3-Steps: Identify Your Brand Niche

Credentials & Qualificationswww.SimplyD.com

What is a SuperBrand?

A Superbrand has the finest reputation in its field and offersconsumers an emotional and/or tangible benefit over competitors,

which (consciously or sub-consciously) consumerswant, recognise and are confident about investing in.

Superbrands represent quality, reliability, distinction, reputation and prestige.

We are fortunate to have worked on 6 of the Top 100 Best Global Brands (Based on Interbrand 2009 rankings)

Our Brand Experience

Collectively, we have 20+ years of Blue Chip brand experience (above),& nearly 2 years experience with small & medium-sized businesses (below).

About Us

Collective Credentials: we have an MBA, Digital Media Design training, E-Business Certification, Information Technology Management, and 20+ years of marketing, branding and advertising for Blue Chip brands.

Extended Team: We also work with an exclusive list of talented and award-winning freelancers: graphic designers, web programmers, app developers, photographers, etc. We use the same talented professionals that big agencies use, but at freelance rates.

What is ‘SimplyD’?

sim·ply dif·fer·ent

1. in a simple manner; clearly and easily. 2. plainly; unaffectedly. 3. sincerely; artlessly.4. merely; only: It is simply a cold.5. wholly; absolutely: simply irresistible

1. not alike in character or quality; differing; dissimilar

2. not identical; separate or distinct.3. various; several. 4. not ordinary; unusual.

Keeping it Simple. And Smart.

We specialize in smart, clear and practical ideas. We apply industry ‘best practices’, and a good dose of ‘common sense’.

We build brands by proposing unique (different) opportunities, that are easy (simple) to understand, easy to implement, and most importantly, emotionally-driven.

Why Work With Us?We’ve worked for Tier I marketing companies and award-winning ad agencies, so we know industry ‘best practices’. We apply this to our strategic thinking, project execution and client management.

Fortunately, as a small boutique agency, we can streamline the process significantly:

- no unnecessary roles or expensive overhead charged back to clients, - we pull upon our talented roster of freelance associates as needed,- we are nimble, and can execute more swiftly and efficiently.

Most importantly, we can deliver more attention to you, and to your business needs. We offer excellent customer service, and provide tremendous value.

We are hands-on and collaborative. We truly get to know our clients. In fact, many clients have already become our good friends. We enjoy getting to know them, and helping to grow their business.

Why Are We Here Today?Building A Brand, Fostering Consumer Loyalty

Why Does Branding Matter?

Today’s competitive environment is fiercer, and the consumer is more savvy and disconcerting. What elements maintain your ‘brand equity’? i.e. the degree of consumer recognition, and the brand’s ability to capture market share or share of voice.

I have a BMW. But only because BMW stands for Bob Marley and The Wailers, and not because I need an expensive car.

Bob Marley

Blue Chip RedesignsTop row: examples of ‘revolutionary’ design. Bottom row: examples of ‘evolutionary’ approach.

Branding is a fun yet challenging exercise. It requires strategy, delicacy and specialized skills, such as design and colour theory, testing, refinement, etc.

Branding is the visual intersection of ‘left brain’ and ‘right brain’ skill sets.

Images courtesy of CNN article ‘What’s in a new logo?, August 2009

After a radical redesign, Tropicana sales dropped by 20% in 6 weeks

Former Client* > SunsilkCase study of how NOT to develop a brand.

Situation: • Unilever Canada spent +$17M to

launch new women’s haircare: Sunsilk• Established brand in developing

countries, entering hyper-competitive North American market

• Packaging was developed 2 years prior to launch – already dated & older consumer appeal

Result:• 3 logos, 2 new pack redesigns – in

less than 3 years!• Brand identity has been fragmented;

brand in severe decline.

*when we worked at big (high-overhead, high-fees) ad agencies

Before Re-Branding…We like to better understand your ‘Brand DNA’

Our Strategic Approach2. Industry

3. Consumer1. Brand

The Plan

Intersection

=

Brand & Marketing

opportunity

For large-scale marketing projects, we use our proprietary strategic framework to understand your current business situation. Most importantly, this helps identify future Brand & Marketing opportunities.

1. Brand DNA (Example)

Brand Positioning:“Premier organization supported by the highest quality products

and services research”

Brand Attributes (Manner):Leader, “Polished”, Disciplined, Traditional (not slow + staid), conservative but innovative, Institutional but a renewed

sense of vigor, “Dynamism” – a “hub of activity”.

Brand DNA

Brand Tone of Voice:Authoritative, Authentic

Is this ownable?Unique? Include emotional benefits, also?

Everyone is an ‘expert’ in today’s Media Age; what is your distinct voice?

Some attributes seem contradictory?

Other Questions That Would Help Us To Better Understand Your Brand:

• What specific value do customers get from your service?

• What characteristic(s) make your services different than the competition?

Do the member’s answers mirror your answers?

• Do customers use any direct competitor’s services? Which competitors?

• Do customers use any indirect competitor’s services?

• Which competitors do your customers use?

2. The Industry (Example)

Modern image

Traditional image

Emotional advertising

Functional advertising Perception Mapping the Industry Brands:

– What are the axes? E.g. Conservative Vs Innovative, Emotional Vs Functional, etc

– Where is your brand relative to the competition?

The Marketing focus is always…• 25 – 45 y/o women with 1 –2 kid(s)• Urban vs rural(?)• Income (?)• Education (?)• Shopping habits

• Major Household purchasers• Will splurge on kids over herself• Driven by brand benefits for her kid(s)

• Web habits: • uses web to make her life easier & for

information gathering• Enjoys reading / interacting with other

moms (Social, blogs)

Consumer Target:Busy Moms

3.The CONSUMER!

