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Successful Branding: Connect with Your Audience
Mary Jane Braide & Brenda van Ginkel

October 17, 2011
MaRS Best Practices
Lean Branding for
Start-Ups
October 17, 2011
…start thinking about brand strategy
                 sooner

…practical tools to build the brand as you
                  evolve


                                             3
A bit about me

1. First career: Organizational change management,
   time based competition, lean manufacturing
2. Second career: Corporate brand strategy
3. Fun: Volunteer MaRS brand advisor




                                                     4
BRAND IS              BRAND IS NOT

                      Advertising
Value - as seen by
others - that comes   Print materials
from promising and    Logos
delivering            Slogans
something relevant    Websites
and different.
                      Direct mail campaigns
                      PR


                                              5
6
How do we brand a moving object?

Will we over-promise?

What is the right level of investment?

Do we brand to the investor or the customer?




                                               7
I don’t really have
       time for this right
            now…..
RESEARCH METHODOLOGY




                             8
GEEK?



 OR




        MARKETER?

                    9
“A strong brand is the customer’s shorthand for
 making good choices in a complex, risky and
 confusing marketplace.”




 Kevin Randall, Director of Brand Strategy & Research at Moveo Integrated Branding




                                                                                     10
Brand matters to investors...
“Compared to scale, proprietary
  technology and
  monopolies, brand is an
  equally powerful, leveragable
  and more sustainable
  advantage.”.”
                     Credit Suisse




                                     11
Brand matters in your category

     “Industries that show high-potential for brands
       include those where trust is a growing purchase
       criteria, either because of lack of product track-
       record, proliferation of unknown competitors or risk
       to health or safety.”



      The Power of Brand Investing, Credit Suisse, Research Institute, February 2010




                                                                                       12
67% cumulative outperformance
Brand index versus S&P 1500
Source: Credit Suisse




The Power of Brand Investing, Credit Suisse, Research Institute, February 2010

                                                                                 13
Brand matters to employees




                             14
Brand matters for start-ups

                      Low
        Speed of    switching
          viral       cost


                                Clutter
         Low
        barriers
           to                             App-brain
         entry     WHY YOU?




                                                      15
16
At what point in the process should a start-up
think about brand?




                                                 17
NOW!
…if not sooner

                 18
But how?

•   The business model is unfinished
•   The product is changing
•   We have 200 feature requests
•   We don’t know how we will go to market
•   Regulators are stalling us
•   We’re not fully funded


                                        Get used to it.
                                                      19
20
Lean
       Lean Start-    Brand     Branding
Lean
          Up         Strategy   for Start-
                                   ups




                                       21
Lean management principles

                                        Know
                Perfect
                                      customer
               over time
                                        value




                                            Create
          Customer
                                             value
            flow
                                            stream

                           Maximize
                             flow

                                                     22
The Lean Start-Up: you are a learning machine
               Vision
               Define
               Learn
               Experiment

               Steer
               Leap
               Test
               Measure
               Pivot or preserve

               Accelerate
               Batch
               Grow
               Adapt
               Innovate
                                                23
Brand strategy principles

• Be relevant – you’re only as valuable as your markets
  think you are
• Be different – but only different where it matters
• Always deliver – good to have a dream, but not likely to
  get there overnight
• Have a story - connect your big idea to hearts and minds




                                                             24
Lean
       Lean Start-    Brand     Branding
Lean
          Up         Strategy   for Start-
                                   ups




                                       25
Lean branding for start-ups


                   Know your big idea

                          BUT

           Only build the minimum viable brand




                                                 26
Your big idea

What’s your hypothesis about the difference you will make?

What was the source of that insight? Examine it in depth.

Have you tested it? Did you really listen to what you heard?

Can you boil it down to one core promise?



