Nikki KwongMRKT 180

Marilyn Goodman9/30/19

Assignment 2: Building a Brand

1. Brand Clarity: High quality, quirky, original and functional ceramic wares for the adventurous and bold; looking for one of a kind unique pieces and decor.

2. Brand Purpose (WHY): Although a common pet and animal in my friend circle, leopard geckos are an enigma to many strangers I come in contact with. I strive to make wares that represent the under represented animals in my life. As a former biologist and humane educator I find the best learning tool is that of visuals and touch. Education about these animals is key to cultivate a deeper understanding and appreciation of the animals. I hope to inspire consumers to take notice of these creatures and to respect the other beings that inhabit the world we live in.

3. Brand Vision (HOW): By creating wares that represent underrepresented animals, the goal is to help customers become aware of these animals, without necessarily “owning” or going out of the way to come in contact with them. It also helps in humane education, and the potential that some of these animals are adoptable and acceptable pets; to be able to differentiate potential pets vs wild animals. Thus taking more of them out of shelters and streets, which in turn saves local ecosystems from non-native species take over as well as saving them from potentially being euthanized in crowded shelters. People do not have to adopt to save the lives of animals. Education is key role critical in how people can make a difference in how these animals are portrayed and brought into the social media limelight.

4. Brand Master Plan (WHAT): I will continue to make high quality, original, ceramic wares and vessels based around the idea of animal education.

5. Brand Creative Brief: Little Geck Ceramics creates original, high quality, ceramic wares based on the underrepresented animals in today’s culture and climate. Humane education about these animals is key to cultivate a deeper understanding and appreciation of the animals. This helps consumers become aware of these animals, without necessarily “owning” or going out of the way to come in contact with them. It also helps in humane education, and the potential that some of these animals are adoptable and acceptable pets.

Customers can easily find a mug with a dog on it simply by typing on google. Little Geck Ceramics (LGC) differs from the competition due to the uniqueness of animal representation. Leopard geckos, ruddy ducks, etc. animals that are not the conventional

coveted animals shown in media will be represented under our brand. Customers who want unique, one of a kind and conversational pieces resonate with the wares created by us. Customers in doing so, will not only own a cup with a gecko on it, but a story, as well as information on the animal itself, so they can further educate others too. It will make those feel empowered by knowledge and feel good to be making a difference in that animals existence.

6. Brand Story1. Pain point: Boring, cookie cutter mugs that don’t hold enough liquid or cliche superficial art themes (ex: we have enough “sea” themed wares to fill the mariana trench by now).

2. An overwhelming amount of commercialized wares and cliched themes that over saturate the market.

3. I’ll be right there at the vendor stall or in a store. It will be to the point and simple with no precarious shipment breaks or part of the monotony of boring wares. My wares will break the mold and offer something different to the pottery game.

7. Customer Persona

Daily Daryl

Lifestyle: Drinks tea and coffee every morning, 20-40, 9-5 job, lives in a studio

Habits: coffee drinker

Hobbies: Netflix binge watching

Digital: Facebook

Priorities: Get up, get cup, drink coffee

Goals: Caffeination

Frustrations: Goldilocks effect of coffee (too hot, too cold) and a cup that is not big enough

Content: Straight and to the point. If cup is big, I buy.

Artsy Amy

Lifestyle: Goes to art galleries and shows, 40-60, can afford the finer things in life, owns a home

Habits: Will seek out art exhibits

Hobbies: Critiquing and owning art

Digital: Instagram and Snapchat

Goals: procure art and be informed about the local art scene

Frustrations: boring non original artwork

Content: Needs to be “wowed” by artistic prowess and originality. If it’s boring, PASS!

Kitschy Karen

Lifestyle: Goes to flea markets and thrift shops, 20-30, still settling college debt, quirky, min wage job, rents and has housemates

Habits: Will extensively look at prices and compare them

Hobbies: thrifting and deal hunting

Digital: Reddit, Pinterest, Instagram

Goals: Find the coolest things at reasonable prices

Frustrations: Expensive things

Content: Is amazed by good deals and cute merch. Will penny pinch.

8. Mood Board: https://www.pinterest.com/crayalina/ceramics/For all my ceramic inspiration. Google docs wouldn’t let me format a mood board.

Photos that had clean monochromatic backgrounds attracted me. It showcased the art work really well. I think my ideal customer would be attracted to the artwork itself like I am.

9. Complete below about your brandA. My brand makes people feel happy.

B. If a loyal customer described my brand in one word it would be superlative.

C. If a potential customer described my brand in one word it would be fun.

D. Interacting with my brand encourages people to be informed.

E. Two words that describe the mission and purpose of my brand are: education and creativity

F. What is your company’s mission and vision statements. Right now my brand is educational, inspirational, and empowering.

G. I want my brand to be bold, unique, extraordinary.

H. I don’t want my brand to be boring, amateur, or lackluster.

10. Tone: Funny ---------------------------------------

--------------------------------------Serious Enthusiastic -⇩------------------------------------------------------------Matter-of-fact ⇩

Respectful - -------------------------------------------------------------------⇩Irreverent Formal ---------------------------------------------------------------------------- - ⇩Casual

11. Social Media AuditA. #MSM (mugshotmonday), ceramic, pottery, vase, clay, mugs, handmade, ceramic ideas, ceramic projectsB. “Clever Ceramic Pottery Painting to Inspire Your Next Project”, “15 goregous ceramic ideas to inspire you”C. Positive. Pain point is lack of creativity or inspiration

D. All the ceramic brands I follow on FB do not have any ads listed under page transparency. I checked IKEA but all the topics were on beds and did not have the analytics showing under for data