Branding Your Start-Up: Talk from Barcamp Portland 2012


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These are slides from a talk I gave at Barcamp Portland 2012 on Branding Your Start-up, based on past speed branding workshops I’ve given.

p.s. Earlier I uploaded a large PPT file that I think might be too large for people to view, so this is the same deck but a reduced file size pdf.

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Branding Your Start-Up: Talk from Barcamp Portland 2012

  1. 1. Speed Branding:
A DIY Branding Session
For Entrepreneurs !© 2012 Alicia Nagel Creative!
  2. 2. Agenda!1.  What is a brand and why do I need one?! •  Definition! •  The importance of essence and story!2.  How can I discover and define my brand?! •  Brand Book Creative Work Session!3.  How do I use a brand strategy?! •  Brand Touchpoints! •  Next Steps & Working with marketing professionals!© 2012 Alicia Nagel Creative!
  3. 3. 1. What is a brand andwhy do I need one?!© 2012 Alicia Nagel Creative!
  4. 4. 1. What is a brand andwhy do I need one?! Why should I care? © 2012 Alicia Nagel Creative!
  5. 5. 1. What is a brand andwhy do I need one?! Why should I care? Why should I give you my $? © 2012 Alicia Nagel Creative!
  6. 6. 1. What is a brand andwhy do I need one?! Why should Why should I give I care? you my time? Why should I give you my $? © 2012 Alicia Nagel Creative!
  7. 7. 1. What is a brand andwhy do I need one?! Why should Why should I give I care? you my time? Why should I give you my $? How do you expect me to remember you? © 2012 Alicia Nagel Creative!
  8. 8. Definition!•  A brand is who a company is:! –  What makes them unique! –  Philosophy & Beliefs! –  What are they 
 proud of! –  Reason for being! –  Personality! –  Reputation!© 2012 Alicia Nagel Creative!
  9. 9. The importance ofessence and story!•  "Early branding of a small or emerging company is key to business success. It is © All rights reserved by Helen in Wales, Flickr the quickest way for your company to express what it is and what it can offer.”
 New York Times
 Small Business Section!© 2012 Alicia Nagel Creative!
  10. 10. 2. How can I discoverand define my brand?!•  Define your business!•  Philosophy!•  Artist s Mystique!•  Competitive Edge!•  Personality!•  Themes!•  Audience!•  Communicating it!© 2012 Alicia Nagel Creative!
  11. 11. Define Your Business:
Intangible Benefits!For example: !•  no buyer s remorse!•  custom tailoring!•  high design / trend forward!•  supporting local business / fair trade!•  perceived elevated social status!•  increased cuteness or sex appeal!•  bragging rights to friends!•  cutting-edge materials or production techniques© 2012 Alicia Nagel Creative!
  12. 12. Define Your Business:
Intangible Benefits contʼd!•  What intangible benefits do you offer your customer?!•  If a friend was describing your business to someone, what would they say?!•  What drives you to create / what is your companyʼs mission / what do you seek to add to the world?!•  Is there a special reason why you use certain technologies or methods? What is the benefit to the end user?© 2012 Alicia Nagel Creative!
  13. 13. Personality!EMOTIONS! PERSONALITY TRAITS!•  Pride / Confident! •  Outspoken!•  Indulgent / Lusty! •  Poised / sophisticated!•  Wonderment / delighted! •  Quirky / funny!•  Sexy / romantic! •  Individual / funky!•  Satisfaction / relief! •  Adventurous!•  Joyful / happy / optimistic! •  Well-mannered / thoughtful!•  Surprise / anticipation! •  Ambitious / driven!•  Relaxed / blissful / calm! •  Girly / Feminine!•  Nostalgic / hope! •  Manly / gruff!•  Understood / reassured! •  Playful / mischevious!•  Empowered / envigorated! •  Resourceful / thrifty!© 2012 Alicia Nagel Creative!
  14. 14. Who are you talking to?!AUDIENCE! •  What will your customerʼs•  Age! buying process be? !•  Gender! •  How do they first hear about•  Income Class Type! you? What will make them decide to make a purchase?•  Hobbies! What will lead them to make•  Industry! a repeat purchase?!•  Geographic Location!© 2012 Alicia Nagel Creative!
  15. 15. Identify the Competition!•  Are they companies like you, or if you are a first of this kind, what were people doing before you came along?!•  What are competing companies known for?!•  What advantages do you offer that they lack?!© 2012 Alicia Nagel Creative!
  16. 16. Genius Mystique!•  Hackers genius mystique – •  Why did you start doing this? believe it or not you are a Why did you think it was a celebrity – milk it! Tell a good idea?! story. Let your personality •  Where do you find creative come through.! inspiration?! •  What is the significance behind the name of your store / product / company?! •  How has your background or personal life influenced your craft?!© 2012 Alicia Nagel Creative!
  17. 17. © 2012 Alicia Nagel Creative!
  18. 18. Elevator Pitch!•  ... the elevator pitch—so named because it should By robinsonsmay on Flickr, creative commons license last no longer than the average elevator ride—is far too important to take casually. It s one of the most effective methods available to reach new buyers and clients with a winning message. – Business Week, The Perfect (Elevator) Pitch by Aileen Pincus© 2012 Alicia Nagel Creative!
  19. 19. How to Use A Brand Collage!•  Your brand collage is a new member of your team whom you should consult in every marketing decision!•  Keep your 
 customer collage near your work area to remind you who your audience is! © 2012 Alicia Nagel Creative!
  20. 20. Creating a BrandIdentity (logo & graphics)!•  Find a designer.!•  Ask your friends!•  Coroflot > Member Gallery
 Search for Portland!•  Art Institute of Portland, Career Services
 Julie Williamson
 888-228-6528 x4788 © 2012 Alicia Nagel Creative!
  21. 21. Logo Evaluation!•  Simplicity!© 2012 Alicia Nagel Creative!
  22. 22. Easy to Read!•  Legibility!© 2012 Alicia Nagel Creative!
  23. 23. Uniqueness!•  Popular shapes & trends!© 2012 Alicia Nagel Creative!
  24. 24. Competition!•  Industry trends!© 2012 Alicia Nagel Creative!
  25. 25. Icon vs. Wordmark Only!icon wordmark wordmark only © 2012 Alicia Nagel Creative!
  26. 26. Color Palette!•  Does it work in black & white? Expensive to reproduce?! 7 colors © 2012 Alicia Nagel Creative!
  27. 27. Keeping ProductionCosts Down!•  Digital letterhead!•  Print online!•  Stickers & Rubber Stamps!•  Print using fewer colors!•  Get your proper design files! –  For display & MS Office – RGB, .JPG! –  For print – CMYK, .EPS!© 2012 Alicia Nagel Creative!
  28. 28. Contact!Alicia Nagel Creative!503-847-4974 cell!!!© 2012 Alicia Nagel Creative!