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The Vermont Wood Products Brand - PowerPoint

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The Vermont Wood Products Brand - PowerPoint Powered By Docstoc
					    The Brand for
Vermont Wood Products

A powerful tool that adds value and
helps companies command higher
              prices
  The Vermont Brand: Tourism
• Greenspace that is beautiful and peaceful
  – Contrasts with Urbanspace
• Natural
  – Vermont owns the color green
• Four season outdoor recreation
• Authentic/genuine
• People who want a Vermont experience pay
  more for it
   The Vermont Brand: Maple
• All maple syrup is essentially the same
• Produced from Maine to Minnesota and in
  Canada
• Most containers it is packed into are
  identical
• Research has shown that Vermont maple
  syrup can command a premium over all
  others
    The Vermont Brand: Wood
            Products
• Provides Vermont manufacturers with an
  additional value component
• Enables manufacturers to “automatically”
  assume the attributes of the Vermont wood
  products brand
• Blends well with the brands of many
  manufacturers
• Can form the basis for higher prices for
  otherwise comparable products
The Vermont Wood Products
         Brand

Why people and companies buy from
     Vermont wood products
          manufacturers
        Why Companies Buy
• Vermont products add value to their
  corporate customer’s brands
• There is a lower perceived risk when buying
  from Vermont
• In many cases, the Vermont origin is a
  marketable feature
• Their customers like Vermont products
           Why People Buy
• Buying Vermont products gives people a
  profound sense of well being second only to
  visiting the state
• In a world where margins are added at every
  step in the distribution chain, Vermont
  products hold their value
• People believe that by buying our products
  they are helping to preserve our way of life
        Top Brand Statements
1. Craftsmanship is everything in wood products. I
   buy Vermont wood products because I know
   that each one is carefully crafted rather than
   stamped out by some cookie cutter machine.
   (Score: 339)
2. Vermont wood products are made with an eye
   towards tradition and the values of days gone by.
   Old time values of hard work and getting it
   right are important in how Vermont wood
   products are made. (Score: 327)
         Top Brand Statements
3. To me, Vermont is authentic…the real thing.
   Even the wood products I buy feature old
   fashioned craftsmanship and attention to detail.
   (Score: 318)
4. Vermonters work hard to preserve their
   environment, and that makes me feel better
   about buying their wood products. I like
   knowing that the wood products I buy from
   Vermont are made by people who are sensitive
   to the environment. (Score: 306)
   Supporting Brand Statements
5. Integrity is a word that comes to mind when I
   think about Vermont products. I feel like the
   Vermonters whose wood products I buy are
   honest and trustworthy, that their products are of
   the highest quality, and they stand behind
   everything they make. (Score: 280)
6. Vermont is a place that gives me a profound
   sense of well being. Enjoying products from
   Vermont lets me experience that feeling even
   when I am far away from there. (Score: 280)
   Supporting Brand Statements
7. Quality is what sets Vermont wood products
   apart from those made in other places. Vermont
   wood products have lasting value. (Score: 271)
8. Because Vermont wood products companies are
   small, locally owned and operated businesses, I
   feel like I can have a one-on-one relationship
   with the company. And if I need any help with
   my products, the people at the company will be
   accessible to me. (Score: 254)
Tested Logos
Top Tested Logo
    Functional Brand Attributes
• Craftsmanship        • Hard working; the
• Traditional values     Yankee work ethic
• Getting it “right”   • Environmental
• Genuine-               sensitivity
  ness/Authenticity    • Honesty and Integrity
• Natural              • Creativity
• Quality              • Independent
              Emotional Brand
• If people can’t live here, they want to become as
  intertwined with Vermont as possible
   – They miss at home what they think we have in Vermont
   – They want to help “preserve” Vermont
   – They feel pride when they see Vermont products in their
     local stores and in the catalogs they receive
• Vermont gives people a profound sense of
  wellbeing…it makes people feel more alive and
  more involved
                 Brand Triangle Model

  Personality                                  Attributes
•Hard working                                  •Craftsmanship
•Environmental                              •Traditional values
sensitivity                                  •Getting it “right”
•Honesty                                        •Genuine-ness
•Integrity
                          Brand                  •Authenticity
•Creative                 DNA                          •Natural
•Independent         (Content and Tone)                •Quality


                      Brand Core Value
        Craftsmanship and traditions of days gone by
Brand Steering Wheel Model
Using the Vermont Wood
    Products Brand

