It's time for branding to become more agile. This deck lays out why branding is important, especially for start-ups, and why the old ways don't work. It lays out a new, better way, and why it should only cost $3,000 to begin and $1,000/month after that.

1. The $3000 brand
FOR AGILE COMPANIES. LIKE YOURS.

2. Why do you
care so much
about
branding
What start-ups think about agencies
“ ?

3. What agencies think about startups
Why do you
ignore
branding
“ ?

4. IT WILL BE
AWESOME FOR YOU
When we bring the
two worlds together

5. AND WHY IS IT IMPORTANT?
What is Branding?

6. “I need a logo and some
other stuff, but I’ve
never done this before.
And I don’t have a lot of
money.
Or time.”
Lots of people

7. (“Logo and some other stuff” = branding)

8. how a business communicates to
the outside world.
Branding is

9. (NB: Marketing is what a company does with that branding.)
Learning French : Branding
::
Giving a speech in French : Marketing

10. &
important because
every business needs to
connect with humans
Branding is
humans are wired to
respond to humanity.

11. Good business isn’t good branding
Good Business
Financial health
Good processes
Research & Strategy
But nobody thinks
this
when they see
this

12. Good business isn’t good branding
Exercise makes you a better person.
Nike makes you a better athlete.
I should buy Nikes and run more.
I feel motivated and inspired now.
When people see they think:

13. Behind every great
brand is a playbook
Brand Character
Brand Voice
Logo System
Messaging Hierarchy
And more.

14. Where the playbook
comes from
OLD WAY VS NEW WAY

15. The Old Way
I. You conduct a review to hire an agency (6 months).
II. You assign a team to work with that agency (12 people).
III. The agency works for a few months then presents 3 “mood boards”.
IV. Your team selects one and gives feedback.
V. The agency makes revisions to the moodboard.
VI. Your team eventually gives approval.
VII. The agency creates assets.
VIII. The revised work gets shown to the C-suite.
IX. The whole team works on revisions until everyone’s happy.
X. Repeat for any new projects.

16. Why The Old Way Doesn’t Work
• You start with the more abstract elements, in a
vacuum, so you end up having a lot of circular
arguments.
• It’s a lot of money to spend on something that’s
bound to change.
• It just takes too long. There are lots more
moving parts to marketing than there used to be.

17. The New Way
I. Get to know the user and figure out how they tick.
Do this a lot.
II. Take stock of what you need right now.
III. Deliver those things as quickly as possible.
IV. Measure, analyze, revise and refine.
V. Thoughtfully add new projects to maintain
momentum without losing your mind.

18. Why The New Way Works
• Technology is changing everything.
• Companies are pivoting more often.
• Companies need stuff sooner than they used to.
• All the moving parts to your marketing don’t
have to be in lock-step any more.
• Branding comes more naturally to people now.

19. What you get

20. What you get
Month 1
$3000
• Name & Logo System
• One-page website
• Collateral:
• Business cards
• T-shirts
• Stickers
• Copy and Design guides
• Color/Font palette
• “How it works” graphic
• Twitter/FB/LinkedIn/G+ Setups

21. Months 2 and beyond
$1000/month
Pick one project per month:
• Case Study
• Whitepaper
• Infographic
• Powerpoint template
• Adwords campaign
• Landing Page campaign
• Editorial calendar
• Pitch deck
• Front-end style guide
What you get
Month 1
$3000
• Name & Logo System
• One-page website
• Collateral:
• Business cards
• T-shirts
• Stickers
• Copy and Design guides
• Color/Font palette
• “How it works” graphic
• Twitter/FB/LinkedIn/G+ Setups

22. Extra Projects
Separate Scope
• Explainer videos
• User Testing
• Product UX
• eCommerce
• Lead nurture
• Helpdesk portal
• Full website
• Blog setup
• Manifesto video
What you get

23. Pre-game
If you haven’t already, we’ll:
• Set Your Buyer Personas
• Visualize the Sales Funnel
• Determine Your Positioning
• Craft Messaging
• Define Your Key Conversions

24. John Park
john@artsandsci.com