General Assembly: How to Create an Enduring Brand Identity That Grows with Your Company

ARTISAN BRANDING

How to Create an Enduring Brand Identity

That Grows with Your Company

ABOUT US

Dara FurlowCIA-grad and passionate foodie, Dara created With Love, From Brooklyn to showcase the genius of local food artisans and artists. Dara graduated from Brown University with a degree in Art/Semiotics and enjoyed a 15-year career in as a marketing executive in the magazine publishing industry. She was a founding partner of McMillian + Furlow, a Brooklyn branding agency. http://www.withlovefrombrooklyn.com/

Follow Dara on Twitter@withlovefrombk

Tricia OkinTricia Okin is a designer based in Brooklyn since 2001. She founded papercut design studio in 2004. Along with a wily band of contributors, Tricia designs and builds web and mobile sites/applications for companies within the food, green and tech startup fields. Tricia earned a BFA in photography from University of Florida and an MFA from Parsons The New School for Design. http://papercutny.com/

Follow Tricia on Twitter @papercutny

http://www.withlovefrombrooklyn.com/

http://papercutny.com/

ARTISAN BRANDING

Launching a ground-breaking new confection, sauce, or pickle? Branding is crucial to the success of artisan companies. A meaningful brand identity will help you:•Express your brand attributes visually•Develop trust and credibility•Stand out in an increasingly crowded marketplace•Forge a lasting connection with your desired audience•Appeal to potential investors

ARTISAN BRANDING

Exercise 1: What is Artisan?

ARTISAN BRANDING

What is Artisan?

ARTISAN BRANDING

• Age, Urban or Sub-urban, Ethnicities?• Cares about the environment or just prefers convenience or an occasional treat? • Luxury product? • People interested in buying local? • Students on a budget? • Early career folks making around $45,000 with small precious disposable

income? • Couples making $80k - $125k who are used to paying more for quality?• Affluent / luxury – household income of $180k - $320k?

Who’s Your Target Audience?(Income &

Demographics)

ARTISAN BRANDING

Exercise 2: Brand Comparison ( 5 – 10 min )

•How do these 2 products fulfill the promise of artisan-ness•What expectations/perceptions do you have based on branding•Who do you think the target audiences for each of these brands? •What do you expect to pay for them?

vs.

ARTISAN BRANDING

Exploring Brand Attributes:What makes a brand distinct from existing brands in the marketplace?•mass market•specialty•artisan

ARTISAN BRANDING

ARTISAN BRANDING

Brand Environment:•Where will your brand live? –Markets/Pop-Up Shops– Online (marketplace or e-commerce)– Local retailers– Trade shows– Regional/national retailers

ARTISAN BRANDING

Exercise 3: Competition and Aspiration•Write down your competitors and aspirational brands•Do a Brand survey

ARTISAN BRANDINGHiring a designer: •How to find a designer– Students– Graphic Designers

• independent vs. small shop vs. branding agency

– Crowdspring/99 Designs

•What to ask a designer – Portfolio– References– Process

ARTISAN BRANDING

Scope of Work: •Logo/Identity•Collateral•Packaging•Website•Social media

ARTISAN BRANDING• Logo/Brand Identity• Business papers - Word template for letterhead, invoices, etc.• Packaging consulting/design

BoxFillerStickerStampMailing LabelInsert card

• Website design• Facebook tab - Dynamic tab with slideshow, links, blog RSS etc. • Twitter background• Email newsletter • Premiums

Mug Canvas tote bagT-shirt

ARTISAN BRANDING

Price RangeLogo/Identity $2500 - $3500Collateral $1500 - $4000Packaging $2000 - $8000Website (Brochure) $3000 - $5000E-Commerce Website $5000 - $8000•* These would be some the ranges for an individual designer vs. a student or a small studio•** The prices above are only for design, not for packaging or printing materials

ARTISAN BRANDING

DIY It - $800 - $1800Logo - Wordmark & Colors Collateral - Business Cards & PostcardsPackaging - Home Printed LabelsBlog & Social Media - FB, Wordpress.com, TwitterE-Commerce Website - Etsy / Big Cartel / Shopify free templates onlyE-Mail – MailChimp (free plan is great), Emma

ARTISAN BRANDING

Visual Elements of Branding•Logo/Identity Design•Wordmark vs. logo •Use of color•Creating and Choosing an icon

ARTISAN BRANDING

Applying Branding to Collateral:•Business cards•Stationery•Address labels•Shopping bags•Banners/Signage•Line Sheets

ARTISAN BRANDING

Brand Identity: Packaging•Developing packaging that strengthens your brand identity and underscores the quality and integrity of your product

ARTISAN BRANDINGLabels ≈ $250 - $1000 (printing only): –Printed–Letterpress

ARTISAN BRANDINGDIY ≈ $50 - $100 (printing only):•Handwriting•Stamps•Home printed labels

ARTISAN BRANDING

Applying Your Brand Identity:•Website and Email – translating brand identity to an online context

ARTISAN BRANDING

ARTISAN BRANDING

Applying Your Brand Identity:•Social Media – inhabiting your brand persona and bringing it to life via content-rich, platform appropriate posts on multiple channels•Understand which platforms will help you most: blogging, Twitter, FB, Tumblr, Pinterest, etc

ARTISAN BRANDING

Case Study:•With Love, From Brooklyn

ARTISAN BRANDING

ARTISAN BRANDINGRecommendations:Design:

• http://deryckvonnlee.com/Liddabit-Sweets - packaging/graphic design Liddabit

• http://work.joshshayne.com/ - designer Liddabit• http://babytorpedo.com/ - inexpensive graphic design recommended by

Brooklyn Cruiser• Chris Woehrle – [email protected] art director for 20 years,

commercial kitchen available to rent evenings and weekends for would be food-producers

E-commerce•Etsy•Shopify http://www.shopify.com/•Big Cartel http://bigcartel.com/

Packaging•Papermart•U-Line•https://www.frontierlabel.com/ - Liddabit

CONTACT US

Dara [email protected]

http://www.withlovefrombrooklyn.com/

Follow Dara on Twitter@withlovefrombk

Tricia [email protected]

http://papercutny.com/

Follow Tricia on Twitter @papercutny

We’ll put these slides up on Slide Share in the next 36 hours:

http://www.slideshare.net/papercutny

General Assembly: How to Create an Enduring Brand Identity That Grows with Your Company

Design

Transcript of General Assembly: How to Create an Enduring Brand Identity That Grows with Your Company