branding -...
TRANSCRIPT
Branding
Learning Objectives
Identify the voice, values, and vision of your brand
Integrate your brand into your business
Conditional loops and processing in App Inventor
Branding
What’s in a brand?
"A person has a soul. A product has a brand." -Jennifer Kinon, Designer and Cofounder of OCD
Your brand is what people think about you
Factual (e.g. it comes in a purple and orange box)
Emotional (e.g. it’s romantic). http://www.forbes.com/sites/jerrymclaughlin/2011/12/21/what-is-a-brand-anyway/#7bcd32202aa4
Brands you Know
Think about brands that you know
What is their logo?
What do the sell?
How do they make you feel?
The Importance of Branding
Makes the product easy to recognize through visual cues (logo, color theme)
Gives a voice and personality to your product
Builds relationship and memories with customers
Designing Your Brand
Customer Benefits: What problem are you trying to solve for customers?
Target Customers: Who are they?
Demographics characteristics of a given population. For example: age, gender, location, race, ethnicity, language, education, religion, income, etc.
Psychographics personality, values, opinions, attitudes, interests, and lifestyles.
For example: health conscious, busy, highly organized, family oriented, environmentally conscious, social, homebody, nerdy, etc.
Activity
Who are we and who are we not
Write down adjectives about your business
Sort them into who we are, who we are not, not applicable
5 minutes
Naming Your Business
What makes a good name and what makes a bad name?
Catchy, memorable – doesn’t have to be a real word
Apple, Google, Microsoft, Facebook
Positioning
Positioning Statement
A positioning statement is a concise description of your customer as well as a compelling picture of how you want your customer to perceive your brand.
Elements of Positioning
Why your target market should buy your product:
Your Product and Why It’s Special
Your Target Market and Why You Love Them
Why You are Better than Competitors
The Promise Your Brand Makes and Why People Should Believe You
Sample Positioning StatementsVolvo: For upscale American families, Volvo is the family automobile that offers maximum safety.Home Depot: The hardware department store for do-it-yourselfers.Zipcar: To urban-dwelling, educated techno-savvy customers, when you use Zipcar car-sharing service instead of owning a car, you save money while reducing your carbon footprint.
Reflection
Marketing - try to convince people to want and to buy what you have to sell
Positioning statement - is a short description of your customer, product and how you want to be seen by the customer
Customers - the people who you want to buy your product – who they are, what they value
Team Work
Come up with your positioning statement
Report Out
Share with the group
Who your
Company name
Positioning Statement
Business ModelPricing and Revenue
Learning Objectives
Develop a revenue model
Pricing strategy
Understanding Revenue Growth
Elements of your business model
Starting capital (seed money) - the money you need to start your business
Revenue model - your plan to make money for your app
Operating costs - things that you need to pay for to run your business
Profit projection - the money you have left over after paying bills
Food Cart Business
What will you sell
Who are your customers
How much will they pay
How many customers will you have
Pricing your Product
Setting a price for a
product is one of the
most important decisions
your company can make!
Why do so many prices
end in 9? Eg. .99c or
$9.99 or $99
Pricing Apps
One-time download price
Minecraft
In App purchases
Pokemon Go
Advertising
Donations
Share The Meal
Food Cart Example
Paid app model - sell each food item for a set price, and decide on the price
In-app purchases - give away food, but sell condiments and larger plates at a set price
In-app ads - give away free plates of food, but sell advertising space on the plates
Donations – give away the food but have a donation jar by the condiments
Pricing Considerations
How much is your app worth to your target customer?
Will they see enough value to pay when they download?
Are there in-app features that users would pay for?
How do competitors charge?
Who are the potential advertisers?
How likely are your users to donate?
Topics
Potential Revenue
Your revenue is a function of your price, your market size and how quickly you will get customers
Market size is the number of potential customers
Who would buy your app and how many people like that are there?
Calculating Revenue
If I can sell a $1 app to all under 19’s in Ottawa
$1 x 200,000 = $200,000
Won’t all buy at once!
Need to market it
How quickly can I reach my customers
Sample: Messaging App Growth
Calculating Revenue
App purchase
Cost of the app * number of users who pay to download
Advertising
Cost of an ad * number of users who would see it/click
In App purchasesNumber of downloads * percent who purchase * how much they purchase
Donations
Number of downloads * percent who donate * size of donation
Team Work
Come up with your pricing and revenue model
Report Out
Share with the group
Your pricing approach
Why you chose it
Your target market size
Business ModelCosts and profit
Learning Objectives
Starting Capital
Understanding your business model
Costs to run your business
Understand profitability
Your Business Model
Now that you have your revenue plan it is time to consider how to make a profit
[Revenue] - [Operating Costs] = [Profit]
Profit is the money you have left over after collecting all your revenue and paying your bills
Starting Capital
The money you need to get your business going until you start getting revenue
App fees
Marketing costs
Salaries
Etc
Sources of Starting Capital
Your own time and money, friends and family
Crowd-funding – small amounts from many people
Indiegogo, kickstarter, kiva
Angel investors – wealthy individuals invest their money to get you started
Dragon’s Den
Venture capitalists – professional investors
Food Cart Business
Starting capital from your parents:
How much money do you need
What are you buying
How will you pay your parents back
Operating Costs
Fixed costs: Costs that remain the same despite the volume of goods or services
produced, such as salaries, rent.
Variable costs: Costs that vary proportionally with the volume of goods or services
produced.
Economies of scale: Cost advantages that a business enjoys as its output expands.
Economies of scope: Cost advantages that a business enjoys due to a larger scope
of operations.
