Branding for the Start-up
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As a mentor in start-up Chile, I made a keynote a couple of months ago... and I got so many good reviews from the audience that i made it available for everyone. Hope it would help some. More at ritalinleon.com
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Branding for the Start-up
- 1. in the digital a by Cristián “Ritalin” León Executive Creative Director of MRM//McCANN
- 3. @ritalin
- 11. your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors'. Your brand is derived from who you are, who you want to be and who people perceive you to be. entrepreneur.com
- 13. My idea will make the world a better place.
- 15. Your App shares a limited space with other apps Your edible shares limited space in the fridge. Only one site is set as default in your browser. Your brand, shares limited space in people’s m
- 16. branding in the digital age
- 19. meh
- 20. Digital IS NOT A MEDIA. IS A sYstem.
- 23. PEOPLE. THE ULTIMATE CHANNEL. Facebook: +246 Instagram +265 Twitter: +208 º
- 26. cates ARE THE ONES THAT DEFEND AND SPREAD I LIKE YOU (That`s “satisfaction”) Functional orientes. Expectation on transaction. Low engagement. I LOVE YOU (That`s “loyalty) Relationship oriented. The brand exceeds its expectations. Recommendations. Active Engegament. I DEFEND YOU (That`s “Advocacy”) Affinity Oriented. Products that inspire creativity. Proactive defense. Expectation on Transparency.
- 27. BE RELEVANT. GET PEOPLE INVOLVED.
- 29. OR A successful BRAND DESIGN OU`RE WELCOME, ENTREPRENEUR)
- 34. BUYING DECISIONS ARE NOT
- 35. KE A CONSUMER PORTRAIT ND UNDERSTAND ITS ECOSYSTEM!)
- 37. The Client People think Eristoff Vodka is a Chilean Vodka 😔 🤢 12:30
- 38. The Client And its the favorite spirit in low-income people, mostly under age students 😭 12:31 The Client People think Eristoff Vodka is a Chilean Vodka 😔 🤢 12:30
- 39. (the real picture was way too disgusting to share today)
- 40. The Client We need to make people understand we are truly a russian vodka. We are! 12:45
- 41. The Client And to get upper class students 😍 us 12:46 The Client We need to make people understand we are truly a russian vodka. We are! 12:45
- 42. The Client … by next month 😬. 12:46 The Client And to get upper class students 😍 us 12:46 The Client We need to make people understand we are truly a russian vodka. We are! 12:45
- 46. What if THE ERISTA WERE STILL ALIVE 22 years-old, BOHEM PLAYBOY HEIR OF INTErnATIONAL AN BrAND… ERISTOFF
- 48. A DAY IN THE LI
- 50. 3. MAKE THE CONSUMER JO Where do i engage with in a relevant manner.
- 53. KE A MISSION STATEMEnT What`s so unique of your What`s in it for me as a c
- 55. Welcome to (YOUR BRAND), the place where (YOUR AUDIENCE) can get (WHAT DO WE DELIVER TO THEM), in order to MAKE YOU (WHATS THE OUTCOME OF THAT RELEVANT DELIVERY).
- 56. JUST THEN… ELOP YOuR ECOSYSTEM
- 58. YO UR BR AN D
- 59. 1. OPEN YOUR FRIDGE. WHAT DO WE HAVE 2. MAKE A CONSUMER PORTRAIT, understand 3. MAKE THE CONSUMER JOURNEY 4. MAKE A MISSION STATEMENT 5. DEVELOP YOUR BRAND ECOSYSTEM
- 61. What are the basics and musts a startup has to consider regarding branding?
- 62. What are the basics and musts a startup has to consider regarding branding? 1. Memorable name and strong logo 2. MEANING and relevancy: answering the “so what?” 3. Brutal CONSISTENCY.
- 63. The name of the start-up has always to be related or telling about what the startup does?
- 64. The name of the start-up has always to be related or telling about what the startup does? TESLA. GOOGLE. UBER. MGM. IBM. AP LE, MEMORABLE & STRONG. PER
- 65. If I create a suite of products, is IT a mistake to give the suite the same name that the first and most known product I made?
- 66. If I create a suite of products, is IT a mistake to give the suite the same name that the first and most known product I made?
- 67. “The two most important days in your life are the day you are born and the day you
- 69. OUR MISSION: MAKE BRANDS HAVE MEANINGUL RELATIONSHIPS WITH PEOPLE. 1
- 71. Cristián “Ritalin” León Executive Creative Director for MRM//McCANN Santiago
Editor's Notes
- I usually talk about innovation to marketing people… Today im going to talk about marketing, to innovation people. And not just Marketing. Branding. The milestone of our work. And not just branding: Branding… for the digital age. I`ll explain to you why the difference. Even tough Im sure you all know, by experience, what’s all the difference about.
