This guide is my contribution to the global startup community.
The goal: to change the overall early business’s mindset that branding is “always a long and expensive process that is available for big companies only”. It used to be, but it is no longer a truth. Moreover I wanted to remind startups that in the era of product overload, your success depends on how people will perceive you and what emotions will turn them into your customers.
That is why I created this step-by-step guide to building a Minimum Viable Brand for startups. It will help you to create product that people will love.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
50 planners to watch in 2014 - The Planning SalonJulian Cole
Twitter list of the 50 Planners - https://twitter.com/emma_hines/top-50-planners/members
thanks @emma_hines and @E_for_M
50 planners to watch in 2014 was picked by The Planning Salon.The list is a mix of the top planning talent from across the globe as well as the next generation of planners. The list has diverse mix of planners from big markets like London and New York to emerging markets like Athens and Cape Town.
The Planning Salon is a platform for all planners around the world to meet and learn from our industry's greatest minds. It was started in 2013 to showcase some of the biggest stars of the industry, guests such as Gareth Kay, Rob Campbell and Heather LeFevre. Check out the interviews here; http://theplanningsalon.com/
In a time when consumers have been confined to their homes and social contact has been limited, influence has been pulling to the forefront of our increasingly virtual reality. But now that we are beginning the slow transition out of lockdown, how should brands be preparing to future-proof their influence for a post-COVID-19 world?
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
50 planners to watch in 2014 - The Planning SalonJulian Cole
Twitter list of the 50 Planners - https://twitter.com/emma_hines/top-50-planners/members
thanks @emma_hines and @E_for_M
50 planners to watch in 2014 was picked by The Planning Salon.The list is a mix of the top planning talent from across the globe as well as the next generation of planners. The list has diverse mix of planners from big markets like London and New York to emerging markets like Athens and Cape Town.
The Planning Salon is a platform for all planners around the world to meet and learn from our industry's greatest minds. It was started in 2013 to showcase some of the biggest stars of the industry, guests such as Gareth Kay, Rob Campbell and Heather LeFevre. Check out the interviews here; http://theplanningsalon.com/
In a time when consumers have been confined to their homes and social contact has been limited, influence has been pulling to the forefront of our increasingly virtual reality. But now that we are beginning the slow transition out of lockdown, how should brands be preparing to future-proof their influence for a post-COVID-19 world?
We’ve been drawing on Byron Sharp’s work at the Ehrenberg-Bass Institute to help explain how brands can grow to become market leaders. Let's break down the difference between differentiation and distinctiveness, and which of the two unlocks the potential for true brand innovation.
The Brand Strategy Canvas: a One-Page Strategy for Startupspatrickjwoods
(First, grab a copy of the Brand Strategy Canvas at brandstrategycanvas.com)
Branding is hard for startups. News flash: It’s hard for everyone. So we built a tool to make it easier.
A clear-cut path for startups toward a rock-solid foundation for their brand. It’s the Brand Strategy Canvas—a single-page, step-by-step formula that serves as a starting point for a stronger brand.
Who are we? Advertising-slash-startup vets at one of the largest independent agencies around. We’ve spun years of experience into the Canvas, turning brand strategy into a process, not a philosophy.
If your voice guidelines are just six adjectives in the brand book you're not alone, but you’re missing a big opportunity.
Your voice has a huge role to play in conveying what you stand for and communicating with your audience. It isn’t just about brand, marketing, or the emotional side of things. It’s also about the rational: if you’re trying to create a great product or service, voice has an impact on your user experience too.
It’s time to give your voice more consideration and your writers better guidance. In this webinar you’ll learn about what makes a good voice, and how to create guidelines your colleagues will actually use. You’ll also hear a case study from Samaritans on how they created and rolled out a refreshed brand voice.
This is the first session (Sep 4) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
Workshop for Brand Leaders to help define your brand positioning statement, brand concept and organizing big idea.
https://beloved-brands.com/brand-positioning/
You can now download the presentation directly from Slideshare.
Here are 17 of the best free online tools for Digital Strategists to help cultivate killer insights on consumers, competitors and the industry. In this toolbox we you will find how to use each tool with an example insight drawn for the client, as well as each of their benefits and limitations.
