What is a brand?• A unique name• A logo• A homepage• A user experience• Editorial voice• Customer service• Marketing
Why is branding important? • First impressions and blink attention span • Perception is reality • Good branding is evidence of quality • VCs invest in startups that win hearts and minds • Customers choose the better brand
Defining your brand• If your startup was a person, how would it... • Talk to someone? • Treat its friends? • Borrow money? • Make a living? • Dress? • Have fun? • Behave in a courtroom?
What makes these names great? • WhoDoYouKnowAt • NeighborGoods • StartupStats • RapidShare • BankSimple
What makes these names suck? •Chyngle •Naymz •Mlkshk •Google •Ford •Xerox
Names are important• First thing you say when you pitch your company, speak on the phone, or write an email. Great if: • Spelt phonetically • Work in other languages • Rhyme • Describe a product benefit • Don’t create cognitive dissonance • WTF is “cognitive dissonance”?
logos are important • Be visible against different colour backgrounds • Work with colours people will wear • Be legible in very small sizes • Have a ‘bullet’ as well as a logo
Best copy practice• This is a personal medium. Communicate like a person, not an organisation.• Start conversations by asking questions• If it gives you pause… pause.
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get started now • Weekly email report • Blog posts and Twitter • Photos and videos • Music, food, pubs, cafes, cocktails... • Employees, investors, media, your mum, your partner, your kids and YOU will want this one day!
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