- But first let me introduce myself… > I use This actual chartall the time on my keynotes, since is kind of funny everyone call me ritalin ,ajaja… but since today we are talking about branding, this slice has a deeper meaning. You see:
- Way back, when twitter had just started, I came in and made my account. @Ritalin. And for a long time, it went well…
- Until the lawyers of the brand, Ritalin, asked me to stop using it.
- The thing is:
- The thing is…
- BRANDING IS NOT JUST ABOUT YOUR BRAND. Or, the Brand is not just the company or the product. Is all that’s around it. Its what moves it. Its the whole ecosystem.
- Tesla does not make a single ad. But everyone is talking about the brand. And most precisely, about its owner.
- Tesla does not make a single ad. But everyone is talking about the brand. And most precisely, about its owner.
- In the outside world, with undifferentiated products we see in the supermarket aisles, branding is vital. When the intrinsics are not enough to differentiate, branding means ALL!
- But i understand that you guys have very innovative ideas. Somewhat radically new. So how and why to create your company’s identity, and how it can impact your product / service. Topics: - Identify your target market - Separate your unique differentiators from competitors - Apply your brand personality to multiple areas
- But i understand that you guys have very innovative ideas. Some even radically new. So how and why to create your company’s identity, and how it can impact your product / service.
- Its because no matter how innovative you are, People are animals of customs. How much time took, to get the site you have as recharged in your browser, to get there? Email marketing? Social media? How much effort they had, for you to get them as first choice.
- So is very important to understand “THE DIGITAL AGE” part of the branding. Let me show you:
- Ok, so imagine this is your BRAND.
- And brands have always managed some sort of Ecosystem, right? Maybe you don’t have money for advertising and sales people, but you do have an ecosystem. Your packaging. Your site. Your social media. And, of course, the product itself. EVERYTHING THAT COMUNICATES; wether you like it or not, IT IS YOUR BRAND.
- Today Digital makes more easy to get the right target… But even so, if you just make awareness of your brand, you’ll be screaming something people might take “meh”. Not relevant. Not for me. I don’t care.
- Digital is not just a media. Is a system. A connection. A synapsis of ecosystems… And from one side there’s your brand…
- And in the other side, the people. TODAY, we all have ecosystems too! And its hard as hell to get into it: But you must.
- WHY WOULD YOU DO THAT IF ITS SO HARD TO GET INTO?
- So, in my opinion, we shouldn’t be talking about 360 anymore. Your goal, is to get this 360 times 2. Get the right people involved.
- today, You don’t need to get JUST awareness. You don’t need to get just “LIKES” in your fancy instagram posts… YOU NEED TO GET BRAND ADVOCATES.
- And when you’re a startup… you need this OWNED MEDIA. (And even if you’re a BIG BRAND, let me tell you, that OWNED MEDIA is the best media that is) People talking to pleople; people recommending to other people, IS THE BEST MEDIA. And it always be.
- AHORA: Si bien a todos nos encantan las historias, las BUENAS historias, Es importante recordar que “ser parte del ecosistema de la gente” es mucho más que dar un LIKE. Tiene que ver con crear relaciones. Crear “ADVOCATES”
- AHORA: Si bien a todos nos encantan las historias, las BUENAS historias, Es importante recordar que “ser parte del ecosistema de la gente” es mucho más que dar un LIKE. Tiene que ver con crear relaciones. Crear “ADVOCATES”
- AHORA: Si bien a todos nos encantan las historias, las BUENAS historias, Es importante recordar que “ser parte del ecosistema de la gente” es mucho más que dar un LIKE. Tiene que ver con crear relaciones. Crear “ADVOCATES”
- It sounds fantastic, right? Its not easy at all!
- The first step, is something i always tell my team to do. No matter what we are working on. If you trully want to be a relevant brand…
- FIRST YOU HAVE TO OPEN THE FRIDGE. And see what’s in YOUR ecosystem. Most clients buy huge billboards for their campaigns… when they have 50 trucks moving all over the city with just the name of the company on each side. That’s a moving billboard, for free! Your stores, are branding. The way your sales people talks… and the people buy you the most, That’s branding!!!
- ARE YOU GOOD IN SOCIAL MEDIA? THEN YOU ARE AN ASSET FOR YOUR BRAND!!
- And once you know what you have, you might have a huge impact just by using these “OWNED” media.