The tools helps to conduct Consumer Research, Category Research, Discourse Analysis and Environmental analysis.
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
Brand Strategy 101: The Core of Brand StrategyValerie Nguyen
Brand strategy consists of three core components and tapping into an infinite amount of human emotions.
Presented as part of Griffin Farley's Beautiful Minds 2020 program.
THE BRAND GAP is the first book to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a “charismatic brand”—a brand that customers feel is essential to their lives. In an entertaining two-hour read you’ll learn:
• the new definition of brand
• the five essential disciplines of brand-building
• how branding is changing the dynamics of competition
• the three most powerful questions to ask about any brand
• why collaboration is the key to brand-building
• how design determines a customer’s experience
• how to test brand concepts quickly and cheaply
• the importance of managing brands from the inside
My contribution to this world of startups, to all people like me and my friends. "The Designer's Guide to Startup Weekend".
Soon also on Behance, Dribble and Visual.ly.
Enjoy it and, please, let me know if it was helpful for you :)
We’ve been drawing on Byron Sharp’s work at the Ehrenberg-Bass Institute to help explain how brands can grow to become market leaders. Let's break down the difference between differentiation and distinctiveness, and which of the two unlocks the potential for true brand innovation.
The Brand Strategy Canvas: a One-Page Strategy for Startupspatrickjwoods
(First, grab a copy of the Brand Strategy Canvas at brandstrategycanvas.com)
Branding is hard for startups. News flash: It’s hard for everyone. So we built a tool to make it easier.
A clear-cut path for startups toward a rock-solid foundation for their brand. It’s the Brand Strategy Canvas—a single-page, step-by-step formula that serves as a starting point for a stronger brand.
Who are we? Advertising-slash-startup vets at one of the largest independent agencies around. We’ve spun years of experience into the Canvas, turning brand strategy into a process, not a philosophy.
If your voice guidelines are just six adjectives in the brand book you're not alone, but you’re missing a big opportunity.
Your voice has a huge role to play in conveying what you stand for and communicating with your audience. It isn’t just about brand, marketing, or the emotional side of things. It’s also about the rational: if you’re trying to create a great product or service, voice has an impact on your user experience too.
It’s time to give your voice more consideration and your writers better guidance. In this webinar you’ll learn about what makes a good voice, and how to create guidelines your colleagues will actually use. You’ll also hear a case study from Samaritans on how they created and rolled out a refreshed brand voice.
This is the first session (Sep 4) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
Workshop for Brand Leaders to help define your brand positioning statement, brand concept and organizing big idea.
https://beloved-brands.com/brand-positioning/
You can now download the presentation directly from Slideshare.
Here are 17 of the best free online tools for Digital Strategists to help cultivate killer insights on consumers, competitors and the industry. In this toolbox we you will find how to use each tool with an example insight drawn for the client, as well as each of their benefits and limitations.
The tools helps to conduct Consumer Research, Category Research, Discourse Analysis and Environmental analysis.
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
Brand Strategy 101: The Core of Brand StrategyValerie Nguyen
Brand strategy consists of three core components and tapping into an infinite amount of human emotions.
Presented as part of Griffin Farley's Beautiful Minds 2020 program.
THE BRAND GAP is the first book to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a “charismatic brand”—a brand that customers feel is essential to their lives. In an entertaining two-hour read you’ll learn:
• the new definition of brand
• the five essential disciplines of brand-building
• how branding is changing the dynamics of competition
• the three most powerful questions to ask about any brand
• why collaboration is the key to brand-building
• how design determines a customer’s experience
• how to test brand concepts quickly and cheaply
• the importance of managing brands from the inside
My contribution to this world of startups, to all people like me and my friends. "The Designer's Guide to Startup Weekend".
Soon also on Behance, Dribble and Visual.ly.
Enjoy it and, please, let me know if it was helpful for you :)
Twice annually, Behance presents Portfolio Review Week, a worldwide series of volunteer-organized events, with a goal of bringing together creative professionals. It is the biggest networking event for creatives that happens during one week all around the world.
My company (Upnext Technologies) hosted Portfoilo Reviews meetup #7 in Warsaw.
My personal project.
Please, visit my portfolio: behance.net/eirena
And don't forget to click "Appreciate this", if you really like my work :)
All copy is written by my own. And all
Visit us at gykantler.com for more information.