Who, What, When, Where, and How
      Who May Use the Brand?
• Any quality wood product made by skilled
  craftspeople in Vermont is eligible subject to
  approval by the Vermont Wood Products
  Marketing Council
• Only businesses with employees in Vermont can
  participate and only those products that are made in
  Vermont can be included
• The wood used in these products can come from
  any source and the product can be a mix of wood
  and other materials as long as it qualifies as a wood
  product by accepted SIC definitions
What is the Brand Logo?
            • Typestyle
               – Block BE Regular
            • Colors
               – Graphic and Bottom Line:
                 Pantone 3435
               – Type and Middle Lines:
                 Pantone 5757
               – TM type: Pantone 3435
            • Available in color and
              black in several formats
What is the Brand Logo?
            • The smaller version is
              simpler (blown up here for
              clarity)
            • Use it when you want to
              fill a small space
            • Better when
              accompanying other logos
            • More appropriate for
              lower resolution
              applications
    When May the Brand Logo Be
              Used?
• Immediately! The brand manual will be
  available as a .pdf for download by 11/1
  – Includes logo art and digital files
  – Brand usage guide
  – Application for Brand usage
• Printed brand manuals will be available
  shortly thereafter, and will include a CD of
  all digital files
 Where Can the Brand Be Used?
• Corporate Identity       • Promotional Literature
• Product Hang Tags        • Trade Show Booths
• Product Stickers         • Advertising – Print/TV
• Website                  • Vehicles
• Laser/branded imprints   • Invoices
  on pieces                • Posters and signage
• Window/Floor Decals      • Promotional
• Truck Graphics             Items/Giveaways
      How To Use The Brand
• Use the logo in all your marketing materials
  and on your products
  – The power of the brand exists first in your usage
    of it, and secondly in the collective usage by the
    industry
• The power is maximized as more companies
  use it
• Always make sure the logo and brand are
  always subordinate to your own identity
     How To Use The Brand
• Make sure the content of your
  communications with your customers
  includes the Brand Attributes
• Make sure the “tone of voice” you use
  when communicating reflects the Brand
  Personality traits
• Use images (graphics) that support the
  brand
             How To Use The Brand
Physical Attributes      Brand Attributes     Brand Personality
Creativity and design   Craftsmanship        Hard working

Quality raw materials   Traditional values   Environmentally
                                             sensitive
Superior milling        Getting it “right”   Honesty

Time honored joinery    Genuine-ness/        Integrity
                        Authenticity
High quality finishes   Natural              Creative

Durability              Quality              Independent

Endurance
     Furniture/Home Furnishings
Physical Attributes      Brand Attributes     Brand Personality
Creativity and design   Craftsmanship        Hard working

Quality raw materials   Traditional values   Environmentally
                                             sensitive
Superior milling        Getting it “right”   Honesty

Time honored joinery    Genuine-ness/        Integrity
                        Authenticity
High quality finishes   Natural              Creative

Durability              Quality              Independent

Endurance
                   Toys and Games
Physical Attributes      Brand Attributes     Brand Personality
Creativity and design   Craftsmanship        Hard working

Quality raw materials   Traditional values   Environmentally
                                             sensitive
Superior milling        Getting it “right”   Honesty

Time honored joinery    Genuine-ness/        Integrity
                        Authenticity
High quality finishes   Natural              Creative

Durability              Quality              Independent

Endurance
                        Housewares
Physical Attributes      Brand Attributes     Brand Personality
Creativity and design   Craftsmanship        Hard working

Quality raw materials   Traditional values   Environmentally
                                             sensitive
Superior milling        Getting it “right”   Honesty

Time honored joinery    Genuine-ness/        Integrity
                        Authenticity
High quality finishes   Natural              Creative

Durability              Quality              Independent

Endurance
                        Wooden Parts
Physical Attributes       Brand Attributes     Brand Personality
Creativity and design    Craftsmanship        Hard working

Quality raw materials    Traditional values   Environmentally
                                              sensitive
Superior milling         Getting it “right”   Honesty

Time honored joinery     Genuine-ness/        Integrity
                         Authenticity
High quality finishes    Natural              Creative

Durability               Quality              Independent

Endurance
                   Building Products
Physical Attributes      Brand Attributes     Brand Personality
Creativity and design   Craftsmanship        Hard working

Quality raw materials   Traditional values   Environmentally
                                             sensitive
Superior milling        Getting it “right”   Honesty

Time honored joinery    Genuine-ness/        Integrity
                        Authenticity
High quality finishes   Natural              Creative

Durability              Quality              Independent

Endurance
     Lumber/Dressed Hardwoods
Physical Attributes      Brand Attributes     Brand Personality
Creativity and design   Craftsmanship        Hard working

Quality raw materials   Traditional values   Environmentally
                                             sensitive
Superior milling        Getting it “right”   Honesty

Time honored joinery    Genuine-ness/        Integrity
                        Authenticity
High quality finishes   Natural              Creative

Durability              Quality              Independent

Endurance
   Arts/Crafts/Decorative Objects
Physical Attributes      Brand Attributes     Brand Personality
Creativity and design   Craftsmanship        Hard working

Quality raw materials   Traditional values   Environmentally
                                             sensitive
Superior milling        Getting it “right”   Honesty

Time honored joinery    Genuine-ness/        Integrity
                        Authenticity
High quality finishes   Natural              Creative

Durability              Quality              Independent

Endurance
      How To Use The Brand
Use the brand words in communications:
• “Our roots run deep into the traditions
  and values that have made Vermont
  craftsmanship admired worldwide for
  more than two centuries.”
• “I am inspired by the traditional
  Vermont artists who put such creativity
  and craftsmanship into their work.”
Brand Do’s and Don’ts


 Guidelines on Logo Usage
            Brand Don’ts
• Damage the brand by countering its
  attributes
• Improperly apply the brand to products
  that don’t qualify
• Use the logo incorrectly
             Logo Don’ts
• Incorrect Color
  –Use the black version instead
• Distracting backgrounds
• Violate the white (clearance) space
  around the logo
• Orient it in the wrong direction
• Run it with insufficient contrast
              Logo Do’s
• The black version can also be used in
  white and medium gray
• The logo can be reversed out of high
  contrast backgrounds
• Use a version without “Since 1791”
  “Quality” and/or “Quality Wood
  Products” if desired
             Brand Do’s

• Use the brand at every touch point with
  customers and potential customers
• Make sure your employees understand
  and use the brand in their work
• “Live” the brand and it will gain power
  for you and other brand users
          Q&A


Next: Brand Discussion Period

				
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