Bio startup branding workshop

Brand-Building for Startups:
Branding & Impactful Communications for Your Startup
September 22, 2021

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Agenda
1. Branding fundamentals
2. Market Research
3. Building “The Brand”
4. Effective Communications
© 2021 BrandReady USA

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1a. What is a brand?
• A brand is a powerful concept …. resides in the mind
• A rich tapestry of thoughts, ideas, feelings and conclusions
that “come to life” in the mind of your customers
• The sum of how consumers think & feel about your product:
• Performance attributes: “precision engineering”
• Image attributes: “elegant design”
• Judgment attributes: “quality materials”
• Feelings attributes: “makes me feel confident”

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(Software)
(Diapers)
(Pharma)
(Tires)

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(Software)
(Diapers)
(Pharma)
(Tires)

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(Software)
(Diapers)
(Pharma)
(Tires)
(Pillow)

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1b. Why is “brand” important?
Benefits of a Strong Brand:
• Mnemonic – mental reference point & trigger
• Drives interest…trial…adoption
• Increases perceived value/pricing
• Inspires loyalty
• Creates buffer during times of change/difficulty

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You are here!
“ The First Impression”

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1c. Process
The Brand-Building Process:
Market
Research
Brand
Strategy
Brand
Expression
• Competitors
• Customers
• Key drivers
• Product strengths
• Competitive leverage
• Company purpose/vision
• Value proposition
• Brand positioning
• Personality
• Intended attributes
• Targeted messages
• Name
• Identity
• Website
• Social media
• Launch sales & promotion
• Marketing program
(ongoing)

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Agenda
2. Market Research
3. Building “The Strategy”

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2. Market Research for Startups
“If you want to impress potential investors you need
more than a shiny prototype … they want to see
research that backs up your claims.”
Attest Technologies blog (8/27/21)

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Investors are focused on “Product-Market Fit”…and research connects
the dots between them.
© 2021BrandReady USA
Source: Online research, The Lean Product Playbook (2015), BrandReady USA analysis

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Investors are focused on “Product-Market Fit”…and research connects
the dots between them.
Will a new
Value Proposition…
…speak to
Underserved Needs?

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Investors need to see “the facts” supporting strong Product-Market Fit
… also signals a well-prepared team.
• Addressable market?
• Competitors?
• Customers?
• Key drivers & trends?
• Product strengths?
• Proven value?
• Competitive differentiation?
• Size of prize?
“The Facts”

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Here is a snapshot of how research learnings add value.
Source: Online research, BrandReady USA analysis
Competitors
Who are they, and how does
NewCo eclipse them?
NewCo
Customers
Who are they, and how can
NewCo capture their business?
Market
How big is it/will it get, and what
market share can NewCo expect to
capture?
Drivers
What (unmet) motivations move
the market, and how can NewCo
fulfill them?
Product Equities
What unique product strengths can
NewCo leverage when pitching the
market?
NewCo Team
Do team deliverables, including solid
research, signal a “winning”
vision/commitment?
Value Prop
What unique value proposition can
NewCo use to signal core strengths

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Source: Medium (2016), BrandReady USA analysis
And a view of how research typically evolves as a startup matures.
Strategic
Diagnostic
Evaluative Tracking

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Source: Reinventing Life Science Startups – Steve Blank, Haas School of Business (2013)f
Also …separate path for clinical trials/FDA approval (vs. market research).
Medical Devices:
FDA Approval

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• Search terms
• Search trends
• SEO strategies
• Social sentiment
Market research has a very broad tool kit.
Source: Online research,, BrandReady USA analysis
• Online
• Phone
• Personal
Quantitative Qualitative
Digital
Analytics
Secondary
Research
Syndicated
• Focus groups
• One-on-ones
• Online chat
• Ethnography
• SKU/scanner data
• Media habits
• Media ratings
• Online behaviors
• Online research
• Commercial sources
• Government stats
• Association research

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• Search terms
• Search trends
• SEO strategies
• Online
• Phone
• Personal
Digital
Analytics
Secondary
Research
Syndicated
• Focus groups
• One-on-ones
• Online chat
• Ethnography
• Media habits
• Media ratings
• Online research

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• Search terms
• Search trends
• SEO strategies
• Online
• Phone
• Personal
Digital
Analytics
Secondary
Research
Syndicated
• Focus groups
• One-on-ones
• Online chat
• Ethnography
• Media habits
• Media ratings
• Online research

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• Search terms
• Search trends
• SEO strategies
• Online
• Phone
• Personal
Digital
Analytics
Secondary
Research
Syndicated
• Focus groups
• One-on-ones
• Online chat
• Ethnography
• Media habits
• Media ratings
• Online research

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• Online
• Phone
• Personal
Digital
Analytics
Secondary
Research
Syndicated
• Focus groups
• One-on-ones
• Online chat
• Ethnography
• Media habits
• Media ratings
• Search terms
• Search trends
• SEO strategies
• Online research

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• Online
• Phone
• Personal
Digital
Analytics
Secondary
Research
Syndicated
• Focus groups
• One-on-ones
• Online chat
• Ethnography
• Media habits
• Media ratings
• Search terms
• Search trends
• SEO strategies
• Online research

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• Online
• Phone
• Personal
Digital
Analytics
Secondary
Research
Syndicated
• Focus groups
• One-on-ones
• Online chat
• Ethnography
• Media habits
• Media ratings
• Search terms
• Search trends
• SEO strategies
• Online research
Lower cost &
high value options

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Source: Online research, Lumen Learning (2021), BrandReady USA analysis
For many, a very familiar process.
• SWOT Analysis
• Demographics
• Psychographics
• Buyer Personas
• Customer Journey
• Purchase Funnel
• Competitive Mapping
• Brand Image Maps
• Purchase Drivers
• Price Elasticity
Process Frameworks

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And one that plays a critical role in the history of successful startups!

