Download as PDF, PPTX
![[TBD] proudly serves the Brooklyn community,
meeting a diverse range of customers’ culinary
needs, from the everyday to the extraordinary,
with a broad selection of reasonably priced
fresh, packaged, and prepared foods, household
and convenience items, and a level of personal
service usually associated with neighborhood
shopkeepers.
Statement 1](https://image.slidesharecdn.com/muccawixpresentationslideshare-130425102257-phpapp01/75/Brand-Building-101-How-to-build-a-brand-from-scratch-45-2048.jpg)
![[TBD] proudly serves the Brooklyn community,
meeting the daily needs of a diverse range of
sophisticated modern food shoppers with a
broad selection of fresh, packaged, and
prepared foods, household and specialty items,
and personal service on a par with the city’s
most esteemed culinary destinations.
Statement 2](https://image.slidesharecdn.com/muccawixpresentationslideshare-130425102257-phpapp01/75/Brand-Building-101-How-to-build-a-brand-from-scratch-46-2048.jpg)
![Authentically Brooklyn
[TBD] proudly serves the Brooklyn community,
meeting a diverse range of customers’ culinary
needs, from the everyday to the extraordinary,
with a broad selection of reasonably priced fresh,
packaged, and prepared foods, household and
convenience items, and a level of personal service
usually associated with neighborhood shopkeepers.
Final](https://image.slidesharecdn.com/muccawixpresentationslideshare-130425102257-phpapp01/75/Brand-Building-101-How-to-build-a-brand-from-scratch-47-2048.jpg)
Uploaded byMucca
Brand Building 101: How to build a brand from scratch
This document summarizes the branding process for a new grocery store called Brooklyn Fare. It discusses conducting research on the target market and competitors. A brand positioning statement was created focusing on serving the diverse Brooklyn community with reasonably priced fresh foods and personal service. Various name options were considered before selecting Brooklyn Fare. The branding identity was developed including a custom typeface, logotype, and color palette. Signage, catering, and an email program brought the brand's personal service to life. Key learnings emphasized the importance of authenticity, testing assumptions, and leading with strategy while obsessing over design.
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Brand Building 101: How to build a brand from scratch
- 1. Brand Building 101 mucca@ WIX MEETUP
- 2.
- 3. mucca is an award-winningbranding firm based in New York City. We strongly believe in the balance of strategy and design, both of which are essential to creating relevant, authentic brands.
- 4. Mucca has workedwith a wide range of clients, including global & international brands such as Barnes & Noble, Kartell, Rizzoli, Target, Victoria’s Secret and Waterworks. come from a wide range of industries and sizes, including such international brands as Barnes & Noble, Kartell, Rizzoli, Target, Victoria’s Secret and Waterworks. Our clients
- 5. Balthazar Target RandomHouse André Balazs New York Magazine Sant Ambroeus SSG Food Market Domaine de Canton Brooklyn Fare Rizzoli Harper Collins Keith McNally Butterfield Market Kartell Morandi Waterworks Casa Lever Victoria’s Secret Gracious Home Adobe Matta Barnes & Noble Grand Central Publishing Gagosian Gallery Presidio Social Club The Chelsea Pravda Wired Magazine Parc MenuPages Schiller’s Liquor Bar Patina Restaurant Group Gracious Home Vanity Fair Runa GQ Roman and Williams The New York Times GQ Steve Martin
- 6. 346EAST92ND S TR EE T NE W Y OR K N E W YORK 10128 bu t t e r f i e l d k i t c h e n Local BrandsLocal Brands
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- 8.
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- 10.
- 11. How do you builda brand?
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- 13. “A brand isthe essence of one’s own unique story. This is as true for personal branding as it is for business branding. The key, though, is reaching down and pulling out the authentic, unique you. Otherwise, your brand will be just a façade.” - PAUL BIEDERMANN
- 14. That’s why westart with Brand Design Strategy.
- 15. A Brand DesignStrategy informs, plans for, and guides a brand’s development.
- 16. Starting with Research& Discovery, we develop a deep understanding of a brand’s: • unique value proposition benefit of a product or experience
- 17. Starting with Research& Discovery, we develop a deep understanding of a brand’s: • unique value proposition benefit of a product or experience • industry trends in customer service, technology, media, etc.
