Branding for Start-ups Patrick “Mad” Mork Nov 18th, 2014
Branding 101 for Start-ups
Jul 02, 2015
Your brand is one of the most important things you'll build as an entrepreneur and can add immeasurable value to your company. But what really is branding? Why does it matter and what kind of benefits can it bring me? This short preso was for the Yodlee Incubator and seeks to answer some of these questions and also provide aspiring entrepreneurs with a short guideline on how to get started building lasting, memorable brands.
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Transcript
Branding for Start-ups Patrick “Mad” Mork
Nov 18th, 2014
About Mad Mork
What is Branding?
Germanic / English origins from the 17th Century
- A piece of smouldering wood - To mark, burn a animal - A sword
Why is branding important?
Benefit - Memorability
Benefit - Familiarity
Benefit - Reduced Marketing Costs
Benefits: Premium pricing
Benefit: Consumer / Client Loyalty
Benefit - Extensions
Benefit - Company value / equity
It all starts with a Strong, Bold Vision
Which translates into execution
Vision
Mission
Strategy
Example
Vision: To create a more compassionate and connected
humanity
Strategy: To integrate location, communication, and the metagraph into a single tool that enables people to spend time together, communicate, and stay
connected over time.
Mission: Help people maintain and deepen relationships over a
lifetime.
Onto the 2nd Pyramid - The Brand Pyramid
What is the main idea or reason for being of this brand?
What kind of emotional benefits does the product /service provide?
What are the benefits derived from using the product /service?
What are the key benefits I get from this functionally?
What are the main features of the product /service?
Brand Essence
Emotional Benefit
Logical Benefits
Functional Benefits
Features
Example - Apple Brand Pyramid
Think Different
Rebellious / Artistic
Attractive, Fast, Elegant, Easy to use
Sleek Design, Fast Processors, Advanced OS
Brand Essence
Emotional Benefit
Functional Benefits
Features
As a start-up what defines your brand?
So Start with your Brand Bible
Includes:
❖ Vision Pyramid
❖ Brand Pyramid
❖ Tone / Voice
❖ Attributes / Personality
❖ Phrases
❖ Messaging
❖ Brand logos
❖ Brand do’s / dont’s
❖ Color palette
❖ Creative examples
Methodology -‐ example
Management Interviews
Consumer Research
Compe66ve Research
• 10+ hours of 1:1 interviews
• Group sessions
and discussions
• Audio and wri8en transcripts
• 1000 Connect consumer interviews done using AYTM.com
• Data pulled from
1000+ App store reviews
• 22k emails from
Connect DB
• CompeEEve product usage / tesEng
• Leveraged
compeEEve survey
• Research on
compeEEve posiEoning
September – October 2014
1. Value proposition extends beyond its product
2. They make a difference and aren’t just different
3. Don’t interrupt people; they involve them
4. They engage our emotions
5. Help people help themselves
6. Consistency over time
In conclusion, what defines a great brand?
Enjoy your Run!
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