Grady & Kern Brand Definition Workshop AUTHOR: JONATHAN PORTER
10/04/2011 NEW BRAND MEDIA OWNS THE COPYRIGHT FOR THIS DOCUMENT AND ALL ITS CONTENTS. THIS PROPOSAL SHOULD BE CONSIDERED PRIVATE AND CONFIDENTIAL AND MAY NOT BE SHARED WITH ANY THIRD PARTY WITHOUT THE PRIOR WRITTEN PERMISSION OF NEW BRAND MEDIA LTD.
Tuesday, 26 April 2011
Brand Structure We have devised a desired brand map for the Grady & Kern brand to: 1. Agree on the proposition together 2. Differentiate from our competition and establish a unique and desirable perception in the minds of our customers 1. Create a consistent reference point for all communications. The Brand Map comprises: • • • •
Company Values Product Values Tonal Values Core Value
Tuesday, 26 April 2011
Brand Structure Company Values • These values represent what your company stands for - emotionally and practically • They provide a reference point internally (for your staff) and externally (for your customers) • They should embody how your organisation wishes to be perceived
Tuesday, 26 April 2011
Brand Map - Company Values 1 2 3 4
?
ve i t r o
p p u s 4
3
l a y o l
2
itiou s
1 per
son
Tuesday, 26 April 2011
amb
al
fair
CORE BRAND ESSENCE COMPANY VALUES PRODUCT VALUES TONAL VALUES
Company Values Loyal We make a commitment to our suppliers We are loyal to our staff, supportive, acting as a good employer providing training, fair wages and good benefits including healthcare We will be loyal to the community, looking to procure locally when possible, and secondly regionally
Ambitious (Champion) Our ambition is to raise the bar in terms of quality of goods and services Our ambition is to be not just a bit better than the competition, but a lot better
Fair Fair to our employees in terms of wages and benefits Fair to our suppliers in paying a fair price Fair to our customers in pricing
Personal (Accountable/Transparent) Our ambition is to know our regular customers by name We will know our local produce suppliers, visiting their farms and understanding their farming practices
Tuesday, 26 April 2011
Brand Structure
Product Values • These values are the tangible manifestations of your product or service • They describe the key attributes and characteristics of the product • These key attributes must be borne in mind as the service is set up and developed
Tuesday, 26 April 2011
Brand Map - Product Values 1 2 3 4
h
loc
fres
l a y o l
4
3
2
al
amb
itiou s
1 per
son
goo d fo
r yo u
al
fair it l a qu
us o i c li e d y/
/
ed t c le
se
Tuesday, 26 April 2011
CORE BRAND ESSENCE COMPANY VALUES PRODUCT VALUES TONAL VALUES
ic p d n a ‘h
? ’ d ke
Product Values Fresh Our locally sourced produce doesn’t travel far, from farm to store in 48 hours Our produce is handled as little as possible so that it is undamaged Local Our commitment is to search for all produce locally first, and if not available locally, we will procure it from the region Quality/Delicious We (Amy & I) have personally selected every item in store, choosing goods which are high in quality, and delicious... Anything in our store is something we would or do eat ourselves Good for you We choose our suppliers based on their farming practices, both organic and natural practices, i.e. no hormones, pesticides etc.
Tuesday, 26 April 2011
Brand Structure Tonal Values • These values will represent your brands tone of voice. • This is how you would want your customers to describe the brand’s personality as if it was a human being. • They are the words that describe your tone in all your communications e.g. web copy, e-mails, press releases, advertising etc. • The tonal values are a fundamental part of the design brief you will use to direct the New Brand Media creative team, your internal designers, copy writers or any other creative or PR agencies working to promote the portal.
Tuesday, 26 April 2011
Brand Map - Tonal Values 1 2 3 4
fun
hip h
loc
fres
l a y o l
4
3
2
son
goo d fo
r yo u
axe
inf
orm
Tuesday, 26 April 2011
al
d
amb
itiou s
1 per
rel
al
al
fair it l a qu
us o i c li e d y/
r o f in
d e m
CORE BRAND ESSENCE COMPANY VALUES PRODUCT VALUES TONAL VALUES
Tonal Values Hip Not in an NYC Upper East Side way, but we are well travelled, discerning, fashionable Comfortably Hip If are a designer handbag, we are Coach not Chanel Accessible Hip – not intimidating
Fun (Happy/positive) We are long time friends, we work hard but have fun together Our employees have fun working here – we employ people we like and trust, and they are rewarded in return We all look forward to going into the store every day – this is a place were people want to work
Informed We are well informed about our produce, we love cooking, and we have sampled cuisines from across the world, we will share our knowledge with our customers Through our events and the information in store our customers will learn more about the health benefits of our foods, their provenance, and how best to prepare/cook them
Relaxed (informal? - Company values?) We’re particular, but not formal, we won’t stand on ceremony Our employees wear a uniform, but we’re not in suits! Our employees look clean, well put-together and professional – you will be comfortable with them handling your food.
