Branding	
  –	
  Start	
  
Early	
  	
  
The	
  Start-­‐Up	
  
approach
HOW	
  TO	
  BUILD	
  A	
  BRAND	
  WITHOUT	
  	
  
SPENDING	
  A	
  LOT	
  OF	
  	
  	
  	
  “MONEY”?	
  	
  
Things to know…
•  Components	
  of	
  Company	
  Value	
  
•  Understanding	
  differen>a>on	
  between	
  core	
  
marke>...
Components of Company Value

SCALING	
  
PROFITABILITY/GROWTH	
  
CUSTOMERS	
  
BRANDING	
  
TECHNOLOGY	
  
TEAM	
  

4
Keep in Mind
•  Whatever	
  startup	
  brands	
  are	
  doing,	
  chances	
  are	
  
you	
  are	
  doing	
  it	
  for	
  t...
Marketing Vs Branding
•  There	
  is	
  a	
  difference	
  between	
  marke>ng	
  and	
  
brand	
  building.	
  
	
  
•  Ma...
Keep the focus on customer
What	
  your	
  End	
  In	
  Mind?	
  –Customer	
  
AcquisiIon?!	
  
To	
  whom	
  you	
  marke...
Few tips…
-­‐  Get	
  the	
  website	
  right!	
  It’s	
  your	
  business	
  card	
  to	
  
your	
  customers.	
  	
  
-­...
Take the first step..
Charity	
  begins	
  at	
  home	
  -­‐	
  internal	
  brand	
  building	
  is	
  a	
  
‘Must-­‐Do’ 	...
Tips
Internal	
  Brand	
  Building	
  
ALWAYS	
  

•  brand	
  your	
  outgoing	
  communica>on	
  	
  
•  brand	
  your	
...
Tips
Internal	
  Brand	
  Building	
  

NEVER	
  
•  allow	
  any	
  spelling	
  errors	
  or	
  gramma>cal	
  errors	
  t...
No money marketing techniques
•  Post	
  Comments	
  on	
  Other	
  Blogs	
  that	
  Relate	
  to	
  Your	
  Industry	
  
...
Measure Results
Online	
  Tools	
  to	
  track	
  your	
  brand	
  

•  Google	
  Alerts	
  -­‐	
  Set	
  an	
  alert	
  f...
Other Reasons
•  seeking	
  new	
  rounds	
  of	
  venture	
  funding	
  	
  
•  introducing	
  new	
  products	
  for	
  ...
Want to learn more?
info@unspunmarketing.com
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Branding for start ups the Unspun way

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Branding & Marketing for Start-Ups

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Branding for start ups the Unspun way

