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ga_branding_aug ga_branding_aug Presentation Transcript

  • BRANDING FOR STARTUPS Eli Altman for General Assembly Hello there July Twenty Twelve
  • BRANDING FOR STARTUPS Eli Altman for General AssemblyWhat we’re 01. What is branding?going to cover 02. Biggest branding mistakes made by startups 03. Some simple ways to avoid these mistakes August Twenty Twelve
  • BRANDING FOR STARTUPS Eli Altman for General AssemblyFirst, a bit Director of Strategy at A Hundred Monkeys. Formerly Brand Strategist and writer atabout me MetaDesign, Factor Design and Grey London. Worked on branding for over 150 startups as well as big companies like Coke, Apple, HP, Hershey’s and Dolby. Interviewed by NPR, Brandweek, The Street and Inc. Magazine. Studied Design and Comparative Literature at UCLA. Branded my first company at 16. They’re still around. August Twenty Twelve
  • BRANDING FOR STARTUPS Eli Altman for General AssemblySo, what is Branding breathes life intobranding? companies and products. By ‘life’ I mean: character, emotion, ideals, style, personality–anything that shows people you’re not a lifeless robot. If your brand were a person, how would it act? It’s about understanding people and the role you want to play in their lives. August Twenty Twelve
  • BRANDING FOR STARTUPS Eli Altman for General AssemblyBranding is just How do you know if you trustlike life someone? How do you make a good first impression? How do you keep someone interested? August Twenty Twelve
  • BRANDING FOR STARTUPS Eli Altman for General Assembly The biggest mistakes in branding August Twenty Twelve
  • BRANDING FOR STARTUPS Eli Altman for General AssemblyWanting to be This isn’t middle school.like everyone The goal is not to blend in.else Show people why you’re different and/or more interesting than what’s already out there. You’re wasting marketing money down the road if you build a brand that’s trying to fit in. August Twenty Twelve
  • BRANDING FOR STARTUPS Eli Altman for General AssemblyToo many cooks People involved equalsin the kitchen opinions involved. Too many opinions puts emphasis on agreement instead of making good work. (Ice Cream Paradox) Few factors cripple a brand like having too many people involved. If there are too many decision makers, pay someone else to do it. August Twenty Twelve
  • BRANDING FOR STARTUPS Eli Altman for General AssemblyTrying to appeal Nothing is for everyone –to everyone your brand is no exception. Trying to appeal to everyone is the quickest way to appeal to no one. You can’t pick a piece of art that’s for everyone. Focus on who’s important first. Speak to them in a way that shows you understand them. August Twenty Twelve
  • BRANDING FOR STARTUPS Eli Altman for General AssemblyNot communi- Try to forget how you learnedcating like a to write in high school.human being It’s easy to forget that your audience is composed of real people with dogs and friends and a weakness for In-N-Out. People tune out corporate language– it’s everywhere. Never use clip art ever, for any reason, for the rest of your life. Appeal to their human side – keep it real, make them smile, give them something to think about. August Twenty Twelve
  • BRANDING FOR STARTUPS Eli Altman for General AssemblyTrying to explain A little mystery goes aeverything long way. Imagine if you tried to tell your whole life story on a first date. Leaving people with questions is a good thing. Only give enough information to keep the attention of your audience. August Twenty Twelve
  • BRANDING FOR STARTUPS Eli Altman for General AssemblySelling instead People can smell a salesof educating pitch a mile away. When you’re teaching, people feel it’s in their best interest to listen. You’re operating from belief and principle instead of ‘Buy my product, it’s cool.’ August Twenty Twelve
  • BRANDING FOR STARTUPS Eli Altman for General AssemblyTrying to be Know your role.core when Companies tend to believe they play a muchyou’re not bigger role in their customers lives than they actually do. It’s easy to overestimate how you fit into people’s lives when you spend all day with this stuff. Understanding the reality of the relationship is very important. What do you stand for? What do you have in common? August Twenty Twelve
  • BRANDING FOR STARTUPS Eli Altman for General AssemblyThinking Focus on how you wanthumans people to feel.make logical ...not what you want them to think.decisions We’re a lot better at creating emotional reactions than controlling thoughts. Thought processes are far more complicated than we give them credit for. Read Jonah Lehrer, Sheena Iyengar, Barry Schwartz. August Twenty Twelve
  • BRANDING FOR STARTUPS Eli Altman for General AssemblyTrying to ‘test’ This is art, not science.or crowdsource When you try to test branding, people pick up onbranding the lack of confidence. People are not used to judging brands out of context—but they’re happy to try, especially when there’s no commitment. See: Too many cooks in the kitchen. Read: Real Leaders Don’t Do Focus Groups by Dan Pallotta. August Twenty Twelve
  • BRANDING FOR STARTUPS Eli Altman for General AssemblyTrying to make Branding is a living,everything breathing thingperfect No matter what you do, you won’t get everything right from the start. Know what is set in stone and play with everything else. Your brand evolves as your company evolves – for better or for worse. August Twenty Twelve
  • BRANDING FOR STARTUPS Eli Altman for General Assembly July Twenty Twelve
  • BRANDING FOR STARTUPS Eli Altman for General Assembly July Twenty Twelve
  • BRANDING FOR STARTUPS Eli Altman for General Assembly Thank you August Twenty Twelve