Branding

Last Week: MVP and Prototypes

Share with the group

Surveys

Competition

MVP

Learning Objectives

Identify the voice, values, and vision of your brand

Integrate your brand into your business

Key terms and concepts

Marketing – try to convince people to use your app or product

Brand – what people think about your business and app or product

Customers – the people who you want to buy or use your product

Branding

What’s in a brand?

"A person has a soul. A product has a brand."

- Jennifer Kinon, Designer and Cofounder of OCD

Your brand is what people think about you

Factual (e.g. it comes in a purple and orange box)

Emotional (e.g. it’s fun, innovative, powerful, creative, romantic)

Brands you Know

Think about brands that you know

What is their logo?

What do the sell?

How do they make you feel?

Brands

Company Slogan Adjectives that describe this

brand

Apple Think different Creative, Futuristic, Innovative

Nike Just do it Athletic, Powerful, Strong

Disney The happiest place on Earth Entertaining, Fun, Inventive

The Importance of Branding

Your brand should appeal to your customers and make them want to buy

from you

Makes the product easy to recognize through visual cues (logo, color theme)

Gives a voice and personality to your product

Builds relationship and memories with customers

Design Your Brand for your customers

Customer Benefits:

What problem are you trying to solve for customers?

Why would someone want to buy your product?

Target Customers: Who are they?

What are their characteristics? age, gender, location, race, ethnicity,

language, education, religion, income, etc.

What are their personalities? health conscious, busy, highly organized,

family oriented, environmentally conscious, social, homebody, nerdy, etc.

Activity

Who are we and who are we not

Write down adjectives about your business

Sort them into who we are, who we are not, not applicable

5 minutes

Create your survey in

your workbook

Entrepreneurship 2 in

your workbook

Naming Your Business

What makes a good name and what makes a bad name?

Catchy, memorable – doesn’t have to be a real word

Apple, Google, Microsoft, Facebook

Positioning

Positioning Statement

A positioning statement is a concise description of your customer as well as

a compelling picture of how you want your customer to perceive your brand.

Elements of Positioning

Why your target market should buy your product:

Your Product and Why It’s Special

Your Target Market and Why You Love Them

Why You are Better than Competitors

The Promise Your Brand Makes and Why People Should Believe You

Sample Positioning Statements

Volvo: For upscale American

families, Volvo is the family

automobile that offers

maximum safety.

Home Depot: The hardware

department store for

do-it-yourselfers.

Zipcar: To urban-dwelling,

educated techno-savvy

customers, when you use

Zipcar car-sharing service

instead of owning a car, you

save money while reducing

your carbon footprint.

Reflection

Marketing - try to convince people to want and to buy what you have to sell

Positioning statement - is a short description of your customer, product and

how you want to be seen by the customer

Customers - the people who you want to buy your product – who they are,

what they value

Next Steps

Use your market research to think about how to market your app

Come up with a name for your company and product

Create your positioning statement

Create your survey in

your workbook

Page 19 in

your workbook

Project Planning

Project Canvas

Project Canvas - a tool that will help you and your team organize your work

Partners - people or companies who can help you create your project

Timeline - a schedule that will help you finish your project

Milestone - a big piece of your project that you want to get done

Creating a Project Canvas

1. Problem Statement

Look at your problem statement (Ideation 6). Has your problem statement changed at all?

2. Users and People Affected

In as much detail as you can, answer these two

questions.

● Who does your problem affect?

● Who will the users of your app be?

3. App Features

In as much detail as you can, answer these two

questions.. Use your work from last week

● What features will your app have?

● What will some future features be?

4. Project

● How will your app meet your user’s needs?

● How does your app solve your problem?

● What will your project look like when you submit to Technovation?

● What will your project look like in 1 year?

5. Partners (Optional)

● Who will you ask for help?

● Who could help us complete the project?

6. Planning

● What are your next steps in completing your

project?

● What do you need to do to get the project

done?

● What technologies will you use to create your

app?

● Who will be responsible for doing what? (this

can change each week)

Partners

Who can you work with to help you with your project

For example, if your app is to help students, can someone in your school or

school board help spread the word

If your app connects immigrants with services to help them find work is there

a not for profit you can partner with?

Planning tips

Set a schedule

• Assign tasks, set deadlines and use reminders to stay on track

• Look at the Deliverables (pages 34, 35) to make sure you have

everything you need

Break down the tasks and divide them up

Prioritize

• Make your app functional first, and then make it pretty

• Focus on your MVP, use your pitch and business plan to describe the

future

Focus

• Turn off devices while you are working

• Concentrate on one task at a time

Page 24 in

your workbook