The concept of a “brand” is no longer taboo at B2B companies. In fact, strong B2B brands outperform weaker ones by as much as 20%, according to recent research by McKinsey. Yet it’s not easy for ROI-obsessed marketers to justify spending money on their brand, which can be difficult to track. As a result, your brand is too often left either underfunded or on the back-burner altogether.
We’re going to help you solve this. In this presentation you’ll learn:
- How your brand can boost demand generation and other key performance indicators
- The elements of a B2B brand and how those are different from traditional consumer branding
- How to elevate your brand through B2B marketing channels and brand advocates
- Metrics to track the impact of your brand
Operation MVB. What does it take to craft a 'minimum viable brand' as a healt...think moto GmbH
What is branding all about? What are the benefits of a brand for consumers and companies? How should healthcare start-up approach branding? What is vital, what is less important?
Presentation of Carsten Totz, Strategy Director at think moto GmbH Berlin, presented during M.E.S.H. Camp (Medical Entrepreneur Start-Up Hospital Camp) Berlin, September 2014.
There is a well-known statement that brand isn't just a logo or a product. As well as brand identity isn't just a stationary set. It is much more. It includes every aspect of visual essence from the brand mark to all marketing materials, signage and interior.
This infographic presents the brand identity as a planet system with mission ("big idea") in its center and strategy on the last orbit. Every element should support brand story and nothing can step out of the brand positioning.
Today we all live and work in the Internet Century, where technology is roiling the business landscape, and the pace of change is only accelerating.
In their new book How Google Works, Google Executive Chairman and ex-CEO Eric Schmidt and former SVP of Products Jonathan Rosenberg share the lessons they learned over the course of a decade running Google.
Covering topics including corporate culture, strategy, talent, decision-making, communication, innovation, and dealing with disruption, the authors illustrate management maxims with numerous insider anecdotes from Google’s history.
In an era when everything is speeding up, the best way for businesses to succeed is to attract smart-creative people and give them an environment where they can thrive at scale. How Google Works is a new book that explains how to do just that.
This is a visual preview of How Google Works. You can pick up a copy of the book at www.howgoogleworks.net
Not so long ago I was redesigning one website (due to corporate rules I'm not allowed to say client's name).
Before we start building architecture and writing copy I decided to run a workshop for the whole team (for those, who have never taken part in the web projects) and explain briefly main UX principles and give some tips on
effective web copy.
An immersive workshop at General Assembly, SF. I typically teach this workshop at General Assembly, San Francisco. To see a list of my upcoming classes, visit https://generalassemb.ly/instructors/seth-familian/4813
I also teach this workshop as a private lunch-and-learn or half-day immersive session for corporate clients. To learn more about pricing and availability, please contact me at http://familian1.com
25 stats—13 positive, 12 negative—that reflect the marketing world, including content marketing, social media, email newsletters, analytics, blogging, digital video, and more.
Keep these stats in mind when crafting your marketing strategy.
Download a full version of the report at:
www.psfk.com/report/future-of-work-2016/
The PSFK Future of Work Report deep dives into the talent and development landscape to identify the conditions and qualities that cultivate tomorrow’s leaders in the workplace. In return for investing in greater opportunity and education, employers will reap the rewards of increased efficiency, engagement and entrepreneurship—reducing mistrust, stress and ultimately turnover across teams.
Additionally, PSFK has developed six workplace visions that were inspired by 10 strategies to develop a new era of internal leadership. These boundary-pushing product and workplace concepts reimagine how teams can onboard employees, expand the office, and prevent miscommunication.
Few could argue that stortelling is a powerful tool to inspire action and change, and to influence thought leaders and decision makers. The shape and delivery of stories has also shifted dramatically in the digital era. Long-form narrative and conventionalism journalism now share a stage with messages 140 characters or images that disappear in seconds after they are opened. There have never been more ways to reach audiences, but it's also never been more difficult to really reach them.
Here at Table19, we believe that great work is only possible when clients and their agencies work together as a team. This is a presentation written by our Executive Creative Director Graham Wall, who on his first day in this industry heard the senior team he was shadowing say something he couldn’t understand: that the client had bought the wrong idea.
