In this session of Entrepreneurship 101, we define the field of marketing and communications, covering the basics of advertising, branding, public relations and social media. We explore the idea of traction, and provide an overview of the 19 different channels and activities that have the potential to move the needle for your business. Key topics covered: Brand identity, traction, PR and social media.

1. Developing talent • Growing ventures • Opening markets
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BRAND IDENTITY
N A T H A N M O N K ,
@ C O W B O Y T W E E T S
I C T V E N T U R E S E R V I C E S
2 0 1 6

2. Developing talent • Growing ventures • Opening markets
Our Future MaNers
4 February 2016
WHAT IS A BRAND?

3. Developing talent • Growing ventures • Opening markets
Our Future MaNers
4 February 2016
FIRST
A brand is not a logo.

4. Developing talent • Growing ventures • Opening markets
Our Future MaNers
4 February 2016
SECOND
A brand is not a idenUty.

5. Developing talent • Growing ventures • Opening markets
Our Future MaNers
4 February 2016
FINALLY
A brand is not a product.

6. Developing talent • Growing ventures • Opening markets
Our Future MaNers
4 February 2016
What is it then?

7. Developing talent • Growing ventures • Opening markets
Our Future MaNers
4 February 2016
A brand is a person’s gut feeling
about a product, service, or
organizaUon.
Source:
Marty
Neumeier,
The
Brand
Flip

8. Developing talent • Growing ventures • Opening markets
Our Future MaNers
4 February 2016
Why is it important?

9. Developing talent • Growing ventures • Opening markets
Our Future MaNers
4 February 2016
Because
they
create
a
pla0orm
of
trust
in
which
to
generate
long-­‐term
value.

10. Developing talent • Growing ventures • Opening markets
Our Future MaNers
4 February 2016
10 RULES OF BUILDING BRAND IDENTITY

11. Developing talent • Growing ventures • Opening markets
Our Future MaNers
4 February 2016
1. POWER HAS SHIFTED
FROM COMPANIES TO
CUSTOMERS

12. Developing talent • Growing ventures • Opening markets
Our Future MaNers
4 February 2016
2. PEOPLE ARE NOT
FOCUSED ON PRODUCTS,
BUT MEANING

13. Developing talent • Growing ventures • Opening markets
Our Future MaNers
4 February 2016
3. CUSTOMERS BUILD
PRODUCTS TO BUILD THEIR
IDENTITIES

14. Developing talent • Growing ventures • Opening markets
Our Future MaNers
4 February 2016
4. THEY HATE BEING SOLD,
BUT LOVE TO BUY

15. Developing talent • Growing ventures • Opening markets
Our Future MaNers
4 February 2016
5. THEY BUY IN TRIBES TO
FEEL SAFE AND SUCCESSFUL

16. Developing talent • Growing ventures • Opening markets
Our Future MaNers
4 February 2016
6. THE BATTLE IS NO LONGER
BETWEEN COMPANIES, BUT
TRIBES

17. Developing talent • Growing ventures • Opening markets
Our Future MaNers
4 February 2016
7. THE COMPANY WITH THE
STRONGEST TRIBE WINS

18. Developing talent • Growing ventures • Opening markets
Our Future MaNers
4 February 2016
8. TRIBES ARE CONNECTED
THROUGH TECHNOLOGY

19. Developing talent • Growing ventures • Opening markets
Our Future MaNers
4 February 2016
9. BRANDS NEED TO FLOW
THROUGH MULTIPLE
TECHNOLOGIES

20. Developing talent • Growing ventures • Opening markets
Our Future MaNers
4 February 2016
10. THE MOST SUCCESSFUL
BRANDS ARE NOT STATIC,
BUT FLUID

21. Developing talent • Growing ventures • Opening markets
Our Future MaNers
What is the difference between branding
and markeUng?
4 February 2016
Source:
Marty
Neumeier,
The
Brand
Flip
• Branding
is
a
pull
tacBc.
MarkeBng
is
a
push
tacBc.
• Branding
is
who
you
are.
MarkeBng
is
what
you
do.
• Branding
is
long-­‐term.
MarkeBng
is
short-­‐term.
• Branding
builds
loyalty.
MarkeBng
generates
response.
• Branding
creates
value.
MarkeBng
extracts
value.
• Branding
is
strategic.
MarkeBng
is
tacBcal.
• Branding
appeals
to
emoBon.
MarkeBng
appeals
to
reason.

22. Developing talent • Growing ventures • Opening markets
Our Future MaNers
THE ‘NEW’ BRAND MARKETING
The value of intangible value assets has gone up from 17% to 80% over the last 30
years on the balance sheet. Brand equals the majority share of intangible assets.
4 February 2016
Source:
Marty
Neumeier,
The
Brand
Flip

23. Developing talent • Growing ventures • Opening markets
Our Future MaNers
BRAND COMMITMENT MATRIX (BCM)
Startups must align to customer IAM
4 February 2016
CUSTOMERS
COMPANY
IDENTITY
(who
they
are)
PURPOSE
(why
we
exist)
AIMS
(
what
they
want)
ONLYNESS
(what
we
offer)
MORES
(how
they
belong)
VALUES
(how
we
behave)
GOAL:
The
goal
is
to
quickly
idenBfy
a
tribe
and
help
them
build
an
idenBty
around
a
set
of
users.

24. Developing talent • Growing ventures • Opening markets
Our Future MaNers
BRAND FLOWS THROUGH TOUCHPOINTS
4 February 2016
.
SHALLOW
PERSONAL
DEEP
GENERAL
WEBSITE
FUNDRAISERS
EMAILS
BUSINESS
CARDS
PR
VIRAL
“CUSTOMER”
SEO
SEM
SOCIAL
Note
-­‐
This
will
change
as
customer
datapoints
are
obtained
and
tracBon
points
are
obtained

25. Developing talent • Growing ventures • Opening markets
Our Future MaNers
10 BRAND IDENTITY TAKE-­‐AWAYS
1. An explosion of connecUvity, and the power it gives customers, is turning companies
upside down.
2. Your customer wants more than features, more than benefits, and more than
experiences. They want meaning.
3. Your product is not the innovaUon, the customer is.
4. You can’t decide a great customer experience. You have to DESIGN it.
5. The goal of designing prototypes is not to impress your customers, but let them
impress you with their reacUons, knowledge, and insights.
6. A brand is not what you say it is, it’s what they say it is.
7. Customers buy on authenUcity
8. Customers don’t want to be told, they want to tell. They long to be the heroes of
their own journey.
9. Each brand experience should be the brand in a miniature, a representaUve sample
of what your customers understand about your company and its offerings
10. Delight in the minimal, the ultra clear, the super simple. Never add without trying to
subtract.
4 February 2016
.

26. Developing talent • Growing ventures • Opening markets
Our Future MaNers
THANK YOU.
4 February 2016