How To BrandYour Startup

A HOW-TO GUIDE FOR WOMEN-LED STARTUPS ON BUILDING BRANDRECOGNITION FROM THE GROUND UP.

INDEX

PG.1 .... GETTING STARTEDPG. 3 .... WHAT DOES YOUR BRAND LOOK LIKEPG. 4 .... YOUR REPRESENT YOUR BRANDPG. 6 .... YOUR MEOW FACTORPG. 11 .... EMPLOYEES AND YOUR BRANDPG. 13 .... DEVELOPING A STRATEGY

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CHAPTER 1Getting StartedSO YOU WANT TO LAUNCH A STARTUP? HOLD ON TO YOUR HATS, GALS. IT’SGOING TO BE A BUMPY AND THRILLING RIDE. BESIDES THE COUNTLESSHOURS AND SUPERIOR EXECUTION IT’S GOING TO TAKE TO WORK ONPERFECTING YOUR PRODUCT OR SERVICE, A SIGNIFICANT AMOUNT OF TIMEIS GOING TO BE SPENT ON CRAFTING YOUR BRAND.

THREE MAJOR THINGS THAT YOU NEED TO THINK ABOUT WHEN IT COMES TOSTARTING PROPER BRANDING IS:

MISSION/VISION PURPOSE OF PRODUCTS/SERVICES CUSTOMER PROFILE

LET’S TACKLE THESE IMPORTANT SECTIONS ONE BY ONE.

MISSION/VISIONWHAT IS THE CORE PURPOSE OF YOUR STARTUP? YOUR MISSION IS WHATYOUR ORGANIZATION SETS OUT TO DO. YOUR VISION IS WHAT YOURSTARTUP SETS OUT TO ACCOMPLISH. IT IS THE DRIVING FORCE BEHIND ALLOF THE WORK YOU AND YOUR TEAM ARE DOING.

WHETHER THIS IS SOMETHING YOU INTEND ON WRITING ALONE OR WITH ATEAM, IT IS IMPORTANT TO TAKE A REASONABLE AMOUNT OFTIME TO REFLECT ON YOUR STARTUP'S PURPOSE AND ITS ULTIMATE GOAL.

LIKE MOST STARTUPS, THOSE GOALS OR VISIONS MAY CHANGE OVER TIMEAND THAT IS OK. BUT HAVING AN INITIAL STARTING POINT IS CRUCIAL INKEEPING YOU FOCUSED AND YOUR WORK STREAMLINED.

PRODUCTS/SERVICESWHAT IS THE PRODUCT AND/OR SERVICE YOU ARE PROVIDING? WHAT DOESIT DO? HOW DOES IT WORK? WHAT IS ITS VALUE? WHAT SEPARATES IT FROMTHE COMPETITION? WHAT IS IT BRINGING TO THE MARKETPLACE? WHYWOULD ANYONE WANT IT?

THESE ARE QUESTIONS YOU NEED TO ANSWER BEFORE DEVELOPING YOURIDEA AND MAKING IT PUBLIC.

CUSTOMER PROFILEWHO IS YOUR CUSTOMER? HOW OLD IS HE/SHE? WHERE DOES HE/SHEWORK? WHERE DOES HE/SHE SHOP? HOW DOES HE/SHE SHOP? (WE’LLGET MORE IN DEPTH ABOUT THIS ON PAGE 14) DO THEY RENT OR OWN THEIRLIVING QUARTERS?

BEFORE YOU CAN SELL A PRODUCT, YOU SHOULD BE DEFINING YOURAUDIENCE AND WHO YOU INTEND ON SERVING. AS ANITA B. NEWTON, AMARKETING GURU WITH 20 YEARS OF EXPERIENCE, POINTED OUT AT THE2014 LEAN STARTUP CONFERENCE, YOU NEED TO WATCH WHAT YOURTARGET MARKET DOES IN ORDER TO UNDERSTAND THEM.

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CHAPTER 2What Does YourBrand Look Like

WHAT IS YOUR LOGO AND WHAT DOES IT SAY ABOUT YOUR STARTUP?

FROM THE FONT TO THE COLORS YOU USE, YOUR BRANDS VISUAL IDENTITYSHOULD BE IN SYNC WITH YOUR MISSION AND VISION. BRANDING IS ABOUTTELLING A STORY. THE IMAGE OF YOUR STARTUP PLAYS A VITAL ROLE IN THESTORYTELLING PROCESS. THINK OF IT LIKE PICTURES IN A STORYBOOK. YOURLOGO IS LIKE THE COVER OF A BOOK. ANY IMAGES AND FONTS INSIDE THEBOOK SHOULD CONTINUE TO TELL YOUR STORY IN A PROGRESSIVE FASHION.

