Building a brand from scratch: what early stage entrepreneurs need to know

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My presentation from Social Media Week Tokyo on Brand Building for Entrepreneurs

My presentation from Social Media Week Tokyo on Brand Building for Entrepreneurs

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  • 1. Building a Brand from Scratch What early stage entrepreneurs need to knowTuesday, February 19, 13
  • 2. Hi, I’m Colin Nagy. Twitter: @CJNTuesday, February 19, 13
  • 3. Tuesday, February 19, 13
  • 4. Tuesday, February 19, 13
  • 5. Tuesday, February 19, 13
  • 6. I’m passionate about small companies, entrepreneurs and building interesting businesses.Tuesday, February 19, 13
  • 7. Building a brand from scratch. Not just a product or feature,Tuesday, February 19, 13
  • 8. but a living, breathing brand.Tuesday, February 19, 13
  • 9. In a perfect world a startup has:Tuesday, February 19, 13
  • 10. 1. Someone who understands how to build technologies and systems to solve problems;Tuesday, February 19, 13
  • 11. 2. Someone who understands the human factors behind these problems, why they exist and how to shape the experience.Tuesday, February 19, 13
  • 12. 3. Someone who understands how to reach, talk to and sell to people and keep finding more of them.Tuesday, February 19, 13
  • 13. Tuesday, February 19, 13
  • 14. Tuesday, February 19, 13
  • 15. An observation: in the early stages of a startup 80% focus on the product.Tuesday, February 19, 13
  • 16. An observation: in the early stages of a startup 20% focus on the marketing, brand, etc.Tuesday, February 19, 13
  • 17. This is a recipe for danger.Tuesday, February 19, 13
  • 18. Sometimes you just focus on the hard product,Tuesday, February 19, 13
  • 19. And not enough on diplomacy.Tuesday, February 19, 13
  • 20. Tuesday, February 19, 13
  • 21. Tuesday, February 19, 13
  • 22. Sometimes you just focus on the brand voice,Tuesday, February 19, 13
  • 23. And not enough on the product.Tuesday, February 19, 13
  • 24. Tuesday, February 19, 13
  • 25. The balance is hard to find.Tuesday, February 19, 13
  • 26. “...So if an entrepreneur is a coding genius, Andreessen will work on helping with go-to market strategies, marketing, recruiting, and more. The firm has developed a network of talent in-house to help with this.” -Techcrunch “The Rise of the Company Builders”Tuesday, February 19, 13
  • 27. Founders should deeply understand brand.Tuesday, February 19, 13
  • 28. We need more emphasis on creating meaning.Tuesday, February 19, 13
  • 29. But this can be abstract. Let’s explore a bit.Tuesday, February 19, 13
  • 30. What is brand?Tuesday, February 19, 13
  • 31. What is brand? What you tell your customers.Tuesday, February 19, 13
  • 32. Tuesday, February 19, 13
  • 33. What is brand? What your customers think and tell their friends.Tuesday, February 19, 13
  • 34. Tuesday, February 19, 13
  • 35. Brands are built over time through proactive iteration and refinement.Tuesday, February 19, 13
  • 36. Brands are a cohesive story told to the world.Tuesday, February 19, 13
  • 37. And when done well, can be a differentiator.Tuesday, February 19, 13
  • 38. But most brands are boring.Tuesday, February 19, 13
  • 39. Many categories are commoditized.Tuesday, February 19, 13
  • 40. Consumers are harder to reach than ever.Tuesday, February 19, 13
  • 41. But starting from scratch is a beautiful thing.Tuesday, February 19, 13
  • 42. How can you be new & interesting?Tuesday, February 19, 13
  • 43. The MBA teaches: Positioning Competitive set Visual identity Mission Values Why/How/What?Tuesday, February 19, 13
  • 44. But there’s a new rulebook and new imperatives.Tuesday, February 19, 13
  • 45. It is no longer just your tag-lines or materials,Tuesday, February 19, 13
  • 46. it is the review in the app store, the tone of the @reply.Tuesday, February 19, 13
  • 47. Your aesthetic and user experience.Tuesday, February 19, 13
  • 48. Brands exist in people’s heads.Tuesday, February 19, 13
  • 49. So, how can a brand feel human, vibrant and engaging?Tuesday, February 19, 13
  • 50. Building blocks What are the things we need to consider when building a brand from the start?Tuesday, February 19, 13
  • 51. What problem are you solving?Tuesday, February 19, 13
  • 52. Tuesday, February 19, 13
  • 53. How are you different?Tuesday, February 19, 13
  • 54. Tuesday, February 19, 13
  • 55. What is the tone?Tuesday, February 19, 13
  • 56. Tuesday, February 19, 13
  • 57. Who are your most important constituents?Tuesday, February 19, 13
  • 58. Tuesday, February 19, 13
  • 59. What role does your audience play in the brand? active or passive?Tuesday, February 19, 13
  • 60. Tuesday, February 19, 13
  • 61. Through which channels do you communicate?Tuesday, February 19, 13
  • 62. Tuesday, February 19, 13
  • 63. 12 rules of building a brand from scratch:Tuesday, February 19, 13
  • 64. 1 Coherence is key (across all mediums)Tuesday, February 19, 13
  • 65. 2 Have a core belief that is easily articulated to the world.Tuesday, February 19, 13
  • 66. 3 Manage expectations.Tuesday, February 19, 13
  • 67. 4 Gut check your messaging and communications with the real-world. Don’t live in a vacuum.Tuesday, February 19, 13
  • 68. 5 Relationship building needs to happen long before you need it.Tuesday, February 19, 13
  • 69. 6 News only comes around once in a while. Have a plan to fill the void.Tuesday, February 19, 13
  • 70. 7 You don’t need a huge media budget to acquire customers.Tuesday, February 19, 13
  • 71. 8 Build a brand through iteration and refinement. Space to grow over time.Tuesday, February 19, 13
  • 72. 9 UX is now integral to brand experience as much as a logo is.Tuesday, February 19, 13
  • 73. 10 Improving your niche and category through goodwill can reap benefits.Tuesday, February 19, 13
  • 74. 11 Don’t take shortcuts on cultivating the right audience.Tuesday, February 19, 13
  • 75. 12 Don’t forget about real life. Step out of digital and into the community.Tuesday, February 19, 13
  • 76. Thank you! colin@barbariangroup.com @cjnTuesday, February 19, 13