the $3,000 brand

The $3000 brandFor agile companies, like yours.

Why do you care so much about branding?

What start-ups think about agencies

“ ?

What agencies think about startups

Why do you ignore branding?“ ?

IT WILL BE AWESOME FOR YOU

When we bring the two worlds together

AND WHY IS IT IMPORTANT?

What is Branding?

“I need a logo and some other stuff, but I’ve never done this before. And I don’t have a lot of money. Or time.”

Lots of people

(“Logo and some other stuff” = branding)

Branding is how a business communicates to the outside world.

Branding is

(NB: Marketing is what a company does with that branding.)

Learning French : Branding ::

Giving a speech in French : Marketing

&important because every business needs to connect with humans

Branding is

Humans are wired to respond to humanity.

Good business isn’t good branding

Good Business:Financial health

Good processes

Research & Strategy

But nobody thinksthis when they seethis

Good business isn’t good branding

Exercise makes you a better person.Nike makes you a better athlete.I should buy Nikes and run more.I feel motivated and inspired.

When people see they think:

Behind every great brand is a playbook

Brand characteristicsNamingLogoMessaging

StyleguideColor PaletteDesigner’s GuideSocial Media Guide

Old way vs. new way

The Old Way

I. Conduct a review to hire an agency (6 months)II. Assign a team to work with that agency (12 people)III. The agency works for a few months then presents three “mood boards”IV. Your team selects a one and gives feedback.V. The agency makes revisions to the moodboard.VI. Your team eventually give approval. VII. The agency creates assets.VIII. The revised work gets shown to the C-suite.IX. The whole team works on revisions until everyone’s happy.X. Repeat for any new projects.

Why The Old Way Doesn’t Work

○ You start with the more general elements, in a vacuum, instead of looking at consumer-facing objects

○ It’s a lot of money to spend on something that’s bound to change

○ There are many more moving parts to marketing than there used to be

The New Way

I. Get to know the user and figure out how they tick.

II. Take stock of what you need right now (think concrete things, not abstract ideas.)

III. Deliver those things as quickly as possible.IV. Create a plan to revise, refine, and add new

projects to maintain momentum without losing your mind.

Why The New Way Works

○ Technology is changing everything.○ Companies are pivoting more often.○ Companies need stuff sooner than they used to.○ All the moving parts to your marketing don’t have

to be in lock-step any more.○ Branding comes more naturally to most people

now.

What you get

What you get

Month #1$3000

● Name & Logo● One-page website● Collateral:

○ Business card template○ Powerpoint deck○ T-shirts○ Stickers

● Brand standards● Color/Font palette● “How it works” graphic● Design guidelines● Twitter/FB/LinkedIn/G+ Setups

Month #1$3000

● Name & Logo● One-page website● Collateral:

○ Business card template○ Powerpoint deck○ T-shirts○ Stickers

● Brand standards● Color/Font palette● “How it works” graphic● Design guidelines● Twitter/FB/LinkedIn/G+ Setups

Months 2 and beyond$1000/month

Pick one:● Case Study● Whitepaper● Infographic● Powerpoint template● Adwords campaign● Editorial calendar● Pitch deck● Front-style guide (CSS, etc)

What you get

Extra ProjectsSeparate Scope

● Explainer videos● User Testing● Product UX● eCommerce● Lead nurture● Helpdesk portal● New Employee onboarding portal● Full website● Blog setup● Team member photoshoot● Manifesto video

What you get

Pre-game

If you haven’t already, we’ll:○ Set Your Buyer Personas○ Visualize the Sales Funnel○ Determine Your Positioning○ Craft Messaging○ Define Your Key Conversions

John Park

john@artsandsci.com