YOUR LOGO CAN’T SAY PEACE AND TRANQUILITY AND THEN IMAGES ONYOUR WEBSITE OR MARKETING MATERIALS ROAR PUNK ROCK. THAT SENDSMIXED MESSAGES. EVEN IF YOU DESIGN A ONE-OFF FLYER FOR AN EVENT, ITMUST TELL A CONTINUOUS VISUAL STORY IN ORDER TO BUILD BRANDRECOGNITION. BRAND RECOGNITION COMES FROM YOUR TARGET AUDIENCERECEIVING THE SAME VISUAL OF YOUR COMPANY OVER AND OVER AGAIN.

A POPULAR BRAND THAT WE ALL RECOGNIZE IS APPLE. THEIR SLEEK LOGO,

THAT HAS CHANGED SLIGHTLY OVER THE YEARS IN TERMS OF COLOR, HASNEVER REALLY CHANGED IN OTHER REGARDS. YOU’VE NEVER SEEN THEMISSING CHUNK OF THE APPLE FILLED IN, OR MOVED TO THE LEFT ON OTHEROCCASIONS OR FLIPPED UPSIDE DOWN DURING SOME FUN CAMPAIGN.

IT’S ALWAYS THE SAME. ALWAYS RECOGNIZABLE. ALWAYS APPLE.

WHEN LIONESS SPOKE WITH THE BRANDING AND DESIGN FIRM BUSINESSBETTIES THIS YEAR, THEY AGREED THAT CONSISTENCY IS PARAMOUNT.

“ONCE A DECISION ON COLORS, FONTS OR OTHER VISUALS HAS BEEN MADE,

IT NEEDS TO BE STUCK WITH FOR EVERYTHING; CHANGING THE LOOK ONDIFFERENT THINGS IS A BIG BLUNDER IN BRANDING. MAKING SURE THATYOU’RE NOT SENDING MIXED MESSAGES WITH YOUR BRANDING IS REALLYIMPORTANT,” SUZANNE LAROCQUE SAID. "IT CAN HURT YOU TO CHANGEYOUR LOOK BECAUSE PEOPLE WON’T RECOGNIZE YOU AND YOUR BUSINESS,

AND YOU WANT THEM TO RECOGNIZE YOU.”

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CHAPTER 3Your Brand Is AnExtension Of You

AS FOUNDER OF YOUR STARTUP YOU ARE THE WINDOW INTO AND THE FACEOF YOUR STARTUP. YOU ARE YOUR WALKING BRAND. WE’RE NOT TELLING YOUTO LOSE YOUR IDENTITY. IN FACT, WE ENCOURAGE YOU TO EMBRACE IT. IT ISWHAT SETS YOU APART.

WE ALL CANNOT FIT INTO ONE BOX. WHAT WORKS FOR SOMEONE ELSE MAYNOT WORK FOR YOU. WHAT IF YOU’RE A PERSON WHO LIKES TO ADD A LITTLEFROSTING OF GREEN TO YOUR HAIR? WHAT IF YOUR IDEA OF WORK ATTIRE ISBLUE JEANS AND A BASEBALL CAP?

FIND YOUR NICHE.

IF YOU HEAD A FUNKY COPYWRITING FIRM WITH AN EDGY OFFICE, TATTEDINTERNS AND YOU NEVER LEAVE THE HOUSE WITHOUT YOUR NOSE RING, FINDTHE AUDIENCE WHO WILL DIG THAT VIBE. DON’T WASTE TIME GOING AFTERCUSTOMERS YOU DON’T UNDERSTAND.

IF IT’S NOT A PART OF YOUR BRAND, LOSE IT.

WE UNDERSTAND THAT YOU WANT TO ROCK THE PINK NICKI MINAJ-LIKE WIGYOUR HUSBAND BOUGHT YOU AT THE FAIR. AND YES, YOU DO OWN THECOMPANY AND IT DOES LOOK KILLER WITH YOUR GREEN EYES. HOWEVER, IFYOUR COMPANY BRAND IS CONSERVATIVE AND YOU SERVE EXECUTIVES INCORPORATE AMERICA THAT ARE TURNED OFF BY THAT IMAGE, THEN EITHERLOSE THE WIG OR FOCUS ON CUSTOMERS WHO WON’T CARE ABOUT YOURFLUORESCENT COIF.

YOUR FIRST IMPRESSION CAN BE YOUR LAST IMPRESSION, SO PUT YOUR BESTFOOT FORWARD. YOU ARE A WALKING ADVERTISEMENT FOR YOUR COMPANY.

WHAT DO YOU WANT YOUR AD TO SAY? ASK YOURSELF THAT EACH TIME YOUGO INTO YOUR CLOSET.

DRESS TO BE A REFLECTION OF YOUR COMPANY.