                                                               27
28
29
Minimum viable brand



              Promise     Story




                        Name, look
              Values
                         and feel



                                     30
Standard brand framework

        1      Vision      Mission       Values


        2    Positioning   Promise


        3      Name        Tagline


        4    Personality
                           Visual
                           Identity
                                        Brand
                                      Architecture


        5            Story
              Audience Messaging

                                                     31
Promise     Values




Name, look
 and feel



                      32
PROMISE
[What will you allow me to do]


This is not a promise of what YOU will do. It’s a
promise of what the customer can do with you
in their life.




                                                    33
EVERNOTE. Remember everything




                                34
WIND. Conversations matter




                             35
Promise     Story




          Name, look
Values
           and feel



                       36
A story has a beginning, a middle and an end.
It begins with a powerful anecdote, explains why it matters
              and then pays off with a solution.
Micra Electronic Transaction Solutions is a
            proprietary, integrated transaction delivery

This is     platform targeted to small and medium sized
            businesses and individuals not previously able
            to conduct micro transactions using card
            technology.

not a     Working off a BlaBla network with a Yadda
            Yadda micron Bit Bibbildie Boo Bob, the METS
            system could enable up to 40 million
            transactions per year in the $2 billion dollar


story
            micro transaction market.
          Our first wave of financing supported a six-
            member development team and one general
            manager. Our next phase requires new
            financing to cover a sales team dedicated to
            working with VISA in Asia.
                                                       38
The one area the credit card companies have

This is     not been able to penetrate is the micro
            transaction space for small business. We
            figure they’re leaving about $2 billion a year


 a
            on the table.
          Micra is an IP protected app and hardware
            combination that covers transaction support
            for SMEs and individuals to collect payment
            on any credit card on any web-enabled

story       device.
          We’ve got 2 VISA trials now which are giving us
            the revenue to cover development. We’re
            now into a second funding round to build the
            team we need to take Micro to AMEX in Asia.

                                                        39
POSITIONING
[Audience, need, benefit, proof.]


                 For...(audience definition)

             ...Who need (pain point or need)

  ...Company or product X delivers (offer and benefit)

  ...Which only we can promise because (main proof
                       points)

                                                         40
POSITIONING: For example
[Audience, need, benefit, proof.]


       For cost-conscious, tech-able homeowners...
    ...Who want to manage their growing energy costs
 ...Company X delivers online energy management and
    time of use tools that allow 24/7 remote and onsite
                       energy optimization
       ...Which only we can promise because of our
       proprietary bridge between homeowners and
          utilities, our multi-platform facility and our
                     smart, learning systems.
                                                           41
Promise     Story




          Name, look
Values
           and feel



                       42
GOOGLE: Ten Things
 1.    Focus on the user and all else will follow.
 2.    It’s best to do one thing really, really well.
 3.    Fast is better than slow.
 4.    Democracy on the web works.
 5.    You don’t need to be at your desk to need an answer.
 6.    You can make money without doing evil.
 7.    There’s always more information out there.
 8.    The need for information crosses all borders.
 9.    You can be serious without a suit.
 10.   Great just isn’t good enough.

                                                              43
My start-up values

 I believe in…………….

 I care about……………….

 I think these things lead to successful choices……………..

 I don’t want us ever to…………………….

 I’m doing this because I……………………..

 I stand for……………..
                                                          44
Promise     Story




          Name, look
Values
           and feel



                       45
SQUARE. Accept payments. Everywhere.




                                       46
47
InMotive – a brand pivot at the right time




                                             48
VISUAL IDENTITY: tips

•   Pay for good talent
•   Don’t ask for spec work
•   Provide a design brief
•   Insist on being involved in concept and mood exploration
•   Get 2-3 logo options
•   Trust the talent you hire




                                                               49
50
Lean Branding: Positioning your early-stage company for success - MaRS Best Practices
Got questions?

