SEPTEMBER 2020, WE TALK FISH
Fishtales: Branding, Bold and Beautiful
QUEENSLAND SEAFOOD MARKETERS ASSOCIATION: SUNDOWN SERIES - SEPTEMBER 28, 2020
FISHTALES - CATEGORY EXPERTS
FISHTALES IS A FULL SERVICE MARKETING, SALES, BRAND AND TRAINING AGENCY SPECIALISING IN THE DIVERSE AUSTRALIAN SEAFOOD CATEGORY.
FISHTALES – SEAFOOD CATEGORY EXPERTS •+ INTEGRATED SALES AND MARKETING STRATEGY •+ BRAND IDENTITY •+ MARKETING COLLATERAL IDEATION, DESIGN & DEVELOPMENT •+ MARKETING ACTIVATION & DEPLOYMENT •+ EVENT CONSULTING •+ PRODUCT TRAINING •+ SOCIAL MEDIA MANAGEMENT •+ PR AND CREATIVE •+ FAMIL AND VISITATIONS MANAGEMENT •+ PRODUCT EVALUATION AND DEVELOPMENT
BRAND STUDY AND BRAND VALUE
WHAT IS A BRAND? •+ IT IS NOT A LOGO •+ A brand is a name given to a product or service such that it takes on an identity by itself
+ Branding is a way of identifying your business + It is how your customers recognise and experience your business + A strong brand is reflected in every aspect of your business + Your brand is you DNA, it's your GOODWILL
A BRAND IS A PROMISE • Promise of an experience • It MUST be different from that the competition has BUT at the same time highly relevant to the customer • It MUST be able to deliver this promise; DAY in DAY out •Drive awareness of the promise, installing it into the minds of those who matter most – the customer
THE PROMISE
GREAT BRANDS ARE BUILT BY ACTIONS NOT WORDS
+ BE DIFFERENT
+BE COMPELLING
+ BE VIGILANT
+ BE RELEVANT
+ BE FOCUSED
+ A GREAT BRAND SAYS USE ME
BRANDING IS STRATEGIC – MARKETING IS TACTICAL THEY LIVE TOGETHER PEOPLE WILL FORGET YOUR NAME. They may not know what you are selling.
But they will always remember how you make them feel.
THIS IS YOUR BRAND
HOW TO DEVELOP A BRAND
01. WHO ARE WE
02. WHO IS OUR AUDIENCE
03. HOW DO WE WANT TO TALK TO OUR AUDIENCE
04. WHAT IS OUR PERSONALITY
05. HOW DO WE RENDER OUR BRAND
05. HOW DO WE DEPLOY OUR BRAND
01.
WHO ARE WE
+ WHERE ARE WE FROM
WHAT DO WE CATCH, GROW OR PROVIDE TO THE MARKET +
+ WHAT
BUSINESS PROBLEMS OR ISSUES DOES OUR PRODUCT(S)/SERVICE(S) SOLVE FOR THE MARKET
+ WHAT IS OUR USP
ARE WE SAME, SAME OR DIFFERENT
02.
WHO IS OUR AUDIENCE •TRADE BUYERS, CHEFS, CONSUMERS, MEDIA •POINT OF VIEW ON THE SEAFOOD • SERVICE, OR CATEGORY •WHO ARE THE SECONDARY AUDIENCE; IF ANY •WHAT BUSINESS SOLUTION DOES OUR SEAFOOD SOLVE FOR THE BUYER: - EFFICIENCY ISSUES - PROFITABILITY ISSUES - OPERATIONS ISSUES
03.
HOW DO WE WANT TO TALK TO OUR AUDIENCE • WHAT RELATIONSHIP DO WE WANT TO HAVE ON THE TARGET AUDIENCE(S)? •WHAT CAN WE OFFER TO ACHIEVE THE DESIRED RESPONSE? •WHAT IS THE SINGLE ESSENTIAL MESSAGE WE MUST TELL THE TARGET AUDIENCE(S) TO ACHIEVE THE DESIRED EFFECT?
04.
WHAT IS THE PERSONALITY WE WANT TO PROJECT TO THE AUDIENCE?
+ WHAT IS OUR TONE OF VOICE
+ WHO ARE WE COMPETING WITH IN THE
PERSONALITY STAKES
+ WHERE ARE WE GOING WITH OUR PERSONALITY
05.
HOW DO WE RENDER OUR BRAND
+ DISTIL OUR FINDINGS
+ WRITE A BRIEF
+ RECRUIT BRANDING ”ALLIES”
+ GRAPHIC DESIGNERS + WEB DEVELOPER + PRINTING HOUSE + SOCIAL MEDIA STRATEGIST + PHOTOGRAPHER/ VIDEOGRAPHER / CONTENT CREATORS
06.
HOW ARE WE GOING TO DEPLOY OUR BRAND + WHERE is our brand going to be deployed + WHY is our brand going to be deployed + WHEN is our brand going to be deployed
A STYLE GUIDE DELIVERS:
DELIVERABLE CHECK-LIST
+ CONSISTENCY
+ HIGH-RES LOGOS IN DIVERSE
+ READILY RECOGNISABLE BRAND IDENTITY ACROSS
FORMATS (AI, PDF, JPEG, PNG,
DESIGN STYLE GUIDE
ALL COMMUNICATIONS
VECTOR) + PRINT READY ART FILES
+ THE GUIDE WILL ESTABLISH A TONALITY FOR + IMAGE LIBRARY
PHOTOGRAPHY, CREATIVE FORMATTING AND A TYPEFACE THAT WILL ENABLE ALL COMMUNICATIONS TO ACHIEVE CUT-THROUGH AND IMBUE THE BRAND IMAGE WITH A SENSE OF DESIRABILITY
+ BRAND GUIDELINES (COLOURS IN PANTONE/CMYK, FONTS, PAPER STOCK FOR PRINTING)
KINKAWOOKA MUSSELS A BRANDING JOURNEY
01. CASE STUDY
KINKAWOOKA MUSSELS
+ MISSION
TO DETERMINE THE OPTIMUM PRODUCT PROPOSITION, INCLUDING PRODUCT FORMAT, PACKAGING, PRICING, CLAIMS, PRODUCT DESCRIPTORS, ENDORSEMENTS AND BRANDING, TO SUCCESSFULLY BUILD AN AQUACULTURE BUSINESS IN BOSTON BAY
01. CASE STUDY
KINKAWOOKA MUSSELS + CHALLENGES + HOW TO DIFFERENTIATE + HOW TO BE COMPETITIVE + HOW TO IMPROVE VALUE + HOW TO GROW THE MARKET
01. CASE STUDY
KINKAWOOKA MUSSELS: BRAND EVOLUTION
Click here to watch the Kinkawooka Mussel Video
01. CASE STUDY
KINKAWOOKA MUSSELS: BRAND EQUITY COMMODITY WHARF VALUE 2003: $0.40 KG
PREPACK WHARF VALUE 2020: $3.00 KG
VALUE ADD PRODUCT VALUE 2020: $4.20 KG
HIRAMASA KINGFISH: COMMODITY TO LUXURY
02. CASE STUDY
HIRAMASA KINGFISH
02. CASE STUDY
HIRAMASA KINGFISH + CHALLENGES + WILD CATCH + INCONSISTIENT CULINARY PERFORMANCE + DIFFICULT TO COOK
WEBSITE
CONTACT NUMBER
www.thefishtale.com.au
john@fishatels.tel
0414Â 688 855