Building a brand Storytelling & branding

from scratch

Tine Thygesen@tahitahi

Entrepreneur, mobile, champagne, internet, marketeer, brand builder

Nice to meet you, my name is Tine Thygesen / @tahitahi

Ads don’t work the way they used to

People are skilled at ignoring marketing, inundated with messaging and and rarely change

their mind.

A brand is the ultimate only amplifier

Clear purpose to communicateAdvertising, social etc

Guides own media

AwarenessConvert customer into fans

Earned mediaword of mouth

Loyalty

&

Branding is not advertising, social media, nor design. It’s trust, relationship, delivery, values

Brand = Soul

What you do, how you talk, how you treat people, your tone, who you hire, service level, feel, design, logo, what you stand for, your goals, how you look

A brand is not what you say. It’s what others say about you.

People want stories

Moleskine: cult notebooks used by Picasso and Hemingway (but invented in 1997)

Sell things that money can’t buy

mobile war will be fought out on ux

with the big portals fighting another the strategic advantage is to the independent player

+Identity: design, words

+Essence: Values, stories

+Position

creating your own secret sauce

Identify your worldview. Target people who already agree with you

Airbnb “Belong Anywhere” talks to people who see themselves as authentic + explorers

Enable and encourage others to tell their version of your story.

Turtle selfie on Visit Australia’s Instagram:

Source: instagram.com/Australia

61K Brand ambassadors have twice the clout you have

You don’t sell what you think you sell

There are only six things sellable in the world

Money Time

Ego (status) Sex

Security

Iceland sells egoTarget: People whose self perception match nature, adventure & off-the-beaten path

Florida sells time

Target: People in need of a break & quality time

Red Bull sells ego

Target: People who want to feel cool, young and on-the-beat

-Location -Prior behaviour -Timing -Weather -Profile

Strong brand connection requires a feeling of “you understand me”

Timing & Context = relevance

Consistent and relevant communication on mobile differs

from web. Key words here are not unique and quality.

But timing & relevance .

Denmark.  ‘Mobile  Devices  2011ʹ′  by  TNS  Gallup

Getting people to share is hard

relevance is your best bet

Achievement Pride Truly helpful How i want to be seen

mobile war will be fought out on ux

with the big portals fighting another the strategic advantage is to the independent playerPractical

tips

Pictures communicate stronger than words

"I am rather a fan of Everplaces, I've been longing for an app that does exactly this,

since before the smart phone was invented.”

Alaina, USA

Emotion is more memorable then facts

Tell stories.

no science or marketing-speak

Take out 50% of the words.

Finally, the most

advanced of story telling

tests:

The grandmother test

The ultimate nonsense detection machines Does your grandmother get what you do?

Tine Thygesen @tahitahi colego.com

Thank you

Get the slides + startups tips on www.TineThygesen.com

‣ Visit Florida http://uat.visitflorida.com/en-us.html‣ Iceland tourism authority‣ Coca Cola‣ Tourism Australia

Molestkine‣ http://2.bp.blogspot.com/-lk7zZycVjpE/U3tfubD3ylI/AAAAAAAAOiE/qgfRknaQUuI/s1600/

Screenshot_2014-05-19-21-39-23.png‣ Angelica Vargas, design‣ http://pictures.4ever.eu/tag/20029/grandmother

Images and credits