Mary Jane Braide
MaRS Volunteer Advisor, Brand Strategy

www.mjbraide.com
mj@mjbraide.com
647 407 5059
@mjbraide



                                         52
APPENDIX




           53
NAME: Two types to consider

      1.                   2.
   Instant              Invested
   meaning              meaning
             Facebook              Amazon


             Burger
                                   Blackberry
             King


             Evernote              Koodo

                                                54
NAME: Pros and cons



     1.                         2.
   Instant                   Invested
  meaning                    meaning

             Communicates               Flexible
             for you                    Evocative


                                        Can take time
             Can fence you
                                        and money to
             in
                                        build meaning

                                                        55
NAME: Criteria of a good name



Evokes the customer benefit              • ThinkPad
Either descriptive, evocative or blank   • Facebook, Twitter, A
  slate.                                   mazon
Easy to say and spell                    • WIND
Memorable and different                  • Swatch
Unambiguous                              • Whole Foods
Available                                • Uniqlo
Translatable or multi-lingual            • Dialogue


                                                              56
NAME: The process


1. Create a brief and set the criteria ahead of time
2. Crank out a long, long-list. Anything goes. Get people
   involved. No contests please.
3. Shorten to 3-5 and test them informally. Use them in
   context.
4. The right name will take time to grow on you.
5. Take 2 to full legal testing.
6. Secure the top name in your immediate
   markets, including online
                                                            57
Tagline

An important discipline           Great tags tell a big story
Should be about what the          • Just Do It
  customer will experience, not   • A Diamond Is Forever
  self-descriptive                • We Try Harder
Forces you to hone your core      • What Happens In Vegas, Stays
  idea into few words               In Vegas
Focuses you on the external       • A Different Kind Of Company.
  audience                          A Different Kind Of Car
Has to be credible internally     • The Future Is Friendly
                                  • Think Different

                                                               58
Building a tagline

1. What is our vision of the possible?


2. What is our core benefit to the buyer/end user?


3. What is our core source of value creation?


4. How can we sum all that up in natural language?


                                                     59
Name + Tagline

If you have a descriptive name, choose an evocative tagline

If you have a coined or evocative name, choose a descriptive
   tagline




                                                              60
What about brand architecture?




                                 61
BRAND ARCHITECTURE


  HOUSE OF     BRANDED   ENDORSED OR
   BRANDS       HOUSE     SUB-BRANDS




                                       62
BRAND ARCHITECTURE: logic


    HOUSE OF               BRANDED           ENDORSED OR
     BRANDS                 HOUSE             SUB-BRANDS




                           Established         Minor or major
 Unrelated products
                          brand equity          extensions
   Same channel
                       Product and channel   on a central strong
 Available resources
                             synergy               brand

                                                                   63

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Lean Branding: Positioning your early-stage company for success - MaRS Best Practices