WHAT DOES YOUR LOOK SAY ABOUT YOU AND YOUR COMPANY? WHILE

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YOUR LOOK DOES NOT SPEAK VOLUMES ABOUT WHO YOU ARE, IT DOES TELLA SMALL PART OF YOUR STORY AND HOPEFULLY GIVES A FLASH OF YOURPERSONALITY. WE WORK AT OUR BEST WHEN WE FEEL AT OUR BEST. YOUWANT TO BE COMFORTABLE IN YOUR SKIN AND THE ATTIRE YOU SELECT.

HAVING TO SELF-CONSCIOUSLY PULL DOWN THE HEM OF YOUR SKIRT ORCONSTANTLY READJUST YOUR BRA STRAPS CAUSES UNNEEDEDDISTRACTIONS FROM THE IMPORTANT TASK AT HAND – FOCUSING ON YOURSTARTUP.

DISCOVERING WHAT PART OF YOUR STORY YOU WANT TO VISIBLY SHARE UPFRONT IS UP TO YOU. THINK OF SOME OF THE PEOPLE IN YOUR BUSINESSCIRCLES. SOME ARE KNOWN FOR THEIR IMPECCABLE STYLE, SOME FOR THEIRREMARKABLE TRESSES, AND OTHERS FOR THEIR SHOE GAME OR WACKYFINGERNAILS. MAKE SURE THE IMPRESSION YOU’RE LEAVING IS ONE YOUCAN LIVE WITH AND DEFEND IF YOU NEED TO.

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CHAPTER 4Find Your MEOWFactorAS THE FACE OF YOUR STARTUP YOU NEED TO MAKE PEOPLE BELIEVE IN YOURBRAND AND YOU AS ITS LEADER.

DO YOU KNOW WHY LITTLE GIRLS FALL IN LOVE WITH FAIRY TALES? IT’S THE MEOWFACTOR. TAKE CINDERELLA FOR INSTANCE. WE FELT BAD FOR HER, DIDN’T WE?

SHE HAD TO COOK. SHE HAD TO CLEAN. SHE HAD TO WEAR AWFUL CLOTHES ANDENDURE ABUSE FROM HER STEPMOTHER AND EVIL SISTERS.

AND THEN SUDDENLY, SHE GETS HER TIME TO SHINE.

AND WHAT DOES OUR LIONESS DO? WHAT IS THE MOMENT THAT WE ALL LIVEDFOR AS YOUNGSTERS? IT IS THAT SECOND THAT SHE STRUTS INTO THAT BALLNAOMI CAMPBELL ON THE CATWALK STYLE AND OWNS THAT ROOM. IT’S THEMEOW FACTOR THAT JUMPS OFF THE PAGE TO US THAT SAYS BOOM, CINDERELLAHAS ARRIVED.

IT HAS NOTHING TO DO WITH THE PRINCE (THOUGH SOCIETY LIKES US TO THINKSO) OR THE EVIL SISTERS OR THE TICKING CLOCK IN THE BACKGROUND. IT IS ALLABOUT HER INNER BEAUTY FINALLY BEING EXTERNALLY VISIBLE. WE LOVE THEIDEA OF HER COMING INTO HER OWN AND THE SPECIALNESS OF IT.

AS WOMEN STARTUP FOUNDERS WE SHOULD BE SEEKING OPPORTUNITIES IN OURDAILY LIVES TO CAPTURE THE MEOW (MAGNETIC, ELECTRIC, ORIGINAL, WOW) NOTONLY IN OUR BRANDS, BUT IN OURSELVES.

FEELING GOOD ABOUT YOURSELF IS AN IMPORTANT ELEMENT IN BEINGSUCCESSFUL. WE DO BETTER WHEN WE FEEL BETTER. AS THE FACE OF YOURBRAND – WHETHER YOU ARE PITCHING TO INVESTORS, NETWORKINGOR DOING PUBLIC SPEAKING - YOU ARE SIZED UP BY OTHER INDIVIDUALS WHENYOU WALK THROUGH THE DOOR.

WE CAN’T BE AFRAID TO UNLEASH OUR MEOW. YOU’LL NEED TO IF YOU WANT TOBE REMEMBERED. REPRESENTING YOUR BRAND MEANS BEING MAGNETIC,

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AND THAT IS NOT SOLELY BASED ON APPEARANCE. GROWING UP WE ARETAUGHT THAT IF WE TELL OTHERS WHAT WE LOVE TO DO OR HOW GREAT WEARE AT IT, THEN WE ARE BRAGGING AND BRAGGING IS BAD. BY THE TIME WEARE WOMEN, WE ARE MASTERS AT TEARING OURSELVES DOWN.

LET’S CONCENTRATE ON THE M IN MAGNETIC.

THE PEOPLE WHO ARE OFTEN “MOST LIKED” ARE THOSE WHO SHARE THEIRPERSONALITY AND PASSION. THEY LEAVE BEHIND AN IMPRESSION OFLIKEABILITY THAT IS INFECTIOUS.

