Your brand is one of the most important things you'll build as an entrepreneur and can add immeasurable value to your company. But what really is branding? Why does it matter and what kind of benefits can it bring me? This short preso was for the Yodlee Incubator and seeks to answer some of these questions and also provide aspiring entrepreneurs with a short guideline on how to get started building lasting, memorable brands. Enjoy!

1. Branding for Start-ups
Patrick “Mad” Mork
Nov 18th, 2014

2. About
Mad
Mork

3. What is Branding?
Germanic / English origins from
the 17th Century
- A piece of smouldering wood
- To mark, burn a animal
- A sword

4. Why is branding important?

5. Benefit - Memorability

6. Benefit - Familiarity

7. Benefit - Reduced Marketing Costs

8. Benefits: Premium pricing

9. Benefit: Consumer / Client Loyalty

10. Benefit - Extensions

11. Benefit - Company value / equity

12. It all starts with a Strong, Bold Vision

13. Which translates into execution
Vision
Mission
Strategy

14. Example
Vision: To create a more
compassionate and connected
humanity
Mission: Help people maintain
and deepen relationships over a
lifetime.
Strategy: To integrate location,
communication, and the metagraph into a
single tool that enables people to spend
time together, communicate, and stay
connected over time.

15. Onto the 2nd Pyramid - The Brand Pyramid
What is the main idea or reason for
being of this brand?
What kind of emotional benefits
does the product /service provide?
What are the benefits derived from
using the product /service?
What are the key benefits I get from
this functionally?
What are the main features of the
product /service?
Brand Essence
Emotional Benefit
Logical Benefits
Functional Benefits
Features

16. Example - Apple Brand Pyramid
Think Different
Rebellious / Artistic
Attractive, Fast, Elegant, Easy to
use
Sleek Design, Fast Processors,
Advanced OS
Brand Essence
Emotional Benefit
Functional Benefits
Features

17. As a start-up what defines your brand?

18. So Start with your Brand Bible
Includes:
❖ Vision Pyramid
❖ Brand Pyramid
❖ Tone / Voice
❖ Attributes / Personality
❖ Phrases
❖ Messaging
❖ Brand logos
❖ Brand do’s / dont’s
❖ Color palette
❖ Creative examples

19. Methodology
-­‐
example
Management
Interviews
Consumer
Research
Compe66ve
Research
• 10+
hours
of
1:1
interviews
• Group
sessions
and
discussions
• Audio
and
wri8en
transcripts
• 1000
Connect
consumer
interviews
done
using
AYTM.com
• Data
pulled
from
1000+
App
store
reviews
• 22k
emails
from
Connect
DB
• CompeEEve
product
usage
/
tesEng
• Leveraged
compeEEve
survey
• Research
on
compeEEve
posiEoning
September
–
October
2014

20. In conclusion, what defines a great brand?
1. Value proposition extends beyond its product
2. They make a difference and aren’t just different
3. Don’t interrupt people; they involve them
4. They engage our emotions
5. Help people help themselves
6. Consistency over time

21. Enjoy your Run!
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