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Branding for Startups: Build your brand to attract customers and investors

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As a startup founder, you’re struggling to launch your new product or service as well as market it to buyers and investors. A smart brand is the foundation of building your brand identity and all of your marketing channels including your web site, social media, investor presentations and more.

This free webinar is for you if you want to know:
•What is branding?
•How to leverage the personal brand of the founders and develop your corporate brand
•How a strong brand can help you attract ideal clients, investors and employees
•How to create a brand that builds on your passions
•How to know whether your name, logo or web site is good enough
•How to research the market and your competition to position your brand
•Why you need a compelling story and how to tell it
•How to turn product features into compelling benefits

Published in: Marketing

Branding for Startups: Build your brand to attract customers and investors

  1. 1. BRANDING FOR STARTUPS Build your brand to attract customers and investors. Emily Brackett President, Visible Logic www.visiblelogic.com Design+business blog: visiblelogic.com/blog
  2. 2. BRANDING FOR STARTUPS Build your brand to attract customers and investors. Emily Brackett President, Visible Logic www.visiblelogic.com Design+business blog: visiblelogic.com/blog
  3. 3. BRANDING FOR STARTUPS What is Branding?
  4. 4. BRANDING FOR STARTUPS Branding is creating a unique name and image for a product in the consumers’ mind. What is Branding?
  5. 5. BRANDING FOR STARTUPS Branding is creating a unique name and image for a product in the consumers’ mind. What is Branding? Different Recognizable
  6. 6. BRANDING FOR STARTUPS The distinct name for your product, service or organization Name becomes your logo URL Branding is creating a unique name and image for a product in the consumers’ mind. What is Branding?
  7. 7. BRANDING FOR STARTUPS Your logo Other key visuals: photography, color, typography Tone of voice Branding is creating a unique name and image for a product in the consumers’ mind. What is Branding?
  8. 8. BRANDING FOR STARTUPS Did it even register? How your message is received may different than how it was presented. It is not all in your control. Branding is creating a unique name and image for a product in the consumers’ mind. What is Branding?
  9. 9. BRANDING FOR STARTUPS Why Invest in Branding?
  10. 10. BRANDING FOR STARTUPS Charge a premium
  11. 11. BRANDING FOR STARTUPS Make selling easier
  12. 12. BRANDING FOR STARTUPS It can improve any business
  13. 13. BRANDING FOR STARTUPS • Attract better clients / customers • Charge a premium for products / services • Close sales more easily • Reduced marketing costs (eventually) • Greater value when selling the business Why Invest in Branding
  14. 14. Poll BRANDING FOR STARTUPS What stage is your startup at? Pre-buying product development No or low revenue In the marketplace
  15. 15. BRANDING FOR STARTUPS Differentiation
  16. 16. BRANDING FOR STARTUPS What makes you unique? Branding is creating a unique name and image for a product in the consumers’ mind. Different Recognizable
  17. 17. BRANDING FOR STARTUPS Competitor No.1 Competitor No.4 Competitor No. 2 Competitor No.3 Competitive Landscape
  18. 18. BRANDING FOR STARTUPS Competitor No.1 Competitor No.4 Competitor No. 2 Competitor No.3 Your Brand Competitive Landscape
  19. 19. BRANDING FOR STARTUPS Differentiate Competitor No.1 Competitor No.4 Competitor No. 2 Competitor No.3 Your Brand
  20. 20. To Do: BRANDING FOR STARTUPS Identify your competitors Find your differentiators
  21. 21. To Do: BRANDING FOR STARTUPS Geography, Buyers, Price,
  22. 22. To Do: BRANDING FOR STARTUPS Geography, Buyers, Price, Features Benefits,
  23. 23. To Do: BRANDING FOR STARTUPS Geography, Buyers, Price, Features Benefits, What about the DIY’ers?
  24. 24. BRANDING FOR STARTUPS Naming
  25. 25. BRANDING FOR STARTUPS Your name is critical The distinct name for your product, service or organization Name becomes your logo URL Branding is creating a unique name and image for a product in the consumers’ mind.