THAT DOESN’T MEAN BEING A KISS-ASS OR BENDING OVER BACKWARDS TOMAKE EVERYONE YOUR FRIEND. ULTIMATELY, YOU WANT YOUR AUDIENCE TOLIKE YOUR BRAND. STEVE JOBS WAS NOTORIOUS FOR BEING PASSIONATEABOUT HIS WORK AND HARD-NOSED. WHILE PEOPLE CLOSE TO HIM MAY NOTALWAYS HAVE LIKED HIS ENGAGEMENT STYLE, IT WAS APPLE’S PRODUCT THATWAS LIKED BY CONSUMERS.

THOUGH THERE ARE A FEW VARIANTS ON MAGNETIC PEOPLE, THEY HAVE ONETHING IN COMMON – MAGNETISM. HERE ARE THREE TYPES OF MAGNETICPERSONALITIES WE ENCOUNTER ON A DAILY BASIS:

TYPE ONE: THE LIFE OF THE PARTY.

WHEN YOU SEE THEM WALK THROUGH THE DOOR YOU SAY, “NOW IT’S A PARTY!”

THEY BRING LIFE TO THE ROOM AND USUALLY LAUGHTER. TYPE ONES ARE ICEBREAKERS, OFTEN THE FIRST ONES ON THE DANCE FLOOR AND TEND TO SPEAKIN A LOUD VOICE. THEY INSTINCTIVELY GRAVITATE TOWARD THE CENTER OFTHE ROOM. THEY ARE VERY POPULAR AND HAVE MANY FRIENDS. ONES MOSTLIKELY ORGANIZE EVENTS AND MAKE EXCELLENT EMCEES.

TYPE TWO: THE COOL CHARMER.

TWOS ARE BRILLIANT CONVERSATIONALISTS. PEOPLE NEVER LEAVE AN EVENTWITHOUT CHATTING WITH THEM. TWOS MAKE YOU FEEL LIKE YOU ARE THEONLY PERSON IN THE ROOM WHEN THEY ARE SPEAKING TO YOU. THEY ARE

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ALWAYS INVOLVED WITH CURRENT AFFAIRS AND THE CURRENT STATE OF THEIRINDUSTRIES. IF SOMETHING IMPORTANT IS GOING ON, YOU INVITE A TWO. THIS IS WHYTHEY OFTEN MAKE EVERYONE’S INVITE LIST. THEY ARE GREAT NETWORKERS ANDHAVE CONNECTIONS IN A MILLION PLACES.

TYPE THREE: THEY FEEL LIKE OLD FRIENDS.

THEY ARE A LITTLE MORE RESERVED THAN A ONE OR A TWO AND MAY BE A LITTLE BITMORE ON THE QUIET SIDE, BUT ARE JUST AS MAGNETIC. A THREE WILL LEAD A NEWPERSON AROUND A ROOM TO INTRODUCE THEM. THEY ALSO TEND TO BE KNOWNFOR SOMETHING SPECIFIC – THEIR PROFESSION, A CAUSE OR AN EXPERTISE. THREESARE CALLED ON FOR THEIR KNOW-HOW. THREES MAKE GREAT BOARD CHAIRS. MANYOF THEM LEAD WORKSHOPS, ACT AS KEYNOTE SPEAKERS AND ARE OFTEN SOUGHTOUT FOR THEIR ADVICE.

WRITE DOWN A LIST OF MAGNETIC PEOPLE YOU KNOW. THEY CAN FALL INTO EITHEROF THE CATEGORIES ABOVE, BUT TRY TO GUESS WHICH ONES THEY FALL INTO. THINKABOUT WHAT DRAWS YOU TO THEM. IF THERE WAS ONE TRAIT YOU COULD STEAL,WHAT WOULD IT BE?

YOU ALWAYS WANT TO BE YOUR AUTHENTIC SELF, BUT, JUST LIKE CINDERELLA, WHENYOUR MOMENT ARRIVES YOU NEED TO BE READY TO TURN UP THE VOLUME ONYOUR AWESOMENESS.

THE LETTER E.

ELECTRIC PEOPLE GIVE OFF A BUZZ THAT IS POSITIVELY JOLTING. THERE IS A TINGE OFEXCITEMENT IN THE AIR WHENEVER THEY ARE AROUND. IF IT WERE POSSIBLE, YOU’DPROBABLY SEE AN ELECTRICAL CURRENT FLOWING AROUND THEIR BODY.

OPRAH IS ELECTRIC. SHE SCREAMS OUT THAT THE AUDIENCE IS GETTING FREE CARSAND WE GO BANANAS AT HOME AS IF WE ARE, TOO. THAT THRILL, THAT FEELING, THATDELIGHT IS WHAT ENGAGES HER PEERS.

