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Build a Startup Brand From Scratch by @lynnalinn

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A brand is not your logo, it is not your name, it is not your colours. In a connected era you need to keep in mind that everything you do - especially when you are a startup - and everything you believe in make up the DNA of your image. It's not enough to tell any more, you have better show to an audience that you handle as human beings and partners in growth.

How do you find these foundations, how do you understand your customers better? What helps to distill a clear and simple message?

Slightly reading friendlier slides from my talk on branding for startups at Itnig, Barcelona. Coming together from 10 years of experience in communication, working for advertising agencies, consulting freelance, running and working with startups.

Published in: Marketing
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Build a Startup Brand From Scratch by @lynnalinn

  1. 1. how to build a brand from scratch first steps of startup brand buildin! orsi.im | @lynnalinn Saturday, October 11, 2014
  2. 2. orsi.im | @lynnalinn Saturday, October 11, 2014
  3. 3. simple. not easy. orsi.im | @lynnalinn Saturday, October 11, 2014
  4. 4. what is a brand? orsi.im | @lynnalinn Saturday, October 11, 2014
  5. 5. name logo tagline graphics shapes colours sounds scents movements customer-relationship orsi.im | @lynnalinn not only management tastes Saturday, October 11, 2014
  6. 6. brand all the attributes of the product and the company, all the Ps, in one convenient shortcut orsi.im | @lynnalinn Saturday, October 11, 2014
  7. 7. how do you create a shortcut? not necessarily like this orsi.im | @lynnalinn Saturday, October 11, 2014
  8. 8. what they aimed for: orsi.im | @lynnalinn Saturday, October 11, 2014
  9. 9. but the internet is a cruel place: orsi.im | @lynnalinn Saturday, October 11, 2014
  10. 10. orsi.im | @lynnalinn Saturday, October 11, 2014
  11. 11. it’s hard to create a !raphic symbol and try to fill it with meanin! orsi.im | @lynnalinn Saturday, October 11, 2014
  12. 12. WHy? “People don't buy what you do; they buy why you do it. And what you do simply proves what you believe” orsi.im | @lynnalinn Simon Sinek, Start With Why Saturday, October 11, 2014
  13. 13. orsi.im | @lynnalinn Saturday, October 11, 2014
  14. 14. back to the basics: no communication without a messa!e. orsi.im | @lynnalinn Saturday, October 11, 2014
  15. 15. so what if you have nothin! to say? orsi.im | @lynnalinn Saturday, October 11, 2014
  16. 16. WHy? what do you love, love, love about your project? orsi.im | @lynnalinn Saturday, October 11, 2014
  17. 17. TO !ive !ood pitch find a meanin!ful messa!e build more human relations unleash creativity orsi.im | @lynnalinn Saturday, October 11, 2014
  18. 18. at pitch: user experience & better business model messa!e: adventure and spontaneity relations: with travel lovin! spontaneous people creativity: playful, minimalistic, adventurous orsi.im | @lynnalinn Saturday, October 11, 2014
  19. 19. Skittles brand book pa!e Saturday, October 11, 2014
  20. 20. anchors away a brand can not be constant we are all subjects to di!ital darwinism current trends support startups but how lon! and is that enou!h? orsi.im | @lynnalinn Saturday, October 11, 2014
  21. 21. Moet Chandon launchin! rosé sparklin! wine made in India Saturday, October 11, 2014
  22. 22. Burberry takin! the other direction, returnin! back to the British roots. Saturday, October 11, 2014
  23. 23. BMW’s car sharin! pro!ram inspired by startups and sharin! economy. Saturday, October 11, 2014
  24. 24. 40% of customers are willin! to buy new products before the innovation has proven itself. - Nielsen, January 2013 Saturday, October 11, 2014
  25. 25. Who? Knowing who is your costumer helps enormously and guides you in the next steps. If you understand them well, you know where to find them, how to talk to them and whose opinion does not matter, because you are not targeting them. orsi.im | @lynnalinn Saturday, October 11, 2014
  26. 26. i. Profitable ii. REWARDING FOR YOU TO work for Saturday, October 11, 2014
  27. 27. Sorry. You are not a beautiful and unique snowflake. Saturday, October 11, 2014
  28. 28. the empathy map Saturday, October 11, 2014
  29. 29. prosumers “We are a new generation of artists, makers, supporters, and consumers who believe that the old system through which we exchanged content and money is dead. Not dying: dead.” Amanda Palmer, Introduction for Information Doesn’t Want To Be Free orsi.im | @lynnalinn Saturday, October 11, 2014
  30. 30. prosumers conscientious consumers active participants - with feedback, information & ideas demanding transparency & human communication viewin! corporations as responsible entities orsi.im | @lynnalinn Saturday, October 11, 2014
  31. 31. orsi.im | @lynnalinn Saturday, October 11, 2014
