just about which logo


Introduction

COMFORT REASSURE CONNECT

What brands do

| Why is Branding Important?


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


Introduction| Competition changes the game


Introduction

So why should you care?

| “Only one brand can be the cheapest”


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?


Introduction

• More brand awareness = more opportunities

Benefits of building a brand



Introduction


• Commercial success through increased exposure




Introduction



• Loyal readers that follow your blog




Introduction



• Loyal readers that follow your blog

• Sense of achievement/leaving a legacy




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


Get a (different) taste

1. Get a (different) taste

• Who are you?

• What do you do?

| Brand strategy starter questions



So why should anyone care?

| How can you be different?



Understand your market



Connect with your audience

| Understand your audience and show them you care



Connect with your audience

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



Impart your vision

| Find your competitive advantage



Build on your expertise

| Find your niche subject as an expert



Consider your personality

| YOU can be your brand



Think ahead

| Ensure your brand works if you expand


Get a (different) taste| Sample of sub brands



Formulate a mission

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



Create a strapline

| Find a strapline that pulls people in


Get a (different) taste| Quick Summary


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


Add some spice

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

What’s your name?

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


Add some spice

What’s your flavour?

| Logo and colour scheme, logo elements for visual details


Add some spice

What’s your image?

| Photography


Add some spice

Photo by Lariffic

| Photography


Add some spice

What’s your (type) style?

| Typography and visual elements


Add some spice

What’s your personality?

| Your writing style


Add some spice| Innocent example


Add some spice| Quick Summary


Dish up

3. Dish up

• Who is interested in your brand?

• How can you engage with them?


Dish up| Brand stakeholders


Dish up| Brand touch points


Dish up| Brand Engagement


Dish up | Sample Brand – Jamie Oliver


Dish up| Quick Summary


Digest

4. Digest

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


Digest

Out with the old…

| Old communication model


Digest

… in with the new

| Instant feedback with social media and online


Digest

No comment?

| Consider legal implications of comment management

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


Digest| Quick Summary


Cultivate

5. Cultivate

| Brand Protection


Cultivate

Pass on the recipe

| Check that your brand looks AND behaves like you intended


Cultivate

Be protective

| Brand Guidelines, Trademarks, Crisis Management


Cultivate

What the hack?!

| It happens to the best of us – be prepared


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


Cultivate

Be good... then do better!

| Be responsible


Cultivate

Nomen est omen

| Giving back can help grow your reputation


Cultivate| Quick Summary


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


Just do it again…

| Don’t stop!


Thank you for your time

Regine WilberBrand Consultant/DesignerEssence Design Ltd

Blog: ukbrandstrategy.comE: [email protected]: 07940 564849

essence-design.co.uk

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

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