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

  • 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, February 19, 13
  • 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, February 19, 13
  • 2. Someone who understands the human factors behind these problems, why they exist and how to shape the experience.Tuesday, February 19, 13
  • 3. Someone who understands how to reach, talk to and sell to people and keep finding more of them.Tuesday, February 19, 13
  • 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, February 19, 13
  • 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 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
  • 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 Values Why/How/What?Tuesday, February 19, 13
  • 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, February 19, 13
  • 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.Tuesday, February 19, 13
  • 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