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Branding for Start-ups 
Patrick “Mad” Mork 
Nov 18th, 2014
About 
Mad 
Mork
What is Branding? 
Germanic / English origins from 
the 17th Century 
- A piece of smouldering wood 
- To mark, burn a animal 
- A sword
Why is branding important?
Benefit - Memorability
Benefit - Familiarity
Benefit - Reduced Marketing Costs
Benefits: Premium pricing
Benefit: Consumer / Client Loyalty
Benefit - Extensions
Benefit - Company value / equity
It all starts with a Strong, Bold Vision
Which translates into execution 
Vision 
Mission 
Strategy
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.
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
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
As a start-up what defines your brand?
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
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
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
Enjoy your Run! 
*View 
in 
presenta-on 
mode 
and 
click 
the 
icons

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Branding 101 for Start-ups

  • 1. Branding for Start-ups Patrick “Mad” Mork Nov 18th, 2014
  • 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?
  • 7. Benefit - Reduced Marketing Costs
  • 9. Benefit: Consumer / Client Loyalty
  • 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! *View in presenta-on mode and click the icons