sse labs brand workshop
DESCRIPTION
Mentor presentation to SSE Labs teams on branding and brand strategy - 5/2/11TRANSCRIPT
WHAT IS A BRAND?
Mechanically: Words, images and experiences that represent your company to your customers, partners, investors and employees
• Logo• Tagline• Website’s Look/Feel• Language Tonality
WHAT IS A BRAND?
Emotionally: How your customers, partners, investors and employees feel about your company & what it represents
• Love & Hate• Envy & Aspiration• Comparisons With Alternatives• The Language They Use About You
COMPARING THREE BRANDS
• Quality
• Performance
• Wealth
• Power
• Reliability
• Value
• Smart
• ?
• ?
• ?
WHAT DOES THIS MEAN FOR A STARTUP?Focus First On:
• User Experience
• Unique Value Proposition
• Elevator Pitch
• Enabling Word Of Mouth
Focus Second On:
• The Right Logo
• The Right URL
• The Right Tagline
You need to get the user experience and value proposition right first so your brand represents something great