  26. 26. BRANDING FOR STARTUPS Get it right. Your name is the hardest thing to change in a brand identity. Prevent confusion. Long term
  27. 27. BRANDING FOR STARTUPS 1. Easy to say or pronounce 4 Must’s for a strong brand name
  28. 28. BRANDING FOR STARTUPS 1. Easy to say or pronounce 2. Memorable and distinct 4 Must’s for a strong brand name
  29. 29. BRANDING FOR STARTUPS 1. Easy to say or pronounce 2. Memorable and distinct 3. Does not cause confusion 4 Must’s for a strong brand name
  30. 30. BRANDING FOR STARTUPS 1. Easy to say or pronounce 2. Memorable and distinct 3. Does not cause confusion 4. Relevant domain name is available 4 Must’s for a strong brand name
  31. 31. To Do: BRANDING FOR STARTUPS Is your name right? If not, fix it.
  32. 32. To Do: BRANDING FOR STARTUPS List adjectives to describe yourself and your offering
  33. 33. To Do: BRANDING FOR STARTUPS Think of objects or feelings that express this.
  34. 34. BRANDING FOR STARTUPS New Yoga Studio in Portland Maine High-touch style Calm environment Unique & beautiful studio on the waterfront Thoughtful, full mind & body approach A place and practice to destress (not power yoga) Example
  35. 35. BRANDING FOR STARTUPS New Yoga Studio in Portland Maine High-touch style Calm environment Unique & beautiful studio on the waterfront Thoughtful, full mind & body approach A place and practice to destress (not power yoga) Still Water Yoga Example
  36. 36. To Do: BRANDING FOR STARTUPS Is your name right? Not sure? Joining our online Branding Mastermind Workshop Monday, October 20, 2014 3:00-4:30 pm (Eastern) Fee: $29 $20 http://bit.ly/branding-mastermind
  37. 37. BRANDING FOR STARTUPS The Importance of Design in Branding
  38. 38. BRANDING FOR STARTUPS Developing a unique image Your logo Other key visuals: photography, color, typography Tone of voice Branding is creating a unique name and image for a product in the consumers’ mind.
  39. 39. BRANDING FOR STARTUPS We are visual beings
  40. 40. BRANDING FOR STARTUPS We are visual beings Recognition starts the process of know me, like me, trust me Visual Identity is at its Core
  41. 41. BRANDING FOR STARTUPS Design vs. Branding Good design Readable fonts Good use of color High quality imagery A “template” might work Consistent brand identity Corporate fonts Corporate colors Recognizable design elements A template will not work Tone and voice goes beyond design elements Design and voice can be seen / heard in other applications (consistency)
  42. 42. BRANDING FOR STARTUPS 1. Distinct from competitors 5 Must’s for your logo
  43. 43. BRANDING FOR STARTUPS 1. Distinct from competitors 2. Memorable 5 Must’s for your logo
  44. 44. BRANDING FOR STARTUPS 1. Distinct from competitors 2. Memorable 3. Easily reproducible 5 Must’s for your logo
  45. 45. BRANDING FOR STARTUPS 1. Distinct from competitors 2. Memorable 3. Easily reproducible 4. Works in the places, sizes, shapes YOU need 5 Must’s for your logo
  46. 46. BRANDING FOR STARTUPS 1. Distinct from competitors 2. Memorable 3. Easily reproducible 4. Works in the places, sizes, shapes YOU need 5. Looks professionally designed 5 Must’s for your logo
  47. 47. BRANDING FOR STARTUPS 1. Distinct from competitors 2. Memorable 3. Easily reproducible 4. Works in the places, sizes, shapes YOU need 5. Looks professionally designed It does NOT need to be a symbol 5 Must’s for your logo
  48. 48. To Do: BRANDING FOR STARTUPS Does your logo match your adjectives?
  49. 49. BRANDING FOR STARTUPS Example
  50. 50. To Do: BRANDING FOR STARTUPS Professionally designed logo Vector files Additional visual library
  51. 51. BRANDING FOR STARTUPS Personal vs. Corporate Branding
  52. 52. Poll BRANDING FOR STARTUPS What type of business are you starting? Solopreneur, consultant Service-based business Hard product Technology, software or electronic product Retail, restaurant
  53. 53. BRANDING FOR STARTUPS The spectrum Personal Corporate Consultant Freelancer Public Speaker Hair Stylist Person who owns more than one business Real Estate Broker Financial Planner Insurance Rep Small Business Owner Large Corporation
  54. 54. BRANDING FOR STARTUPS The spectrum Personal Corporate JOHN SMITH, CPA
  55. 55. BRANDING FOR STARTUPS A solopreneur must feel a personal connection to their brand identity. Solopreneurs
