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Branding f0r
startups
@benmumbycroft
1.  Define what we mean by the B-word
2.  Introduce you to two key concepts – Positioning &
differentiation
3.  Understand why branding matters
4.  Introduce you to some tricks of the trade
Today’s session
A little bit
About me
Enterprise
education Marketing
Will be talk about
branding for food.
@oneltd
Bootstrap Business Seminar 5: Creating an Awesome Brand
Bootstrap Business Seminar 5: Creating an Awesome Brand
“Products are created in
the factory, but brands
are created in the mind.”
Walter Landor
What you stand for in the mind of your
customers (and potential customers)
A brand is…
Bootstrap Business Seminar 5: Creating an Awesome Brand
It’s NOT a logo…
“A brand is the most
valuable piece of real
estate in the world: a
corner of someone’s
mind”
John Hegarty
The process of finding a
simple idea that
separates you from
your competitors
Branding =
For example…
Safety
For example…
Safety Luxury
For example…
Safety Luxury Performance
For example…
Reliability???
For example…
“In a world where
everyone is after your
business you must supply
your customers with a
compelling reason to buy
you instead of your
competitor.”
Jack Trout
What compelling reason
might make people want to
buy this new sports car?
Bootstrap Business Seminar 5: Creating an Awesome Brand
Or, to put it
another way…
You need to Make your
cow different from all
the other cows in the
field…
From this…
To this!
Successful brands
stand for something
in the minds of target
customers
At their core is
A differentiating idea
that marks them out
it might be all about
speed
Bootstrap Business Seminar 5: Creating an Awesome Brand
it might be all about
originality
Bootstrap Business Seminar 5: Creating an Awesome Brand
it might be all about
design
Bootstrap Business Seminar 5: Creating an Awesome Brand
it might be all about
choice
Bootstrap Business Seminar 5: Creating an Awesome Brand
it might be all about
ethics
Bootstrap Business Seminar 5: Creating an Awesome Brand
it might be all about
safety
Bootstrap Business Seminar 5: Creating an Awesome Brand
It might even be all about
badass-ness
Bootstrap Business Seminar 5: Creating an Awesome Brand
Bootstrap Business Seminar 5: Creating an Awesome Brand
“If you don’t supply a
compelling reason, then
you better have a very
good price.”
Jack Trout
Beware The
commodity
price trap!!
!
Branding is all
about finding
a competitive
mental angle &
owning a piece of
this
question
Why did BMW call the Mini a Mini
and not a BMW 1-Series?
Question…
Why did NEW Coke flop?
What stops Apple introducing a
range of no frills, budget
workstations?
WHAT STOPS Disney producING a
hard-hitting, gritty drama about
sexually active teenagers?
Bootstrap Business Seminar 5: Creating an Awesome Brand
Brands go bad when
they don’t deliver
what they promise…
Bootstrap Business Seminar 5: Creating an Awesome Brand
Bootstrap Business Seminar 5: Creating an Awesome Brand
Bootstrap Business Seminar 5: Creating an Awesome Brand
Bootstrap Business Seminar 5: Creating an Awesome Brand
No, it’s much worse!!!
Mind the
brand gap!!
!
Bootstrap Business Seminar 5: Creating an Awesome Brand
Everything you do to
communicate your
brand to potential
customers
Brand identity =
Logo Tagline Visual
language
Tone of
voice
Name
People experiencebehaviourstory
BMW
High Performance, German
engineering
Logo
Tagline
Experience
People
Visual style
Good design is key
to performance!
Take away lessons…
•  Your brand is what you stand for in the mind of the
customer
•  The goal of branding is to find a simple idea, or position,
that differentiates you from the competition
•  Being different is very important
•  The way you communicate this is through your brand
identity
Take away lessons
question
Why does being
different matter so
much?
“today we live in an over-
communicated society.
Every year we send out
more but receive less.”
Jack Trout
Circa 1979
today!
“Today’s real competition doesn’t
come from direct or even indirect
competitors. It comes from the
extreme clutter of the marketplace.”
Marty Neumeier
What is a brand?
The human mind deals with
clutter the best way it can
What is a brand?
by blocking it out!
What is a brand?
