How to Brand your
Cleantech Company
to attract partners, investors,
licensees and customers


Farida Fotouhi Farida@realit...
www.reality2.com




This is
   your time
                            2
www.reality2.com




You have a new champion. A stimulus
package. And more to come!

Reduce dependence on foreign oil

$15...
www.reality2.com




      Water

              Energy
ood



                            4
www.reality2.com




Cleantech is the place to be today.


But, to reap the rewards you need to:
 Build a brand
 Align y...
Your brand = the sum of experiences
at every point of contact.
www.reality2.com




You have a brand whether you know it or not.
Take control and make it work for you.




 “What X stan...
www.reality2.com




A brand is both facts and feelings.




        Pain relieved?         Credible?

       Why is it be...
www.reality2.com




The Reality-Based branding and
positioning triangle.




                                            ...
www.reality2.com




Your customer.


 Customer POV by segment
 Greatest pain / greatest opportunity
 Change: drivers &...
www.reality2.com




Your competition.


 What do they say they do?
 What do they really do?
 Who knows this?
 Be sure...
www.reality2.com




Your value proposition.


 Customer-focused
 Simple and clear
 Differentiated
 One brand/target s...
www.reality2.com




How should you define and express
your brand personality?

 Helpful?
 Friendly?
 Compassionate?
 ...
Align yourself with the big picture
vision and be specific about the
roadblock you remove.
www.reality2.com




            15
www.reality2.com




ALIGN WITH
BIG PICTURE




  SPECIFIC
ROADBLOCK
YOU REMOVE




                     16
www.reality2.com




   EDUCATE
(SIMPLE, CLEAR)




   OLD WAY

   NEW WAY




                    17
Paradigm shifters: educate!
Own the solution as thought leader.
Change perceptions and behavior.
www.reality2.com




EDUCATE: CHANGE
  PERCEPTIONS




  BE A THOUGHT
     LEADER




                              19
www.reality2.com




 OWN THE SOLUTION
AS THOUGHT LEADER




                           20
Make a good business case.
Sustainability alone isn’t sustainable.
www.reality2.com




Businesses buy sustainability when it also
adds value and impacts the bottom line.



  1) Sustainabi...
www.reality2.com




             THE BUSINESS CASE




 THOUGHT
LEADERSHIP


                                 23
www.reality2.com



THE BUSINESS CASE + GREEN BENEFIT             OLD WAY - NEW WAY: QUALITY




                       OW...
A value proposition for each target
audience (within unified brand)
www.reality2.com




The early stage target audience.


 High-profile customer(s)
 Strategic partners
 Licensors
 Pote...
www.reality2.com




Early Stage Branding: the key
components.


         A branding strategy



   Clear market-focused v...
Keep it simple.
www.reality2.com




You’ve developed a clean tech
breakthrough.




                                            29
www.reality2.com




Commercialization, branding and selling
involve an entirely different skill set.




Ours is better!
...
www.reality2.com




Can you explain your product to
a six-year-old?

 Simplify
 Educate
 Show clear benefits




     ...
Whatyou guys
  is it
 do   again?
So
what?
How to Brand your
Cleantech Company
to attract partners, investors,
licensees and customers


Farida Fotouhi Farida@realit...
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Cleantech

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Step-by-step presentation by Farida Fotouhi, president of Reality2 about branding a cleantech company