VISUAL IDENTITY1st impressions are based upon physical appearance

Memorable Visual ID

Makings of a good Visual Identity?Compelling, memorable, eye-catching, instantly recognizable.

Establishes & reflects Brand tone; ownable to the Brand.It is a ‘sensory magnet’ for the brand.

Create your own visual style…let it be unique for yourself and yet identifiable for others.

Orson Welles

Design Elements To Consider:– Type of Logo (1 of 3 options to choose)– Font: style, kerning (spacing), italics – Works in Colour and B&W– Works across multiple mediums

Logo Approach

1. Iconic/Symbolic 2. Logotype/Wordmark 3. Combination Marks

There are three logo types to consider.

All logo examples shown are actual designs concepts for SimplyD clients

TAGLINESSummarizing the Brand Essence in just a few words

Memorable Taglines

A brand should strive to own a word in the mind of the consumer.Al Reis and Laura Reis

Makings of a good tagline?Succinct, compelling, memorable

Descriptive (functional or emotional benefits, or both)Ownable to the brand; ideally it ties into the brand

Images courtesy of sloganpower.com

Credentials > Tagline & Logo

A Web 2.0 site/app to organize, manage and keep in touch with your contacts – across many communication touch points.

Brand Connectree

Tagline Where connections take root

Alternative Tags:The fruit of your connections

The root of all connections

The tree of life

Connect. Grow. Branch Out.

Logo

Credentials > Tagline & Logo

An organic nutritional supplement for women. Combining proven ingredients with the flair of women’s Health & Beauty products.

Brand Nectara

Tagline Live the Luscious Life. Naturally.

Alternative Tags:Sweet Regeneration Your Luscious Best Supplement your Perfection

The Natural Essence of You

Logo

Brand Inspiration: putting a modern spin on a conservative industry

Credentials > Tagline & Logo

Online parenting courses & curriculum to teach parenting skills, and educational toys. Based on the best academic research from around the world.

Brand ChildUp

Tagline Help your child succeed

Alternative Tags:The art & science of parenting Parenting made easy

Making good kids great

Logo

DESIGN PORTFOLIOMarketing through compelling stories, using appealing visuals

Blue Chip Clients*

*when we worked at big (high-overhead, high-fees) ad agencies

Blue Chip Clients*

*when we worked at big (high-overhead, high-fees) ad agencies

E-Commerce Marketing

BedHead PjamasOngoing Client

• Goal: Increase online sales and continually drive brand awareness

• Action: sales & marketingstrategy & execution. Webdesign and maintenance. Emails, Social Media, Ad banners, Video

• Results:Growth in monthly visitors from 5000 - 12,000 visits per month (140% increase in 5 yrs)

Increased online sales from 600,000 - 1.5 Million / year (150% increase in 5 yrs)

www.BedHeadPJs.comOngoing Client for +5 years

Annual sales of $1M+

E-Commerce Marketing

Mini Me’s BooksOngoing Client

• Goal: website design & e-commerce platform, web application, emails

• Action: Designed & created e-commerce site & web application

• Results: won “Best new 2008 Products” award, PR in Wall St Journal, The Big Idea with Donny Deutsch & many mags/blogs.

www.MiniMeBooks.comOngoing Client

Branding, Website, Emails, PR, Social Media

Web Design & Marketing

KrudarOngoing Client

• Goal: drive new gym memberships

• Action: marketing strategy, web design, development & maintenance. SEO marketing, monthly newsletter and email promotions.

• Results: Increase lead generation by 65%. 80% conversion of web leads to customers.

www.krudar.comOngoing Client

Branding, Website, Emails, EventsAhead of schedule to open 2nd gym (2011)

Web Design & Marketing

Old site design

New site design &Currently being programmed

www.Qray.com / www.Qray.caOngoing Client

Website Redesign, Marketing Strategy, E-commerce Metrics & Sales Analysis

Brand Re-Design & Marketing

Alternative logo concepts

www.LaHaut.comOngoing Client

New Logo. New marketing collateral.

Social mediaCurrently working on new website

Brand Re-Design & Marketing

New Logo & tagline. New site design & navigation

Consumer Research, Brand Positioning & Marketing Strategy

Old site design

www.ChildUp.com(Site currently being programmed)

4 scrolling main images on Homepage

Brand Re-Design & Marketing

New design & navigationCurrently being programmedOld site design

Lead Generation > Direct Mail

Lead Generation using Direct Mailer (tri-fold) & Email

Copy, Design & Marketing Strategy

Lead Generation > Email

Promotional Emails: marketing strategy, copy & design

Sales Copy & Design

Promotional Email: ongoing client Promotional Letter: ongoing client

Sales Copy & Design

Sell Sheets

Sales Promotion & Design

T-shirt design for samplers

Promotional Postcard & Micro-site

Promotional strategy to drive brand awareness and sale (B2C, B2B)

References

• BedHead Pajamas (USA) – www.bedheadpjs.com

• Krudar Muay Thai (CDA) – www.Krudar.com

• LaHaut Resort (Caribbean) – lahaut@candw.lc

• Mixed Martial Arts Expo (CDA) – www.MMAExpo.ca

• ChildUp.com (Switzerland, Hong Kong) – alan@childup.com

• PocketShots (USA) - jpvendor714@yahoo.com (Josh Pingel)

Contact

SHERI ALLAINSenior Marketing Consultant

Toronto, ON, CanadaEmail: sheri@SimplyD.com / Blackberry: sheri.allain@gmail.com

Cell: 416-898-6064