This set in motion a desire to understand how and why this had happened, and make sure it never happened again. This presentation details Graham’s learnings and philosophies, and shows how agencies and clients can create better work together.
What is Branding? We created a brand building guide to answer this. Read or download the in-depth guide here to grow your business! https://www.dropshiplifestyle.com/what-is-branding/
Lean, agile, consumer centered: how to develop brands in the age of connected...Valentina Giannella
Key ideas, suggestions and a step-by-step model to develop brands that people will love. The approach is based on three principles: 1 - define the brand around your consumers, and not around your product 2 - Get rid of irrelevant deliverables and focus more on rapidly prototype the brand, with tests and iteration (the so-called Lean Brand) 3 - Measure love, not awareness. This is not a handbook, but more of a sticky wall with a checklist of what you need to do, and to care about when developing, redesigning, refining a brand experience. More on www.lagiannella.com
Philadelphia Fashion Incubator Presentation - May 2018 Jami Slotnick
A fun and frank discussion about branding and fashion. We cover methods of communication 1980 vs. today and take a look at messaging, research/discovery and brand evolution.
Philadelphia Fashion Incubator Presentation May 2018David Hitt
A fun collaborative discussion about what branding looks like in 2018. We take a look at yesterday and today and compare the methods, messaging and strategies pertaining to the world of fashion.
Branding is the process of investigating, designing, and adding to your company a distinctive feature or collection of features so that customers can start associating your brand with your goods or services. Branding is an iterative process that involves getting in touch with the hearts of your clients and your company.
Attraction is a Beautiful Thing
Whether it’s a business or a non-profit, your goal as a leader is to build, transform, and elevate your brand—so that you can attract attention, create buzz, nurture a preference, generate leads, and engender loyalty.
To do that, you need to understand the essential truths about your organization, interlace them with your audiences’ perspectives, and use that knowledge to create a smart and fearless presence that changes minds and inspires action.
Our Startup Branding Journey - What Makes A Brand Memorable?Customericare
We recently took on one of the biggest challenges so far: Building a solid brand and culture for our startup. We thought it could be fun to share our journey with the world and see what we learn, what we find out and how it can help others take on a journey of their own.
We wrote about the importance of branding here as a first step into the journey: https://customericare.com/startup-branding-and-culture/
In these slides we focus on what makes a brand memorable. And here's the article that goes with the slides about building a memorable customer experience: https://customericare.com/create-memorable-customer-experiences/
Hope you'll like the presentation and don't hesitate to leave your thoughts in the comments!
Some links to read more about building a memorable brand:
- Brand archetypes: http://www.allegorystudios.com/culture-audits/12-brand-archetypes/
- Brand personalities: https://faculty-gsb.stanford.edu/aaker/PDF/Dimensions_of_Brand_Personality.pdf
- Brand design tips: http://www.forbes.com/sites/johnrampton/2014/11/14/12-principles-of-great-brand-design/
- The effect of stories on our brain: https://blog.bufferapp.com/science-of-storytelling-why-telling-a-story-is-the-most-powerful-way-to-activate-our-brains
I'm asked all the time what exactly branding is, and how it relates to building a business. As something I've built my career around, I want people to have a better understanding of what branding is why you need to be considering it as a businessperson.
In this presentation I go over the basics of branding, and eight ways it will change the way you operate your business forever.
Branding in the Digital World: Thinking Beyond Logos and Colour PalettesStephen McGill
A presentation that I made to a wonderful crowd at the Ottawa Search & Digital Marketing Meetup on April 15, 2014. Terrific group of people to speak to.
Best Crypto Marketing Ideas to Lead Your Project to SuccessIntelisync
In this comprehensive slideshow presentation, we delve into the intricacies of crypto marketing, offering invaluable insights and strategies to propel your project to success in the dynamic cryptocurrency landscape. From understanding market trends to building a robust brand identity, engaging with influencers, and analyzing performance metrics, we cover all aspects essential for effective marketing in the crypto space.
Also Intelisync, our cutting-edge service designed to streamline and optimize your marketing efforts, leveraging data-driven insights and innovative strategies to drive growth and visibility for your project.
