Branding made easy

@CroqueMaman

About me

Hélène Eberhardt AKA Croque-Maman

www.croque-maman.com @CroqueMaman

Branding made easy

No need to take notes,

Presentation available to download from:

www.croque-maman.com/brandingmadeeasy

“Why?”

“What is your favourite brand?”

Why should you care about branding?

• Adds substantial value to your work

Brand value: $ 84 B / Market Cap: $ 180 B

+ Forbes May 2015

Brand value / Market Capitalisation

47%

WPP and Millward Brown

Why should you care about branding?

• A way to survive and flourish through difficult times and amid heightened competition

What is a brand?

What is a food blog brand?

Lush

scrumptious Meet the cook I’m Katie Bryson – freelance journalist, wife of a strapping vegetarian and mum of two boisterous boys – keeping them all fuelled and trying to stay sane is a daily challenge so I thought I’d share my experiences

A food blog brand can be analysed in the same way than any other brand

A French mum’s kitchen secrets

French playful

How to (re-)define your food blog brand and make it powerful?

AUDIT STRATEGY EXECUTION

Do you already have a blog up and running?

Are you about to launch a new blog?

Where am I now? AUDIT

Inventory

Name - Logo - Tagline - Tone of voice, personality - Positioning - Presence on social media - Partnerships…

Consumer Research

- Readers (target + actuals)

- Insights

Competitive assessment

- Competitors blogs

- Points of difference/ of parity

Where do I want to be/go?

• Defining and structuring the key components of your brand

STRATEGY

Example – Dove brand key STRATEGY

Let’s create your brand key

2 3

1

4

5

6 7

8

9

Brand key Croque-Maman example

Where do I want to be/go?

Brand positioning

For (target audience), (brand/company) is the only/best (consumer frame of reference) that delivers (key

benefit/point of difference) because/by (reason to believe, key credibility point).

Example Dove:

For women aged 35 to 50 years old, Dove is the only soap that makes my skin soft and smooth because it contains ¾ of moisturising cream.

STRATEGY

Brand positioning

For (target audience) _______________________,

(blog name) ________________ is the only/best

(consumer frame of reference) _________________that

delivers (key benefit/point of difference) ________________

because/by (reason to believe, key credibility point)

__________________________________.

Let’s create your brand positioning

Brand positioning Croque-Maman example

Benefits of having a blog positioning statement

• Keeps you focused and consistent

• Easier to create content and find your angle and story

• Target specific audience only and build loyalty

• Pitching will be so much easier “elevator pitch

Where do I want to be/go? STRATEGY

How do I make this happen? EXECUTION

How do I make this happen?

Everything needs to be developed considering how well it supports the positioning statement

• Brand elements: name, logo, tagline, colours, fonts…

• Marketing & Communication: partnerships, social media presence, press kit…

EXECUTION

Powerful Branding = Consistency

Brand identity guidelines key components

Example: https://about.twitter.com/press/twitter-brand-policy

Dos Don’t

Logo High resolution versions of your logo (all

versions) in 2 formats: EPS and JPG or PNG

Fonts Usually up to 3 with their own purpose

Arial Headings

Calibri Subheading Cambria Text

Colours Usually up to 3 with all their colour codes

(Colour Code Converter)

EXECUTION

EXECUTION

Logo

What makes a great logo?

Memorable

SIMPLE

Timeless

UNIQUE

Appropriate

VERSATILE

EXECUTION

Logo EXECUTION

Graphic designers EXECUTION

– Wilogo - http://en.wilogo.com

– Fiverr – www.fiverr.com

– People per hour - www.peopleperhour.com…

Moodboard example “Playful yet elegant”

EXECUTION

Using your blog as your point of reference when developing

Blog Press Kit

EXECUTION

Top tips to keep a strong brand

CONSISTENCY

• Brand identity guidelines

• Across all media/initiatives

• No major rebranding

EXECUTION

THANK YOU FOR YOUR ATTENTION

@CroqueMaman