The document discusses the importance of brand building for startups. It outlines several key steps to developing an iconic brand, including defining the problem being solved, finding the target customer tribe, showing passion for the product or service, speaking to customers in a language they understand, and keeping promises to build trust. Renowned brands are successful due to their clear purpose, focus on design, and how they communicate with customers. Ultimately, startups should aim to build a brand with real meaning and purpose through these brand building strategies.

1. The Importance
Of Brand Building
for StartUps
with Stew Langille
KOPI CHAT @BLK71 Singapore
Brought to you by NUS Enterprise

2. What is a Brand?
A brand is an extension of values that
we have about ourselves and the world.

3. What is a Brand?
Renowned brands are successful because of their clear
purpose, dedication to design, and the language that
they use to communicate with their customers.

4. Turning Passion
into an iconic Brand
Define your problem
Find your tribe
Show your passion
Speak their language
Keep your promise

5. Define your problem
Who are the people you are serving? Identify the different
segments, find out their pain points, and validate it.

6. Define your problem
Find out what they love and hate about the current
situation. What are the benefits from your solution that
could ease their pain?

7. Find your Tribe
Your customers should be your Advocates. They should be
the ones you are sending the message to; they have to
believe in your vision. Craft a message that is easy
enough for them to forward on your behalf.

8. Find your Tribe
“A tribe is a group of people connected to one another,
connected to a leader, and connected to an idea. For
millions of years, human beings have been part of one tribe
or another. A group needs only two things to be a tribe: a
shared interest and a way to communicate.”
― Seth Godin, Tribes: We Need You to Lead Us

9. Show your passion
If your solution is to make things simple, make sure
that your product is simple to use.

10. Show your passion
Your designs have to be representative of the brand,
instill confidence in your customers, and ensure that
they can trust their information with your product.

11. Speak their language
Speak your customer's language in a way that
they understand. Hire an editorial team if you need to.

12. Speak their language
Test out what works and what doesn't work by
doing rapid A/B Testing on different mediums.
You might be surprised with what you discover!

13. Keep your promise
No matter what you do, stick with your company's values
and never forget the reason why you started.

14. Keep your promise
Trust is important. Make sure that you engage them
further once they are your customers.

15. At the end of the day,
If you are going to spend the time to build a company and
build an iconic brand, then you might as well build
something that means something.

16. At the end of the day,
Design + Language + Promise = Purpose

17. KOPI CHAT @Blk71 Singapore
Brought to you by NUS Enterprise
Thank You!