Join the Conversation: #SMUGEW13

Building a Social Startup Brand
September 23rd, 2013

@sambrennand

@SMU_Ryerson

@vapar...
Join the Conversation: #SMUGEW13

Why We’re Here

1 Introductions
2 What is a brand?
3 What’s a social brand?

@sambrennan...
Join the Conversation: #SMUGEW13

Introductions

VA Partners
•

•

Sam Brennand

Outsourced sales, marketing,
and social m...
Join the Conversation: #SMUGEW13

What is a brand?

@sambrennand

@SMU_Ryerson

@vapartners
Join the Conversation: #SMUGEW13

What it’s not…

Your Name
Your Logo
Your Slogan
Your Website
Your Colours
What is a bran...
Join the Conversation: #SMUGEW13

‘The space you own rent
in your customer’s mind’
When it comes to your
customers, you ca...
Join the Conversation: #SMUGEW13

What is a social brand?

@sambrennand

@SMU_Ryerson

@vapartners
Join the Conversation: #SMUGEW13

Social Entrepreneurs
‘‘recognize social problems
and use entrepreneurial
principles to o...
Join the Conversation: #SMUGEW13

A social brand is a brand
that serves a conduit
between a business and
something
.

@sam...
Join the Conversation: #SMUGEW13

All over the world,
social entrepreneurship
is exploding.

@sambrennand

@SMU_Ryerson

8...
Join the Conversation: #SMUGEW13

@sambrennand

@SMU_Ryerson

@vapartners
Join the Conversation: #SMUGEW13

“

Social entrepreneurs are not content just
to give a fish or teach how to fish. They
w...
Join the Conversation: #SMUGEW13

@sambrennand

@SMU_Ryerson

@vapartners
Join the Conversation: #SMUGEW13

Why does brand matter?

@sambrennand

@SMU_Ryerson

@vapartners
Join the Conversation: #SMUGEW13

Nothing can help you
scale a business faster
than a great brand.

@sambrennand

@SMU_Rye...
Join the Conversation: #SMUGEW13

The question isn’t how to
build a social brand. It’s
how to build a purposedriven brand....
Join the Conversation: #SMUGEW13

How do you do it?

@sambrennand

@SMU_Ryerson

@vapartners
Join the Conversation: #SMUGEW13

PASSION

PEOPLE

CUSTOMER

TRUST

@sambrennand

@SMU_Ryerson

@vapartners
Join the Conversation: #SMUGEW13

CUSTOMER

@sambrennand

@SMU_Ryerson

@vapartners
Join the Conversation: #SMUGEW13

As with everything in
business, a great brand
starts by understanding
your customers.

@...
Join the Conversation: #SMUGEW13

CUSTOMER

@sambrennand

@SMU_Ryerson

@vapartners
Join the Conversation: #SMUGEW13

Every brand can sell an
idea. Not every brand
can sell its purpose.

@sambrennand

@SMU_...
Join the Conversation: #SMUGEW13

CUSTOMER

@sambrennand

@SMU_Ryerson

@vapartners
Join the Conversation: #SMUGEW13

Promise: How?
Personality: Who?
Positioning: Why?

@sambrennand

@SMU_Ryerson

@vapartne...
Join the Conversation: #SMUGEW13

CUSTOMER

@sambrennand

@SMU_Ryerson

@vapartners
Join the Conversation: #SMUGEW13

A brand is a
summation of experiences.

@sambrennand

@SMU_Ryerson

@vapartners
Join the Conversation: #SMUGEW13

CUSTOMER

@sambrennand

@SMU_Ryerson

@vapartners
Join the Conversation: #SMUGEW13

Connected experiences
must occur at every
customer touchpoint.

@sambrennand

@SMU_Ryers...
Join the Conversation: #SMUGEW13

@sambrennand

@SMU_Ryerson

@vapartners
Join the Conversation: #SMUGEW13

@sambrennand

@SMU_Ryerson

@vapartners
Join the Conversation: #SMUGEW13

@sambrennand

@SMU_Ryerson

@vapartners
Join the Conversation: #SMUGEW13

It’s about the why,
not only the what.

@sambrennand

@SMU_Ryerson

@vapartners
Join the Conversation: #SMUGEW13

What’s unique about
building a social brand?
@sambrennand

@SMU_Ryerson

@vapartners
Join the Conversation: #SMUGEW13

PASSION

PEOPLE

CUSTOMER

TRUST

@sambrennand

@SMU_Ryerson

@vapartners
Join the Conversation: #SMUGEW13

How?

@sambrennand

@SMU_Ryerson

@vapartners
Join the Conversation: #SMUGEW13

Passion

@sambrennand

@SMU_Ryerson

@vapartners
Join the Conversation: #SMUGEW13

Passion

@sambrennand

@SMU_Ryerson

@vapartners
Join the Conversation: #SMUGEW13

People

@sambrennand

@SMU_Ryerson

@vapartners
Join the Conversation: #SMUGEW13

@sambrennand

@SMU_Ryerson

@vapartners
Join the Conversation: #SMUGEW13

It takes a village to build
a brand, but it takes a
founder to lead a brand.

