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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