- 18. Starting with Research& Discovery, we develop a deep understanding of a brand’s: • unique value proposition benefit of a product or experience • industry trends in customer service, technology, media, etc. • target audiences demographic research, customer surveys, etc.
- 19. Starting with Research& Discovery, we develop a deep understanding of a brand’s: • unique value proposition benefit of a product or experience • industry trends in customer service, technology, media, etc. • target audiences demographic research, customer surveys, etc. • competitors competitive analysis, perceptual mapping, etc.
- 20. This strategy resultsin a Brand Positioning Statement.
- 21. A Brand PositioningStatement is our North Star. It captures a brand’s: • core offerings
- 22. • core offerings •personality traits, values, and narrative A Brand Positioning Statement is our North Star. It captures a brand’s:
- 23. • core offerings •personality traits, values, and narrative • verbal communication style & distinct messaging A Brand Positioning Statement is our North Star. It captures a brand’s:
- 24. When we understandthe brand intellectually, we can begin to express it visually and verbally. BPS VISUAL LANGUAGE VERBAL LANGUAGE
- 25. M A NH A T T A N B R O O K L Y N Case Study Grocery Store Name TBD
- 26. The Brief BC FoodCorp, a lone real estate developer, wanted to open a gourmet grocery in Brooklyn’s emerging Downtown neighborhood.
- 27. Brand Strategy Research &Discovery
- 28.
- 29. Findings • Shifting demographics Amix of longtime locals and new residents of upscale condos.
- 30. Findings • Shifting demographics Amix of longtime locals and new residents of upscale condos. • Economic growth $9 billion in new investments in the local economy, including new residential & commercial units (Barclay’s Center, high rises, etc).
- 31. Findings • Shifting demographics Amix of longtime locals and new residents of upscale condos. • Economic growth $9 billion in new investments in the local economy, including new residential & commercial units (Barclay’s Center, high rises, etc). • Increasing competition These developments attracted Whole Foods and Trader Joe’s, in addition to other national brands.
- 32. The Competition • Fairway •Fresh Direct • Garden of Eden • Key Foods • Pathmark • Peas and Pickles • Greene Grape Provisions • Trader Joe’s • Union Market • Sahadi’s • Perelandra • Whole Foods (projected) • And many local bodegas
- 33. BC Food Corp.Competative Markets 10.08.2008 Mucca Design QUALITY (high) QUALITY (low) PRICE (high)PRICE (low) BC Food Corp Perceptual Mapping
- 34. BC Food Corp.Competative Markets 10.08.2008 Mucca Design SERVICE (high) SERVICE (low) SELECTION (high)SELECTION (low) BC Food Corp Perceptual Mapping
- 35.
- 36. Audience Findings • Diversecustomer base (blue- and white-collar workers, and residents of upscale condos and brownstones)
- 37. Audience Findings • Diversecustomer base (blue- and white-collar workers, and residents of upscale condos and brownstones) • Across-the-board Brooklyn pride
- 38. Audience Findings • Diversecustomer base (blue- and white-collar workers, and residents of upscale condos and brownstones) • Across-the-board Brooklyn pride • Affection for local bodegas
- 39. Audience Findings • Diversecustomer base (blue- and white-collar workers, and residents of upscale condos and brownstones) • Across-the-board Brooklyn pride • Affection for local bodegas • Appreciation for the colloquial customer service found at corner shops
- 40.
- 41. Opportunities • Take advantageof the dramatic revitalization underway in downtown Brooklyn.
- 42. Opportunities • Take advantageof the dramatic revitalization underway in downtown Brooklyn. • Create an authentic Brooklyn shopping experience, while still providing a one-stop shop for easy shopping.
- 43. Opportunities • Take advantageof the dramatic revitalization underway in downtown Brooklyn. • Create an authentic Brooklyn shopping experience, while still providing a one-stop shop for easy shopping. • Establish strong early foothold against national competitors to jumpstart the market’s brand value.
