Building a brand from scratch

By Tine Thygesen

Entrepreneur, CEO, 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.

tinethygesen.com

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

&

@tahitahi

- Technical wording

- Uninspiring product names Z-1439-P

- Non-human language

- Uninteresting images

= No one really understand what you sell

Special obstacles for technical companies

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Branding is not advertising, social media, nor design.

It is trust, relationship, delivery, values

It’s not what you say. It’s what others say about you.

Explain yourself in 10 seconds. Ask someone

else to.

@tahitahi

mobile war will be fought out on ux

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

Practical tips for brand creation

tinethygesen.com

To cement your design, words, stories & position = repeat, repeat, repeat

1. Be distinct and recognisable

@tahitahi

Recognise whose website this is from?

Always using: Adventure, Wild, Energy, Video

Consistently reliable:

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2. People want stories

Coca Cola had great success tapping into Christmas.

The urban myth is that the colour of Christmas was green before CocaCola entered the game…

@tahitahi

3. Target people who already agree with you

Airbnb “Belong Anywhere” talks directly to people who see themselves as authentic + explorers. Who want to be travellers, rather than tourists.

tinethygesen.com

There are only six things sellable in the world

Money Time Ego

Status Sex

Security

4. Understand what you’re really selling

@tahitahi

The world loves Moleskine. People used them because they are cult notebooks used by Picasso and Hemingway

(but actually they were invented in 1997= Strong storytelling)

Selling what money can’t buy

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

@tahitahi

Florida sells time

Target: People in need of a break & quality time

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Red Bull sells ego

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

@tahitahi

Turtle selfie on Visit Australia’s Instagram:

Source: instagram.com/Australia

61K

5. Enable others to tell your story

What makes people share stuff: Achievement Pride Truly helpful How i want to be seen

Communication on mobile differs from web. Key words here are not

unique and quality.

But timing & relevance .

@tahitahi

tinethygesen.com

Emotion is more memorable than facts

tip

"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

@tahitahi

Pictures stronger than words. Video stronger than pictures

tip

Finally, the most advanced of

communication tests:

tinethygesen.com

The grandmother test

The ultimate nonsense detection machines How does your grandmother explain what what you do?

That’s your starting point for your brand building work

@tahitahi

Tine Thygesen @tahitahi

Thank youTalk bookings, tips and war stories from building companies and making dreams

come true 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‣ redbull.tv

Images and credits