A veteran marketer provides a step-by-step guide to figuring out what your business is and how to talk about it — the essential foundation for success. Takeaways: 1. Why defining and clarifying your core message is the single most important thing you can do to market your company 2. How shifting your focus – from what you want to say to what your audience needs to hear – will be a game-changer 3. Why getting feedback from your stakeholders is so important, even when (and sometimes especially when) it’s painful.

1. “Brand Identity: Build It and They Will Come”
Eric Brand, Director of Corporate Marketing
Content Israel
November 20, 2018

2. The Good, the Bad, and the Ugly

3. The Good, the Bad, and the Ugly

4. What Is Brand Identity?
 The sum total of associations that people have with an organization
Strong brand identity will result in immediate, specific, positive associations

5. Why Is Strong Brand Identity Important?
 People you care about will feel they know who and what they’re dealing with
 Helps you stand out from the competition
 If you sound professional, people will think you’re professional
 Brand identity is the foundation for all marketing communications

6. Brand Identity Has Many Aspects
 Marketing materials, including website
 Logo, business card
 Speeches at conferences
 How you answer the phone – whether you answer the phone
Any touchpoint is an opportunity to build or destroy your reputation

7. "LoReTT" LLC is innovative start-up, engineering
company, founded in April 2017 with participation
of Internet Initiatives Development Foundation
(IIDF). Since 23 March, 2018 "LoReTT" LLC is the
resident of "Skolkovo" Innovation Center.
More Good, Bad, and Ugly

8. "LoReTT" LLC is innovative start-up, engineering
company, founded in April 2017 with participation
of Internet Initiatives Development Foundation
(IIDF). Since 23 March, 2018 "LoReTT" LLC is the
resident of "Skolkovo" Innovation Center.
The founders and employees of the company have
almost 30 years of experience in the field of
creating technologies for receiving, processing and
using images of the Earth from Space.
More Good, Bad, and Ugly

9. More Good, Bad, and Ugly
Prinker opens up a whole new ways of expressing
who you are. Capture, express and share your
ideas and feelings with Prinker.

10. More Good, Bad, and Ugly
Prinker opens up a whole new ways of expressing
who you are. Capture, express and share your
ideas and feelings with Prinker.
Prinker has everything you need. Eye-catching
patterns, stylish lettering, cute cartoon darlings
and many more are waiting for you. Choose or
create any image you want and apply it directly
to your skin. Just rub it and have fun!

11. More Good, Bad, and Ugly

12. More Good, Bad, and Ugly

13. More Good, Bad, and Ugly

14. More Good, Bad, and Ugly

15. More Good, Bad, and Ugly

16. More Good, Bad, and Ugly

17. More Good, Bad, and Ugly

18. Building a Core Message
The art of defining and differentiating an organization
• What the business does, how, and for whom
• What sets it apart from competitors
• How it will change the marketplace
• Product, staff, track record
• Any other significant factors

19. Conduct a 360° audit
 Current materials
 Competitors/similar companies
 Target markets
 Industry standards
What solution are potential investors or customers looking for?
What are their pain points?
Building a Core Message

20. Create a tagline
 One sentence that sums it all up
 Describe the features (what you do), but don’t forget the benefits (how it will
improve your audience’s lives)
 The 4 C’s: clear, concise, compelling, consistent
 Don’t say what you want to say, say what they need to hear
 Don’t oversell or undersell
The driving question: what do you want people to think about your firm?
Building a Core Message

21. The Evolution of a Core Message
“OurCrowd is an equity
crowdfunding platform for
accredited investors only
who wish to invest in Israeli
and global technology
companies”

22. The Evolution of a Core Message
“OurCrowd is a global
investment platform,
bringing venture capital
opportunities to
accredited investors
worldwide”
“OurCrowd is an equity
crowdfunding platform for
accredited investors only
who wish to invest in Israeli
and global technology
companies”

23. Now Expand On It
 Tagline plus a few paragraphs that build on tagline, laying out capabilities and
differentiators
 Descriptions of areas of significance, such as products and services, client service,
personnel, etc.
 Or context in which you do business, such as product, marketplace, opportunity, etc.
 Structure as hierarchy of messages
 Similar to a business plan or mission statement, not to guide the business but to
guide the marketing
Building a Core Message

24. The Evolution of a Core Message
OurCrowd is a global investment platform, bringing venture capital opportunities to accredited
investors worldwide.
The most active venture capital firm in Israel and a global leader in equity crowdfunding, OurCrowd is
managed by a team of seasoned investment professionals and is led by serial entrepreneur Jon Medved.
OurCrowd vets and selects companies, invests its own capital, and invites its membership of 25,000
individual accredited and institutional investors, family offices, and venture capital partners from over
112 countries to invest alongside, at the same terms.
OurCrowd provides support to its portfolio companies, assigns industry experts as mentors, and creates
growth opportunities through its network of strategic multinational partnerships.
Since its founding in 2013, OurCrowd has invested over $750M in 160 portfolio companies, and already
has 21 exits to date, including acquisitions of JUMP by Uber, Briefcam by Canon, Invertex by Nike,
Crosswise by Oracle, and Replay by Intel.

25. The Search for a Tagline

26. The Search for a Tagline
The most exciting startup event of the year

27. The Search for a Tagline
The most exciting startup event of the year
The leading gathering of the startup nation

28. The Search for a Tagline
The most exciting startup event of the year
The leading gathering of the startup nation
Join the crowd in the global center of innovation

29. The Search for a Tagline
The most exciting startup event of the year
The leading gathering of the startup nation
Join the crowd in the global center of innovation
The startup world is here

30. The Search for a Tagline
The most exciting startup event of the year
The leading gathering of the startup nation
Join the crowd in the global center of innovation
The startup world is here
Where the startup world gathers

31. The Search for a Tagline
The most exciting startup event of the year
The leading gathering of the startup nation
Join the crowd in the global center of innovation
The startup world is here
Where the startup world gathers

32. Avoid the Echo Chamber
 Seek others’ opinions
o Co-workers, investors, customers, family, friends
 Before, during, and after the process
 Listen!
 Defend what you believe in, but don’t be defensive

33. Avoid the Echo Chamber

34. Avoid the Echo Chamber

35. Avoid the Echo Chamber

36. Avoid the Echo Chamber

37. Takeaways
 Strong brand identity results in immediate, specific, positive associations
 Take stock and conduct a 360° audit
 Create a core message – tagline and a few paragraphs
 Describe the features (what you do), but don’t forget the benefits (how it will
improve your audience’s lives)
 Seek others’ opinions!

38. “Brand Identity: Build It and They Will Come”
Eric Brand, Director of Corporate Marketing
Content Israel
November 20, 2018