To build a brand in the mind of
your customer you need to cut
through the clutter…
You need A
sharp focus!
Remember:
Branding is all
about finding
a competitive
mental angle
Bootstrap Business Seminar 5: Creating an Awesome Brand
Bootstrap Business Seminar 5: Creating an Awesome Brand
Bootstrap Business Seminar 5: Creating an Awesome Brand
Bootstrap Business Seminar 5: Creating an Awesome Brand
Bootstrap Business Seminar 5: Creating an Awesome Brand
Bootstrap Business Seminar 5: Creating an Awesome Brand
Be BOLD
Be specific
Why has branding
become so
important ?
Bootstrap Business Seminar 5: Creating an Awesome Brand
“In today’s world,
people want to buy the
product (or service)
that says the right ting
about them.”
John Hegarty
As consumers we use
brands to communicate
& reinforce our self
image…
Self image =
I’m cool I’m wealthy I’m healthy I’m a geek I’m single
I’m religious
I’m a rebel
I’m a hippyI’m liked I’m bright
I’m ethical I don’t care I’m thrifty I’m young I’m serious
And generate peer
group approval!
!
Bootstrap Business Seminar 5: Creating an Awesome Brand
“Our lives are
increasingly driven by
fashion and style, not
just the clothes we
wear, but how our homes
are styled, the food we
eat, and the car we
drive”
John Hegarty
“How is your brand
building a bridge
between who your
consumers are and
who they want to
be?”
Take away lessons…
•  We live in an over-communicated society
•  Today’s real competition is the extreme clutter of the
marketplace
•  In order to cut through, an effective branding
programme needs a sharp focus and simple message
•  Customers buy brands to help build and reinforce their
self image
•  And belong to the right tribe
Take away lessons
creating your
own brand
Step one
name
Types of name
Types For example
Playful >> Yahoo, Monster, yelp, google, FCUK
Origin >> Ford, Rolls Royce, The north face
Invented >> Kodak, vimto, viagra
Descriptive >> Volkswagon, holiday inn, sofa.com
Technical >> Panasonic, Xerox
Conjoined >> Fedex, microsoft
Acronym >> Bmw, bbc, nhs, ibm
•  Is your first impression of the name strong
•  Is it easy to read/pronounce
•  Is it satisfying to say
•  Is it short & memorable
•  Does it sound credible
•  Is it registerable and protectable
Key naming criteria
Naming
inspiration…
www.panabee.com
www.leandomainsearch.com
www.domai.nr
Name
availability…
www.123-reg.co.uk
www.canva.com
www.patent.gov.uk
www.gov.uk/get-information-about-a-company
Here’s one I did earlier…
Step two
only…
1. CATEGORY: The ONLY motorcycle manufacturer
2. USP: that makes big, loud motorcycles
3. CUSTOMER: for macho guys (macho “wannabees”)
4. NEED: who want to join a gang of cowboys
5. MARKET: mostly in the United States
6. TREND: in an era of decreasing personal freedom
We are the ONLY:
That:
For:
Who:
In:
In an era when:
What makes you the only?
Step three
story
Brand storyboard
Once upon a time… He/she always… But always had a problem… He/she tried to solve it…
But he/she wished that… Until one day… Unlike his/her solution, this… His/her wish came true: to…
Brand storyboard
Once upon a time… He/she always… But always had a problem… He/she tried to solve it…
But he/she wished that… Until one day… Unlike his/her solution, this… His/her wish came true: to…
Who is the main
character in your
story?
Brand storyboard
Once upon a time… He/she always… But always had a problem… He/she tried to solve it…
But he/she wished that… Until one day… Unlike his/her solution, this… His/her wish came true: to…
Who is the main
character in your
story?
Describe some of
the main tasks this
person regularly
undertakes
Brand storyboard
Once upon a time… He/she always… But always had a problem… He/she tried to solve it…
But he/she wished that… Until one day… Unlike his/her solution, this… His/her wish came true: to…
Who is the main
character in your
story?
Describe some of
the main tasks this
person regularly
undertakes
Describe the mainproblem stopping
them from
fulfillment
Brand storyboard
Once upon a time… He/she always… But always had a problem… He/she tried to solve it…
But he/she wished that… Until one day… Unlike his/her solution, this… His/her wish came true: to…
Who is the main
character in your
story?
