• Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
478
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
10
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Building  a  kick-­‐ass  brand  that  wins     February  2013  
  • 2. ©  SOL  MARKETING    |    2   ©  SOL  MARKETING    |    2   BRANDING       Why  is  branding  the  most  oKen  overlooked   pracNce  for  startups?  
  • 3. ©  SOL  MARKETING    |    3  
  • 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. 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. ©  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. ©  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. ©  SOL  MARKETING    |    8   Today’s  opNons  packages  are  tomorrow’s   standard  equipment         We  can’t  control  the  brand  image  –  only   the  idenNty    
  • 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. ©  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. ©  SOL  MARKETING    |    11