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- 45. [TBD] proudly servesthe Brooklyn community, meeting a diverse range of customers’ culinary needs, from the everyday to the extraordinary, with a broad selection of reasonably priced fresh, packaged, and prepared foods, household and convenience items, and a level of personal service usually associated with neighborhood shopkeepers. Statement 1
- 46. [TBD] proudly servesthe Brooklyn community, meeting the daily needs of a diverse range of sophisticated modern food shoppers with a broad selection of fresh, packaged, and prepared foods, household and specialty items, and personal service on a par with the city’s most esteemed culinary destinations. Statement 2
- 47. Authentically Brooklyn [TBD] proudlyserves the Brooklyn community, meeting a diverse range of customers’ culinary needs, from the everyday to the extraordinary, with a broad selection of reasonably priced fresh, packaged, and prepared foods, household and convenience items, and a level of personal service usually associated with neighborhood shopkeepers. Final
- 48.
- 49. Cornerstone Market solid, reliable,historical
- 50. Cornerstone Market solid, reliable,historical Hoyt Merchant local, historical, personable
- 51. Cornerstone Market solid, reliable,historical Hoyt Merchant local, historical, personable 718 Merchant urban, modern, authentically Brooklyn
- 52. Cornerstone Market solid, reliable,historical Hoyt Merchant local, historical, personable 718 Merchant urban, modern, authentically Brooklyn Brooklyn Bon Vivant joyful, worldly, sophisticated
- 53. Cornerstone Market solid, reliable,historical Hoyt Merchant local, historical, personable 718 Merchant urban, modern, authentically Brooklyn Brooklyn Bon Vivant joyful, worldly, sophisticated The Corner Shop local, friendly, informal
- 54. Cornerstone Market solid, reliable,historical Hoyt Merchant local, historical, personable 718 Merchant urban, modern, authentically Brooklyn Brooklyn Bon Vivant joyful, worldly, sophisticated The Corner Shop local, friendly, informal Brooklyn Purveyors reliable, resourceful, historical
- 55. Cornerstone Market solid, reliable,historical Hoyt Merchant local, historical, personable 718 Merchant urban, modern, authentically Brooklyn Brooklyn Bon Vivant joyful, worldly, sophisticated The Corner Shop local, friendly, informal Brooklyn Purveyors reliable, resourceful, historical Del Issa timeless, ownable, referential
- 56. Cornerstone Market solid, reliable,historical Brooklyn Fare local, plentiful, traditional Hoyt Merchant local, historical, personable 718 Merchant urban, modern, authentically Brooklyn Brooklyn Bon Vivant joyful, worldly, sophisticated The Corner Shop local, friendly, informal Brooklyn Purveyors reliable, resourceful, historical Del Issa timeless, ownable, referential
- 57. We have astrong Brand Positioning Statement and a pitch-perfect name. So where do we start? Brooklyn Fare
- 58. In this case, WindowSignage
- 59. With renovations ofthe interior space underway, our client needed to cover all 13 of his storefront’s windows.
- 60. With renovations ofthe interior space underway, our client needed to cover all 13 of his storefront’s windows. We saw this as a golden opportunity to get people excited about Brooklyn Fare — and get some early feedback from our target audience in the process.
- 61. Passers-by could subscribefor updates by visiting brooklynfare.com.
- 62. Delivery Service We makehouse calls. (deliveries that save you time and prevent back strain) Catering Service Be a guest at your own party. (restaurant-caliber catering for homes and offices) Chocolate Selection Feeling bittersweet? (specialty chocolates you’ll want to keep for yourself)
- 63. The response wasoverwhelmingly positive. Over 3,000 Brooklynites subscribed for updates within the first week alone. We were on to something... Call it Serendipity
- 64.
- 67.
- 68. Since we determinedthat copy was at the core of the brand, we realized this voice needed its own unique typeface.
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- 77. Bringing personal serviceto the web: customers can email department experts for advice, recipes, or just to say hello.
- 78. Bringing personal serviceto the web: customers can email department experts for advice, recipes, or just to say hello.
- 79.
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- 92.
- 93. Takeaways • A brandis not just a logo.
- 94. Takeaways • A brandis not just a logo. • No BS. Authenticity above all.
- 95. Takeaways • A brandis not just a logo. • No BS. Authenticity above all. • Test your assumptions.
- 96. Takeaways • A brandis not just a logo. • No BS. Authenticity above all. • Test your assumptions. • Always lead with strategy (but please be obsessed with design).
- 97. Takeaways • A brandis not just a logo. • No BS. Authenticity above all. • Test your assumptions. • Always lead with strategy (but please be obsessed with design). • Have fun!
- 98. Thank you! Roberta Ronsivalle,Managing Partner @muccadesign