Food Cart Example
Fixed costs: Your cart, your chef
Variable costs: Food, Plates, Condiments
Economies of scale: Bulk purchases of food and condiments as you grow
Economies of scope: Adding drinks does not increase your fixed costs, increases your revenue
Putting it all together
Startup capital - initial amount of money that helps you get started, typically through different types of investors
Revenue - total amount of money you get from your business activities (like sales)
Revenue model - a plan on how to make money, or income
Operating cost - the money you need to spend to run your business.
Profit - the money you have left over after paying bills
Lots to think about!
What needs to happen so your business is successful?
How much money is required to get your business started and generating revenue?
Did you think about more features to add to your app for your profit projection?
Why did you choose the revenue model you did?
How do you expect your business to grow?
Team Work
Work on your costs
Build your business model
Creating Visuals and Logo
Learning Objectives
• Learn about logos, fonts and color schemes
• Choose a color scheme and fonts for your brand
• Create a logo for you brand
Visualizing Your Brand
• Every brand has a personality
• Now we will look at how to visualize that personality
• Colours and images bring your brand to life
• Lets your customers easily recognize your brand
• Consistent colours re-inforce the brand
Colour Psychology
• Colours are linked to emotion
• Different cultures and countries have different associations
• Your colour scheme should match your brand personality
• Keeping in mind your customers and any cultural differences
What is in a Colour
Activity
• With your team, identify one of the colors in the chart above that best represents your brand's personality.
• For example, if you want people to identify your product as being exciting and new, you might choose orange as the color that best represents your brand!
• 5 minutes
Picking Schemes
• Colours can be different tints or mixed
• Eg. Orange• Saturated orange indicates
excitement and adventure.
• Light yellow-orange more lighthearted, happy feeling.
• Dark yellow-orange it could look murky or even give a feeling of
illness
Complementary Scheme
• Pair a colour with it's exact opposite on the colour wheel
• can be overwhelming in large doses, but brings attention to things that you want to stand out.
Split Complementary Scheme
• similar to complementary, replacing one colour by the two adjacent to it.
• Reduces the tension that can be present in, while still having a lot of contrast.
Analogous Scheme
• Use colours that sit next to each other on the color wheel.
• Gives a sense of serenity and calm. Create enough contrast so that brand visuals are easy to read.
Picking Fonts
• Fonts are important when establishing your visual identity
• A font, or the way that text looks, can help express your brand's identity.
• Every font has a personality and meaning/context that people recognize and associate with it
• Fonts can be formal, informal, bold, delicate, load, understated, modern, old-fashioned …
Font Choices
• Readability
• Both of these fonts are at the same size, which
one is easier to read?
• Image
• Both of these fonts are at the same size, which one fits your image better?
• Voice
• Loud Voice or a Soft Voice
Creating a Logo
• A logo is a symbol that represents a company.
• Aims to capture its goals, purpose, and personality in a simple mixture of symbols and words.
• Three common types of logos:
• Wordmark
• Symbol
• Combination
Team Work
• Choose your colour scheme
• Fonts
• Logo
Creating a Marketing Plan
Learning Objectives
• What a marketing plan is used for
• The parts of a marketing plan
• How to develop a marketing plan
What is a Marketing Plan?
A document that describes a company’s marketing, brand, and advertising efforts
• Goals - what you aim to achieve
• Strategy - how you plan to achieve your goals
• Assessment - how to determine whether or not you have achieved your goals
Setting Goals
• What are the things you need to do to support your business plan?
• Use your market research to help determine your goals
• What type of market are you entering?
• What are your competitors doing?
• How do you reach your customers?
• Measurable!
Sample Goals
• Increase number of new downloads
• Increase customer awareness of products
• Increase open rates on emails or online campaigns
• Increase number of likes on social media
• Enhance image, name recognition, reputation
• Increase revenue, number of customers or members
Setting Your Own Goals (5 Min)
• “What would make my app appear distinctive?”
• Brainstorm goals with your team
• Pick top 2-3 goals to work on
Marketing Strategy
• Marketing strategy is a roadmap of how you will get to your goals
• Core components of your marketing strategy are the 4P’s
Product & Price
• Product – the app that you are making!
• Price – the price that you plan to sell it at
• Consult your revenue model
• Price can be a competitive differentiator
• High price can indicate quality
• Low price can indicate value
Promotion
• The ways you reach your customers
• Age, demographic will affect how you reach your customer
• Consider the cost
Types of Promotion
• Discounts- Coupons, freebies, or discounts • Entice customers to use your product
• Reward customers who recommend your product
• Media advertising - radio, online, print, or television
• Paid Social media - Facebook, Twitter paid ads, promoted posts
• Google Adwords - pay for your product to show up when users search, watch videos, view websites
Types of Promotion
• Free Social media - Setup accounts on Facebook, Instagram, Twitter, Snapchat, or YouTube
• Viral media – Create catchy videos or photos that gain name and brand recognition through social media
• Networking - Using your local connections to promote your app. Find an influencer to promote your app
Place
• Where your customers will access your product. • Google Play or App Store
• Distinctive, strong description, using keywords your customer will relate to, and helpful screenshots
• Description should match your branding
• Facebook page, Website to promote your app
Measurement
• Think of ways to track your goals
• The numbers you are tracking are your metrics
• Installs, Ratings
• Likes, Mentions
Team Work
• Set your marketing goals
• Created strategies to achieve your goals
• Found a way to track and assess your progress
• Will be part of your pitch
• Senior division: This will become part of your business plan!