- Another thing you must get very clear, is that today buying decisions are not linear. Of course you can be seen with an ad, or in the store… but you can also get awareness by a buyer that recommends your product and shared on social media. Or because you make some sort of news in the relevant target, like that pizza case; a “SPARK” of creativity that everyone will talk about. Or because you get a good Search Engine Optimization with the right words. So the second STEP on brand building is:
- MAKE A CONSUMER PORTRAIT. BECAUE THE BEST WAY TO GET INTO ITS ECOSYSTEM, is by being useful. AND FOR BEING USEFUL, you need to know what’s useful for YOUR particular target. What makes them CLICK. Remember the WIFI idea? How many free Wifis some brands have, but they don’t use it for branding! You can make a pre charged video that people MUST watch, before having free wifi, and people will be OK with that. Because wifi is useful!
- MAP THEIR JOURNEY. Where, When, How am i useful. RELEVANT.
- MAP THEIR JOURNEY. Where, When, How am i useful. RELEVANT.
- Then he sends me the last picture on of the “FANS” uploaded to our Facebook.
- MAP THEIR JOURNEY. Where, When, How am i useful. RELEVANT.
- MAP THEIR JOURNEY. Where, When, How am i useful. RELEVANT.
- Then he sends me the last picture on of the “FANS” uploaded to our Facebook.
- Then he sends me the last picture on of the “FANS” uploaded to our Facebook.
- What do you do? How do you start, not only on positioning, but on RE-POSITIONING, thats very hard, like in these cases?… You look for insights. For those truths, those clicks in your targets head.
- 20 somethings upper class want to see and be seen. Have cool pictures to share, with cool friends and cool drinks on its hands. Not a chilean vodka. But they do appreciate the origin of the products. A nice belgian beer. A good american bourbon.. And a Russian vodka.
- From the product perspective, we learned 2 things: That the bottle says “made in chile” because THE BOTTLE IS. There’s a nice story behind Eristoff: back in the seventeen hundreds, in Russia, to have a vodka meant you were a classy baron. The baron of Eristavi made its in Georgia, Russia…
- From the product perspective, we learned 2 things: That the bottle says “made in chile” because THE BOTTLE IS. There’s a nice story behind Eristoff: back in the seventeen hundreds, in Russia, to have a vodka meant you were a classy baron. The baron of Eristavi made its in Georgia, Russia…
- MAP THEIR JOURNEY. Where, When, How am i useful. RELEVANT.
- Now you know what triggers them, find outwhere they are… You must plan how to get in front of them, IN A RELEVANT MANNER. WHERE, WHEN, HOW…
- do I answer the “SO FUKIN WHAT”. AND THATS THE 3RD STEP:
- MAKING thE CONSUME JOUrNEY. THIS HAS NOTHING TO DO WITH BUDGETS. And its not just about what they do. Is when. And how. And mostly WHY!! Do they use cars? Do they watch TV? Do they have a lot of time? Do they have little time? Do they care about environment? Do they go to movies? If you are fashion, food or travel, your target is on Instagram. Get a cool advocate, a celebrity that truly shares your passion. (NESPRESSO NEVER PAYS TO THEIR ADVOCATES. WE FIND THE ONES THAT REALLY LOVES Our BRAND).
- The laundry detergent Omo made in South Africa a children’s book, which stories appear only if you touch them with your dirty hands. “Playing outside is necessary. Getting dirty is good for the children. It makes them learn”.
- YOUR BRAND ECOSYSTEM MUST MIMIC YOUR TARGET ECOSYSTEM. Be where they are. Your social media must engage with them. Talk the things they talk (that are also relevant to the brand of course)… Do you need a website? A Linked In page? Flyers in concerts, an App?? A TV commercial? Brand Ambassadors?
- The best and simpliest way to achieve this, is when you think about what kind of CONTENT your brand should do on Social Media. Since you’re trying to build a community, and to get people involved, the CONTENT MARKETING MISSION STATEMENT is maybe the best way to understand what’s your brand proposition:
- El journey digital lo contaremos desde el centro de la experiencia:
- YOUR BRAND ECOSYSTEM MUST TRY TO MIMIC YOUR TARGET ECOSYSTEM, IN ALL THOSE SPOTS YOU ARE RELEVANT IN THEIR LIVES: Your social media must engage with them. Talk the things they talk (that are also relevant to the brand of course)… Do you need a website? A Linked In page? Flyers in concerts, an App?? A TV commercial? Brand Ambassadors?
- Tesla has to do. APPLE didnt. I think the simpler and unique, the better. Look at any category. Uber. AirBNB… not necesarily are about what they do. But they have a simple name.
- AS STARTUPS, YOU ARE HERE TODAY BECAUSE YOU ALREADY HAVE THE WHY. AND THE RELEVANCY.