Tuesday, 26 April 2011
Brand Structure Core Brand Value • The final piece of the jigsaw and the foundation stone of our brand positioning. • This is the single word or phrase that we should aim to own in our prospect’s mind. • It should be a thought that no current competitor owns. • It is the one thing that is inherently true and relevant to what we are and what our service offers. • It is marketable, single-minded and simple.
Tuesday, 26 April 2011
Core Brand Value Our recommended core brand value for Grady & Kern is:
“good food community” ‘Loyal’, ‘fair’, ‘good for you’ Our mission is to supply food that is good for you and your community.
Tuesday, 26 April 2011
Brand Map – Core Brand Essence 1 2 3 4
h
loc
fres
l a y o l
4
3
2 hea
lthy
Tuesday, 26 April 2011
son
al
/g
ood
for
amb
itiou s
good food community
1 per
al
you
fair it l a qu
us o i c li e d y/
CORE BRAND ESSENCE COMPANY VALUES PRODUCT VALUES TONAL VALUES
Brand Structure Positioning Statement • The positioning statement should be used as a yardstick to allow objective assessment of all communications, brand developments and partnerships • It is how we summarise our product, service and brand philosophy in one sentence
Tuesday, 26 April 2011
Positioning Statement The vision: “To be Erie’s provider of choice for the best quality, freshest and locally sourced produce, specialty meats and fish. Offering customers a superior in-store experience and the convenience of home delivery.” Positioning statement: “fresh, locally sourced - good for you and your community”
Tuesday, 26 April 2011
Brand Names Considered Walnut & Ivy
Fortuna
FRESH GROCERS
FRESH GROCERS
Saintly Sourced FRESH GROCERS
Saintly Sauced FRESH GROCERS
Earnest & Wolf FRESH GROCERS
Saintly Sustenance FRESH GROCERS
Good Food Hood
Trace & Able
Field Good
feelgood
FRESH GROCERS
FRESH GROCERS
Frankie & May
The Good Food Fight FRESH GROCERS
Tuesday, 26 April 2011
FRESH GROCERS
FRESH GROCERS
FRESH GROCERS
Final Brand Name
Frankie & May FRESH GROCERS
Tuesday, 26 April 2011
What is a Tagline? • An effective tagline can help promote your business. Taglines are generally descriptive phrases that accompany a brand name. E.g Yell.com - The UK’s local search engine. They help explain what your business does or create an emotional response. Taglines need to be descriptive - they explain what your business does Emotional - they create a tone or feeling about your business. • Taglines should be simple and memorable. Businesses with names that don't particularly resemble their products and services can use a tagline can help. Rules In most cases, effective taglines are: • Short and simple (no more than 10 words) - the shorter the better • Positive - people like positive statements - negatives are a turn-off. • Interesting - the tagline should spark interest. • Timeless - your tagline will be around for 20yrs, so don't use text that will date it. • Tested - make sure you test the tagline on colleagues, business partners for feedback before using it. Don't create a tagline by yourself
Tuesday, 26 April 2011
Tagline Tips GOOD • Convey your differentiation and a clear benefit. • Clear and informative. • Just long enough - 6-8 words. Long enough to convey a thought and short enough to be absorbed easily. • Personable, lively and sometimes clever! BAD • Vague or generic • Too long
Tuesday, 26 April 2011
Tag-Lines - Ideas for discussion
Frankie & May FRESH GROCERS
Final Decision:
Fresh, Local, Delicious
Frankie & May FRESH GROCERS
Frankie & May FRESH GROCERS
Fresh, Local, Delicious
• • • •
The Best Ingredients, Naturally Fresh Grocer Your Local Grocer Fresh Market
Tuesday, 26 April 2011
“good for you & your community”