Words of Branders
2 BRANDERS MAGAZINE • 2019
Branders
BRANDERS MAGAZINE • 2019 3
“Quotes”
Issue 22 | July, 2021
SAYING NO FOR FEAR OF FAILURE IS ALREADY FAILING. You should always say yes to everything, then think of the how, what and when after. Vic Lee Lee runs a successful artist studio in London, UK. He has worked on bespoke murals and collaborations for some of the world’s biggest brands and companies, illustrating elaborate, storytelling artworks.
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“Quotes”
Issue 22 | July, 2021
WHY DOES THIS COMPANY EXIST?
Tell this story you’ve hit the branding highlights: the gap in the market, the size of the problems solved and the passion of the founders. Andy Crestodina Andy’s the co-founder of Orbit Media, an award-winning 40-person digital agency. He’s written 500+ articles on content strategy, SEO and Analytics. He’s also the author of Content Chemistry: The Illustrated Handbook for Content Marketing.
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Contributors Sunny Bonnell & Ashleigh Hansberger Founders of the gamechanging leadership and brand consultancy, Motto. Conrad Llorens Founder and Executive Chairman of Summa Branding.
Cristián Saracco Founding Partner Allegro 234 | CMO zenziya | President aebrand | Member Medinge Group Elisa Galnares
Cover | Reshma Saujani
Founder and CEO of Girls Who Code + International Bestselling Author
Founder and CEO at Burrimaki Editor in Chief: Luis Fernando Vergara lvergara@vrandgroup.com
Vic Lee Artist. Muralist. Urban poet. Typographer, Wizard of Ink. Author of The Corona Diary 2020. Sue Zarco Kramer CEO/Creative Director of branding agency Connecting Dots Guru.
Sales Director: Carolina Gomez carolina@vrandgroup.com Community Manager: Elizabeth Gomez branders@vrandgroup.com Editorial Committee: Terri Goldstein Cristian Saracco Luis F. Vergara Design: Vrand Design
Andy Crestodina Co-founder of Orbit Media. Author of Content Chemistry: The Illustrated Handbook for Content Marketing. Erica Rankin Founder/CEO of Bro Dough; a 100% plant-based, protein infused, better-for-you, edible cookie dough. Terri Goldstein Founder & CEO at The Goldstein Group. Design Expert, Keynote Speaker, Author, Educator
Stock photos credits: Frepik.es Pexels.com Unsplash.com www.brandersmagazine.com The contents of this publication are exclusive and opinions expressed are responsibility of the authors. Reproduction from the contents of this publication is prohibited without authorization.
CONTENTS
RAREBREED BRAND WHEEL
®
Rebellious Rare Breed Brands
BRAN DE RS M AGA ZI NE - I S S U E 2 2 | J U LY 2 0 2 1 hurl themselves against the walls of business-as-usual to see what breaks. Their mission is right a great wrong.
Audacious Rare Breed Brands
Emotional Rare Breed Brands
There is an indescribable, alluring quality to the world's rarest brands. We're enamored with the sense of emotional nostalgia that Coke inspires. Patagonia
EM
audaciously tells us to not buy from them. Purple
OT IO
mattresses wave their freak flag high, and Charity: Water makes us want to donate our birthday.
NA
IC
of difference.
are spell-binding and seductive. They influence with a high degree of charisma and influence perceptions.
Virtue can unleash powerful brand positioning. These
WE IRD
Hypnotic Rare Breed Brands
BRANDS
OBSESS
ED Obsessed Rare Breed Brands
D ODE BLO HOT
unique traits to create a clear identity, ethos, and point
Executing a brand through the lens of a Rare Breed
RAREBREED
HYPNOT
and Different, the Rare Breed Brand Wheel uses seven
US
CIO DA AU
L
Inspired by the breakthrough business book RARE BREED: A Guide to Success for the Defiant, Dangerous,
do the impossible. They see realities other people can’t and have the nerve to try to bring them into being, even when everyone else doubts them.
