Startup Branding - Beyond The Logo
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@THEDANKIRBY #nacue #beyondlogo
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This is the slides from a presentation I gave to students attending the 2014 Student Enterprise Conference at Sheffield Hallam University. In it I try and give some pointers on how to approach branding your start up - going beyond the logo (people mistakenly equate designing a logo to the act of branding). I've worked in 7 startups in the last 17 years - 5 of these were my own companies and products. One of my companies - DKPM - was a brand design agency, we did work for Sony Playstation, BAFTA and Hasbro. So I have learnt a lot over the years on what makes or breaks a brand, from bootstrap startups (my own!) to established global brands. There are links in the presentation to articles and information which supports my thinking, hope that they are useful!
Transcript of Startup Branding - Beyond The Logo
@THEDANKIRBY
#nacue #beyondlogo
PEOPLE DON’T CARE ABOUT YOUR START UP, EVEN THOUGH YOU DO
A BRAND MAKES PEOPLE CARE
WHAT IS A BRAND?
IT IS NOT YOUR LOGO
YOUR BRAND ISwhat people say about you
when you are not in the room
REPUTATION, EMOTION, FEELING
YOUR BRAND IS HOW YOU BEHAVE
YOUR BRAND IS HOW YOU BEHAVE
YOUR WAY OF HANDLING THE WORLD WILL BE IMPRINTED ON YOUR COMPANY.
Think Steve Jobs or Michael O’Leary
WHAT’S YOUR HIGHER PURPOSE?START WITH WHY.
Simon Sinek: http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
HOW DO YOU TAKE PEOPLE WITH YOU?
WHAT’S YOUR ‘JOB TO BE DONE?’Milkshake marketing: http://hbswk.hbs.edu/item/6496.html
WHAT’S YOUR ‘BRAND ARCHETYPE’?http://tomfishburne.com/2010/07/brand-archetypes.html
PEOPLE DON’T BUY YOUR PRODUCT, THEY BUY WHAT YOUR PRODUCT DOES FOR THEM.
http://blog.bufferapp.com/people-dont-buy-products-they-buy-better-versions-of-themselves
DIFFERENT IS GOOD. DIFFERENT MAKES PEOPLE
NOTICE YOU.
PHILIPPE STARCK ONLY NEEDS A SMALL% OF THE WORLD’S HOTEL CUSTOMERS TO LOVE HIS HOTELS.
ASK YOURSELF:
Who is your customer?
What problem do you fix for them?
Why does this matter?
Why are you different?
Small
Corporate
OnlineOffline
HERE’S HOW MY COMPANY DOES THIS:
YOUR EXPERT COLLEAGUE
WHAT WE DO:
READING:
The Brand Gap, Marty Neumeier
Different, Youngme Moon
Evil Plans, Hugh Macleod
@THEDANKIRBY
