Branding & Marketing for Start-Ups

1. Branding
–
Start
Early
The
Start-­‐Up
approach

2. HOW
TO
BUILD
A
BRAND
WITHOUT
SPENDING
A
LOT
OF
“MONEY”?

3. Things to know…
• Components
of
Company
Value
• Understanding
differen>a>on
between
core
marke>ng
&
Branding
• Branding
Tips
–
keep
the
focus
on
customer
• Take
the
first
step
–
Internal
Branding
• No
Money
Marke>ng
–
Op>mize
without
spending
• Defining
and
Measuring
success

4. Components of Company Value
SCALING
PROFITABILITY/GROWTH
CUSTOMERS
BRANDING
TECHNOLOGY
TEAM
4

5. Keep in Mind
• Whatever
startup
brands
are
doing,
chances
are
you
are
doing
it
for
the
first
>me.
The
first
presenta>on
to
an
investor,
customer
or
important
employee
must
be
simple,
clear
and
compelling–there
are
no
second
chances.
• Developing
a
strong
brand
founda>on
is
cri>cal
to
the
early
success
of
startups
and
emerging
companies
finding
their
way.

6. Marketing Vs Branding
• There
is
a
difference
between
marke>ng
and
brand
building.
• Marke>ng
is
for
your
business,
Brand
is
for
your
consumers.
• People
oWen
mix
the
two
just
because
both
of
them
lead
to
the
same
output,
i.e.
more
sales,
revenue
and
popularity

7. Keep the focus on customer
What
your
End
In
Mind?
–Customer
AcquisiIon?!
To
whom
you
market
Why
they
buy
What
makes
your
brand
highly
valued
and
difficult
to
subs>tute
How
your
brand
competes

8. Few tips…
-­‐ Get
the
website
right!
It’s
your
business
card
to
your
customers.
-­‐ Use
a
simple
sentences
to
communicate
your
iden>ty
-­‐ Give
your
prospects
and
customers
a
pla]orm
to
communicate
-­‐ The
Logo
formula
–
Merchandizing
is
good!
-­‐ Content
Marke>ng
–
Leverage
it!

9. Take the first step..
Charity
begins
at
home
-­‐
internal
brand
building
is
a
‘Must-­‐Do’
Nothing
equals
‘having
your
team
or
employees
believe
in
the
true
poten:al
of
your
brand’
because
then
they
don’t
work
for
you;
they
work
with
you.

10. Tips
Internal
Brand
Building
ALWAYS
• brand
your
outgoing
communica>on
• brand
your
deliverables,
presenta>ons,
code,
reports
etc.
• document
your
learning,
experience
and
experiments
• share
your
accomplishments
with
the
team
• do
a
quality
check
before
delivering

11. Tips
Internal
Brand
Building
NEVER
• allow
any
spelling
errors
or
gramma>cal
errors
to
appear
on
your
website
(marke>ng/sales
collateral
for
other
businesses).
• do
a
hasty
job
with
the
design,
layout
or
styles
-­‐
be
pa>ent
while
finalising
designs;
good
things
take
to
be
built.
(presenta>ons
and
plans
for
other
businesses).

12. No money marketing techniques
• Post
Comments
on
Other
Blogs
that
Relate
to
Your
Industry
•
Submit
a
Weekly
Press
Release
to
www.PRLog.com
• Post
Classified
Ads
on
the
Many
Online
Classified
Ad
Websites.
Examples:
www.Craigslist.org
www.Kijiji.com
www.Loot.com
www.Backpage.com
www.Gumtree.com
www.Oodle.com
• Start
a
Blog
that
Helps
and
Educates
People
rather
than
trying
to
Sell
• Create
a
Facebook
Profile,
LinkedIn
Profile,
and
Twider
Acount.
• Use
Affiliate
programs
and
leverage
Message
Boards
• Create
a
Video
and
Distribute
it
Using
Youtube

13. Measure Results
Online
Tools
to
track
your
brand
• Google
Alerts
-­‐
Set
an
alert
for
your
brand
name
to
receive
daily/weekly
alerts
on
email.
Google
will
send
you
links
to
blogs,
ar>cles
and
webpages
where
your
brand
is
being
talked
about.
• Yahoo
Pipes
-­‐
It
is
a
service
which
enables
people
to
create
a
news
feed
for
themselves
using
other
feeds
from
the
web.
You
can
use
it’s
search
to
see
if
anyone
reads
stuff
about
you.
• Google
Blog
Search
-­‐
Find
what
is
being
wriden
about
your
brand
in
the
blogosphere.

14. Other Reasons
• seeking
new
rounds
of
venture
funding
• introducing
new
products
for
the
next
level
of
growth
• crea:ng
new
marke:ng
and
communica:on
strategies
• planning
to
enter
new
markets
or
serve
a
new
customer
segment
• planning
to
shiP
brand
messaging
and
communica:on
strategies

15. Want to learn more?
info@unspunmarketing.com