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Agenda
2. Market Research
3. Building “The Brand”

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3. Building the Brand
So … what is the process for building
your brand?

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Brand Strategy Development process:
Brand
Strategy

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Brand
Strategy
Look for opportunities to build “the brand idea” at the intersection of:
• Differentiating product strengths that…
• Deliver on market needs and…
• Stay true to company vision/aspirations.

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Brand
Strategy
Current perceptions:
“Unfamiliar”

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Brand
Strategy
Current perceptions:
“Unfamiliar”
Intended future reputation:
“Awesome new
company!”

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Brand
Strategy
Your brand strategy provides a roadmap for all
communications.
Brand
Positioning
Key
Messages Personality

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Brand
Strategy
Brand
Positioning
Key
Messages Personality
“Value Proposition”
resides here!
Your brand strategy provides a roadmap for all
communications.

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Positioning
(Pyramid)
Personality
Brand Strategy Framework
Source: BrandReady USA framework

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Positioning
Personality
Brand Strategy Framework
Source: BrandReady USA framework, HubSpot blog (2021)
“The brand positioning platform
frames the brand’s value, purpose, and
distinguishing features within the
context of the buyer’s experience.”
The brand personality sets the “tone of
voice” for brand expression.
HubSpot (2021)

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To illustrate, let’s reverse engineer for Air B&B at time of their launch.
Source: Airbnb pitch deck (2008)

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+

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Source: Airbnb pitch deck (2008), BrandReady USA analysis
+

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Brand Success Checklist –
• Marketing communications program

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1. Develop a clear
picture of market
dynamics

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1. Develop a clear
picture of market
dynamics
2. Clarify brand promise
to resonate with your
key audiences

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1. Develop a clear
picture of market
dynamics
key audiences
3. Communicate brand
promise in a natural
market “voice”

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1. Develop a clear
picture of market
dynamics
audiences
3. Communicate brand
promise in a natural
market “voice”
**Pitch Deck is here

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Your Pitch
Deck
Ads
Public Relations
Direct Mail
Shows & Events
Contests
Trails & Demos
Brochures
Rewards
e/Newsletters
Website/SEO
PPC & Display
Content Marketing
Influencer Marketing
Email Marketing
Social Media
Paid Social
User Reviews
Pitch Deck is a key component of your brand communications.

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Agenda
2. Market Research
3. Building “The Strategy”

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“Your pitch deck is tremendously important to the outcome of your VC
meeting. It’s like a real-time, interactive microcosm of the whole brand,
and your job is to prove the value of your startup, and by extension,
yourself as an entrepreneur.”
Business 2 Community (2017)

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Your mission, should you choose to accept it…
Source: Known/Unknown Framework (US DoD, 2002)

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#1 – Recognize the challenge of your “cold open.”
6 Blind Men and the
Elephant

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Lessons….
• Your opportunity!
• Present yourself in best possible light
• Tell a memorable, compelling story
• Bring the elephant to life!
• Your company is “the elephant”
• Unknown offering
• Multi-faceted…complex
• Being “seen” for first time
• Prospects need to “kick the tires”
• You will be judged!
6 Blind Men and the
Elephant
#1 – Recognize the challenge of your “cold open.”

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Investors:
Buyers:
End-users:
#2 - Know your audience…and speak to their needs!
• Providers + Payers
• Expect keen understanding of healthcare system
• Looking for product innovations targeted to their needs
• Goals – system efficiency, patient satisfaction, ROI
• Keen instinct for good ideas (ROI)
• Expect impeccable business strategy/validation
• Looking for overlay of confidence and competence
• Goal – return on invested capital
• Patients of all kinds
• Looking for enhanced health, comfort and safety
• Expect highest quality at reasonable cost
• Goals – “Make me better” without bankruptcy

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Take investors on a journey
• Channel audience needs
• Create storyline:
• Beginning…middle…end
• Problem…solution…value-add
• Happy ending…size-of-prize
• Practice till you’re fluent
• Deliver with confidence & flair
• Fully engage your audience
• Enjoy the “wrapped attention”
#3 – Turn your pitch deck into a story.

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https://www.think-confidence.com/2012/07/11/confidence-self-first-impressions/
Optimize communication
touchpoints:
• Compelling value proposition
• Targeted messaging
• Professional design
• Integrated team
• Passion & authenticity
• Well-rehearsed pitch
#4 – Make first impressions count.

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Building Blocks for Success*
* Adapted from Five Habits of Highly Effective Pitch Decks – BrandReady USA, 2020

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“I want to learn more”
“I’d consider it”
“I get it”
“Captures my attention”

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“I get it”

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“I get it”

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“I get it”

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Thank You!
dnemiah@brandreadyusa.com

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