Brand Strategy 101 Essentials for Startups
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My slides from this year's Founder Institute.
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Brand Strategy 101 Essentials for Startups
- 1. Brand Strategy 101! (startup edition)! Copyright Propellerfish Private Limited 2011
- 2. WHAT I’M GOING TO TALK ABOUT A view from 50,000 feet! Copyright Propellerfish Private Limited 2011
- 3. WHAT I’M GOING TO TALK ABOUT (I can actually talk about whatever you like so feel free to interrupt) 01 A BIT ABOUT ME 02 A BIT OF THEORY 03 BUTCHERING MY BRAND 03 A BIT OF ACTION Copyright Propellerfish Private Limited 2011
- 4. A BIT ABOUT ME The The Music Madison Innovation Branding Beach! Business! Ave.! Shop! Agency! 1997-1998 1999 2000-2005 2005-2008 2009 Copyright Propellerfish Private Limited 2011
- 5. STUFF I DID ALONG THE WAY CLIENTS AT MY STARTUP CLIENTS FROM MY PAST LIFE Copyright Propellerfish Private Limited 2011
- 6. AN OBVIOUS DISCLAIMER I’m not a naming and branding person.! Copyright Propellerfish Private Limited 2011
- 7. ANOTHER DISCLAIMER Copyright Propellerfish Private Limited 2011
- 8. Let’s play a game.! Copyright Propellerfish Private Limited 2011
- 9. LET’S PLAY A GAME Copyright Propellerfish Private Limited 2011
- 10. LET’S PLAY A GAME Copyright Propellerfish Private Limited 2011
- 11. LET’S PLAY A GAME Copyright Propellerfish Private Limited 2011
- 12. LET’S PLAY A GAME Copyright Propellerfish Private Limited 2011
- 13. LET’S PLAY A GAME Copyright Propellerfish Private Limited 2011
- 14. SO WHAT’S A BRAND? Copyright Propellerfish Private Limited 2011
- 15. Alex’s oversimplified history of commerce! (brace yourself)! Copyright Propellerfish Private Limited 2011
- 16. THE BEGINNING I have tools. I need tools. Copyright Propellerfish Private Limited 2011 Image credit: tin7_creations
- 17. THE DAWN OF CHOICE I have tools too. $$ $$ Copyright Propellerfish Private Limited 2011 Image credit: tin7_creations
- 18. THE DAWN OF THE EMPOWERED CUSTOMER I have tools So? too. $$ $$ Copyright Propellerfish Private Limited 2011 Image credit: tin7_creations
- 19. THE DAWN OF COMPETITION I mean… My tools are be#er. $$ $$ Copyright Propellerfish Private Limited 2011 Image credit: tin7_creations
- 20. THE DAWN OF CONSUMER APATHY They look the same to me $$ $$ Copyright Propellerfish Private Limited 2011 Image credit: tin7_creations
- 21. THE DAWN OF COMMODITIZATION Well my tools are cheaper $$ $ Copyright Propellerfish Private Limited 2011 Image credit: tin7_creations
- 22. THE DAWN OF PRICE WARS My tools are even cheaper $ $ Copyright Propellerfish Private Limited 2011 Image credit: tin7_creations
- 23. THE DAWN OF PRICE WARS My tools are Deal. even cheaper $ $ Copyright Propellerfish Private Limited 2011 Image credit: tin7_creations
- 24. THE DAWN OF THE BRAND My tools are for people who know how to use tools. $ $ $$$$ Copyright Propellerfish Private Limited 2011 Image credit: tin7_creations
- 25. THE DAWN OF THE BRAND My tools are for Ooh. I want to people who know how to be one of those use tools. people. $$$$ Copyright Propellerfish Private Limited 2011 Image credit: tin7_creations
- 26. WHAT’S A BRAND? There’s a lot of misperception out there by people who say…! A logo! A user interface! An ad! A tag line! A color! A name! Copyright Propellerfish Private Limited 2011 …not really.
- 27. WHAT’S A BRAND? There’s a lot of misperception out there by people who say…! A logo! A user interface! An ad! A tag line! A color! A name! These are the ways brands both express and build themselves. Copyright Propellerfish Private Limited 2011 …not really.