  • 1. Successful Branding: Connect with Your Audience Mary Jane Braide & Brenda van Ginkel October 17, 2011
  • 2. MaRS Best Practices Lean Branding for Start-Ups October 17, 2011
  • 3. …start thinking about brand strategy sooner …practical tools to build the brand as you evolve 3
  • 4. A bit about me 1. First career: Organizational change management, time based competition, lean manufacturing 2. Second career: Corporate brand strategy 3. Fun: Volunteer MaRS brand advisor 4
  • 5. BRAND IS BRAND IS NOT Advertising Value - as seen by others - that comes Print materials from promising and Logos delivering Slogans something relevant Websites and different. Direct mail campaigns PR 5
  • 6. 6
  • 7. How do we brand a moving object? Will we over-promise? What is the right level of investment? Do we brand to the investor or the customer? 7
  • 8. I don’t really have time for this right now….. RESEARCH METHODOLOGY 8
  • 9. GEEK? OR MARKETER? 9
  • 10. “A strong brand is the customer’s shorthand for making good choices in a complex, risky and confusing marketplace.” Kevin Randall, Director of Brand Strategy & Research at Moveo Integrated Branding 10
  • 11. Brand matters to investors... “Compared to scale, proprietary technology and monopolies, brand is an equally powerful, leveragable and more sustainable advantage.”.” Credit Suisse 11
  • 12. Brand matters in your category “Industries that show high-potential for brands include those where trust is a growing purchase criteria, either because of lack of product track- record, proliferation of unknown competitors or risk to health or safety.” The Power of Brand Investing, Credit Suisse, Research Institute, February 2010 12
  • 13. 67% cumulative outperformance Brand index versus S&P 1500 Source: Credit Suisse The Power of Brand Investing, Credit Suisse, Research Institute, February 2010 13
  • 14. Brand matters to employees 14
  • 15. Brand matters for start-ups Low Speed of switching viral cost Clutter Low barriers to App-brain entry WHY YOU? 15
  • 16. 16
  • 17. At what point in the process should a start-up think about brand? 17
  • 19. But how? • The business model is unfinished • The product is changing • We have 200 feature requests • We don’t know how we will go to market • Regulators are stalling us • We’re not fully funded Get used to it. 19
  • 20. 20
  • 21. Lean Lean Start- Brand Branding Lean Up Strategy for Start- ups 21
  • 22. Lean management principles Know Perfect customer over time value Create Customer value flow stream Maximize flow 22
  • 23. The Lean Start-Up: you are a learning machine Vision Define Learn Experiment Steer Leap Test Measure Pivot or preserve Accelerate Batch Grow Adapt Innovate 23
  • 24. Brand strategy principles • Be relevant – you’re only as valuable as your markets think you are • Be different – but only different where it matters • Always deliver – good to have a dream, but not likely to get there overnight • Have a story - connect your big idea to hearts and minds 24
  • 25. Lean Lean Start- Brand Branding Lean Up Strategy for Start- ups 25
  • 26. Lean branding for start-ups Know your big idea BUT Only build the minimum viable brand 26
  • 27. Your big idea What’s your hypothesis about the difference you will make? What was the source of that insight? Examine it in depth. Have you tested it? Did you really listen to what you heard? Can you boil it down to one core promise? 27
  • 28. 28
  • 29. 29
  • 30. Minimum viable brand Promise Story Name, look Values and feel 30
  • 31. Standard brand framework 1 Vision Mission Values 2 Positioning Promise 3 Name Tagline 4 Personality Visual Identity Brand Architecture 5 Story Audience Messaging 31
  • 32. Promise Values Name, look and feel 32
  • 33. PROMISE [What will you allow me to do] This is not a promise of what YOU will do. It’s a promise of what the customer can do with you in their life. 33
  • 36. Promise Story Name, look Values and feel 36
  • 37. A story has a beginning, a middle and an end. It begins with a powerful anecdote, explains why it matters and then pays off with a solution.
  • 38. Micra Electronic Transaction Solutions is a proprietary, integrated transaction delivery This is platform targeted to small and medium sized businesses and individuals not previously able to conduct micro transactions using card technology. not a Working off a BlaBla network with a Yadda Yadda micron Bit Bibbildie Boo Bob, the METS system could enable up to 40 million transactions per year in the $2 billion dollar story micro transaction market. Our first wave of financing supported a six- member development team and one general manager. Our next phase requires new financing to cover a sales team dedicated to working with VISA in Asia. 38
