how to build a social startup brand

@sambrennand @SMU_Ryerson @vapartners

Join the Conversation: #SMUGEW13

Building a Social Startup Brand

September 23rd, 2013



Why We’re Here

1 Introductions 45

Why does brand matter?

How do you do it?

3 What’s a social brand?

2 What is a brand?

6 What’s unique about building a social brand?



• Marketing Manager, Venture Accelerator

Partners• B2B marketing and sales

roles with University of Waterloo, TELUS,

Microsoft Canada, and Steelcase

Introductions

Sam Brennand

• Outsourced sales, marketing, and social media services for startups and growing companies

• Worked with dozens of companies to build brands and drive millions of dollars in revenue

VA Partners


http://www.vapartners.ca/wp-content/uploads/2012/09/Sam2.png



What is a brand?

http://www.google.ca/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=vM8ILPdm8HGy9M&tbnid=7HBXjG4VJ-XzDM:&ved=0CAUQjRw&url=http%3A%2F%2Fblog.quicktapsurvey.com%2F2013%2F11%2F06%2Fhaving-a-brand-identity-is-critical%2F&ei=Aw6EUuW7GKTV2QWXtYG4Aw&bvm=bv.56343320,d.b2I&psig=AFQjCNH4Pj4lEXhnfCHRjZ7DEPv4F2id0Q&ust=1384472446017659



What is a brand?

Your NameYour LogoYour SloganYour WebsiteYour ColoursYour ProductsYour Services

What it’s not…

http://www.google.ca/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=vM8ILPdm8HGy9M&tbnid=7HBXjG4VJ-XzDM:&ved=0CAUQjRw&url=http%3A%2F%2Fblog.quicktapsurvey.com%2F2013%2F11%2F06%2Fhaving-a-brand-identity-is-critical%2F&ei=Aw6EUuW7GKTV2QWXtYG4Aw&bvm=bv.56343320,d.b2I&psig=AFQjCNH4Pj4lEXhnfCHRjZ7DEPv4F2id0Q&ust=1384472446017659



‘The space you own in your customer’s mind’

rent

When it comes to your customers, you can never take anything for granted.



What is a social brand?



‘‘recognize social problems and use entrepreneurial principles to organize, create, and manage ventures to realize social change.’’

Social Entrepreneurs



A social brand is a brand that serves a conduit between a business and something more.



All over the world, social entrepreneurship is exploding.

82%30k$40B



Social entrepreneurs are not content just to give a fish or teach how to fish. They

will not rest until they have revolutionized the fishing industry.

“”



Why does brand matter?

http://www.google.ca/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=bQHydy3oKIibFM&tbnid=SLec4U6PXs_FFM:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.businessinsider.com%2Fshocking-drastic-logo-changes-2013-4&ei=gVWEUumIGoTW2gWQ8IC4Cg&bvm=bv.56343320,d.aWc&psig=AFQjCNFDmpwXr25QtBuLZLMqVPMml5hPKg&ust=1384490647866204



Nothing can help you scale a business faster than a great brand.



The question isn’t how to build a social brand. It’s how to build a purpose-driven brand. How do you use your core values to solve problems?



How do you do it?

http://www.google.ca/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=leXVgOJZ9slV9M&tbnid=yJR8wF89At_otM:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.3h.ca%2Fblog%2Fbranding%2Fbrand-roi%2F&ei=-lWEUuGTGIKd2gXZiICwBw&bvm=bv.56343320,d.aWc&psig=AFQjCNESbq2TLE159zaPkPnyUkrayS_e5g&ust=1384490803643140



PASSION

PEOPLE

TRUST

CUSTOMER



CUSTOMER



As with everything in business, a great brand starts by understanding your customers.



CUSTOMERCUSTOMER



Every brand can sell an idea. Not every brand can sell its purpose.



CUSTOMERCUSTOMERCUSTOMER



Promise: How?Personality: Who?Positioning: Why?



CUSTOMER



A brand is a summation of experiences.



CUSTOMER



Connected experiences must occur at every customer touchpoint.



It’s about the why, not only the what.



What’s unique about building a social brand?



PASSION

PEOPLE

TRUST

CUSTOMER



How?



Passion



People



It takes a village to build a brand, but it takes a founder to lead a brand.



Trust & Authenticity



http://www.google.ca/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=xRbMMu25Q2Om_M&tbnid=MJwjGG8d-1CGyM:&ved=0CAUQjRw&url=http%3A%2F%2Fraycandersonblog.com%2F&ei=gH-EUuyjFciN3AXf7YCQCw&bvm=bv.56343320,d.aWc&psig=AFQjCNG1RXXUNP-am5YoAwU0_-66mOOYQA&ust=1384501496859515

http://www.google.ca/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=qAgTYO9f49i27M&tbnid=x466QyPceEwnXM:&ved=0CAUQjRw&url=http%3A%2F%2Furbanmining.org%2F2013%2F01%2F09%2Finterface-fishing-nets-carpet%2F&ei=V3-EUr2wHoLo2AWT5IDgAw&bvm=bv.56343320,d.aWc&psig=AFQjCNF2EV0Z4fg4J8JPb62HdPuikYOWSg&ust=1384501435639747



2

Key Takeaways

1 Your brand is the space you rent in your customers mind

4

5

Social content is more about why than what Social brands differ from regular brands in the level of passion and involvement of its founders and people, and the levels of trust and authenticity required to scale to success

3 All great brands, especially social ones, integrate their marketing tactics to create interconnected experiences at every customer touchpoint

Start your brand building process by understanding two important things – your target customers and your purpose



Thank you.Questions?