Entrepreneur: brand thyself!
Presented by Kenton Larsen
What’s a brand?
• The heart and soul of a
product or organization.
• A promise to deliver a
consistent and reliable
standa...
Brand personality and positioning

Apple

Starbucks

RBC

Google

7UP

Old Dutch

Tim Hortons

A&W

7
What is branding?
• Individual branding
• Family branding.

• International, national, regional, and local branding.
• Pri...
The benefits of branding
• Brand loyalty.
• Price inelasticity.

• Long-term profits.
• Brand extensions.

9
Which brands are most valuable?

Brand management is hard work!
Defending against competitors, nurturing
relationships wit...
Is your favorite band a brand?

11
If your business is you…a brief note
about personal branding
• If brands can have
personalities like
people, can people
be...
How can you use a personal brand?
• Be a star!
• Be Internet famous!

• Define yourself in protest of what’s
come before!
...
Branding exercise
Three steps:
• Step 1: Identify your “points of differentiation.”

• Step 2: Review your notes.
• Step 3...
Entrepreneur - brand thyself!
Entrepreneur - brand thyself!
Entrepreneur - brand thyself!
Entrepreneur - brand thyself!
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Entrepreneur - brand thyself!

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How to brand your own business

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Entrepreneur - brand thyself!

  1. 1. Entrepreneur: brand thyself! Presented by Kenton Larsen
  2. 2. What’s a brand? • The heart and soul of a product or organization. • A promise to deliver a consistent and reliable standard. • Encompasses many elements. 6
  3. 3. Brand personality and positioning Apple Starbucks RBC Google 7UP Old Dutch Tim Hortons A&W 7
  4. 4. What is branding? • Individual branding • Family branding. • International, national, regional, and local branding. • Private label branding. • Licensed branding. 8
  5. 5. The benefits of branding • Brand loyalty. • Price inelasticity. • Long-term profits. • Brand extensions. 9
  6. 6. Which brands are most valuable? Brand management is hard work! Defending against competitors, nurturing relationships with customers, making a big profit, and having a little luck. 10
  7. 7. Is your favorite band a brand? 11
  8. 8. If your business is you…a brief note about personal branding • If brands can have personalities like people, can people be marketed like products? 12
  9. 9. How can you use a personal brand? • Be a star! • Be Internet famous! • Define yourself in protest of what’s come before! 13
  10. 10. Branding exercise Three steps: • Step 1: Identify your “points of differentiation.” • Step 2: Review your notes. • Step 3: Create your brand. 14

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