Build a Startup Brand From Scratch by @lynnalinn

how to build a brand from
scratch
first steps of startup brand buildin!
orsi.im | @lynnalinn
Saturday, October 11, 2014

simple. not easy.

what is a brand? orsi.im | @lynnalinn

name logo tagline graphics
shapes colours
sounds scents
movements customer-relationship
orsi.im | @lynnalinn not only
management
tastes

brand
all the attributes of the product and the company,
all the Ps,
in one convenient shortcut

how do you create a shortcut?
not necessarily like this

what they aimed for:

but the internet is a cruel place:

it’s hard to create a !raphic symbol
and try to fill it with meanin!

WHy? “People don't buy what you do; they
buy why you do it. And what you do
simply proves what you believe”
Simon Sinek, Start With Why

back to the basics:
no communication without a messa!e.

so what if you have nothin! to say?

WHy? what do you love, love,
love about your
project?

TO
!ive !ood pitch
find a meanin!ful messa!e
build more human relations
unleash creativity

at
pitch: user experience & better business model
messa!e: adventure and spontaneity
relations: with travel lovin! spontaneous people
creativity: playful, minimalistic, adventurous

Skittles brand book pa!e

anchors away
a brand can not be constant
we are all subjects to di!ital darwinism
current trends support startups but how lon!
and is that enou!h?

Moet Chandon launchin! rosé sparklin! wine made in India

Burberry takin! the other direction, returnin! back to the British roots.

BMW’s car sharin! pro!ram inspired by startups and sharin! economy.

40% of customers are willin! to buy
new products before the innovation has
proven itself.
- Nielsen, January 2013

Who? Knowing who is your costumer helps
enormously and guides you in the next
steps. If you understand them well, you
know where to find them, how to talk to
them and whose opinion does not matter,
because you are not targeting them.

i. Profitable
ii. REWARDING FOR YOU TO work for

Sorry. You are not a
beautiful and unique
snowflake.

the empathy map

prosumers
“We are a new generation of
artists, makers, supporters, and
consumers who believe that the
old system through which we
exchanged content and money is
dead. Not dying: dead.”
Amanda Palmer, Introduction for Information Doesn’t Want To Be Free

prosumers
conscientious consumers
active participants - with feedback, information & ideas
demanding transparency & human communication
viewin! corporations as responsible entities

we crave
transparency | connection | causes

WHAT?
The message is not a tagline, a catchy
phrase or something that sounds
really cool. It is simply a clear and
easy to understand manifesto of
what the company does and promises
to do for its customers.

Ello different by !ood desi!n and privacy
Redbooth smarter work by realtime communication
AirBnB you will be connected everywhere
l’Oréal you deserve to be beautiful
Ikea !ood desi!n doesn’t have to be expensive
Nike we help you push you limits
Absolut hi!h quality vodka made in Sweden

what do you do?
one sentence. strictly.

what do you want to be known for?

what does your customer value?

how?
when the message is clear we can
start to look for the tools to
communicate it.
Depending on the message and the
target group, different channels and
ideas are going to have The maximum
impact.

#deathtobuzzwords
and checklists!
remember, simple is not easy. you can’t replace thinkin!.

or you end up with #fails like this

consistency
behaviour | visual lan!ua!e | topics

the first idea is never the best

tree branch brainstorming
for idea !eneration

Lisa Con!don
consistent visual lan!ua!e

TacoBell

ThisHere

steal like an artist
free writin!
!uided writin!
doodles
toys and !ames
breaks
coffee
just start somewhere for heaven’s
sake! reluctant muses

new | useful |feasible
*from the Gamestormin! book

Dot voting
Every team member has 5 dots. They can vote on ideas by addin! as
many points as they like, until all their 5 points are distributed.
The !oal of the !ame is to have a very fast and dynamic way to
choose from ideas.

what is the very first step?

WHY? who? what? how?
!et to know yourself
!et close to the customer
plan everythin! to the last nail
never stop to iterate
don’t for!et the existin! resources

why?
what?
what do you love in your project?
why are you doing this in the first place?
what values are important for you?
what do we do? in one sentence
what do we want to be known for?
how does our values match with the customers’?
what change we make in their life?
why? why? why?
how old is she? where does she live? which channels reach the customer?
what is the best medium for our message?
is it new? useful? doable?
can we measure it?
how does a day in her life look like?
what influences reach her?
how does your product make her feel?
who does she listens to? what’s the first step?
who? how?

hello! i’m Orsi Tóth, communication strate!ist. i make !ood ideas come alive.
I help companies understand how they can best define themselves,, which tools fit the purpose of their messa!e
the most and how they fit into the waves of trends in the world. I make you understand your customers and the
motivations that drive them so you can build better products with real communication and a colourful brand.
Interested in the full bio? Read it here. Or find me on one of these channels:
read more!
Gamestormin! book and blo! for brainstormin!
Unfoldin! the Napkin book for drawin! and doodles
More on Prosumers to understand present day customers
Writin! Advice from Chuck Palahniuk to !et creativity flowin!
Start With Why by Simon Sinek for motivation
Trendwatchin!.com for trends and learnin! about !reat ideas
How to write content while runnin! a company for content
All original content within this presentation is published under Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Build a Startup Brand From Scratch by @lynnalinn

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