REBELIOUS
practice servant leadership and show up with empathy, kindness, and intuition.
go all in, 24/7, consumed in the details. Obsession isn’t a bug; it’s an operating system.
virtues are so remarkable because they tap into specific core desires, drives, fears, and motivations all humans have. The Rare Breed Brand Wheel helps brands define who they are and what they stand for, far beyond just what they sell. Weird Rare Breed Brands
16
are strange. They dare to do what makes us swoon, laugh, cry, or gasp in awe. Copyright 2019-2021 Motto®, LLC / RARE BREED® All Rights Reserved.
Hot-Blooded Rare Breed Brands come to the table with a fire, intensity, and fury that separates them from the pack. wearemotto.com | rarebreedleaders.com
BRAND STRATEGY
10 BRANDING BY DESIGN Tips from a Branding Entrepreneur
12
Rare Breed Virtues: A New Strategic Tool For Brand Leaders
18 COVER
Reshma Saujani: Failure Can Be The First Step On The Road To Success
BRANDING
22
14
BRANDING
Branding: More Than Just A Logo
CREATIVITY
Blending Unconnected Ideas
Key Dimensions For Building Powerful Brands Today
24 BRANDING Brand Matters
26 INNOVATION
Innovating Beyond Fusion Cuisine From Two Of Our Favorites Bites Worldwide
28/29 BRANDGADGETS BRANDEVENTS
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[] EDITOR’S LETTER
Carolina Gómez Partner at Branders Magazine Sales Director @brandersmagazine
“Don’t be afraid to make mistakes! Gravitate towards that thing that sets their soul on fire!” ~Reshma Saujani
B
randing is a way of identifying your business. It is how your customers feel, recognise and experience your business. A strong brand is more than just a logo. It is reflected in everything you do: from your mission statement, your customer service style, your products, to your marketing… The first step to becoming a successful entrepreneur is coming up with a great business idea! Once you’ve got the idea, the real work starts, which is building a brand! And your brand should reflect what your business stands for and what sets it apart from your competitors. It expresses the qualities, strengths and ‘personality’ of your business. Creating a strong brand from the start will help customers remember your business and feel greater confidence that your products or services will suit their needs. This is why Branding should be considered in the early stages of starting a business. Launching a business with a strong brand will give you a greater chance of success! That is the reason why it is so important to get it right from the start! Building your Brand Identity will help define the company pillars that will drive your brand strategy, including your Brand Voice & feel. But most importantly, creating your Brand Strategy will give you a clear direction to build the rest of your brand around!
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There is no secret formula on how to create your Brand Strategy! Perhaps a good way to start is by defining who you are, what is your “why” behind your business, what’s your mission statement, what makes you different and unique from your competitors, what are the values that connect you with your audience? What do you stand for? Your brand strategy will guarantee your end product is in line with your ultimate business goals and finally make sure all your brand elements work together to create a cohesive brand experience for your audience. What are your thoughts on Branding in Entrepreneurship? Why do you think is important to create your Brand Strategy from the start? What elements should you consider when it comes to creating a Brand Strategy for your new venture? We are excited to have the Founder and CEO of Girls Who Code and International Bestselling Author Reshma Saujani on our cover! We have an excellent group of branders and strategists participating in this edition! Sue Zarco Kramer, Cristián Saracco, Terri Goldstein, Conrad Llorens, Vic Lee, Andy Crestodina, Erica Rankin, Elisa Galnares, Sunny Bonnell, Ashleigh Hansberger, among others! We hope you enjoy it! Let us know your thoughts!
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P R E M I U M S Y N T H E T I C P R I N T • P A C K A G E •
SY N T H E T I C PA P E R
S U B S T R A T E S F O R L A B E L • D E S I G N
YUPO and the YUPO logo are registered trademarks of Yupo Corporation.
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Arizona Tea is a product of Arizona Beverages Co.® www.drinkarizonatea.com. Hershey’s® is a registered trademark of The Hershey Company. www.hersheys.com. French’s® is a registered trademark of the French’s Food Company LLC. www.frenchs.com. Valvoline® is a registered trademark of Ashland Inc. www.mcclabel.com.
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