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Building	
  a	
  kick-­‐ass	
  brand	
  that	
  wins	
  
	
  
February	
  2013	
  
©	
  SOL	
  MARKETING	
  	
  |	
  	
  2	
  
©	
  SOL	
  MARKETING	
  	
  |	
  	
  2	
  
BRANDING	
  
	
  
	
  
Why	
  is	
...
©	
  SOL	
  MARKETING	
  	
  |	
  	
  3	
  
WHY	
  BRANDING	
  FOR	
  STARTUPS? 	
  	
  
Things	
  change	
  quickly	
  	
  
	
  
Success	
  comes	
  at	
  breakneck	...
WHAT	
  IS	
  A	
  BRAND?	
  
Brand	
  makes	
  the	
  turbulence	
  of	
  startup	
  business	
  
manageable	
  	
  
	
  ...
©	
  SOL	
  MARKETING	
  	
  |	
  	
  6	
  
360	
  DEGREE	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
BRANDING	
  
The...
©	
  SOL	
  MARKETING	
  	
  |	
  	
  7	
  
Func%onal	
  Benefits	
  and	
  A1ributes	
  	
  
Emo%onal	
  Benefits	
  	
  
S...
©	
  SOL	
  MARKETING	
  	
  |	
  	
  8	
  
Today’s	
  opNons	
  packages	
  are	
  tomorrow’s	
  
standard	
  equipment	
...
©	
  SOL	
  MARKETING	
  	
  |	
  	
  9	
  
Value	
  ProposiNon	
  
DefiniNon	
  and	
  ValidaNon	
  
Sustainable	
  Brand	...
©	
  SOL	
  MARKETING	
  	
  |	
  	
  10	
  
ü  Research-­‐informed	
  process	
  	
  
ü  Define	
  core	
  Brand	
  DNA	...
©	
  SOL	
  MARKETING	
  	
  |	
  	
  11	
  
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Branding for Startups. Building a Brand that Wins. Sol Marketing, Austin, TX

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Transcript of "Branding for Startups. Building a Brand that Wins. Sol Marketing, Austin, TX "

  1. 1. Building  a  kick-­‐ass  brand  that  wins     February  2013  
  2. 2. ©  SOL  MARKETING    |    2   ©  SOL  MARKETING    |    2   BRANDING       Why  is  branding  the  most  oKen  overlooked   pracNce  for  startups?  
  3. 3. ©  SOL  MARKETING    |    3  
  4. 4. WHY  BRANDING  FOR  STARTUPS?     Things  change  quickly       Success  comes  at  breakneck  speed       Products  change,  teams  change  –  brand  DNA   remains  intact     Investors  invest  with  their  hearts  and  minds     ©  SOL  MARKETING    |    4  
  5. 5. WHAT  IS  A  BRAND?   Brand  makes  the  turbulence  of  startup  business   manageable       OrganizaNonal  behavior  –  not  copywriNng       Sum-­‐total  of  all  experiences  with  a  brand       A  promise  made  –  a  promise  fulfilled         ©  SOL  MARKETING    |    5  
  6. 6. ©  SOL  MARKETING    |    6   360  DEGREE                         BRANDING   The  brand  is  a  relaNonship   that  is  strengthened  or   weakened  with  every   audience  touchpoint   We’re  not  in  the  xxxxxxx   business;  we’re  in  the   relaNonship  business.       360  degree  branding  covers  all   all  communicaNon  channels   Reinforcing  those   relaNonships  requires   agreement  on  brand  direcNon   and  solid,  consistent   communicaNon   BRANDING  PHILOSOPHY  
  7. 7. ©  SOL  MARKETING    |    7   Func%onal  Benefits  and  A1ributes     Emo%onal  Benefits     Self-­‐expressive   benefits,     beliefs  and  values   addressed     Hardest  to  deliver   Hardest  to  imitate   Most  differenNaNng  and  defining   Longest  shelf-­‐life     Key  element  of  emoNonal  brand   •  What  the  product/company  DOES    and  offers   •  What  the  product/company  enables  customers  to  do     •  Easiest  to  deliver   •  Easiest  to  imitate   •  “Ante”  to  get  into  the  category     •  “Speeds  and  feeds”   •  Features  and  characterisNcs     •  Product,  placement,  price,  promoNon   •  Customers  expectaNons  for  a  product  in  the  category   •  What  use  of  the  product  or  relaNonship     with  company  makes  customers  FEEL     •  Harder  to  deliver     •  Not  as  easy  to  imitate  as  funcNonal  benefits     •  Can  command  premium  pricing   When  a  brand  succeeds  in  gefng  to  its  pinnacle,  it   creates  value  for  customers  that  NO  other  brand  can.         If  you  saw  someone  using  our  brand,  what  would  you   know  about  him/her?   DEFINING  CORE  BRAND  DNA  BRAND  PYRAMID  
  8. 8. ©  SOL  MARKETING    |    8   Today’s  opNons  packages  are  tomorrow’s   standard  equipment         We  can’t  control  the  brand  image  –  only   the  idenNty    
  9. 9. ©  SOL  MARKETING    |    9   Value  ProposiNon   DefiniNon  and  ValidaNon   Sustainable  Brand   PosiNon   ideal   customer   product   space   needs     desires   mindshare   aftudes   behaviors   values   addressed   with  your   differenNators   Customer  Knowledge   Marketplace  Knowledge   BRAND  POSITIONING  
  10. 10. ©  SOL  MARKETING    |    10   ü  Research-­‐informed  process     ü  Define  core  Brand  DNA   ü  Carve  out  the  unique  selling  and  value  proposiNons   PROCESS   PROCESS   Expression   DELIVERABLES   Brand  posiNoning   architecture   Brand  narraNve   Brand     blueprint   Discovery   Consensus   building   DefiniNon   DELIVERABLES  
  11. 11. ©  SOL  MARKETING    |    11  
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