- 28. WHAT’S A BRAND? Wise words from an ad guy…! Those are just expressions of a brand “A brand is the consumer’s idea of a product” - David Ogilvy Copyright Propellerfish 2010 Limited 2011 Copyright Propellerfish Private
- 29. WHAT’S A BRAND? Wise words from the Economist…! Those are just expressions of a brand “(Brands) create the third, intangible step in the adding of value. Take water and sugar: they are commodities. Process them into Cola Drinks, and you have products. Market and promote them into Coca-Cola and Pepsi-Cola and you have brands.” - The Economist: The Year of the Brand Copyright Propellerfish 2010 Limited 2011 Copyright Propellerfish Private
- 30. WHAT’S A BRAND? Wise words from the guys who bring you Mickey…! Those are just expressions of a brand “A brand is a living entity, it is enriched or undermined cumulatively over time, the product of a thousand small gestures” Michael Eisner (Disney CEO) *This is my favorite definition! Copyright Propellerfish 2010 Limited 2011 Copyright Propellerfish Private
- 31. GREAT BRANDS HAVE A CENTRAL GUIDING IDEA The glue that hold each of these “gestures” together! Space Users Font Product Ads User Interface PR Design Brand Idea Partners Pricing Logo Name Events People Copyright Propellerfish 2010 Limited 2011 Copyright Propellerfish Private
- 32. THAT IDEA GOVERNS EACH GESTURE In the simplest terms…! Brand Idea:! Tools for the mind that advance humankind Copyright Propellerfish Private Limited 2011
- 33. MEANWHILE, EACH GESTURE DEFINES THE BRAND In the simplest terms…! Brand Idea: Tools for the mind that advance humankind Copyright Propellerfish 2010 Limited 2011 Copyright Propellerfish Private
- 34. SOMETHING TO KEEP IN MIND Everything communicates.! Copyright Propellerfish Private Limited 2011
- 35. What does this font choice say about Apple? Copyright Propellerfish Private Limited 2011
- 36. Think different. Copyright Propellerfish Private Limited 2011
- 37. What does this style of photography say about Apple? Copyright Propellerfish Private Limited 2011
- 38. What What thisthe materials they usesay about Apple? does do style of photography to build their stores say about them? Copyright Propellerfish Private Limited 2011
- 39. What do the people who work there communicate about the brand? Copyright Propellerfish Private Limited 2011 Photo credit: flickr.com/DaveMN
- 40. Why does my startup need a brand?! Copyright Propellerfish Private Limited 2011
- 41. BECAUSE BRANDS CREATE ELASTICITY People will part with more for a brand.! Jeans are jeans? Passenger quotes during The distance people are the same snowstorm willing to drive to a… “I couldn’t get home to see my family over the holidays, but JetBlue’s a good airline. They did what they could.” -JetBlue Passenger $135 USD “I couldn’t get home for the holidays. I know the weather was bad, but Delta are bastards. I hate them.” $35 USD -‐JetBlue Passenger Price elasticity! Good will elasticity! Distance elasticity! Copyright Propellerfish Private Limited 2011
- 42. SOMETHING MANY BRANDING PEOPLE FORGET Brands are business tools.! Copyright Propellerfish Private Limited 2011
- 43. So how do I build a great brand?! Copyright Propellerfish Private Limited 2011
- 44. START BY ASKING YOURSELF THIS QUESTION I’m a new player and I’m creating something people might not trust entirely new and need people me.! to understand what I do.! What’s your business up against?! What I do will change What we’re selling isn’t for people’s lives but it’s everybody – we need to make tough to understand at sure the people who try us first.! first are the right people.! There are other businesses out there like us and we need people to know that we’re different.! Copyright Propellerfish Private Limited 2011
- 45. THEN ASK YOURSELF THIS… Where is a brand most likely to help?! Copyright Propellerfish Private Limited 2011
- 46. LAY DOWN YOUR BELIEF SYSTEM Startups are in a position to build their brand from the inside out.! Start with the people who are founding the business, their vision for how they plan to change the world and what they’re most passionate about.! If you’re only in it to make money you’re going to suck at this part.! Copyright Propellerfish Private Limited 2011
- 47. HOW WE DID AN OKAY(ISH) JOB OF IT AT PROPELLERFISH Copyright Propellerfish Private Limited 2011
- 48. LOOK HARD AT WHAT YOU ACTUALLY SELL Copyright Propellerfish Private Limited 2011
- 49. LOOK HARD AT WHAT YOU ACTUALLY SELL Copyright Propellerfish Private Limited 2011
- 50. LOOK HARD AT WHAT YOU ACTUALLY SELL Copyright Propellerfish Private Limited 2011
- 51. LOOK HARD AT WHAT YOU ACTUALLY SELL Copyright Propellerfish Private Limited 2011
- 52. THEN LAY DOWN YOUR BELIEF SYSTEM Our belief system would look something like…! 1. We bring freshness of thought to organizations that feel stale! 2. We bring energy that helps accelerate thinking and ideas from workshop to store shelf! 3. We bring a level of polish and precision that can only be delivered by doing one project at a time.! 4. We bring a rigor that’s missing from most other agencies! 5. We operate on the belief that the best creativity is commercial creativity.! 6. We believe in only working with clients who are comfortable collaborating with us as partners.! Copyright Propellerfish Private Limited 2011
- 53. WHAT BUSINESS ARE YOU IN? We’re technically in the innovation business but we like to think of it as though… ! We are an opportunity development business.! Copyright Propellerfish Private Limited 2011
- 54. DEFINE YOUR MISSION We are in the business of helping the world unleash its potential.! Copyright Propellerfish Private Limited 2011
- 55. SAY IT WITH MORE THAN WORDS Credit: Maria Horn (www.mariahorn.com) Copyright Propellerfish Private Limited 2011
- 56. NOW YOU TRY… Start by asking yourself these questions! 1. What are you setting out to build? 2. What’s your mission 3. Who are you targeting? 4. What’s their key painpoint? 5. How do you address it? 6. What do you stand for? Copyright Propellerfish Private Limited 2011
- 57. HOMEWORK 1. Create a brief for your business using the questions on the previous page (this will help you describe your brand to other people)! 2. Rewrite that brief without words using pictures, fonts, sounds, materials, etc. (this will help you brief designers)! 3. Generate a list of words that encapsulate that brief in its entirety - at least 100. (this will be a helpful start point for your naming process)! Copyright Propellerfish Private Limited 2011
- 58. DISCUSSION Let’s talk.! Copyright Propellerfish Private Limited 2011
- 59. KEEP IN TOUCH. Let’s talk more.! alex@propellerfish.com! @alex__marquez! (_x2)! Copyright Propellerfish Private Limited 2011