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A step-by-step presentation about how to brand a cleantech company to appeal to investors, licensees and customers

A step-by-step presentation about how to brand a cleantech company to appeal to investors, licensees and customers

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  • 1. How to Brand your Cleantech Company to attract partners, investors, licensees and customers Farida Fotouhi Farida@reality2.com © Copyright 2009 Reality2 LLC
  • 2. www.reality2.com This is your time 2
  • 3. www.reality2.com You have a new champion. A stimulus package. And more to come! Reduce dependence on foreign oil $15 billion in clean tech initiatives “Our survival depends on finding new sources of energy” (Address to Congress, Tuesday Feb 24) Solar, wind, biofuels, storage, smart grid, fuel cells-- “Answers are in..our laboratories and..the imaginations of our entrepreneurs.”.. Reduce greenhouse gases Clean energy economy: funding, green jobs 3
  • 4. www.reality2.com Water Energy ood 4
  • 5. www.reality2.com Cleantech is the place to be today. But, to reap the rewards you need to:  Build a brand  Align yourself with the big picture vision  Define the roadblock you remove  Educate  Demonstrate a good business case  Show a clear benefit for each audience  Keep it simple 5
  • 6. Your brand = the sum of experiences at every point of contact.
  • 7. www.reality2.com You have a brand whether you know it or not. Take control and make it work for you. “What X stands for” 7
  • 8. www.reality2.com A brand is both facts and feelings. Pain relieved? Credible? Why is it better? Market savvy? Market traction? Cutting edge? $ Potential? Am I in love? 8
  • 9. www.reality2.com The Reality-Based branding and positioning triangle. 9
  • 10. www.reality2.com Your customer.  Customer POV by segment  Greatest pain / greatest opportunity  Change: drivers & barriers  Why choose you 10
  • 11. www.reality2.com Your competition.  What do they say they do?  What do they really do?  Who knows this?  Be sure you’re different  Monitor competitive sites 11
  • 12. www.reality2.com Your value proposition.  Customer-focused  Simple and clear  Differentiated  One brand/target segments 12
  • 13. www.reality2.com How should you define and express your brand personality?  Helpful?  Friendly?  Compassionate?  Businesslike?  Solution-focused?  Cutting-edge? 13
  • 14. Align yourself with the big picture vision and be specific about the roadblock you remove.
  • 15. www.reality2.com 15
  • 16. www.reality2.com ALIGN WITH BIG PICTURE SPECIFIC ROADBLOCK YOU REMOVE 16
  • 17. www.reality2.com EDUCATE (SIMPLE, CLEAR) OLD WAY NEW WAY 17
  • 18. Paradigm shifters: educate! Own the solution as thought leader. Change perceptions and behavior.
  • 19. www.reality2.com EDUCATE: CHANGE PERCEPTIONS BE A THOUGHT LEADER 19
  • 20. www.reality2.com OWN THE SOLUTION AS THOUGHT LEADER 20
  • 21. Make a good business case. Sustainability alone isn’t sustainable.
  • 22. www.reality2.com Businesses buy sustainability when it also adds value and impacts the bottom line. 1) Sustainability 2) Affordability 3) Quality 22
  • 23. www.reality2.com THE BUSINESS CASE THOUGHT LEADERSHIP 23
  • 24. www.reality2.com THE BUSINESS CASE + GREEN BENEFIT OLD WAY - NEW WAY: QUALITY OWNERSHIP OF SOLUTION (IP) OLD WAY - NEW WAY: SAVINGS 24
  • 25. A value proposition for each target audience (within unified brand)
  • 26. www.reality2.com The early stage target audience.  High-profile customer(s)  Strategic partners  Licensors  Potential buyer  Investors 26
  • 27. www.reality2.com Early Stage Branding: the key components. A branding strategy Clear market-focused value Name/logo proposition for each target Website Professional startup package (not home-made) Brochure Presentation See http://www.reality2.com/early_stage_branding.html 27
  • 28. Keep it simple.
  • 29. www.reality2.com You’ve developed a clean tech breakthrough. 29
  • 30. www.reality2.com Commercialization, branding and selling involve an entirely different skill set. Ours is better! 30
  • 31. www.reality2.com Can you explain your product to a six-year-old?  Simplify  Educate  Show clear benefits 31
  • 32. Whatyou guys is it do again?
  • 33. So what?
  • 34. How to Brand your Cleantech Company to attract partners, investors, licensees and customers Farida Fotouhi Farida@reality2.com © Copyright 2009 Reality2 LLC