Marketing and Branding - Startup Traction
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Gina Chiang illustrates key branding concepts and describes the most important steps to gaining traction. Gina encourages companies to use empathy and develop a deep understanding for customer needs in order to make a better product and present it in a compelling manner. This content was produced for the 2015 Singapore Winter semester of the Founder Institute by Founder Institute mentor Gina Chiang, Global Accounts Lead at Google.
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Marketing and Branding - Startup Traction
- 1. Marketing and Branding Prepared by Gina Chiang for The Founder Institute
- 2. Agenda • Marketing (tools available) – Customer behavior – What interest them – Measurement • Branding – Appearance – Generate awareness – Leverage influencers
- 5. What do we do?
- 6. Who is Your Customer?
- 10. Search is the way in… Know What Your Customers Are Searching For
- 13. BE FOUND
- 18. Is “LIKE” the best way to measure success?
- 19. Available Measurement solutions Searches Clicks Online Sales Foot Traffic Leads Phone Calls App Downloads and purchases Cross-Device Conversions Newsletter Signups Store Locator Time on site Order Tracking
- 21. Branding – Appearance Good Name Quality Logo Look and feel of professional website (color, layout, fonts, tone of your product descriptions) Your appearance in external setting
- 22. Branding – Generate Awareness Online content marketing: blog, company site, Medium.com, video Social media: Facebook, Google+, Twitter, Linkedin Community volunteer work: Google Business Group (GBG), SMU to name a few examples
- 23. Branding – Leverage Influencers Word of mouth: Tell your stories Leverage your employees Get influencer onboard: Person with authority in the field (professor, blogger)
Editor's Notes
- Despite being dimly aware that branding is a necessary component in building a startup, many founders often confuse the roles of branding, marketing and PR in their business. When brainstorming with clients, she says that sometimes they’ll suggest ideas that would fit as a great marketing strategy, but not so much as PR one. “Marketing and branding should come first,” she explains, “And that’s about deciding where it’s going to sit in people’s consciousness and what values you are trying to make them empathise with.” As for differentiating between the three business disciplines, she says branding involves everything from selecting fonts/colours to using certain keywords to describe the product, whereas marketing is taking a brand identity to the outside world and crafting strategies to cement those values. “Once you’ve got that in place, PR comes in and helps you take that to the public. Most of the time – but not always – that means press releases, although that’s changing with social media,” Fryatt adds.
- Imagine that you step into NTUC, and you see this scene. What comes to your mind? You all have very valid points. Consumers have many abundant choices and the market is very competitive
- Who is your customer and what do they do? Aside from all the techniques which we discussed in the past about how to identify your target audience, validate your assumption online by leveraging free tools
- Search is the gateway . Research shows that customers associate search ranking with success of company, and 65% find products/services through search From survey, Top paid ads & top organic drives 3.95x more brand recall
- Imagine that you step into NTUC, and you see this scene. What comes to your mind? You all have very valid points. Consumers have many abundant choices and the market is very competitive
- What actions drive towards your business goals?
- Despite being dimly aware that branding is a necessary component in building a startup, many founders often confuse the roles of branding, marketing and PR in their business. When brainstorming with clients, she says that sometimes they’ll suggest ideas that would fit as a great marketing strategy, but not so much as PR one. “Marketing and branding should come first,” she explains, “And that’s about deciding where it’s going to sit in people’s consciousness and what values you are trying to make them empathise with.” As for differentiating between the three business disciplines, she says branding involves everything from selecting fonts/colours to using certain keywords to describe the product, whereas marketing is taking a brand identity to the outside world and crafting strategies to cement those values. “Once you’ve got that in place, PR comes in and helps you take that to the public. Most of the time – but not always – that means press releases, although that’s changing with social media,” Fryatt adds.
- What actions drive towards your business goals?
- What actions drive towards your business goals?
- What actions drive towards your business goals?
- What actions drive towards your business goals?