@sambrenna...
Join the Conversation: #SMUGEW13

Trust & Authenticity

@sambrennand

@SMU_Ryerson

@vapartners
Join the Conversation: #SMUGEW13

@sambrennand

@SMU_Ryerson

@vapartners
Join the Conversation: #SMUGEW13

@sambrennand

@SMU_Ryerson

@vapartners
Join the Conversation: #SMUGEW13

@sambrennand

@SMU_Ryerson

@vapartners
Join the Conversation: #SMUGEW13

@sambrennand

@SMU_Ryerson

@vapartners
Join the Conversation: #SMUGEW13

@sambrennand

@SMU_Ryerson

@vapartners
Join the Conversation: #SMUGEW13

@sambrennand

@SMU_Ryerson

@vapartners
Join the Conversation: #SMUGEW13

Key Takeaways
1 Your brand is the space you rent in your customers mind
Start your brand...
Join the Conversation: #SMUGEW13

Thank you.
Questions?

@sambrennand

@SMU_Ryerson

@vapartners
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How to Build a Social Startup Brand

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This presentation on building a brand as a social entrepreneur was delivered at StartMeUp Ryerson and Enactus Ryerson's Training Tracks session on "Building Your Brand". Given during Global Entrepreneurship Week, where the theme was social entrepreneurship, this presentation is geared towards social entrepreneurs and is full of examples of how real-life social entrepreneurs were able to build great brands.

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Transcript of "How to Build a Social Startup Brand "