YOU CAN BE ELECTRIC. IT HAPPENS WHEN YOU ARE WORKING IN WHAT LAURAGARNETT CALLS YOUR “ZONE OF GENIUS.” WHEN OTHERS ARE AROUND YOU,

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ENGAGE THEM. BELIEVE IT OR NOT, A GOOD PART OF PEOPLE LIKING TO TALK TO YOUINVOLVES HOW WELL YOU LISTEN. ASK THEM QUESTIONS. BE ATTENTIVE. USEAPPROPRIATE HUMOR. KEEP THE ATMOSPHERE LIGHT AND POSITIVE.

PEOPLE LOVE A CHEERLEADER. ROOT THEM ON. WE CAN ALL USE ENCOURAGEMENTAND THOUGHTFUL WELL WISHES. IF AN OPPORTUNITY ARISES IN ANY CONVERSATION TOBUILD A PERSON UP, USE IT. THE REWARDS TO YOUR PSYCHE ARE ENDLESS. THE MOREOPTIMISM, POSITIVITY AND CHEERFULNESS WE BRING INTO OUR DAILY LIVES, THE MOREWE CONTINUE TO RIDE THE WAVE OF OVERALL HAPPINESS, CONTENTMENT AND,

ULTIMATELY, SUCCESS.

O IS FOR ORIGINALWHEN WE WASTE TIME BEING ANYTHING OTHER THAN AUTHENTIC, WE ARE DOOMEDFOR FAILURE. MILLI VANILLI, ANYONE? EVEN IF YOU SEEM TO BE WINNING AT PUTTING ONAIRS, REMEMBER THAT DESTRUCTION CAN BE JUST AROUND THE CORNER. YOURORIGINALITY IS WHAT MAKES YOU UNIQUE. IT IS A HUGE INGREDIENT IN YOUR MEOWFACTOR. WHEN WE EMBRACE OUR STRENGTHS AND WORK FROM THAT ARENA, WELEAVE AN ORIGINAL BRANDING IMPRINT ON OUR MARKET.

WOWBLOW THEIR SOCKS OFF. TAKE ALL OF THAT MAGNETISM, ELECTRICITY AND ORIGINALITYAND WOW THEM. AS WOMEN WE OFTEN SHRINK OUR SHINE IN ORDER TO MAKEOTHERS FEEL COMFORTABLE, AVOID BEING DEEMED CONCEITED OR TO QUIET THOSEIMPOSTER VOICES INSIDE OUR HEAD SCREAMING THAT WE ARE NOT WORTHY OF THESUCCESS WE SEEK.

AT LIONESS WE ENCOURAGE WOMEN TO UNLEASH THE LIONESS WITHIN. IN ORDER TODO THAT, YOU MUST WORK THROUGH YOUR FEELINGS OF FEAR AND TAKE YOURNERVOUS ENERGY AND REVERSE IT INTO POWER.

WE ALL HAVE DOUBTS AND EXPERIENCE THE UPS AND DOWNS OF BUSINESS, BUT CRYAT HOME. YOUR EMPLOYEES, YOUR CUSTOMERS, YOUR VENDORS – THEY’RE ALLCOUNTING ON YOU TO LEAD THE COMPANY IN A FASHION THAT INSPIRES EXCELLENCE.

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LEAVE THE DUST OF YOUR WOW SWIRLING AROUND THOSE IN YOUR PRESENCE. HOW?

BY BEING THE THREE P’S - POSITIVE, PLEASANT AND PRESENT. WHEN YOU LIFT OTHERSUP IN CONVERSATION AND LET THE GOODNESS FROM WITHIN SHINE OUTWARDLY,

PEOPLE WANT TO BE AROUND YOU. THEY BASK IN YOUR ENERGY AND HOW YOU MAKETHEM FEEL ABOUT THEMSELVES. THEY BEGIN TO EQUATE THAT GOOD FEELING WITHYOU.

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CHAPTER 5Employees Are AnExtension Of YourBrandYOUR EMPLOYEES ARE ANOTHER FORM OF PUBLIC RELATIONS. EACH DAY YOUREMPLOYEES REFLECT YOUR BUSINESS AND ITS BRAND. FROM THE WAY THEY GREETCUSTOMERS TO THE WAY THEY CONDUCT THEMSELVES ON THEIR DAY OFF; IT’S ALLAN EXTENSION OF YOU.

SOCIAL MEDIA HASN’T MADE EMPLOYEE PUBLIC RELATIONS ANY EASIER. IN 2011, ASOCIAL MEDIA AGENCY’S EMPLOYEE ACCIDENTALLY TWEETED ON THEIR CLIENT,CHRYSLER’S, TWITTER, “I FIND IT IRONIC THAT DETROIT IS KNOWN AS THE (HASHTAG)

MOTORCITY AND YET NO ONE HERE KNOWS HOW TO (EXPLETIVE) DRIVE.”

