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The Consistency of Branding
Derk Steemers
Arkley Branding Strategist
PlaceILive
Social Media
Tagsters
Branding
Why this topic?
Fundamental flaw
most important question: who are you?
First question any founder should ask
themselves!
Branding
How should the cycle look like:
1. Idea
2. Execution
3. Early adopters
4. Market fit
5. Scale
Branding
If that’s the case…
Your branding consists of your:
Hypothesis
Product
Vision
Branding
Common mistakes:
• Too much at the same time
• Too afraid to stick to one thing
• Too technical too care
• Don’t know what it is?
• Language…
Branding
How should my branding look like?
Find something and run with it
2 types of marketing
2 Types of Marketing
Historically there have been 2 types:
1. Product
2. Association
Marketing based on the Product
Original form of marketing
• e.g. cigarettes
Why do hardware startups use this type
of marketing?
• New product
• Being 10 times better than
competitor (Peter Thiel)
• Looking for early adopters
Marketing based on Association
Newest form of marketing
• e.g. cigarettes
Why do big firms use this type of
marketing?
• No product differentiation
• Already found market fit
• More powerful than the other (e.g.
new insoles in a pair of nikes)
Branding your Vision
A hybrid is possible
Mixing product with your vision
E.g. Tespack
Visual Branding
Photos, video, gif, website
Colors
Tone
Aesthetic
Style
Message
Audience
Formal vs. informal
Lo-fi vs. professional
Written Branding
Vocabulary
Tone of voice
Sentence length
Topics /angles/ perspectives
Structure
Product Branding
Product design
Packaging
Materials
Shapes
Functionalities
Product expansion
Attitude
Customer Service
sCRM
Feedback
Business Development

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Hardware Massive #1 Derk Steemers