Yesterday I wrote about the role and importance of mining proof as it relates to creating a brand strategy. But what does one do if working for a start-up – a company with no past? A company with no product? Certainly that makes things tougher.
I’ve been-there-done-that and there always is a past. There is always some kernel of a product or service. In previous posts it’s been mentioned to “follow the patent.” In most start-ups there is a patent or a patent filing paperwork. There must be proof in there. Normal brand planning discovery looks at two things: customer care-abouts and brand good-ats. So for a start-ups, you’ll find it easier to rely on care-abouts. Always a good place to start.
While the director of marketing at Zude, a start-up in the social computing space, knowing what customers cared about helped form the brand idea which, then, informed product development (noun and verb). The Zude brand strategy claim was “the fastest easiest way to build a web page.” The idea came from the brilliant underlying drag and drop technology. With that as the North Star, everything moving forward became easier. For everyone – even the lawyers.
Start-ups think of brand but not brand strategy. Pity.
February 21, 2018 in Marketing
Claim and proof are the driving forces of the What’s The Idea? brand strategy framework. Find a claim (a simple, endemic idea that sets your product apart from the competition), then array three proof planks beneath. Proof sells the claim. It is evidence. The planning rigor, unlike many, is evidence-based. It’s not overly complicated. That’s […]
February 20, 2018 in Marketing
Highland Brewing is “an original” craft brewery located in Asheville, NC – founded in 1995 by Oscar Wong. When I moved to Asheville and having becomes a big fan of the Highland Gaelic Ale, I decided to contact president Leah Wong Ashburn for a quaff and chat about branding. Ms. Wong, I learned, was way […]
February 19, 2018 in Marketing
One of the keys to good brand planning is the consumer interview: Getting consumers to open up and share deeper insights. To start you must do some shallow digging, but you don’t want to stay there too long or the process will feel like an online survey. If you sound like a research survey, you […]
February 16, 2018 in Marketing
I went to the Starbucks yesterday, one housed in my local Ingles grocery store, and a nice young women in a non-descript polo shirt came to serve me. I was looking for an Ingles logo on the shirt, but didn’t see one. Within a minute another woman walked into the Starbucks retail space with a […]
February 15, 2018 in Marketing
As a brand planner, whose primary concern is developing master brand strategy, my discovery phase is all about finding the right claim and the three most motivating proof planks supporting that claim. This claim and proof framework is perhaps the simplest most easy to understand means by which to build a brand. Claim and proof […]
January 30, 2018 in Marketing
I’m working on an assignment that has me reading a child development text by a PhD and clinician who also happen to be parents. The text delves into brain function. Fellow brand planner and friend Megan Kent has built up a great practice mapping the brain to preference and emotional attachments to brands. Check her […]
January 29, 2018 in Marketing
I was reading a recipe this weekend for chick pea chili (don’t judge) and decided right off the bat I’d never make it. Not for the chick peas, not for the drive to the grocery store(s), but for the over complication of ingredients. I favor minimalism in my cooking. It’s easier to taste a few […]