NEEDLESS TO SAY, CHRYSLER DID NOT RENEW THEIR CONTRACT.

WHILE WE CAN’T CONTROL EVERYTHING OUR EMPLOYEES DO, HERE ARE SOMETHINGS TO HELP PUT THE SCREWS ON EMPLOYEES WITH REPREHENSIBLEFACEBOOK PHOTOS OR BAD OUT OF OFFICE BEHAVIOR.

1 – CREATE AN EMPLOYEE CONDUCT POLICY. IF YOU HAVEN’T ALREADY, CHECK WITHYOUR HUMAN RESOURCES TEAM OR SEEK OUT A HUMAN RESOURCES CONSULTANTTO HELP PUT TOGETHER A POLICY WITH LANGUAGE SUCH AS, “EMPLOYEES MUSTCONDUCT THEMSELVES AT ALL TIMES IN A MANNER THAT SUPPORTS THE MISSION OFTHE AGENCY AND THE PERFORMANCE OF THEIR DUTIES.” SHORT ON CASH FOR ACONSULTANT? AT LEAST PUT TOGETHER AN OUTLINE BY GETTING SOME SAMPLEPOLICIES ON WEBSITES SUCH AS EMPLOYMENT LAW INFORMATION NETWORK.

2 – ENFORCE A SOCIAL MEDIA POLICY. LET EMPLOYEES KNOW THEY MUST ASSUME,

EVEN WITH PRIVACY SETTINGS, THAT ALL CLIENTS MAY GET ACCESS TO THEIR SOCIALMEDIA ACCOUNTS. OUTLINE USE SPECIFICATIONS. FOR SOME SAMPLE POLICIES, VISITSOCIALMEDIAGOVERNANCE.COM.

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3 – SET UP AN EMPLOYEE ALCOHOL POLICY. I KNOW. WHO KNEW? BUT YES, SOMECOMPANIES ENFORCE THIS POLICY AS WELL – ESPECIALLY MANUFACTURING COMPANIES,

BUSINESSES WHO SERVE ALCOHOL OR MAY HAVE IT PRESENT AT EVENTS,.

4 – THERE SHOULD ALWAYS BE A CONFIDENTIALITY AGREEMENT. MAYBE YOU GUYSPARTICIPATE IN AWESOME BRAINSTORMING SESSIONS OR YOU’VE STARTED WORKINGON YOUR NEXT BIG STARTUP VENTURE AND THEN, WHAM, YOU HAVE TO LET SUSIE GO.

BUT WHAT ABOUT ALL OF YOUR SUPER-DUPER, TOP SECRET KNOW-HOW SHE’SWALKING AWAY WITH? DEPENDING ON YOUR BUSINESS, SERVICES AND PRODUCTDEVELOPMENT, YOU MAY WANT THE EMPLOYEE TO SIGN OFF ON A CONFIDENTIALITY ORNON-DISCLOSURE AGREEMENT.

THE WORDING DEPENDS ON THE TYPE OF INFORMATION EXCHANGE THAT IS TAKINGPLACE. YOU SHOULD SEE AN ATTORNEY TO LAY OUT WHAT IS APPROPRIATE FOR YOURCOMPANY. WORKING ON A STARTUP BUDGET? YOU CAN RECEIVE GUIDANCE FROMYOUR LOCAL SMALL BUSINESS ASSOCIATION BRANCH FOR FREE OR GET PRELIMINARYLANGUAGE AND UNDERSTANDING ONLINE.

THE STARTUP COMPANY LAWYER PROVIDES GREAT FREE INFORMATION. EMPLOYEESHAVE THE RIGHT TO HAVE LIVES OUTSIDE OF THE WORKPLACE. AS LONG AS THEYUNDERSTAND THAT THEY ARE A PART OF YOUR STARTUP’S LIVELIHOOD, AS WELL.

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CHAPTER 6Developing aBranding Strategy

WRITING IS THE ABILITY TO CONVEY A STORY OR THOUGHT. STORYTELLING IS APOWERFUL TOOL TO SHARE AND EXCHANGE IDEAS. IT IS ALSO AN ART, WHEN APPLIEDAND MASTERED CAREFULLY, THAT WE CAN USE AS WOMEN BUSINESS OWNERS TOPROMOTE OUR BUSINESSES AND SOCIAL ENTERPRISES.

THINK OF BRANDS THAT HAVE IMPACTED YOU.

