Startup marketing kit is a series of thought aggregations collectively devoted to addressing common marketing queries that startups have. The kit is split into different areas based on startup marketing priorities and this is the first one of them dealing with branding.
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Startup marketing kit - Branding
1. Startup Marketing Kit – Branding
Hit the ground running and help customers embrace your brand in a jiffy
Author: Prayukth K V
Design: Prabahar Chitraikani
June 2014
3. Startup Marketing Kit
Let’s start with the questions
What is your product or service all about?
What problem does it solve?
What is its value proposition?
How is that problem addressed currently?
Who are your potential customers?
Why should your customers switch to your brand?
How can you find your customers?
Where are they now?
What will be our tone? Aggressive? Passive? Informal/Formal
How are you going to communicate with them?
4. Startup Marketing Kit
Branding
Begin by keying down key attributesfeatures of your organisationoffering
How does that connect with your target audience?
How different are you from competition?
Use points 1,2 and 3 to derive your brand messaging
The message should be genuine and represent the value you bring to your customer’s
business
The positioning should clearly reflect and address the market segment you wish to
address
Your branding will tell folks who you are, what you do and why should they be
concerned about your brand
So be careful about your branding
5. Startup Marketing Kit
Tips
Go for something that’s simple and easy to remember and connect to
You needn’t have a marketer around to figure this out
Visual, imaginative, appealing, dynamic are nice attributes to have
Remember, the brand has to engage your prospective customers and employees alike
Imagine all the places they will be seeing your brand and what they would be feeling
when they connect visually
Be consistent in messaging; develop something and stick to it
Finally evolve branding guidelines and propagate them among employees and agencies
handling your brand
6. Startup Marketing Kit
Developing a brand tone
Jot down your organizational values and objectives
Break your messaging down into adjectives
Convey energy, focus and passion
Express values, strengths and ideas
Stand out, keep it clear, direct and ‘innocent’
What human value does your brand connect with?
Mix everything and derive a few sentences that capture the essence of everything
above
Don’t rush, iterate as much as needed
Run the lines and tone past your employees, study feedback
The final line will carry the brand tone and your brand identity
7. Startup Marketing Kit
Translating the tone
Derive
• Key messages
• Brand identity and persona
• Visual identity
• A compelling value proposition that resonates with the target audience
• Your brand story
• A buy-in from all stakeholders
Propagate with every ounce of marketing, sales and company strength
9. Startup Marketing Kit
Attribute quadrant
• Vibrant
• Inspiring
• Engaging
• Caring
• Memorable
• Connected
• Evolving
• Low degree of
resonance
• Comfortable
• Confusing
• All about
features
10. Startup Marketing Kit
Pitfalls
Not living up to expectations
Bad taglines
Lack of passion
Failure to understand the target audience
Insufficient/inadequate branding investment
Wrong associations
Failure to engage employees
Wrong channels and places
Poor USP articulation
11. Startup Marketing Kit
Startup Marketing Kit – Branding
Startup marketing kit is a series of thought aggregations collectively
devoted to addressing common marketing queries that startups
have. The kit is split into different areas based on startup marketing
priorities and this is the first one of them covering branding.
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