Branding Your Start-Up: Talk from Barcamp Portland 2012

Speed Branding: 
A DIY Branding Session 
For Entrepreneurs !

© 2012 Alicia Nagel Creative www.alicianagel.com!

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!

1. What is a brand and
why do I need one?!


why do I need one?!

Why should

I care?


why do I need one?!

Why should

I care?

Why should I
give you my $?


why do I need one?!

Why should

Why should I give
I care?

you my time?

Why should I
give you my $?


why 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?


Deﬁnition!
•  A brand is who a
company is:!
–  What makes them
unique!
–  Philosophy & Beliefs!
–  What are they  
proud of!
–  Reason for being!
–  Personality!
–  Reputation!


The importance of
essence 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 
http://www.nytimes.com/allbusiness/AB4019474_primary.html!


2. How can I discover
and deﬁne my brand?!
•  Deﬁne your business!
•  Philosophy!
•  Artist s Mystique!
•  Competitive Edge!
•  Personality!
•  Themes!
•  Audience!
•  Communicating it!


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


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?


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!


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!


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?!


Genius Mystique!
•  Hacker's 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?!


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


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!


Creating a Brand
Identity (logo & graphics)!
•  Find a designer.!
•  Ask your friends!
•  Coroﬂot > Member Gallery 
Search for Portland  
www.coroﬂot.com!
•  Art Institute of Portland, Career Services 
Julie Williamson 
888-228-6528 x4788 
jwilliamson@aii.edu


Logo Evaluation!
•  Simplicity!


Easy to Read!
•  Legibility!


Uniqueness!
•  Popular shapes & trends!


Competition!
•  Industry trends!


Icon vs. Wordmark
Only!

icon

wordmark

wordmark only


Color Palette!
•  Does it work in black & white?
Expensive to reproduce?!

7 colors


Keeping Production
Costs 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!

Contact!
Alicia Nagel Creative!
503-847-4974 cell!
alicia@alicianagel.com!
www.alicianagel.com!


Branding Your Start-Up: Talk from Barcamp Portland 2012

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