WAS IT A MOVING COMMERCIAL? WAS IT A POWERFUL IMAGE IN AN AD? "ONE OF THEBEST ALBUM TITLES THAT ALWAYS STUCK WITH ME WAS MAROON 5’S DEBUT ALBUMTITLED, “SONGS ABOUT JANE,” SAID LIONESS FOUNDER NATASHA CLARK. "HOW CLEVERIS THAT? I WANTED TO KNOW, 'WHO’S JANE?' 'WHAT ARE THESE SONGS GOING TOREVEAL ABOUT HER?' AND AFTER I EXPERIENCED THE ALBUM I WAS KIND OF LIKE– 'WHOA. JANE IS AMAZING AND COMPLEX.'

HOW DOES THAT RELATE TO PROMOTING YOUR BUSINESS? MAROON 5 WAS A WIN-

WIN. THEY LURED NATASHA IN WITH THEIR CATCHY TITLE AND THEN ONCEPURCHASED, THEY DELIVERED QUALITY MUSIC. IT’S ALL ABOUT USER EXPERIENCE ANDTHE CONNECTION.

TODAY THERE ARE SO MANY WAYS TO REACH OUT TO OUR AUDIENCE. YOU HAVERADIO, TV, VIDEO, SOCIAL MEDIA, TEXT, EMAIL, SNAIL MAIL. THE POSSIBILITIES AREENDLESS. WHAT ISN’T LIMITLESS IS YOUR FIRST IMPRESSION. THERE’S THAT OLD SAYINGTHAT PEOPLE ALWAYS REMEMBER THE WAY YOU MAKE THEM FEEL. WHAT IS THEFEELING THAT YOU WANT PEOPLE TO ASSOCIATE WITH YOUR BRAND? THAT BEGINSTHE CONVERSATION ON HOW YOU BEGIN TO PROMOTE YOURSELF.

THERE WERE A FEW THINGS THAT NATASHA LEARNED AS WE LAUNCHED LIONESSMAGAZINE. WE ASKED NATASHA TO SHARE THE TOP THREE THINGS SHE FOCUSED ONWHEN STARTING HER BRAND:

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1) “WE WANTED TO PROVIDE NEWS TO WOMEN TO HELP THEM LAUNCH THEIR STARTUPSOR SCALE THEIR ENTERPRISES. SO CONTENT WAS KEY.

2) WE ENCOURAGE WOMEN TO UNLEASH THE LIONESS WITHIN, SO WE ALWAYS WANTEDTO MAINTAIN THAT EDGE. WHETHER IT’S SHARP IMAGES OR CANDID DIALOGUE, WEWANT TO GIVE THAT EXTRA OOMPH TO SPARK THE INNER BADASS IN WOMEN.

3) I ALSO KNEW THAT WE WANTED WOMEN TO COME TO OUR WEBSITE AND LEAVE WITHTHE FEELING THAT THEY COULD CONQUER THE WORLD, MASTER WHATEVER THEY SETTHEIR SIGHTS ON. WE NEEDED TO DEVELOP A COMMUNITY THAT WAS INSPIRATIONALAND EMPOWERING. TO DO THAT, WE FEATURE WOMEN JUST LIKE THEM WHO AREGOING AFTER THEIR DREAMS, BUT WE ALSO FEATURE WOMEN WHO HAVEACCOMPLISHED THEIR DREAMS AND ARE EDUCATING OTHER WOMEN ON HOW TO DOIT, TOO.”

DOVE IS A BRAND THAT GETS IT. THEY MAKE WOMEN FEEL GOOD. DOVE DOES THREETHINGS REALLY WELL: THEIR ADS FEATURE REAL WOMEN SO THAT WOMEN FEEL LIKETHEY’RE LOOKING AT THEMSELVES. THEIR COMMERCIALS TELL STORIES THAT ENGAGETHE VIEWER. THEY ASK WOMEN THOUGHT-PROVOKING QUESTIONS THAT SPARKDIALOGUE (WHICH LEADS TO A LOT OF MEDIA COVERAGE). WOMEN ARE FORWARDINGTHESE VIDEOS, COMMENTING ON NEWS SITES – THEY ARE ENGAGED.

THERE ARE TWO THINGS YOU NEED TO THINK ABOUT WHEN PROMOTING YOURBUSINESS:

1. WHERE IS YOUR CUSTOMER?

FIND OUT WHERE THEY ARE AND BE THERE. DO THEY GET COFFEE AT A PARTICULARPLACE? MAYBE YOU SHOULD HAVE A PARTNERSHIP WITH THAT COFFEE HOUSE ANDRUN A MARKETING CAMPAIGN OR GIVEAWAY.

DO THEY SHOP ON CERTAIN WEBSITES? CONSIDER ADVERTISING THERE. ARE THEYTALKING ON SOCIAL MEDIA TO ONE ANOTHER USING PARTICULAR HASHTAGS? STARTUSING THOSE HASHTAGS AND JOIN IN THE CONVERSATION. ARE THEY GOING TOANNUAL CONFERENCES OR EVENTS TO INTERACT WITH THEIR PEERS OR WHAT SETH

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GODIN CALLS “TRIBES?” YOU MIGHT WANT TO LOOK INTO HAVING A BOOTH ORBEING A SPEAKER.

