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Marketing and Branding - Startup Traction


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Gina Chiang illustrates key branding concepts and describes the most important steps to gaining traction. Gina encourages companies to use empathy and develop a deep understanding for customer needs in order to make a better product and present it in a compelling manner.

This content was produced for the 2015 Singapore Winter semester of the Founder Institute by Founder Institute mentor Gina Chiang, Global Accounts Lead at Google.

Published in: Marketing
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Marketing and Branding - Startup Traction

  1. 1. Marketing and Branding Prepared by Gina Chiang for The Founder Institute
  2. 2. Agenda • Marketing (tools available) – Customer behavior – What interest them – Measurement • Branding – Appearance – Generate awareness – Leverage influencers
  3. 3. What do we do?
  4. 4. Who is Your Customer?
  5. 5. Search is the way in… Know What Your Customers Are Searching For
  6. 6. BE FOUND
  7. 7. Is “LIKE” the best way to measure success?
  8. 8. Available Measurement solutions Searches Clicks Online Sales Foot Traffic Leads Phone Calls App Downloads and purchases Cross-Device Conversions Newsletter Signups Store Locator Time on site Order Tracking
  9. 9. Branding – Appearance  Good Name  Quality Logo  Look and feel of professional website (color, layout, fonts, tone of your product descriptions)  Your appearance in external setting
  10. 10. Branding – Generate Awareness  Online content marketing: blog, company site,, video Social media: Facebook, Google+, Twitter, Linkedin Community volunteer work: Google Business Group (GBG), SMU to name a few examples
  11. 11. Branding – Leverage Influencers  Word of mouth: Tell your stories  Leverage your employees  Get influencer onboard: Person with authority in the field (professor, blogger)
  12. 12. Questions?