  32. 32. we crave transparency | connection | causes orsi.im | @lynnalinn Saturday, October 11, 2014
  33. 33. orsi.im | @lynnalinn Saturday, October 11, 2014
  34. 34. Saturday, October 11, 2014
  35. 35. orsi.im | @lynnalinn Saturday, October 11, 2014
  36. 36. Saturday, October 11, 2014
  37. 37. Saturday, October 11, 2014
  38. 38. orsi.im | @lynnalinn Saturday, October 11, 2014
  39. 39. WHAT? The message is not a tagline, a catchy phrase or something that sounds really cool. It is simply a clear and easy to understand manifesto of what the company does and promises to do for its customers. orsi.im | @lynnalinn Saturday, October 11, 2014
  40. 40. Ello different by !ood desi!n and privacy Redbooth smarter work by realtime communication AirBnB you will be connected everywhere l’Oréal you deserve to be beautiful Ikea !ood desi!n doesn’t have to be expensive Nike we help you push you limits Absolut hi!h quality vodka made in Sweden orsi.im | @lynnalinn Saturday, October 11, 2014
  41. 41. what do you do? one sentence. strictly. orsi.im | @lynnalinn Saturday, October 11, 2014
  42. 42. what do you want to be known for? orsi.im | @lynnalinn Saturday, October 11, 2014
  43. 43. what does your customer value? orsi.im | @lynnalinn Saturday, October 11, 2014
  44. 44. how? when the message is clear we can start to look for the tools to communicate it. Depending on the message and the target group, different channels and ideas are going to have The maximum impact. orsi.im | @lynnalinn Saturday, October 11, 2014
  45. 45. #deathtobuzzwords and checklists! remember, simple is not easy. you can’t replace thinkin!. orsi.im | @lynnalinn Saturday, October 11, 2014
  46. 46. or you end up with #fails like this orsi.im | @lynnalinn Saturday, October 11, 2014
  47. 47. consistency behaviour | visual lan!ua!e | topics Saturday, October 11, 2014
  48. 48. the first idea is never the best orsi.im | @lynnalinn Saturday, October 11, 2014
  49. 49. tree branch brainstorming for idea !eneration Saturday, October 11, 2014
  50. 50. orsi.im | @lynnalinn Lisa Con!don consistent visual lan!ua!e Saturday, October 11, 2014
  51. 51. orsi.im | @lynnalinn TacoBell consistent visual lan!ua!e Saturday, October 11, 2014
  52. 52. orsi.im | @lynnalinn ThisHere consistent visual lan!ua!e Saturday, October 11, 2014
  53. 53. steal like an artist free writin! !uided writin! doodles toys and !ames breaks coffee just start somewhere for heaven’s sake! reluctant muses orsi.im | @lynnalinn Saturday, October 11, 2014
  54. 54. new | useful |feasible orsi.im | @lynnalinn *from the Gamestormin! book Saturday, October 11, 2014
  55. 55. Dot voting Every team member has 5 dots. They can vote on ideas by addin! as many points as they like, until all their 5 points are distributed. The !oal of the !ame is to have a very fast and dynamic way to choose from ideas. orsi.im | @lynnalinn Saturday, October 11, 2014
  56. 56. what is the very first step? orsi.im | @lynnalinn Saturday, October 11, 2014
  57. 57. WHY? who? what? how? orsi.im | @lynnalinn !et to know yourself !et close to the customer plan everythin! to the last nail never stop to iterate don’t for!et the existin! resources Saturday, October 11, 2014
  58. 58. why? what? what do you love in your project? why are you doing this in the first place? what values are important for you? what do we do? in one sentence what do we want to be known for? how does our values match with the customers’? what change we make in their life? why? why? why? how old is she? where does she live? which channels reach the customer? what is the best medium for our message? is it new? useful? doable? can we measure it? how does a day in her life look like? what influences reach her? how does your product make her feel? who does she listens to? what’s the first step? who? how? Saturday, October 11, 2014
  59. 59. hello! i’m Orsi Tóth, communication strate!ist. i make !ood ideas come alive. I help companies understand how they can best define themselves,, which tools fit the purpose of their messa!e the most and how they fit into the waves of trends in the world. I make you understand your customers and the motivations that drive them so you can build better products with real communication and a colourful brand. Interested in the full bio? Read it here. Or find me on one of these channels: read more! Gamestormin! book and blo! for brainstormin! Unfoldin! the Napkin book for drawin! and doodles More on Prosumers to understand present day customers Writin! Advice from Chuck Palahniuk to !et creativity flowin! Start With Why by Simon Sinek for motivation Trendwatchin!.com for trends and learnin! about !reat ideas How to write content while runnin! a company for content All original content within this presentation is published under Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. Saturday, October 11, 2014

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