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

BRANDING FOR STARTUPSBuild your brand to attract customers and investors.

Emily Brackett President, Visible Logic

www.visiblelogic.com Design+business blog: visiblelogic.com/blog

BRANDING FOR STARTUPSBuild your brand to attract customers and investors.



BRANDING FOR STARTUPS

What is Branding?


Branding is creating a unique name and image for a product in the consumers’ mind.

What is Branding?



What is Branding?

Different

Recognizable


The distinct name for your product, service or organization

Name becomes your logo

URL


What is Branding?


Your logo

Other key visuals: photography, color, typography

Tone of voice


What is Branding?


Did it even register?

How your message is received may different than how it was presented.

It is not all in your control.


What is Branding?


Why Invest in Branding?


Charge a premium


Make selling easier


It can improve any business


• 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

Poll


What stage is your startup at?Pre-buying product developmentNo or low revenueIn the marketplace


Differentiation


What makes you unique?

Branding is creating a unique name and image for a product in the consumers’ mind.Different

Recognizable


CompetitorNo.1

CompetitorNo.4

CompetitorNo. 2

CompetitorNo.3

Competitive Landscape


CompetitorNo.1

CompetitorNo.4

CompetitorNo. 2

CompetitorNo.3

YourBrand

Competitive Landscape


Differentiate

CompetitorNo.1

CompetitorNo.4

CompetitorNo. 2

CompetitorNo.3

YourBrand

To Do:


Identify your competitorsFind your differentiators

To Do:


Geography, Buyers, Price,

To Do:


Geography, Buyers, Price, Features Benefits,

To Do:


Geography, Buyers, Price, Features Benefits,What about the DIY’ers?


Naming


Your name is critical

The distinct name for your product, service or organization

Name becomes your logo

URL



Get it right.

Your name is the hardest thing to change in a brand identity.

Prevent confusion.

Long term


1. Easy to say or pronounce

4 Must’s for a strong brand name



2. Memorable and distinct





3. Does not cause confusion





3. Does not cause confusion

4. Relevant domain name is available


To Do:


Is your name right? If not, fix it.

To Do:


List adjectives to describe yourself and your offering

To Do:


Think of objects or feelings that express this.


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


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

To Do:


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


The Importance of Design in Branding


Developing a unique image

Your logo

Other key visuals: photography, color, typography

Tone of voice



We are visual beings


We are visual beings

Recognition starts the process of know me, like me, trust me

Visual Identity is at its Core


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)


1. Distinct from competitors

5 Must’s for your logo



2. Memorable




2. Memorable

3. Easily reproducible




2. Memorable


4. Works in the places, sizes, shapes YOU need




2. Memorable



5. Looks professionally designed




2. Memorable



5. Looks professionally designed

It does NOT need to be a symbol


To Do:


Does your logo match your adjectives?


Example


ConsistencyConsistency. Repetition. Think beyond your logo.

To Do:


Professionally designed logoVector filesAdditional visual library


Personal vs. Corporate Branding

Poll


What type of business are you starting?Solopreneur, consultantService-based businessHard productTechnology, software or electronic productRetail, restaurant


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


The spectrum

Personal Corporate

JOHN SMITH, CPA


A solopreneur must feel a personal connection to their brand identity.

Solopreneurs

To Do:


Do you like your name, logo, web site? Does it feel right to you ?


Startup Identity = Founder(s) Identity

Startup=Founder

>

To Do:


Bios for founders on web siteProfessional headshot


The Two-SidedFactor of Branding


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.



Send & Receive

The identity you build + perceptions of others = your brand


Identity vs perception

Fly the friendly skies


The image they are pushing








Customer Perception


Customer Perception


Customer Perception


Customer Perception

To Do:


Ensure customer experience matches brand promise


Make Your Brand Work for You


Confused, Weak Brand Image

CorporateIdentity



CorporateIdentity

Web design



CorporateIdentity

Web design

Marketingcopy


CorporateIdentity

Web design

SocialMedia


Marketingcopy


CorporateIdentity

Web design

SocialMedia

Sales Process


Marketingcopy


CorporateIdentity

Web design

SocialMedia

Sales Process

CustomerExperience


Marketingcopy


CorporateIdentity

Web design

Marketingcopy

SocialMedia

Sales Process

CustomerExperience

Founder



Consistent Branding

CorporateIdentity


Consistent Branding

CorporateIdentity

Web design


Consistent Branding

CorporateIdentity

Web design

Marketingcopy


Consistent Branding

CorporateIdentity

Web design

SocialMedia

Marketingcopy


Consistent Branding

CorporateIdentity

Web design

SocialMedia

Marketingcopy

Sales Process


Consistent Branding

CorporateIdentity

Web design

SocialMedia

Marketingcopy

Sales Process

CustomerExperience


CorporateIdentity

Web design

SocialMedia

Marketingcopy

Founder

Sales Process

CustomerExperience

Consistent Branding

To Do:


Look objectively at your brand from identity, to message to service.


When to Invest in Branding


Investors may not care about your brand.

Branding is a problem that can be solved.

Customers vs investors


Polish your brand before you reach the market on a large scale.

It can be hard to overcome poor first impressions



A well-crafted brand identity will grow with your business

It will be an asset to your business.




Questions?



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



Questions?