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Startup Week Seattle 2017
Stephanie Chacharon
BRANDING 101:
BUILDING A
STRONG BRAND
Stephanie Chacharon
Director of Marketing, Fitcode
@stephchach
@myfitcode
HELLO
Branding 101
session roadmap
What is branding?
Discovery
Building blocks
Make it real
Wrap it up
Questions?
1
2
3
4
5
6
We’re a fashion data company that enhances and personalizes
the shopping experience by focusing on fit, not size.
Meet Fitcode
How it worked: The pair Fitcode recommended suited
my curves and didn’t gap at the waist (a usual problem).
- Real Simple, September 2016
Press
Unsolicited & unpaid
THE WHAT
What is branding?
Branding is all of the ways you establish an image
of your company in your customers’ eyes.
- Shopify
Warby Parker
Mailchimp
Patagonia
La Croix
And that’s ok.
NO, YOU
ARE NOT THOSE
BRANDS.
BE A CONSCIOUS
CONSUMER.
BRAND DISCOVERY
Who are you & what do you
stand for?
REAL TALK:
Break it down
o DNA
o Mission & vision
o Values & brand promise
o Target customers
o Competitive landscape
o Differentiators
o What do people think of you?
START MACRO.
WORK MICRO.
BUILDING BLOCKS
Start small. Build as you grow.
GET YOUR
STORY STRAIGHT:
Messaging framework
For each target audience group
o Brand promise: what + vision
o Positioning statement: where fit
in the marketplace
o Target audience: who selling to
o Mission: ultimate goal
o Tone of voice: written brand
personality
o Elevator pitch: distilled brand
summary
o Headline benefits: key selling
points
Fitcode
framework
Consumer-facing
Define & document.
BRAND
STYLE GUIDES:
Brand DNA
If your brand were a person
Brand DNA
If your brand were a person
Brand DNA
If your brand were a person
Brand DNA
If your brand were a person
Visual style guide
Look and feel
Visual style guide
Look and feel
Visual style guide
Look and feel
Visual style guide
Look and feel
Visual style guide
Look and feel
Partners: Concise, knowledgeable, and conversational—we are denim, fit, and data experts
Voice: tone & editorial style
Consumers: Friendly, conversational, empowered, positive, helpful, and casual—we speak
directly to real women
Voice: tone & editorial style
MAKE IT REAL
SHOW. TELL.
DO.
Website
Social
Brand
touch points
TEMPLATES
SAVE LIVES.
BALANCE
CONSISTENCY &
FLEXIBILITY.
WRAP IT UP
Takeaways
o Be a conscious consumer
o Your brand story and purpose is
your foundation. Start and end there
o Balance consistency with flexibility
o Bite off what you can chew: Start
small and grow from there. Nike
wasn’t built in a day
o Befriend a good designer
o Don’t set your brand on a shelf.
Revisit and evolve
Tools I <3
Design
o Canva
o Moo
Social
o Later
o Bitly
E-Newsletter
o Mailchimp
Classes / Workshop
o School of Visual Concepts
o Lynda.com
*hopefully
QUESTIONS?
I HAVE* ANSWERS.
Questions? Contact stephanie@fitcode.com
Visit fitcode.com to find your perfect fit
THANK
YOU

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