  56. 56. To Do: BRANDING FOR STARTUPS Do you like your name, logo, web site? Does it feel right to you ?
  57. 57. BRANDING FOR STARTUPS Startup Identity = Founder(s) Identity Startup=Founder >
  58. 58. To Do: BRANDING FOR STARTUPS Bios for founders on web site Professional headshot
  59. 59. BRANDING FOR STARTUPS The Two-Sided Factor of Branding
  60. 60. BRANDING FOR STARTUPS It’s not all about you Did it even register? How your message is received may different than how it was presented. It is not all in your control. Branding is creating a unique name and image for a product in the consumers’ mind.
  61. 61. BRANDING FOR STARTUPS Send & Receive The identity you build + perceptions of others = your brand
  62. 62. BRANDING FOR STARTUPS Identity vs perception Fly the friendly skies
  63. 63. BRANDING FOR STARTUPS The image they are pushing
  64. 64. BRANDING FOR STARTUPS The image they are pushing
  65. 65. BRANDING FOR STARTUPS The image they are pushing
  66. 66. BRANDING FOR STARTUPS The image they are pushing
  67. 67. BRANDING FOR STARTUPS Customer Perception
  68. 68. BRANDING FOR STARTUPS Customer Perception
  69. 69. BRANDING FOR STARTUPS Customer Perception
  70. 70. BRANDING FOR STARTUPS Customer Perception
  71. 71. To Do: BRANDING FOR STARTUPS Ensure customer experience matches brand promise
  72. 72. BRANDING FOR STARTUPS Make Your Brand Work for You
  73. 73. BRANDING FOR STARTUPS Consistency Consistency. Repetition. Think beyond your logo.
  74. 74. BRANDING FOR STARTUPS Confused, Weak Brand Image Corporate Identity
  75. 75. BRANDING FOR STARTUPS Confused, Weak Brand Image Corporate Identity Web design
  76. 76. BRANDING FOR STARTUPS Confused, Weak Brand Image Corporate Identity Web design Marketing copy
  77. 77. BRANDING FOR STARTUPS Corporate Identity Web design Social Media Confused, Weak Brand Image Marketing copy
  78. 78. BRANDING FOR STARTUPS Corporate Identity Web design Social Media Sales Process Confused, Weak Brand Image Marketing copy
  79. 79. BRANDING FOR STARTUPS Corporate Identity Web design Social Media Sales Process Customer Experience Confused, Weak Brand Image Marketing copy
  80. 80. BRANDING FOR STARTUPS Corporate Identity Web design Marketing copy Social Media Sales Process Customer Experience Founder Confused, Weak Brand Image
  81. 81. BRANDING FOR STARTUPS Consistent Branding Corporate Identity
  82. 82. BRANDING FOR STARTUPS Consistent Branding Corporate Identity Web design
  83. 83. BRANDING FOR STARTUPS Consistent Branding Corporate Identity Web design Marketing copy
  84. 84. BRANDING FOR STARTUPS Consistent Branding Corporate Identity Web design Social Media Marketing copy
  85. 85. BRANDING FOR STARTUPS Consistent Branding Corporate Identity Web design Social Media Marketing copy Sales Process
  86. 86. BRANDING FOR STARTUPS Consistent Branding Corporate Identity Web design Social Media Marketing copy Sales Process Customer Experience
  87. 87. BRANDING FOR STARTUPS Corporate Identity Web design Social Media Marketing copy Founder Sales Process Customer Experience Consistent Branding
  88. 88. To Do: BRANDING FOR STARTUPS Look objectively at your brand from identity, to message to service.
  89. 89. BRANDING FOR STARTUPS When to Invest in Branding
  90. 90. BRANDING FOR STARTUPS Investors may not care about your brand. Branding is a problem that can be solved. Customers vs investors
  91. 91. BRANDING FOR STARTUPS Polish your brand before you reach the market on a large scale. It can be hard to overcome poor first impressions Customers vs investors
  92. 92. BRANDING FOR STARTUPS A well-crafted brand identity will grow with your business It will be an asset to your business. Customers vs investors
  93. 93. Emily Brackett President, Visible Logic www.visiblelogic.com Design+business blog: visiblelogic.com/blog Questions?
  94. 94. Emily Brackett President, Visible Logic www.visiblelogic.com Design+business blog: visiblelogic.com/blog Looking for feedback on your name, tagline, web site or other materials? Joining our online Branding Mastermind Workshop Monday, October 20, 2014 3:00-4:30 pm (Eastern) Fee: $29 $20 http://bit.ly/branding-mastermind
  95. 95. Emily Brackett President, Visible Logic www.visiblelogic.com Design+business blog: visiblelogic.com/blog Questions?

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