With a data-driven approach, transparent communication, and a commitment to excellence, InteliSync is your trusted partner for driving meaningful impact in the fast-paced world of Web3. Contact us today to learn more and embark on a journey to crypto marketing mastery!
Ready to elevate your Web3 project to new heights? Contact InteliSync now and unleash the full potential of your crypto venture!
Explore Sarasota Collection's exquisite and long-lasting dining table sets and chairs in Sarasota. Elevate your dining experience with our high-quality collection!
What You're Going to Learn
- How These 4 Leaks Force You To Work Longer And Harder in order to grow your income… improve just one of these and the impact could be life changing.
- How to SHUT DOWN the revolving door of Income Stagnation… you know, where new sales come into your magazine while at the same time existing sponsors exit.
- How to transform your magazine business by fixing the 4 “DON’Ts”...
#1 LEADS Don’t Book
#2 PROSPECTS Don’t Show
#3 PROSPECTS Don’t Buy
#4 CLIENTS Don’t Stay
- How to identify which leak to fix first so you get the biggest bang for your income.
- Get actionable strategies you can use right away to improve your bookings, sales and retention.
Entrepreneur's guide to building a memorable startup brand
1. P O S I T I O N I N G
V O I C E
S T R A T E G Y
V A L U E
I D E N T I T Y
E X P E R I E N C E
P E R S O N A L I T YM I S S I O N
A MEMORABLE STARTUP BRAND
ENTREPRENEUR’S GUIDE
TO BUILDING
by Iryna Nezhynska
H O W T O
G E T I N T O
P E O P L E ’ S
M I N D S
2. The goal of writing this guide was simple:
to get more startups to focus on brand building
instead of launching "just another product".
Why? Most early-stage businesses are over-focused
on creating product features and finding investors, and
often forget that it is all about getting into people’s minds.
3. In the era of product overload,
your success depends on how people will perceive you
and what emotions will turn them into your customers.
This guide will help you to create
products that people will love.
27. MVB is...
... the brand with a defined strategy and emotional message
and with only the necessary visual assets, which allows
you to fully express your vision and engage early adopters.
28. Define your strategy.
Choose the right name.
Uncover your brand personality.
Create a list of touchpoints.
Design brand assets. repeat as your
company grows
S T E P S O F
C R E A T I N G M V B
1
2
3
4
5
29. D E F I N E Y O U R S T R A T E G Y
Who are you?
30. 1. Who are you?
2. What do you do, and why?
3. What is your promise?
4. What is your ONLY-statement?
5. What is your story?
6. What is your future?
7. Who are your competitors?
8. Who loves/may love you, and why?
Q U E S T I O N S T O D E F I N E
Y O U R S T R A T E G Y
31. WHAT is your category?
HOW are you different?
WHO are your customers?
WHERE are they located?
WHY are you important to them?
WHEN do they need you?
WHAT: The ONLY
HOW: that
WHO: for
WHERE: mostly in
WHY: because they
WHEN: in the era of .
O N E S E N T E N C E
S T R A T E G Y
(Marty Neumeier, “Zag”)
33. Unlike , our helps
who want to by and .
E L E V A T O R P I T C H
(“Value Proposition Design”, Strategyzer)
34. C H O O S I N G T H E R I G H T N A M E
What’s in a name?
35. 1. Create a different name than those of your competitors.
2. Make it brief (4 syllables or less).
3. Skip generic patterns - create new words instead.
4. Try to create a story (or fairytale) around the name.
5. Test-test-test on people (corridor testing):
- is it easy for foreigners to spell?
- is it easy to repeat after the first time?
- do people have any associations?
6. Check if the domain name is available. If so, buy it today!
36. U N C O V E R I N G T H E B R A N D P E R S O N A L I T Y
How do you look and feel?
38. Are you
expressing
yourself?
Are you
modifying
your customers?
We are... /
We want to be seen as...
People buy our product because,
they are... / they want to be...
At first,
decide:
Then, describe your brand’s personality.
or
43. 1) cost a lot; 2) take time; 3) are risky
(you may not need
some elements)
For startups,
big branding campaigns are resource-wasting, because they
44. For startups,
the best practice is to grow step-by-step:
Core assets
Identity 1.0
Identity 2.0
(name, logo, tagline,
mood, voice, color palette)
(key touchpoints)
(complete as you grow)
45. Touchpoint is...
... every interaction point between a customer and the brand.
