essence design branding bites
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#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: [email protected]: 07940 564849
essence-design.co.uk
Please get in touch if you would like detailed notes for this talk.