  1. 1. Branding  –  Start   Early     The  Start-­‐Up   approach
  2. 2. HOW  TO  BUILD  A  BRAND  WITHOUT     SPENDING  A  LOT  OF        “MONEY”?    
  3. 3. Things to know… •  Components  of  Company  Value   •  Understanding  differen>a>on  between  core   marke>ng  &  Branding   •  Branding  Tips  –  keep  the  focus  on  customer     •  Take  the  first  step  –  Internal  Branding     •  No  Money  Marke>ng  –  Op>mize  without  spending   •  Defining  and  Measuring  success    
  4. 4. Components of Company Value SCALING   PROFITABILITY/GROWTH   CUSTOMERS   BRANDING   TECHNOLOGY   TEAM   4
  5. 5. Keep in Mind •  Whatever  startup  brands  are  doing,  chances  are   you  are  doing  it  for  the  first  >me.  The  first   presenta>on  to  an  investor,  customer  or   important  employee  must  be  simple,  clear  and   compelling–there  are  no  second  chances.     •  Developing  a  strong  brand  founda>on  is  cri>cal  to   the  early  success  of  startups  and  emerging   companies  finding  their  way.    
  6. 6. Marketing Vs Branding •  There  is  a  difference  between  marke>ng  and   brand  building.     •  Marke>ng  is  for  your  business,  Brand  is  for  your   consumers.       •  People  oWen  mix  the  two  just  because  both  of   them  lead  to  the  same  output,  i.e.  more  sales,   revenue  and  popularity    
  7. 7. Keep the focus on customer What  your  End  In  Mind?  –Customer   AcquisiIon?!   To  whom  you  market     Why  they  buy     What  makes  your  brand  highly  valued  and  difficult   to    subs>tute   How  your  brand  competes    
  8. 8. Few tips… -­‐  Get  the  website  right!  It’s  your  business  card  to   your  customers.     -­‐  Use  a  simple  sentences  to  communicate  your   iden>ty     -­‐  Give  your  prospects  and  customers  a  pla]orm  to   communicate     -­‐  The  Logo    formula  –  Merchandizing  is  good!   -­‐  Content  Marke>ng  –  Leverage  it!    
  9. 9. Take the first step.. Charity  begins  at  home  -­‐  internal  brand  building  is  a   ‘Must-­‐Do’           Nothing  equals  ‘having  your  team  or  employees  believe  in  the   true  poten:al  of  your  brand’  because  then  they  don’t  work   for  you;  they  work  with  you.      
  10. 10. Tips Internal  Brand  Building   ALWAYS   •  brand  your  outgoing  communica>on     •  brand  your  deliverables,  presenta>ons,  code,   reports  etc.     •  document  your  learning,  experience  and   experiments     •  share  your  accomplishments  with  the  team     •  do  a  quality  check  before  delivering    
  11. 11. Tips Internal  Brand  Building   NEVER   •  allow  any  spelling  errors  or  gramma>cal  errors  to   appear  on  your  website  (marke>ng/sales   collateral  for  other  businesses).     •  do  a  hasty  job  with  the  design,  layout  or  styles  -­‐  be   pa>ent  while  finalising  designs;  good  things  take   to  be  built.  (presenta>ons  and  plans  for  other   businesses).    
  12. 12. No money marketing techniques •  Post  Comments  on  Other  Blogs  that  Relate  to  Your  Industry   •   Submit  a  Weekly  Press  Release  to  www.PRLog.com   •  Post  Classified  Ads  on  the  Many  Online  Classified  Ad   Websites.     Examples:  www.Craigslist.org  www.Kijiji.com  www.Loot.com   www.Backpage.com  www.Gumtree.com  www.Oodle.com     •  Start  a  Blog  that  Helps  and  Educates  People  rather  than   trying  to  Sell     •  Create  a  Facebook  Profile,  LinkedIn  Profile,  and  Twider   Acount.     •  Use  Affiliate  programs  and  leverage  Message  Boards   •  Create  a  Video  and  Distribute  it  Using  Youtube  
  13. 13. Measure Results Online  Tools  to  track  your  brand   •  Google  Alerts  -­‐  Set  an  alert  for  your  brand  name  to   receive  daily/weekly  alerts  on  email.  Google  will  send   you  links  to  blogs,  ar>cles  and  webpages  where  your   brand  is  being  talked  about.       •  Yahoo  Pipes  -­‐  It  is  a  service  which  enables  people  to   create  a  news  feed  for  themselves  using  other  feeds   from  the  web.  You  can  use  it’s  search  to  see  if   anyone  reads  stuff  about  you.       •  Google  Blog  Search  -­‐  Find  what  is  being  wriden  about   your  brand  in  the  blogosphere.    
  14. 14. Other Reasons •  seeking  new  rounds  of  venture  funding     •  introducing  new  products  for  the  next  level  of   growth     •  crea:ng  new  marke:ng  and  communica:on   strategies     •  planning  to  enter  new  markets  or  serve  a  new   customer  segment     •  planning  to  shiP  brand  messaging  and   communica:on  strategies    
  15. 15. Want to learn more? info@unspunmarketing.com

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