joshua porter, brand design, warmgun 2013
DESCRIPTION
TRANSCRIPT
![Page 1: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/1.jpg)
Branding for StartupsWarm Gun, November 21, 2013
![Page 2: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/2.jpg)
![Page 3: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/3.jpg)
![Page 4: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/4.jpg)
![Page 5: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/5.jpg)
“The Pepsi DNA finds its origin in the dynamic of perimeter oscillations.”
![Page 6: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/6.jpg)
![Page 7: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/7.jpg)
![Page 8: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/8.jpg)
![Page 9: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/9.jpg)
BREATHTAKING is a strategy based on the evolution of 5000+ years of shared ideas in design philosophy creating an authentic Constitution of Design.
![Page 10: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/10.jpg)
![Page 11: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/11.jpg)
![Page 12: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/12.jpg)
![Page 13: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/13.jpg)
![Page 14: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/14.jpg)
![Page 15: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/15.jpg)
![Page 16: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/16.jpg)
![Page 17: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/17.jpg)
![Page 18: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/18.jpg)
Logo-centric branding: the right logo not only sways the mind of a customer but is powerful enough to bend the fabric of the universe!
![Page 19: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/19.jpg)
Branding != Logo
![Page 20: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/20.jpg)
Branding is experiential
![Page 21: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/21.jpg)
A brand promise does not survive first use.
![Page 22: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/22.jpg)
So if branding is experiential, what does that mean for
startups?
![Page 23: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/23.jpg)
MVP?
Building brand here… …is different from building brand here
![Page 24: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/24.jpg)
MVP?
Goal: Repeatable value
Activities: Research Conceptual Design Prototyping
Branding: 1:1 relationships
Pre MVP
![Page 25: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/25.jpg)
“The most common unscalable thing founders have to do at the start is to recruit users manually. Nearly all startups have to. You can't wait for users to come to you. You have to go out and get them.”
Paul Graham
![Page 26: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/26.jpg)
People love attention!Takes time.
You learn what the real problems are.
Doesn’t scale. People see you and start rooting for you.
Feels repetitive.
PlussesMinusesStartup activities
Talking to each prospect.
Responding to every email.
Getting out of the office.
Isn’t directly building product.
Iterating 469 times.
Throwing out that amazing idea you had.
You are building your brand.
Isn’t impressive to outsiders.
Starting over and over.
You learn what people will pay for.
![Page 27: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/27.jpg)
![Page 28: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/28.jpg)
Takeaways: 1. Build your brand in 1:1 relationships as you work toward your MVP.
2. The painful, manual steps of researching and hand-holding your first customers is how you’ll also learn how to scale your business going forward.
3. Everyone you come into contact with is being branded. You are your brand.
![Page 29: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/29.jpg)
Minimum Viable Brand
![Page 30: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/30.jpg)
![Page 31: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/31.jpg)
Positioning: Own a word in the prospect’s mind
Brand Identity: Own a shape in the prospect’s mind
![Page 32: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/32.jpg)
![Page 33: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/33.jpg)
![Page 34: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/34.jpg)
![Page 35: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/35.jpg)
![Page 36: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/36.jpg)
![Page 37: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/37.jpg)
![Page 38: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/38.jpg)
![Page 39: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/39.jpg)
“I can’t stand the circle logo. I’m going back to fantastical.”
![Page 40: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/40.jpg)
iOS 7 V2
![Page 41: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/41.jpg)
iOS 7 V2
![Page 42: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/42.jpg)
![Page 43: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/43.jpg)
Evernote
![Page 44: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/44.jpg)
Mailbox
![Page 45: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/45.jpg)
Mextures
![Page 46: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/46.jpg)
Takeaways: 1. Minimum Viable Brand is about owning a unique shape in the minds of customers that becomes memorable and elicits memories of real experiences.
2. Find a shape and be consistent with it.
3. When you reach MVP or are ready to invest in marketing, then invest in a professional logo using the same shape!
![Page 47: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/47.jpg)
MVP?
Goal: GrowthRepeatable value
Activities: Marketing Sales Scaling technology
Research Conceptual Design Prototyping
Branding: 1:many relationships1:1 relationships
Post MVPPre MVP
![Page 48: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/48.jpg)
Strengthen your brand
with content
![Page 49: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/49.jpg)
"Learning adds resolution to what you offer. And the change happens not within the product, but between the user's ears. The more you help your users learn and improve, the greater the chance that they'll become passionate."
Kathy Sierra
![Page 50: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/50.jpg)
Marcus Sheridan
![Page 51: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/51.jpg)
![Page 52: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/52.jpg)
![Page 53: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/53.jpg)
Takeaways: 1. After MVP, strengthen your brand with content and education.
2. You’ll find your next set of passionate customers this way.
3. Learn the patterns in how they read your educational content to learn who to target and sell to.
![Page 54: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/54.jpg)
Takeaways: 1. Branding is not what you say to people, it’s what they actually experience and expect of you.
2. Pre-MVP, spend 99% of your time on making people successful. One by one. By hand if necessary.
3. Spend the other 1% of your time on an MVB, which means to own a shape in your customer’s minds.
4. Post-MVP, strengthen your brand and bring in leads with education. Level up your customers by increasing their resolution in the field they want to learn in.
![Page 55: Joshua Porter, Brand Design, WarmGun 2013](https://reader034.vdocuments.mx/reader034/viewer/2022042503/53eec0a98d7f7289708b618e/html5/thumbnails/55.jpg)
Thank you.Questions/follow up? Find me: @bokardo