These interactions influence the customer’s perception
of your brand at the each stage of the customer’s journey -
Awareness, Engagement, Purchase, Using and Sharing.
46. Aware
Engage
Buy
Use
Share
(a person discovers that
you exist and who are you)
(he/she starts to believe
in your values and realises
that you are the best
among others)
(convinced customer
purchases your product/service,
online or offline)
(from the moment
when customer unpacks
the product and later)
(delighted customer starts
telling people around
about his/her experience
with your brand)
C U S T O M E R ’ S
J O U R N E Y
the positive reference
attracts new customers
customer
comes back
to buy again
47. Example:
T O U C H P O I N T S F O R
T H E M O B I L E A P P
S T A R T U P
Core assets:
logo,
tagline,
colors,
typography.
Digital assets:
the app itself,
landing page,
confirmation mail,
social media,
product presentation,
meadia kit.
Printed assets:
business cards,
letterhead,
envelope.
48. Example:
T O U C H P O I N T S F O R
T H E I T S T A R T U P
( D E V I C E S )
Core assets:
logo,
tagline,
colors,
typography.
Digital assets:
website,
confirmation mail,
social media,
product presentation,
media kit.
Printed assets:
business cards,
packaging,
user manual,
invoice,
envelope.
49. Example:
T O U C H P O I N T S F O R
T H E E - C O M M E R C E
O R R E T A I L
S T A R T U P
Core assets:
logo, tagline,
colors,
typography,
photography style.
Digital assets:
online store,
confirmation mail,
social media,
product presentation,
media kit.
Printed assets:
business cards,
invoice,
packaging,
product labels,
staff badges.
+ environment for
the offline store.
50. Once you have all touchpoints listed,
take your time and have a rest.
The only thing needed from you
is your constructive feedback in time.
51. A designer takes your strategy notes,
brand workshop results and
the list of touchpoints...
Because
it is time for design.
55. Feel free to print templates from this guide
and take them to the meeting with your designer.
56. If you want to make the best use of this guide,
and build a brand that will hook people,
remember three important rules:
57. Successful brand identity
is never created in-house
if you don’t have a designer
in your team.
Similar case:
When your tooth hurts, you go to the dentist.
Self-treatment doesn’t help here.
Rule:
58. Know who does what.
And respect these roles.
Together with your team you define
the strategy and create a name.
While designer takes care about
the visual side of your business.
Rule:
60. Brand is not a logo.
Design visual identity in a way,
that if you delete your logo,
people will still recognise you.
As you will recognise brands
on the following slides.
Without logo and appropriate content.
Rule:
61. This brand’s identity
was build on the black and green colors and
dark overlays on the big background images.
Now, when people got addicted to this product and fall in love with its style,
the founders decided to rebrand, going more dynamic and free in the identity.
62. WELL-KNOWN IN 250 CITIES,
this brand position themselves as reliable, modern and elegant.
They use electric blue and black colors, tech font and
detailed graphics to make their customers feel the same.
64. Finally,
Vibrant colors, a curvy sans-serif typeface,
friendly icons and smiling faces and emojis everywhere.
People, who use their product,
explain this brand as “fun and playful”.
65. These brands got into customers’ minds
and settle there for long.
Because from the early beginning
they have been following
a different way of thinking:
68. I hope that you will also follow this mindset.
And from the deep of my heart
I wish your startup to find the way
to the customers’ minds. And stay there forever.
70. that will equip you and your designer
for the challenge of creating minimum viable brand.
(Only
down-to-earth
practicalities)
71. Once the Startup Branding Toolkit is online,
I will notify you, so you can start using
its materials immediately. Just drop me a line on:
iryna.nezhynska@gmail.com
to be the first to know about its launch.
(And of course, I’m happy to hear your feedback on this guide.
It will help to make upcoming toolkit more useful.)
72. I’m a visual designer based in Warsaw. I create brand identities
for digital products helping new companies express who they are.
It is my daily job and my passion. It is the air I breathe.
This work is licensed under the Creative Commons attribution, noncommercial, share alike licence.
behance.net/eirena
dribbble.com/eirena
iryna.nezhynska@gmail.com