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Successful USPs Case Studies

Lesson 13 from: Brand Strategy and Design for Small Businesses

Haylee Powers

Successful USPs Case Studies

Lesson 13 from: Brand Strategy and Design for Small Businesses

Haylee Powers

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Lesson Info

13. Successful USPs Case Studies

Lesson Info

Successful USPs Case Studies

U. S. P. Case studies in this lesson, We will go over to successful, unique selling propositions. One will go over Wild belly. The brand I designed and the second brand will go over is Disney. Wild belly is a restaurant catered towards young, professional outdoor loving and terrible target audience. In order to start defining wild belly, we sat down with our client and took a lot of time to understand his why at Romeo, we make deep connections through conversation in order to better understand the client's, why the why is the driving purpose and belief behind the client's decision to create their new brand. When we fully understood what our client was after, we were able to take his initial unique selling proposition that he had created on his own and make it more meaningful and profitable. USP, the U. S. PR client brought us was the mountain lodge in the city. While we shared the enthusiasm our client had for this new brand. We knew we needed to push it further and differentiate even ...

more. After completing the research phase and the brand matrix phase with the client, we found countless restaurants in the city that resembled the lodge either by interior design or concept. If you decide to create a USP that isn't different or compelling you risk being second or even third best in the category. This is simply bad branding and bad branding is detrimental for business. If wild belly chose to keep the USP the mountain lodge in the city, it would be almost the same as another bar restaurant located in the same city, that would be a poor strategy for wild belly. We really have to look at what competitors were doing and try to position ourselves by doing something that resembled the lodge while being different and new. Once we were able to see where the competitors were on the brand matrix, we were then able to plot wild belly in a different and unique spot, which then allowed us to take the old USP and transform it from the mountain lodge in the city to wild belly is the altruistic, intentional wild mountain sanctuary in the city. It's so important when you have your unique selling proposition to live up to that USP, your clients should hear, see and feel that unique selling proposition and everything that you offer and everything that you represent. It is a waste of time to create an amazing, developed, unique selling proposition and not commit fully to it. Let's pull apart the Wild Bill USP and look at things we did to create a compelling and tangible difference, altruistic. This brand is built on being altruistic and changing the way we do business. This brand offers a charitable aspect and allows guests to donate to a greater cause. We reflected the altruism in the manifesto for the brand. We did a ton of research for Wild Billy and found out that most of the competitors for Wild Billy are not altruistic or charitable in any way. This really gave us an edge intentional. This brand is based on intention, whether through altruism or choosing to engage in active meditation in the outdoors. We are not creating a place where you can drink beer, although we do sell beer, we are creating a movement of being present and showing up through intention, intention with where you spend your time, your money and who you choose to be around wild building knows that we each have a limited amount of time on earth and it's so important to be intentional with everything that we do Wild Wild as a part of the brand name because the concept was so important in creating this brand. Oftentimes self love and meditation can be seen as a quiet yoga practice or drinking a lot of green juice. We wanted to highlight a different kind of meditation. Wild belly is all about active meditation and the outdoors and experiencing the peace that comes from things like snowboarding mountain sanctuary. Initially the client wanted to lodge, but we see too many lodges in Denver, so we needed to explore what a lodge really means. A large is typically a gathering place in the mountains. We wanted to create the feeling of a lodge, but without all the expected lodge decor, this allows us to break out of the mold of what we typically see as a lodge and create something that's more of a mountain sanctuary very open, bright and perhaps even white walls. So how can we bring wild belly to life. Like I said earlier, you must learn to make your USP tangible. So let's break down how to make the USP tangible for wild belly logo design. The wild billy logo is inspired by the black diamond you may see at a ski resort. We always take into account the target audience when designing and we knew that the audience would associate this mark was something they love and understand immediately. While this is an icon for those familiar with the slopes, we believe we can add significance to this mark and make it stand for something deeper in Denver and beyond ideally, we want to see people wearing this logo on shirts, putting the stickers on their cars or even the snowboard and truly embracing what this brand stands for color. The desired perception for wild belly was to communicate wildness and an intentional calm in the brand colors interestingly enough, color is closely related to culture and religion, The associations the guests may have with a certain color may differ from country to country. Orange is the most sacred color in the hindu religion in India, whereas orange isn't even acknowledged as a color in dembo Zambia green is also viewed as a sacred color for Muslims and cults color for wild billy was going to be extremely important in communicating the meditative wildness. We were going for through research. We found that dutch orange and avocado green were the perfect colors for wild belly orange in America. The color orange signifies electric wildness, which is exactly why we use it for wild belly Oranges confident, urgent and warns of potential danger. Through surveys, we know that oranges historically the color of amusement in europe and America orange is also associated with the unconventional