  • 39. The one area the credit card companies have This is not been able to penetrate is the micro transaction space for small business. We figure they’re leaving about $2 billion a year a on the table. Micra is an IP protected app and hardware combination that covers transaction support for SMEs and individuals to collect payment on any credit card on any web-enabled story device. We’ve got 2 VISA trials now which are giving us the revenue to cover development. We’re now into a second funding round to build the team we need to take Micro to AMEX in Asia. 39
  • 40. POSITIONING [Audience, need, benefit, proof.] For...(audience definition) ...Who need (pain point or need) ...Company or product X delivers (offer and benefit) ...Which only we can promise because (main proof points) 40
  • 41. POSITIONING: For example [Audience, need, benefit, proof.] For cost-conscious, tech-able homeowners... ...Who want to manage their growing energy costs ...Company X delivers online energy management and time of use tools that allow 24/7 remote and onsite energy optimization ...Which only we can promise because of our proprietary bridge between homeowners and utilities, our multi-platform facility and our smart, learning systems. 41
  • 42. Promise Story Name, look Values and feel 42
  • 43. GOOGLE: Ten Things 1. Focus on the user and all else will follow. 2. It’s best to do one thing really, really well. 3. Fast is better than slow. 4. Democracy on the web works. 5. You don’t need to be at your desk to need an answer. 6. You can make money without doing evil. 7. There’s always more information out there. 8. The need for information crosses all borders. 9. You can be serious without a suit. 10. Great just isn’t good enough. 43
  • 44. My start-up values I believe in……………. I care about………………. I think these things lead to successful choices…………….. I don’t want us ever to……………………. I’m doing this because I…………………….. I stand for…………….. 44
  • 45. Promise Story Name, look Values and feel 45
  • 46. SQUARE. Accept payments. Everywhere. 46
  • 47. 47
  • 48. InMotive – a brand pivot at the right time 48
  • 49. VISUAL IDENTITY: tips • Pay for good talent • Don’t ask for spec work • Provide a design brief • Insist on being involved in concept and mood exploration • Get 2-3 logo options • Trust the talent you hire 49
  • 50. 50
  • 52. Got questions? Mary Jane Braide MaRS Volunteer Advisor, Brand Strategy www.mjbraide.com mj@mjbraide.com 647 407 5059 @mjbraide 52
  • 53. APPENDIX 53
  • 54. NAME: Two types to consider 1. 2. Instant Invested meaning meaning Facebook Amazon Burger Blackberry King Evernote Koodo 54
  • 55. NAME: Pros and cons 1. 2. Instant Invested meaning meaning Communicates Flexible for you Evocative Can take time Can fence you and money to in build meaning 55
  • 56. NAME: Criteria of a good name Evokes the customer benefit • ThinkPad Either descriptive, evocative or blank • Facebook, Twitter, A slate. mazon Easy to say and spell • WIND Memorable and different • Swatch Unambiguous • Whole Foods Available • Uniqlo Translatable or multi-lingual • Dialogue 56
  • 57. NAME: The process 1. Create a brief and set the criteria ahead of time 2. Crank out a long, long-list. Anything goes. Get people involved. No contests please. 3. Shorten to 3-5 and test them informally. Use them in context. 4. The right name will take time to grow on you. 5. Take 2 to full legal testing. 6. Secure the top name in your immediate markets, including online 57
  • 58. Tagline An important discipline Great tags tell a big story Should be about what the • Just Do It customer will experience, not • A Diamond Is Forever self-descriptive • We Try Harder Forces you to hone your core • What Happens In Vegas, Stays idea into few words In Vegas Focuses you on the external • A Different Kind Of Company. audience A Different Kind Of Car Has to be credible internally • The Future Is Friendly • Think Different 58
  • 59. Building a tagline 1. What is our vision of the possible? 2. What is our core benefit to the buyer/end user? 3. What is our core source of value creation? 4. How can we sum all that up in natural language? 59
  • 60. Name + Tagline If you have a descriptive name, choose an evocative tagline If you have a coined or evocative name, choose a descriptive tagline 60
  • 61. What about brand architecture? 61
  • 62. BRAND ARCHITECTURE HOUSE OF BRANDED ENDORSED OR BRANDS HOUSE SUB-BRANDS 62
  • 63. BRAND ARCHITECTURE: logic HOUSE OF BRANDED ENDORSED OR BRANDS HOUSE SUB-BRANDS Established Minor or major Unrelated products brand equity extensions Same channel Product and channel on a central strong Available resources synergy brand 63

Hinweis der Redaktion

  1. Goal was not to take a snapshot of your current stateWe were asked to explore perceptions, drivers and influencers associated with your key stakeholders