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Building a Brand              from Scratch              What early stage entrepreneurs need to knowTuesday, February 19, 13
Hi,              I’m Colin Nagy.               Twitter: @CJNTuesday, February 19, 13
Tuesday, February 19, 13
Tuesday, February 19, 13
Tuesday, February 19, 13
I’m passionate          about small companies, entrepreneurs          and building interesting businesses.Tuesday, Februar...
Building a brand          from scratch. Not just a product or feature,Tuesday, February 19, 13
but a living,          breathing brand.Tuesday, February 19, 13
In a perfect world          a startup has:Tuesday, February 19, 13
1. Someone who understands          how to build technologies          and systems to solve          problems;Tuesday, Feb...
2. Someone who understands          the human factors behind          these problems, why they          exist and how to s...
3. Someone who understands          how to reach, talk to and          sell to people and keep          finding more of the...
Tuesday, February 19, 13
Tuesday, February 19, 13
An observation:        in the early stages of a startup        80% focus on the product.Tuesday, February 19, 13
An observation:        in the early stages of a startup        20% focus on the        marketing, brand, etc.Tuesday, Febr...
This is a recipe for          danger.Tuesday, February 19, 13
Sometimes you just focus on          the hard product,Tuesday, February 19, 13
And not enough on          diplomacy.Tuesday, February 19, 13
Tuesday, February 19, 13
Tuesday, February 19, 13
Sometimes you just focus on          the brand voice,Tuesday, February 19, 13
And not enough on          the product.Tuesday, February 19, 13
Tuesday, February 19, 13
The balance          is hard to find.Tuesday, February 19, 13
“...So if an entrepreneur is a coding genius,          Andreessen will work on helping with go-to          market strategi...
Founders should          deeply understand          brand.Tuesday, February 19, 13
We need more emphasis on          creating meaning.Tuesday, February 19, 13
But this can be abstract.          Let’s explore a bit.Tuesday, February 19, 13
What is          brand?Tuesday, February 19, 13
What is          brand?          What you tell your customers.Tuesday, February 19, 13
Tuesday, February 19, 13
What is          brand?          What your customers think and tell their          friends.Tuesday, February 19, 13
Tuesday, February 19, 13
Brands are built          over time through proactive iteration and          refinement.Tuesday, February 19, 13
Brands are a          cohesive story          told to the world.Tuesday, February 19, 13
And when done          well, can be a          differentiator.Tuesday, February 19, 13
But most brands          are boring.Tuesday, February 19, 13
Many categories          are commoditized.Tuesday, February 19, 13
Consumers are          harder to reach          than ever.Tuesday, February 19, 13
But starting from scratch is          a beautiful thing.Tuesday, February 19, 13
How can you be          new & interesting?Tuesday, February 19, 13
The MBA teaches:           Positioning           Competitive set           Visual identity           Mission           Val...
But there’s a new          rulebook and new imperatives.Tuesday, February 19, 13
It is no longer          just your tag-lines or materials,Tuesday, February 19, 13
it is the review          in the app store, the tone of the @reply.Tuesday, February 19, 13
Your aesthetic and         user experience.Tuesday, February 19, 13
Brands exist in        people’s heads.Tuesday, February 19, 13
So, how can a brand feel          human, vibrant and          engaging?Tuesday, February 19, 13
Building blocks          What are the things we need to consider          when building a brand from the start?Tuesday, Fe...
What problem          are you solving?Tuesday, February 19, 13
Tuesday, February 19, 13
How are you          different?Tuesday, February 19, 13
Tuesday, February 19, 13
What is the tone?Tuesday, February 19, 13
Tuesday, February 19, 13
Who are your most          important          constituents?Tuesday, February 19, 13
Tuesday, February 19, 13
What role          does your audience play in the brand?          active or passive?Tuesday, February 19, 13
Tuesday, February 19, 13
Through which channels do          you communicate?Tuesday, February 19, 13
Tuesday, February 19, 13
12 rules          of building a brand from scratch:Tuesday, February 19, 13
1          Coherence is key (across all mediums)Tuesday, February 19, 13
2          Have a core belief that          is easily articulated to          the world.Tuesday, February 19, 13
3          Manage expectations.Tuesday, February 19, 13
4          Gut check your messaging and          communications with the real-world.          Don’t live in a vacuum.Tuesd...
5          Relationship building          needs to happen long          before you need it.Tuesday, February 19, 13
6          News only comes around once in a while.          Have a plan to fill the void.Tuesday, February 19, 13
7          You don’t need a          huge media budget          to acquire customers.Tuesday, February 19, 13
8          Build a brand through          iteration and refinement.          Space to grow over time.Tuesday, February 19, 13
9          UX is now integral to brand experience as          much as a logo is.Tuesday, February 19, 13
10          Improving your niche and category through          goodwill can reap benefits.Tuesday, February 19, 13
11          Don’t take shortcuts          on cultivating the          right audience.Tuesday, February 19, 13
12          Don’t forget about real life. Step out of          digital and into the community.Tuesday, February 19, 13
Thank you!              colin@barbariangroup.com              @cjnTuesday, February 19, 13
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Transcript of "Building a brand from scratch: what early stage entrepreneurs need to know"

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