Rise10 Branding


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March 4, 2010 RISE Austin Presentation at TexasCoworking on Branding

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Rise10 Branding

  1. 1. BRANDING FOR STARTUPS How it Helps Sales & Profits Jeffrey Fry Profit Prophet [email_address] macromental.blogspot.com March 4, 2010
  2. 2. Some Questions Covered <ul><li>Can Branding REALLY help Drive Sales? How? </li></ul><ul><li>How Much Does it Cost (in real dollars and LOST sales)? </li></ul><ul><li>What Constitutes a Good Brand? </li></ul><ul><li>What is More Important: Good Product/Service or Good Brand? </li></ul><ul><li>What are the Intangibles of a Great Brand? </li></ul><ul><li>And you will have more…. </li></ul>
  3. 3. Personal Brand? <ul><li>Who Am I? </li></ul>Tall / Short? Casual / Constricted Funny / Serious Profit Prophet I’m not Jewish but I play one on TV! Female / Man Everyday is Fryday
  4. 4. Brand Definition <ul><li>Brand   –noun </li></ul><ul><li>1. kind, grade, or make, as indicated by a stamp, trademark, or the like: the best brand of coffee. </li></ul><ul><li>2. a mark made by burning or otherwise, to indicate kind, grade, make, ownership, etc. </li></ul><ul><li>3. a mark formerly put upon criminals with a hot iron. </li></ul><ul><li>4. any mark of disgrace; stigma. </li></ul><ul><li>5. branding iron. </li></ul><ul><li>6. a kind or variety of something distinguished by some distinctive characteristic: The movie was filled with slapstick—a brand of humor he did not find funny. </li></ul><ul><li>7. a burning or partly burned piece of wood. </li></ul>
  5. 5. Conventional Wisdom <ul><li>brand </li></ul><ul><li>A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed. A brand name is the name of the distinctive product, service, or concept. Branding is the process of creating and disseminating the brand name. Branding can be applied to the entire corporate identity as well as to individual product and service names. </li></ul><ul><li>Here is the famous advertising copywriter and ad agency founder David Ogilvy's definition of a brand: </li></ul><ul><li>The intangible sum of a product's attributes: its name, packaging, and price, its history, its reputation, and the way it's advertised. </li></ul>
  6. 6. The Easy Definition <ul><li>A Brand is What Speaks When There is No One There To Speak for It. </li></ul>
  8. 8. What is Branding? <ul><li>Brands Always Speak to Your Gut </li></ul><ul><li>Not To Your Head </li></ul><ul><li>They Elicit a Feeling </li></ul>
  9. 9. Brand Power Example - Water $40/750ml $200/Gal $0.97/Gal City of LA $3.99/750ml $20/Gal Based on Marketing / Imaging most People were able to accurately estimate the most expensive brands
  10. 10. Taste Is In Your Mouth #1 out of 16 #15 out of 16 Based on Taste NO ONE as able to accurately predict a Winner!
  11. 11. Viral Marketing <ul><li>Branding for Start Ups / Small Business </li></ul><ul><li>Smaller is Better – A Virus Spreads Faster when it is easier to transmit </li></ul><ul><li>Passion Sells – Lost of touches make it spread faster </li></ul><ul><li>Recruits sellers without their knowledge or having to pay them! </li></ul><ul><li>Social Networks ARE Great, But Manage Them </li></ul>
  12. 12. Viral Example HOPE & CHANGE A reality Unknown (Start Up) Wins Highest Office In the Land
  13. 13. Local Example - AGH Austin Green Homebuilder <ul><li>Uses Green without Green </li></ul><ul><li>Focused </li></ul><ul><li>Conveys Spectrum </li></ul><ul><li>Unique </li></ul><ul><li>Double Meaning </li></ul><ul><li>Viral </li></ul><ul><li>Uses Overused Term “Green” </li></ul><ul><li>Unfocused </li></ul><ul><li>Conveys Confusion </li></ul><ul><li>Not Unique </li></ul><ul><li>Lack of Clear Meaning </li></ul><ul><li>Hard To Spread Concept </li></ul>
  14. 14. Where Do I Start? <ul><li>DETERMINE: </li></ul><ul><li>Your Passion </li></ul><ul><li>What Do You Stand For? </li></ul><ul><li>What You want to be Remembered For? </li></ul>
  15. 15. #1 Factor For A Great Brand <ul><li>“ Differentiate or Die” </li></ul><ul><li>No One Ever Remembers Ordinary anything </li></ul>
  16. 16. Marketing Tricks <ul><li>If you are not #1 in a category, create one where you are: </li></ul><ul><li>Example: Hardwired DSP </li></ul><ul><li>PRISM Chipset (#1 selling in world) (Personal Radio for the ISM Band) </li></ul><ul><li>Focus IS important (do not water down) </li></ul><ul><li>Do ONE Thing Better Than Anyone Else AND be KNOWN For It! </li></ul>
  17. 17. Elements of Branding <ul><li>Shapes (Geometric, Others) </li></ul><ul><li>Colors (Each Conveys Meaning) </li></ul><ul><li>Personalities </li></ul><ul><li>Imagery (Animals, Myths, etc.) </li></ul><ul><li>Words (Logo & Tag Lines) </li></ul><ul><li>Fonts </li></ul>
  18. 18. Elements of a GREAT Brand <ul><li>Easy to Remember </li></ul><ul><li>Aligns Passion of Product or Service to Customer’s Needs / Wants </li></ul><ul><li>Conveys What your Words Convey </li></ul><ul><li>Short And Sweet “Just Do It” </li></ul><ul><li>Easy to Remember, Easy To Recall Meaning </li></ul><ul><li>Easy To Remember, Easy To Elicit Correct Feeling </li></ul>
  19. 19. Lets Get Branding <ul><li>Questions? </li></ul><ul><li>Let’s Do A Branding Exercise NOW! </li></ul>