sse labs brand workshop

SSE LABS: BRAND WORKSHOP ADA M RO DNITZKY | AD A M@RET ELTECH.COM

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Mentor presentation to SSE Labs teams on branding and brand strategy - 5/2/11

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SSE LABS: B

RAND

WORKSHOP

I TZ

| A

LTE

. CO

WHAT IS A BRAND?

Mechanically: Words, images and experiences that represent your company to your customers, partners, investors and employees

• Logo• Tagline• Website’s Look/Feel• Language Tonality

WHAT IS A BRAND?

Emotionally: How your customers, partners, investors and employees feel about your company & what it represents

• Love & Hate• Envy & Aspiration• Comparisons With Alternatives• The Language They Use About You

IN OTHER WORDS…

It’s Not Here…

…It’s Here.

But This…

…Evokes This.

COMPARING THREE BRANDS

• Quality

• Performance

• Wealth

• Power

• Reliability

• Value

• Smart

• ?

WHAT DOES THIS MEAN FOR A STARTUP?Focus First On:

• User Experience

• Unique Value Proposition

• Elevator Pitch

• Enabling Word Of Mouth

Focus Second On:

• The Right Logo

• The Right URL

• The Right Tagline

You need to get the user experience and value proposition right first so your brand represents something great

THANKS!

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