Branding 101 for Start-ups
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Your brand is one of the most important things you'll build as an entrepreneur and can add immeasurable value to your company. But what really is branding? Why does it matter and what kind of benefits can it bring me? This short preso was for the Yodlee Incubator and seeks to answer some of these questions and also provide aspiring entrepreneurs with a short guideline on how to get started building lasting, memorable brands. Enjoy!
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Branding 101 for Start-ups
- 1. Branding for Start-ups Patrick “Mad” Mork Nov 18th, 2014
- 3. What is Branding? Germanic / English origins from the 17th Century - A piece of smouldering wood - To mark, burn a animal - A sword
- 4. Why is branding important?
- 7. Benefit - Reduced Marketing Costs
- 9. Benefit: Consumer / Client Loyalty
- 11. Benefit - Company value / equity
- 12. It all starts with a Strong, Bold Vision
- 13. Which translates into execution Vision Mission Strategy
- 14. Example Vision: To create a more compassionate and connected humanity Mission: Help people maintain and deepen relationships over a lifetime. Strategy: To integrate location, communication, and the metagraph into a single tool that enables people to spend time together, communicate, and stay connected over time.
- 15. Onto the 2nd Pyramid - The Brand Pyramid What is the main idea or reason for being of this brand? What kind of emotional benefits does the product /service provide? What are the benefits derived from using the product /service? What are the key benefits I get from this functionally? What are the main features of the product /service? Brand Essence Emotional Benefit Logical Benefits Functional Benefits Features
- 16. Example - Apple Brand Pyramid Think Different Rebellious / Artistic Attractive, Fast, Elegant, Easy to use Sleek Design, Fast Processors, Advanced OS Brand Essence Emotional Benefit Functional Benefits Features
- 17. As a start-up what defines your brand?
- 18. So Start with your Brand Bible Includes: ❖ Vision Pyramid ❖ Brand Pyramid ❖ Tone / Voice ❖ Attributes / Personality ❖ Phrases ❖ Messaging ❖ Brand logos ❖ Brand do’s / dont’s ❖ Color palette ❖ Creative examples
- 19. Methodology -‐ example Management Interviews Consumer Research Compe66ve Research • 10+ hours of 1:1 interviews • Group sessions and discussions • Audio and wri8en transcripts • 1000 Connect consumer interviews done using AYTM.com • Data pulled from 1000+ App store reviews • 22k emails from Connect DB • CompeEEve product usage / tesEng • Leveraged compeEEve survey • Research on compeEEve posiEoning September – October 2014
- 20. In conclusion, what defines a great brand? 1. Value proposition extends beyond its product 2. They make a difference and aren’t just different 3. Don’t interrupt people; they involve them 4. They engage our emotions 5. Help people help themselves 6. Consistency over time
- 21. Enjoy your Run! *View in presenta-on mode and click the icons