branding, naming & positioning your startup
DESCRIPTION
This brief presentation will give you insights into how to Brand, Name & Position your Startup. It will also give you a quick insight into Entrepreneur Branding.TRANSCRIPT
Branding, Naming & Positioning
- Joshua Rozario
The Problem!
“The ‘surplus society’ has a surplus of similar companies, employing similar people, with similar educational backgrounds, coming up with similar ideas, producing similar things, with similar prices and similar quality.”
-Kjell Nordstrom and Jonas Ridderstrale, Funky BusinessHow do your Startup Brand ‘Stand out’ in
this ‘Similar Society’?
Positive and Clear Idea/PerceptionCustomer
Company/StartupProducts/
Services Startups Uniqueness/Value
GUTFEELING
What is a Leadership Brand?
A Leadership Brand is that Positive and Clear Idea/Perception that People have about your YOUniqueness, Expertise and Thought Leadership
Louis Philippe Shirts vs
Ravi Shirts
What is
Universe of Activities
InfluenceIdea/Perception
Startup Brand
Heart of Branding
Differentiation
What is a Leadership Brand
A Leadership Brand is that Positive and Clear Idea/Perception that People have about your YOUniqueness, Expertise and Thought Leadership
3 Key Factors
• Strategic Fit• Memorability
• Legal Protectability
Memorability
• Unique/Different• Eg: Kodak
• Short Names (Two Syllables)• Eg: Google, Wal-Mart, Nike etc.
• Meaning (Association/ Mental Image)• Eg: Ford Mustang
• Elicit Emotions• Eg: Pampers
Strategic Fit
• Melody• Eg: Coca Cola
• Positioning • Eg: First Step Leadership
• Suffixes & Prefixes • Eg: Microsoft (Micro + Soft)
Protectability
• Trademark• Eg: YOUniqueness™
• Domain Name• Ref: www.leandomainsearch.com
Positioning
Positioning• Own a Word in the Prospect’s
Minds• Eg: Safety = Volvo• FedEx = Overnight Shipping
• Mindshare over Marketshare• Eg: Flipkart vs Amazon
Recommended Reading
Entrepreneur Branding
Entrepreneur Branding is about becoming an Authority on Relevant Issues by delivering Answers/Solutions to the Biggest Questions/Challenges/Problem the Market/Industry has
It is your YOUnique Perspective to it