Hélène is going to explain how to transform your food blog into a powerful brand. Branding can seem like a very daunting process but with some clear guidelines/examples and cheat sheets it can be made easy. She will take you through key branding principles when developing, growing, running your blog and explain how clear branding is really helpful when developing logos, website design, social media presence, PR pack… and approaching other brands.

1. Branding made easy
@CroqueMaman

2. About me
Hélène Eberhardt AKA Croque-Maman
www.croque-maman.com
@CroqueMaman

3. Branding made easy
No need to take notes,
Presentation available to download from:
www.croque-maman.com/brandingmadeeasy

4. “Why?”
“What is your favourite
brand?”

5. Why should you care about branding?
• Adds substantial value to your work
Brand value: $ 84 B / Market Cap: $ 180 B
+ Forbes May 2015
Brand value / Market Capitalisation
47%
WPP and Millward Brown

6. Why should you care about branding?
• A way to survive and flourish through difficult
times and amid heightened competition

7. What is a brand?

8. What is a food blog brand?
Lush
scrumptious
Meet the cook
I’m Katie Bryson –
freelance journalist, wife
of a strapping vegetarian
and mum of two
boisterous boys –
keeping them all fuelled
and trying to stay sane is
a daily challenge so I
thought I’d share my
experiences

9. A food blog brand can be analysed in
the same way than any other brand
A French mum’s
kitchen secrets
French playful

10. How to (re-)define your food blog
brand and make it powerful?
AUDIT STRATEGY EXECUTION

11. Do you already have a
blog up and running?
Are you about to
launch a new blog?

12. Where am I now?AUDIT
Inventory
Name - Logo - Tagline - Tone of voice, personality - Positioning -
Presence on social media - Partnerships…
Consumer Research
- Readers (target + actuals)
- Insights
Competitive assessment
- Competitors blogs
- Points of difference/ of parity

13. Where do I want to be/go?
• Defining and structuring the key components of
your brand
STRATEGY

14. Example – Dove brand keySTRATEGY

15. Let’s create your brand key
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17. Brand key
Croque-Maman example

18. Where do I want to be/go?
Brand positioning
For (target audience), (brand/company) is the only/best
(consumer frame of reference) that delivers (key
benefit/point of difference) because/by (reason to
believe, key credibility point).
Example Dove:
For women aged 35 to 50 years old, Dove is the only soap that makes my skin soft and
smooth because it contains ¾ of moisturising cream.
STRATEGY

19. Brand positioning
For (target audience) _______________________,
(blog name) ________________ is the only/best
(consumer frame of reference) _________________that
delivers (key benefit/point of difference) ________________
because/by(reason to believe, key credibility point)
__________________________________.
Let’s create your brand positioning

20. Brand positioning
Croque-Maman example

21. Benefits of having a blog positioning statement
• Keeps you focused and consistent
• Easier to create content and find your angle and
story
• Target specific audience only and build loyalty
• Pitching will be so much easier “elevator pitch
Where do I want to be/go?STRATEGY

22. How do I make this happen?EXECUTION

23. How do I make this happen?
Everything needs to be developed considering how
well it supports the positioning statement
• Brand elements: name, logo, tagline, colours,
fonts…
• Marketing & Communication: partnerships, social
media presence, press kit…
EXECUTION
Powerful Branding = Consistency

24. Brand identity guidelines
key components
Example: https://about.twitter.com/press/twitter-brand-policy
Dos Don’t
Logo
High resolution versions of your logo (all
versions) in 2 formats: EPS and JPG or PNG
Fonts
Usually up to 3 with their own purpose
Arial  Headings
Calibri  Subheading
Cambria  Text
Colours
Usually up to 3 with all their colour codes
(Colour Code Converter)
EXECUTION

25. EXECUTION

26. Logo
What makes a
great logo?
Memorable
SIMPLE
Timeless
UNIQUE
Appropriate
VERSATILE
EXECUTION

27. LogoEXECUTION

28. Graphic designersEXECUTION
– Wilogo - http://en.wilogo.com
– Fiverr – www.fiverr.com
– People per hour - www.peopleperhour.com…

29. Moodboard example
“Playful yet elegant”
EXECUTION

30. Using your blog as your point
of reference when developing
Blog Press Kit
EXECUTION

31. Top tips to keep a strong brand
CONSISTENCY
• Brand identity guidelines
• Across all media/initiatives
• No major rebranding
EXECUTION

32. THANK YOU FOR YOUR ATTENTION
@CroqueMaman