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Branding & Positioning

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Presentation for Founder Institute 2016

Published in: Business
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Branding & Positioning

  1. 1. Branding & Positioning Your Tech Startup Pete Cooper @pc0
  2. 2. What is branding? Identity - you/company/product/intertwined Name Visual identity Sound or sound or texture or style ‘palette’ Sensory experience, may vary by channel Channel - web, mobilecall centre in/out, print, email...
  3. 3. The Five Points Know yourself (inputs/reputation/aspirations) Brand categorisation (types) Typical approaches (process/ranking/resources) Test (good/bad/contextually) Repeat until happy. Endlessly.
  4. 4. Know: Be self aware. We all have a brand already. Know yourself. First impressions count? But what percentage of the world/country/city/room actually know you? What are you all about?
  5. 5. Know: What you stand for, and what others think. For example ... Design, Trust, Value For Money, Values, Sophisticated, Simple, Minimalist … your turn.
  6. 6. Know: Your space, segment, tribe ... For example ... Financial planning; Dog toys; Cyber security for Satellites Handcrafted originals Trusted advice for tech startups … your turn.
  7. 7. Categorisation: Typical Types Evocative (e.g virgin/apple - progressive but not conservative) Invented (e.g. google - unique/memorable but slow uptake) Experiential (e.g safari/explorer - sensing but becomes common) Functional (e.g. online-vet.com - self explanatory but not distinctive)
  8. 8. Categorisation: Up vs. Down Brand Essence For example … Progressive vs. conservative Energising vs. calming Wild adventure vs. reliably predictable Lots more ...
  9. 9. Typical Approach: Process Steps Conceptual Brainstorm / Ideation - no bad ideas Differentiation/Positioning - by horizons (short, medium, long term) and by scenario (funded, unfunded etc) Analyse Competitors Name Generation & Scoring - at least 10 to 20, ideally 100+ Check availability
  10. 10. Typical Approach: Name Scoring Matrix Ranking Unique/Short/Distinctive Energy/Reach/Depth/Power Humanity/Natural/PlainLanguage Sound/PubTest/ Trademark
  11. 11. Typical Approach: Search & Protect Resources Godaddy - largest domain name provider, usually cheap Crazy Domains - cheap Australian domains uspto.gov - US Patent & Trademark Office But best of all - Your fellow entrepreneurs (research shows this).
  12. 12. Test: Brand context Unpromoted brand essence Being on brand - reinforce vs. destroy Unprompted brand awareness Competitor landscape - and need for differentiation Name testing - e.g. crowded bar test Feelings vs. features vs benefits
  13. 13. Test: Good Things To Consider Unique. Simple. Differentiated. Natural. Consistent. Transparency/Trust Consistency - but you can be consistently inconsistent ! Extensions/themes Empowering partners Testing, trials, feedback loops, learning
  14. 14. Test: Bad Things Will Bite You Competitors. Complexity. Channel suitability. Culture. Mediocrity. Extending brand too far - off brand Isolation Segments Language
  15. 15. The Five Points Know yourself (inputs/reputation/aspirations) Brand categorisation (types) Typical approaches (process/ranking/resources) Test (good/bad/contextually) Repeat until happy. Endlessly.
  16. 16. Pete Cooper @pc0 The Start Society @startsoc

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