Describe some of
the main tasks this
person regularly
undertakes
Describe the mainproblem stopping
them from
fulfillment
How is the
customer managing
to partially solve
their problem
Brand storyboard
Once upon a time… He/she always… But always had a problem… He/she tried to solve it…
But he/she wished that… Until one day… Unlike his/her solution, this… His/her wish came true: to…
Who is the main
character in your
story?
Describe some of
the main tasks this
person regularly
undertakes
Describe the mainproblem stopping
them from
fulfillment
How is the
customer managing
to partially solve
their problem
Outline the flaws
in the solutions
the customer is
currently using
Brand storyboard
Once upon a time… He/she always… But always had a problem… He/she tried to solve it…
But he/she wished that… Until one day… Unlike his/her solution, this… His/her wish came true: to…
Who is the main
character in your
story?
Describe some of
the main tasks this
person regularly
undertakes
Describe the mainproblem stopping
them from
fulfillment
How is the
customer managing
to partially solve
their problem
Outline the flaws
in the solutions
the customer is
currently using
Describe how the
customer will
learn about your
brand
Brand storyboard
Once upon a time… He/she always… But always had a problem… He/she tried to solve it…
But he/she wished that… Until one day… Unlike his/her solution, this… His/her wish came true: to…
Who is the main
character in your
story?
Describe some of
the main tasks this
person regularly
undertakes
Describe the mainproblem stopping
them from
fulfillment
How is the
customer managing
to partially solve
their problem
Outline the flaws
in the solutions
the customer is
currently using
Describe how the
customer will
learn about your
brand
List some of the
features that set
you apart
Brand storyboard
Once upon a time… He/she always… But always had a problem… He/she tried to solve it…
But he/she wished that… Until one day… Unlike his/her solution, this… His/her wish came true: to…
Who is the main
character in your
story?
Describe some of
the main tasks this
person regularly
undertakes
Describe the mainproblem stopping
them from
fulfillment
How is the
customer managing
to partially solve
their problem
Outline the flaws
in the solutions
the customer is
currently using
Describe how the
customer will
learn about your
brand
List some of the
features that set
you apart
Clearly define the
aspiration your
brand fulfills
Step four
logo
•  Wordmarks
•  Letterforms
•  Pictorial
•  Abstract marks
•  Emblems
•  Characters
Types of logo
Image Association
Technology
!
!
!
!
cooking
conversation
exploration
Logo symbolism
Image Association Brand id
cooking
!
!
!
!
conversation
exploration
technology
symbolism
Sector language
Bootstrap Business Seminar 5: Creating an Awesome Brand
www.designmatic.com
www.fiverr.com
www.99designs.co.uk
Here’s one we
did earlier…
Bootstrap Business Seminar 5: Creating an Awesome Brand
Step five
tagline
Bootstrap Business Seminar 5: Creating an Awesome Brand
Bootstrap Business Seminar 5: Creating an Awesome Brand
Bootstrap Business Seminar 5: Creating an Awesome Brand
Bootstrap Business Seminar 5: Creating an Awesome Brand
Bootstrap Business Seminar 5: Creating an Awesome Brand
Bootstrap Business Seminar 5: Creating an Awesome Brand
Bootstrap Business Seminar 5: Creating an Awesome Brand
Step six
design
Picking the right colour
Bootstrap Business Seminar 5: Creating an Awesome Brand
Think about colour
Colour communicates value
For example
Formal VS Informal
SERIF TYPEFACE SANS SERIF TYPEFACE
Think about typography
Think about typography
www.dafont.com
Cool design
tools…
www.canva.com
www.piktochart.com
www.picmonkey.com
www.stockpholio.com
www.photopin.com
www.wordswag.co
Bootstrap Business Seminar 5: Creating an Awesome Brand
•  What’s your position?
•  How are you different?
•  How obvious is this to you customers (or target
customers)?
•  How are you making design decisions to bring your
brand to life?
Final comments
Questions
Thank
you!!!
Buy these books…
Bootstrap Business Seminar 5: Creating an Awesome Brand

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