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Building a Brand
              from Scratch
              What early stage entrepreneurs need to know




Tuesday, February 19, 13
Hi,

              I’m Colin Nagy.

               Twitter: @CJN

Tuesday, February 19, 13
Tuesday, February 19, 13
Tuesday, February 19, 13
Tuesday, February 19, 13
I’m passionate
          about small companies, entrepreneurs
          and building interesting businesses.




Tuesday, February 19, 13
Building a brand
          from scratch. Not just a product or feature,




Tuesday, February 19, 13
but a living,
          breathing brand.


Tuesday, February 19, 13
In a perfect world

          a startup has:


Tuesday, February 19, 13
1. Someone who understands
          how to build technologies
          and systems to solve
          problems;

Tuesday, February 19, 13
2. Someone who understands
          the human factors behind
          these problems, why they
          exist and how to shape the
          experience.
Tuesday, February 19, 13
3. Someone who understands
          how to reach, talk to and
          sell to people and keep
          finding more of them.

Tuesday, February 19, 13
Tuesday, February 19, 13
Tuesday, February 19, 13
An observation:
        in the early stages of a startup
        80% focus on the product.


Tuesday, February 19, 13
An observation:
        in the early stages of a startup
        20% focus on the
        marketing, brand, etc.

Tuesday, February 19, 13
This is a recipe for

          danger.


Tuesday, February 19, 13
Sometimes you just focus on

          the hard product,


Tuesday, February 19, 13
And not enough on

          diplomacy.


Tuesday, February 19, 13
Tuesday, February 19, 13
Tuesday, February 19, 13
Sometimes you just focus on

          the brand voice,


Tuesday, February 19, 13
And not enough on

          the product.


Tuesday, February 19, 13
Tuesday, February 19, 13
The balance
          is hard to find.




Tuesday, February 19, 13
“...So if an entrepreneur is a coding genius,
          Andreessen will work on helping with go-to
          market strategies, marketing, recruiting, and
          more. The firm has developed a network of
          talent in-house to help with this.”

          -Techcrunch “The Rise of the Company Builders”




Tuesday, February 19, 13
Founders should
          deeply understand
          brand.

Tuesday, February 19, 13
We need more emphasis on

          creating meaning.


Tuesday, February 19, 13
But this can be abstract.
          Let’s explore a bit.




Tuesday, February 19, 13
What is

          brand?


Tuesday, February 19, 13
What is

          brand?
          What you tell your customers.



Tuesday, February 19, 13
Tuesday, February 19, 13
What is

          brand?
          What your customers think and tell their
          friends.


Tuesday, February 19, 13
Tuesday, February 19, 13
Brands are built
          over time through proactive iteration and
          refinement.




Tuesday, February 19, 13
Brands are a
          cohesive story
          told to the world.

Tuesday, February 19, 13
And when done
          well, can be a
          differentiator.

Tuesday, February 19, 13
But most brands

          are boring.


Tuesday, February 19, 13
Many categories

          are commoditized.


Tuesday, February 19, 13
Consumers are
          harder to reach
          than ever.

Tuesday, February 19, 13
But starting from scratch is

          a beautiful thing.


Tuesday, February 19, 13
How can you be

          new & interesting?


Tuesday, February 19, 13
The MBA teaches:
           Positioning
           Competitive set
           Visual identity
           Mission
           Values
           Why/How/What?
Tuesday, February 19, 13
But there’s a new
          rulebook and new imperatives.




Tuesday, February 19, 13
It is no longer
          just your tag-lines or materials,




Tuesday, February 19, 13
it is the review
          in the app store, the tone of the @reply.




Tuesday, February 19, 13
Your aesthetic and
         user experience.



Tuesday, February 19, 13
Brands exist in
        people’s heads.


Tuesday, February 19, 13
So, how can a brand feel

          human, vibrant and
          engaging?

Tuesday, February 19, 13
Building blocks
          What are the things we need to consider
          when building a brand from the start?




Tuesday, February 19, 13
What problem
          are you solving?


Tuesday, February 19, 13
Tuesday, February 19, 13
How are you
          different?


Tuesday, February 19, 13
Tuesday, February 19, 13
What is the tone?


Tuesday, February 19, 13
Tuesday, February 19, 13
Who are your most
          important
          constituents?

Tuesday, February 19, 13
Tuesday, February 19, 13
What role
          does your audience play in the brand?
          active or passive?




Tuesday, February 19, 13
Tuesday, February 19, 13
Through which channels do

          you communicate?


Tuesday, February 19, 13
Tuesday, February 19, 13
12 rules
          of building a brand from scratch:




Tuesday, February 19, 13
1
          Coherence is key (across all mediums)




Tuesday, February 19, 13
2
          Have a core belief that
          is easily articulated to
          the world.



Tuesday, February 19, 13
3
          Manage expectations.




Tuesday, February 19, 13
4
          Gut check your messaging and
          communications with the real-world.
          Don’t live in a vacuum.




Tuesday, February 19, 13
5
          Relationship building
          needs to happen long
          before you need it.




Tuesday, February 19, 13
6
          News only comes around once in a while.
          Have a plan to fill the void.




Tuesday, February 19, 13
7
          You don’t need a
          huge media budget
          to acquire customers.




Tuesday, February 19, 13
8
          Build a brand through
          iteration and refinement.
          Space to grow over time.




Tuesday, February 19, 13
9
          UX is now integral to brand experience as
          much as a logo is.




Tuesday, February 19, 13
10
          Improving your niche and category through
          goodwill can reap benefits.




Tuesday, February 19, 13
11
          Don’t take shortcuts
          on cultivating the
          right audience.




Tuesday, February 19, 13
12
          Don’t forget about real life. Step out of
          digital and into the community.