2. HOW IS YOUR CUSTOMER SPENDING?

WE NEED TO STOP ASSUMING THAT OUR PRODUCTS AND SERVICES ARE FOREVERYONE. ONCE YOU’VE DISCOVERED YOUR AUDIENCE, YOU NEED TO KNOWHOW THEY ARE SPENDING THEIR CASH. ARE THEY BEST DEALS/BARGAINSHOPPERS? ARE THEY CONSUMERS WHO PURCHASE GENTLY USED ITEMS ONEBAY OR AMAZON.COM?

MAYBE YOUR TARGET DEMOGRAPHIC DOESN’T CARE ABOUT PRICE, ONLYQUALITY AND PRESTIGE. OTHERS COULD PREFER TO BUY FROM PEOPLE THEYTRUST. THOSE TYPES OF SPENDERS OFTEN CHECK FOR PRODUCT REVIEWSBEFORE THEY MAKE FINAL PURCHASE DECISIONS. IN THAT CASE, REACH OUTTO BLOGS AND ASK FOR PRODUCT REVIEWS.

IF YOUR AUDIENCE IS TRENDSETTERS, THEY WANT THE LATEST ITEMS BEFOREEVERYONE ELSE GETS WIND OF IT. THAT MEANS YOU SHOULD BE OFFERINGEXCLUSIVITY. THAT CAN INCLUDE OFFERING VIP MEMBERSHIPS AND LIMITEDEDITION ITEMS. THESE PEOPLE TEND TO SPEND ON THEIR WANTS, NOT THEIRNEEDS.

WHEN YOU START ANSWERING THESE QUESTIONS, IT IS EASIER TO STRATEGIZEABOUT WHAT MAKES THE MOST SENSE IN TERMS OF PROMOTION. FOREXAMPLE, ONCE YOU DISCOVER HOW YOUR AUDIENCE IS INTERACTING ONTWITTER, THEN YOU CAN FOCUS ON THE BEST WAY TO ENGAGE THEM IN 140CHARACTERS INSTEAD OF JUST TWEETING RANDOM MESSAGES. IF YOU FINDOUT YOUR AUDIENCE IS ON A PARTICULAR WEBSITE, DON’T JUST SLAP UP ANAD. THINK ABOUT CREATING AN AD THAT AGGREGATES EYEBALLS AND HAS ACALL TO ACTION THAT ENTICES THEM TO CLICK OFF OF THEIR FAVORITEWEBSITE. PEOPLE DON’T CLICK OFF OF THEIR FAVORITE WEBSITE FOR NOTHING.

THEY NEED A REASON. WHAT WOULD BE THE REASON? IS IT TO FIND OUT MOREABOUT SOMETHING THEY CARE

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ABOUT? CLICK BY A CERTAIN DEADLINE TO GET AN INCENTIVE? OR MAYBEIT’S TO CONTINUE A POPULAR DISCUSSION THAT IS CURRENTLY ON THISWEBSITE OVER AT YOUR WEBSITE.

PROMOTION IS NOT JUST ABOUT SLAPPING YOUR NAME AND LOGO ON AMUG AND ASSUMING THAT IT IS GOING TO TRANSLATE INTO A SALE. WE ALLKNOW AS CONSUMERS THAT SO MUCH MORE GOES INTO OUR SPENDING.

THINK ABOUT WHAT IT IS THAT MAKES YOU SAY YES TO A PURCHASE. FORME, THOSE PURCHASES ARE OFTEN BECAUSE IT IS SOMETHING THAT I’VEBEEN DYING TO TRY OUT OR IT’S A PRODUCT OR SERVICE THAT ANSWERS MYCURRENT NEED.

WORD OF MOUTH NEVER GOES OUT OF STYLE.

IF YOU BEGIN TO HAVE A FEW SUPERSTAR CUSTOMERS THAT RAVE TO YOUABOUT HOW MUCH THEY LOVE WHAT YOU DO, GET THEIR TESTIMONIAL. GIVETHEM A REFERENCE GIVEAWAY. GIVE THEM AN INCENTIVE THAT NOT ONLYKEEPS THEM COMING BACK, BUT ALSO ENTICES THEM TO SPREAD THE WORDABOUT YOUR AWESOMENESS.

SHOW YOUR CUSTOMER THAT YOU’VE TAKEN THE TIME TO GET TO KNOWTHEM. BECAUSE IT’S OUR BUSINESS WE THINK ME, ME, ME. BUT IT’S REALLYABOUT THEM, THEM, THEM.

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