warmth, energy activity and danger. And then green despite being associated with envy, green is often perceived as peaceful and organic. Green also symbolizes safety and permit months, which really creates a strong juxtaposition to the orange chosen for wild belly. Green was chosen to ground the brand and while wild belly is wild, we are also selling the idea of intention and a calm presence found in nature customer service because the brands USP is all about altruism. We must make sure that each employee is trained in such a way that treats the guests without most care. If you claim to be altruistic and intentional as a core part of your brand, you must live up to it. Anything less will make your brand crash and burn So wild belly claims to be altruistic and intentional. This means that every employee must operate in that way at all times when the phone is answered when they're serving a guest. When the guest spills a glass of wine onto the employee, they must react like the USP tells them to or the brand will not be consistent. The interior design and architecture is also very important because we're embodying both a lodge and a sanctuary. We will be mixing both a clean white aesthetic with the wood aesthetic. To break free of the typical and outdated lodge brand story, you will learn more about the brand story and the importance in this course later on. But for now you must understand that the brand story should also reflect that unique selling proposition for Wild billy. We chose to create a manifesto that reflected the brand. Wild belly believes life is best, live intentionally. We know there is freedom and risk, reckless abandon, kindness and compassion to us. The world is a sanctuary for everyone to call home. This notion can be experienced in powder days, campfire nights, belly laughs and those friends you love so damn much it hurts for wild belly. The only way is forward which includes sacrificing for others and standing up for what we know to be true. While some are hoping for a revival, we are living one. Come get wild with us. So you guys remember a touch point is any point of contact between the buyer and the seller. It's very important to have fun interactive touch points, especially for wild belly. For wild belly. The main touch points were a website, business cards, a season pass or basically a loyalty card that looks like a ski resort, past postcards and a menu design. The brand will also have additional touchpoints like a mural for the wall, custom napkins and a compelling instagram grid. We will also be designing collateral for guests to purchase things like t shirts and stickers. Now let's take a look at Disney. Disney is such a good case study for a brand that has a USP and commits to this one idea with everything that they do walt. Disney was a very interesting person. I've heard all of the crazy stuff about walt. Disney being cryogenically frozen. I've heard about the dark side of Disney and the secret of walt Disney's life, which doesn't seem to be entirely backed up. All of this is interesting, but something I had not really thought of was that walt Disney was an entrepreneur, entrepreneurs need to know a lot about branding or at least hire someone who does. In fact, I don't even think you can be a successful entrepreneur without knowing a lot about branding steve Forbes said that your brand is the single most important investment you can make in your business. From early on walt. Disney knew this and worked very hard to create a desired perception of magic magic is the USP of Disney, one thing that walt. Disney got right as an entrepreneur was creating a brand that could evolve across generations and across everyone in the family, from adults to Children. This evolution keeps going on today. I'm amazed by all the adults were Disney fanatics as well as the teens and Children who breathed. Disney this love for walt Disney across all generations did not happen by coincidence, Disney carefully crafted his cartoons, stories and Disney parks to be for adults. I almost argue that Disney has targeted way more to adults than Children. Well, Disney said you're dead if you aim only for kids, adults are only kids growing up Anyway, I always tell my clients to make their brand for the person paying. So the target audience for a toy would actually be the parents would be buying the toy for the child. We see this from Disney Homestore's to downtown Disney to the Pandora collection displayed across the park. We also see strong details down to the way Disney's copyright is right there. Taglines and advertisements taglines like let the memories begin and the place where dreams come true. These are aspirational for adults and especially adults with Children. Everything the Disney brand stands for and everything that they do brings the audience back to their USP of magic. The Disneyland experiences a perfect case study on creating an atmosphere and a perception for the guests that reflects the company's USP tirelessly from the smell of the bureau's cooking in the park to the cleanliness down to the mysterious underground tunnels that the employees used to travel through the park. Disney goes through great lengths to be incredibly thorough and I would guess less than 5% of people actually notice the detail that they put into their work For Disney. This doesn't matter every touch point, no matter how small can be used to create a sense of Magic Tom Boils. Ex senior vice president at Disney said that there are 11.2 billion combinations of how you can experience the brand. The promise can be experienced at 11.2 billion combinations. Some of the ways you can experience Disney are. Through transportation, interactions with employees, attractions, music, dining, the small boutiques, the fireworks and the fake snow that falls at christmas time. The brand has worked to create a perception and they accomplished this perception so seamlessly we barely even know what's happening as a brand strategist and designer. I can barely comprehend having 11.2 billion combinations lead back to one U. S. P. Of magic. It's pretty amazing.

Class Materials

Bonus Materials with Purchase

Checklist
Researching Your Target Audience
Creating the Audience Persona 1
Creating the Audience Persona 2
Brand Matrix Creation
Creating the USP
Testing the USP
Creating a Brand Story
Turning Brand Strategy into Design

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