Tuesday, February 19, 13
Thank you!

              colin@barbariangroup.com
              @cjn

Tuesday, February 19, 13

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Building a brand from scratch: what early stage entrepreneurs need to know

  • 1. Building a Brand from Scratch What early stage entrepreneurs need to know Tuesday, February 19, 13
  • 2. Hi, I’m Colin Nagy. Twitter: @CJN Tuesday, February 19, 13
  • 6. I’m passionate about small companies, entrepreneurs and building interesting businesses. Tuesday, February 19, 13
  • 7. Building a brand from scratch. Not just a product or feature, Tuesday, February 19, 13
  • 8. but a living, breathing brand. Tuesday, February 19, 13
  • 9. In a perfect world a startup has: Tuesday, February 19, 13
  • 10. 1. Someone who understands how to build technologies and systems to solve problems; Tuesday, February 19, 13
  • 11. 2. Someone who understands the human factors behind these problems, why they exist and how to shape the experience. Tuesday, February 19, 13
  • 12. 3. Someone who understands how to reach, talk to and sell to people and keep finding more of them. Tuesday, February 19, 13
  • 15. An observation: in the early stages of a startup 80% focus on the product. Tuesday, February 19, 13
  • 16. An observation: in the early stages of a startup 20% focus on the marketing, brand, etc. Tuesday, February 19, 13
  • 17. This is a recipe for danger. Tuesday, February 19, 13
  • 18. Sometimes you just focus on the hard product, Tuesday, February 19, 13
  • 19. And not enough on diplomacy. Tuesday, February 19, 13
  • 22. Sometimes you just focus on the brand voice, Tuesday, February 19, 13
  • 23. And not enough on the product. Tuesday, February 19, 13
  • 25. The balance is hard to find. Tuesday, February 19, 13
  • 26. “...So if an entrepreneur is a coding genius, Andreessen will work on helping with go-to market strategies, marketing, recruiting, and more. The firm has developed a network of talent in-house to help with this.” -Techcrunch “The Rise of the Company Builders” Tuesday, February 19, 13
  • 27. Founders should deeply understand brand. Tuesday, February 19, 13
  • 28. We need more emphasis on creating meaning. Tuesday, February 19, 13
  • 29. But this can be abstract. Let’s explore a bit. Tuesday, February 19, 13
  • 30. What is brand? Tuesday, February 19, 13
  • 31. What is brand? What you tell your customers. Tuesday, February 19, 13
  • 33. What is brand? What your customers think and tell their friends. Tuesday, February 19, 13
  • 35. Brands are built over time through proactive iteration and refinement. Tuesday, February 19, 13
  • 36. Brands are a cohesive story told to the world. Tuesday, February 19, 13
  • 37. And when done well, can be a differentiator. Tuesday, February 19, 13
  • 38. But most brands are boring. Tuesday, February 19, 13
  • 39. Many categories are commoditized. Tuesday, February 19, 13
  • 40. Consumers are harder to reach than ever. Tuesday, February 19, 13
  • 41. But starting from scratch is a beautiful thing. Tuesday, February 19, 13
  • 42. How can you be new & interesting? Tuesday, February 19, 13
  • 43. The MBA teaches: Positioning Competitive set Visual identity Mission Values Why/How/What? Tuesday, February 19, 13
  • 44. But there’s a new rulebook and new imperatives. Tuesday, February 19, 13
  • 45. It is no longer just your tag-lines or materials, Tuesday, February 19, 13
  • 46. it is the review in the app store, the tone of the @reply. Tuesday, February 19, 13
  • 47. Your aesthetic and user experience. Tuesday, February 19, 13
  • 48. Brands exist in people’s heads. Tuesday, February 19, 13
  • 49. So, how can a brand feel human, vibrant and engaging? Tuesday, February 19, 13
  • 50. Building blocks What are the things we need to consider when building a brand from the start? Tuesday, February 19, 13
  • 51. What problem are you solving? Tuesday, February 19, 13
  • 53. How are you different? Tuesday, February 19, 13
  • 55. What is the tone? Tuesday, February 19, 13
  • 57. Who are your most important constituents? Tuesday, February 19, 13
  • 59. What role does your audience play in the brand? active or passive? Tuesday, February 19, 13
  • 61. Through which channels do you communicate? Tuesday, February 19, 13
  • 63. 12 rules of building a brand from scratch: Tuesday, February 19, 13
  • 64. 1 Coherence is key (across all mediums) Tuesday, February 19, 13
  • 65. 2 Have a core belief that is easily articulated to the world. Tuesday, February 19, 13
  • 66. 3 Manage expectations. Tuesday, February 19, 13
  • 67. 4 Gut check your messaging and communications with the real-world. Don’t live in a vacuum. Tuesday, February 19, 13
  • 68. 5 Relationship building needs to happen long before you need it. Tuesday, February 19, 13
  • 69. 6 News only comes around once in a while. Have a plan to fill the void. Tuesday, February 19, 13
  • 70. 7 You don’t need a huge media budget to acquire customers. Tuesday, February 19, 13
  • 71. 8 Build a brand through iteration and refinement. Space to grow over time. Tuesday, February 19, 13
  • 72. 9 UX is now integral to brand experience as much as a logo is. Tuesday, February 19, 13
  • 73. 10 Improving your niche and category through goodwill can reap benefits. Tuesday, February 19, 13
  • 74. 11 Don’t take shortcuts on cultivating the right audience. Tuesday, February 19, 13
  • 75. 12 Don’t forget about real life. Step out of digital and into the community. Tuesday, February 19, 13
  • 76. Thank you! colin@barbariangroup.com @cjn Tuesday, February 19, 13