  1. 1. Join the Conversation: #SMUGEW13 Building a Social Startup Brand September 23rd, 2013 @sambrennand @SMU_Ryerson @vapartners
  2. 2. Join the Conversation: #SMUGEW13 Why We’re Here 1 Introductions 2 What is a brand? 3 What’s a social brand? @sambrennand 4 Why does brand matter? 5 How do you do it? unique 6 What’sbrand? about building a social @SMU_Ryerson @vapartners
  3. 3. Join the Conversation: #SMUGEW13 Introductions VA Partners • • Sam Brennand Outsourced sales, marketing, and social media services for startups and growing companies Worked with dozens of companies to build brands and drive millions of dollars in revenue • Marketing Manager, Venture Accelerator Partners • B2B marketing and sales roles with University of Waterloo, TELUS, Microsoft Canada, and Steelcase @sambrennand @vapartners @SMU_Ryerson
  4. 4. Join the Conversation: #SMUGEW13 What is a brand? @sambrennand @SMU_Ryerson @vapartners
  5. 5. Join the Conversation: #SMUGEW13 What it’s not… Your Name Your Logo Your Slogan Your Website Your Colours What is a brand? Your Products Your Services @sambrennand @SMU_Ryerson @vapartners
  6. 6. Join the Conversation: #SMUGEW13 ‘The space you own rent in your customer’s mind’ When it comes to your customers, you can never take anything for granted. @sambrennand @SMU_Ryerson @vapartners
  7. 7. Join the Conversation: #SMUGEW13 What is a social brand? @sambrennand @SMU_Ryerson @vapartners
  8. 8. Join the Conversation: #SMUGEW13 Social Entrepreneurs ‘‘recognize social problems and use entrepreneurial principles to organize, create, and manage ventures to realize social change.’’ @sambrennand @SMU_Ryerson @vapartners
  9. 9. Join the Conversation: #SMUGEW13 A social brand is a brand that serves a conduit between a business and something . @sambrennand @SMU_Ryerson @vapartners
  10. 10. Join the Conversation: #SMUGEW13 All over the world, social entrepreneurship is exploding. @sambrennand @SMU_Ryerson 82% 30k $40B @vapartners
  11. 11. Join the Conversation: #SMUGEW13 @sambrennand @SMU_Ryerson @vapartners
  12. 12. Join the Conversation: #SMUGEW13 “ Social entrepreneurs are not content just to give a fish or teach how to fish. They will not rest until they have revolutionized the fishing industry. ” @sambrennand @SMU_Ryerson @vapartners
  13. 13. Join the Conversation: #SMUGEW13 @sambrennand @SMU_Ryerson @vapartners
  14. 14. Join the Conversation: #SMUGEW13 Why does brand matter? @sambrennand @SMU_Ryerson @vapartners
  15. 15. Join the Conversation: #SMUGEW13 Nothing can help you scale a business faster than a great brand. @sambrennand @SMU_Ryerson @vapartners
  16. 16. Join the Conversation: #SMUGEW13 The question isn’t how to build a social brand. It’s how to build a purposedriven brand. How do you use your core values to solve problems? @sambrennand @SMU_Ryerson @vapartners
  17. 17. Join the Conversation: #SMUGEW13 How do you do it? @sambrennand @SMU_Ryerson @vapartners
  18. 18. Join the Conversation: #SMUGEW13 PASSION PEOPLE CUSTOMER TRUST @sambrennand @SMU_Ryerson @vapartners
  19. 19. Join the Conversation: #SMUGEW13 CUSTOMER @sambrennand @SMU_Ryerson @vapartners
  20. 20. Join the Conversation: #SMUGEW13 As with everything in business, a great brand starts by understanding your customers. @sambrennand @SMU_Ryerson @vapartners
  21. 21. Join the Conversation: #SMUGEW13 CUSTOMER @sambrennand @SMU_Ryerson @vapartners
  22. 22. Join the Conversation: #SMUGEW13 Every brand can sell an idea. Not every brand can sell its purpose. @sambrennand @SMU_Ryerson @vapartners
  23. 23. Join the Conversation: #SMUGEW13 CUSTOMER @sambrennand @SMU_Ryerson @vapartners
  24. 24. Join the Conversation: #SMUGEW13 Promise: How? Personality: Who? Positioning: Why? @sambrennand @SMU_Ryerson @vapartners
  25. 25. Join the Conversation: #SMUGEW13 CUSTOMER @sambrennand @SMU_Ryerson @vapartners
  26. 26. Join the Conversation: #SMUGEW13 A brand is a summation of experiences. @sambrennand @SMU_Ryerson @vapartners
  27. 27. Join the Conversation: #SMUGEW13 CUSTOMER @sambrennand @SMU_Ryerson @vapartners
  28. 28. Join the Conversation: #SMUGEW13 Connected experiences must occur at every customer touchpoint. @sambrennand @SMU_Ryerson @vapartners
  29. 29. Join the Conversation: #SMUGEW13 @sambrennand @SMU_Ryerson @vapartners
  30. 30. Join the Conversation: #SMUGEW13 @sambrennand @SMU_Ryerson @vapartners
  31. 31. Join the Conversation: #SMUGEW13 @sambrennand @SMU_Ryerson @vapartners
  32. 32. Join the Conversation: #SMUGEW13 It’s about the why, not only the what. @sambrennand @SMU_Ryerson @vapartners
  33. 33. Join the Conversation: #SMUGEW13 What’s unique about building a social brand? @sambrennand @SMU_Ryerson @vapartners
  34. 34. Join the Conversation: #SMUGEW13 PASSION PEOPLE CUSTOMER TRUST @sambrennand @SMU_Ryerson @vapartners
  35. 35. Join the Conversation: #SMUGEW13 How? @sambrennand @SMU_Ryerson @vapartners
  36. 36. Join the Conversation: #SMUGEW13 Passion @sambrennand @SMU_Ryerson @vapartners
  37. 37. Join the Conversation: #SMUGEW13 Passion @sambrennand @SMU_Ryerson @vapartners
  38. 38. Join the Conversation: #SMUGEW13 People @sambrennand @SMU_Ryerson @vapartners
  39. 39. Join the Conversation: #SMUGEW13 @sambrennand @SMU_Ryerson @vapartners
  40. 40. Join the Conversation: #SMUGEW13 It takes a village to build a brand, but it takes a founder to lead a brand. @sambrennand @SMU_Ryerson @vapartners
  41. 41. Join the Conversation: #SMUGEW13 Trust & Authenticity @sambrennand @SMU_Ryerson @vapartners
  42. 42. Join the Conversation: #SMUGEW13 @sambrennand @SMU_Ryerson @vapartners
  43. 43. Join the Conversation: #SMUGEW13 @sambrennand @SMU_Ryerson @vapartners
  44. 44. Join the Conversation: #SMUGEW13 @sambrennand @SMU_Ryerson @vapartners
  45. 45. Join the Conversation: #SMUGEW13 @sambrennand @SMU_Ryerson @vapartners
  46. 46. Join the Conversation: #SMUGEW13 @sambrennand @SMU_Ryerson @vapartners
  47. 47. Join the Conversation: #SMUGEW13 @sambrennand @SMU_Ryerson @vapartners
  48. 48. Join the Conversation: #SMUGEW13 Key Takeaways 1 Your brand is the space you rent in your customers mind Start your brand building process by understanding two important 2 things – your target customers and your purpose 3 4 All great brands, especially social ones, integrate their marketing tactics to create interconnected experiences at every customer touchpoint Social content is more about why than what 5 Social brands differ from regular brands in the level of passion and involvement of its founders and people, and the levels of trust and authenticity required to scale to success @sambrennand @SMU_Ryerson @vapartners
  49. 49. Join the Conversation: #SMUGEW13 Thank you. Questions? @sambrennand @SMU_Ryerson @vapartners

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