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Cleantech

  1. 1. How to Brand your Cleantech Company to attract partners, investors, licensees and customers Farida Fotouhi Farida@reality2.com © Copyright 2009 Reality2 LLC
  2. 2. www.reality2.com This is your time 2
  3. 3. www.reality2.com You have a new champion. A stimulus package. And more to come! Reduce dependence on foreign oil $15 billion in clean tech initiatives “Our survival depends on finding new sources of energy” (Address to Congress, Tuesday Feb 24) Solar, wind, biofuels, storage, smart grid, fuel cells-- “Answers are in..our laboratories and..the imaginations of our entrepreneurs.”.. Reduce greenhouse gases Clean energy economy: funding, green jobs 3
  4. 4. www.reality2.com Water Energy ood 4
  5. 5. www.reality2.com Cleantech is the place to be today. But, to reap the rewards you need to:  Build a brand  Align yourself with the big picture vision  Define the roadblock you remove  Educate  Demonstrate a good business case  Show a clear benefit for each audience  Keep it simple 5
  6. 6. Your brand = the sum of experiences at every point of contact.
  7. 7. www.reality2.com You have a brand whether you know it or not. Take control and make it work for you. “What X stands for” 7
  8. 8. www.reality2.com A brand is both facts and feelings. Pain relieved? Credible? Why is it better? Market savvy? Market traction? Cutting edge? $ Potential? Am I in love? 8
  9. 9. www.reality2.com The Reality-Based branding and positioning triangle. 9
  10. 10. www.reality2.com Your customer.  Customer POV by segment  Greatest pain / greatest opportunity  Change: drivers & barriers  Why choose you 10
  11. 11. www.reality2.com Your competition.  What do they say they do?  What do they really do?  Who knows this?  Be sure you’re different  Monitor competitive sites 11
  12. 12. www.reality2.com Your value proposition.  Customer-focused  Simple and clear  Differentiated  One brand/target segments 12
  13. 13. www.reality2.com How should you define and express your brand personality?  Helpful?  Friendly?  Compassionate?  Businesslike?  Solution-focused?  Cutting-edge? 13
  14. 14. Align yourself with the big picture vision and be specific about the roadblock you remove.
  15. 15. www.reality2.com 15
  16. 16. www.reality2.com ALIGN WITH BIG PICTURE SPECIFIC ROADBLOCK YOU REMOVE 16
  17. 17. www.reality2.com EDUCATE (SIMPLE, CLEAR) OLD WAY NEW WAY 17
  18. 18. Paradigm shifters: educate! Own the solution as thought leader. Change perceptions and behavior.
  19. 19. www.reality2.com EDUCATE: CHANGE PERCEPTIONS BE A THOUGHT LEADER 19
  20. 20. www.reality2.com OWN THE SOLUTION AS THOUGHT LEADER 20
  21. 21. Make a good business case. Sustainability alone isn’t sustainable.
  22. 22. www.reality2.com Businesses buy sustainability when it also adds value and impacts the bottom line. 1) Sustainability 2) Affordability 3) Quality 22
  23. 23. www.reality2.com THE BUSINESS CASE THOUGHT LEADERSHIP 23
  24. 24. www.reality2.com THE BUSINESS CASE + GREEN BENEFIT OLD WAY - NEW WAY: QUALITY OWNERSHIP OF SOLUTION (IP) OLD WAY - NEW WAY: SAVINGS 24
  25. 25. A value proposition for each target audience (within unified brand)
  26. 26. www.reality2.com The early stage target audience.  High-profile customer(s)  Strategic partners  Licensors  Potential buyer  Investors 26
  27. 27. www.reality2.com Early Stage Branding: the key components. A branding strategy Clear market-focused value Name/logo proposition for each target Website Professional startup package (not home-made) Brochure Presentation See http://www.reality2.com/early_stage_branding.html 27
  28. 28. Keep it simple.
  29. 29. www.reality2.com You’ve developed a clean tech breakthrough. 29
  30. 30. www.reality2.com Commercialization, branding and selling involve an entirely different skill set. Ours is better! 30
  31. 31. www.reality2.com Can you explain your product to a six-year-old?  Simplify  Educate  Show clear benefits 31
  32. 32. Whatyou guys is it do again?
  33. 33. So what?
  34. 34. How to Brand your Cleantech Company to attract partners, investors, licensees and customers Farida Fotouhi Farida@reality2.com © Copyright 2009 Reality2 LLC

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