In this presentation for Startup Week Seattle 2017, Fitcode's Stephanie Chacharon shares the fundamentals of branding: from brand discovery and building blocks to making it real.
4. We’re a fashion data company that enhances and personalizes
the shopping experience by focusing on fit, not size.
Meet Fitcode
5. 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
15. Who are you & what do you
stand for?
REAL TALK:
16. 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?
20. 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
42. 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
43. 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