Session 2 Presentation and Branding.pptx

Branding

1. How to Present and Brand Y our Idea Session 2 | Wednesday 5 th of April , 2017

2. Branding Margreet Magdy

3. Understanding the market Urgency  — how badly do people want or need this right now? Market Size   — How many people are actively purchasing things like this? Pricing Potential   — what is the highest average price a purchaser would be willing to spend for a solution? Cost of Customer Acquisition  — how easy is it to acquire a new customer? On average, how much will it cost to generate a sale, both in money and effort? Cost of Value-Delivery  — how much would it cost to create and deliver the value offered, both in money and effort?

4. Understanding the market Uniqueness of Offer  — how unique is your offer versus competing offerings in the market, and how easy is it for potential competitors to copy you? Speed to Market   — how quickly can you create something to sell? Up-Front Investment  — how much will you have to invest before you’re ready to sell? Up-Sell Potential   — are there related secondary offers that you could also present to purchasing customers? Continue expenses  — once the initial offer has been created, how much additional work will you have to put into it in order to continue selling?

5. What to search? 1. Industry In researching the industry, look for the latest trends. Compare the statistics and growth in the industry. What areas of the industry appear to be expanding, and what areas are declining? Is the industry catering to new types of customers? What technological developments are affecting the industry? How can you use them to your advantage?

6. What to search? 2. Consumers On the consumer side, your market research should begin with a market survey. Estimate the location’s purchasing power, based on its per-capita income, its median income level, the unemployment rate, population and other demographic factors. Determine the current sales volume in the area for the type of product or service you will sell. Finally, estimate how much of the total sales volume you can reasonably obtain.

7. What to search 3 . Competition Don't underestimate the number of competitors out there. Keep an eye out for potential future competitors as well as current ones. Examine the number of competitors on a local and, if relevant, national scale. Study their strategies and operations. Your analysis should use a SWOT of the competition facing your new business. Try to see what trends have been established in the industry and whether there’s an opportunity or advantage for your business. Read as many articles as you can on the companies you'll be competing with. If you're researching publicly owned companies, contact them and obtain copies of their annual reports. These often show not only how successful a company is but also what products or services it plans to emphasize in the future .

8. How to brand your startup

9. Why branding matters Your  brand , will not only be seen and recognized by your employees and customers, but also by the many who have not yet purchased your product. Advertising, promotion, your marketing mix and other direct-marketing activities can certainly play a role in converting these people into customers.

10. Identify your target market Think about who your target demographics are. Think critically about these demographics: Who are they? What do they need? What do they want? How do they act? What do they like?  How do they like to be spoken to ? Trying to target everyone is an exercise in futility. Start out with one or two key demographics and slowly expand from there.

11. Learn your competitors’ brands Next , start evaluating your competitors’ brands. What do their logos look like? How are they different from one another? How do they talk to your shared customer base? It’s important that you not take any of these qualities and copy them for your brand. Instead, look at the motivations behind these choices, and use the qualities themselves for the next step of your process .

12. Separate your unique differentiators Identify what’s going to make your brand unique. It could stem from your business plan in general: I f you’re offering lower prices than your competitors', you could emphasize that in your branding. Are most of the other brands older, more traditional, more conservative? Try for something sleeker, more cutting-edge and with a younger vibe. Are the other brands elitist and pretentious? Shoot for something more down to earth.

13. Define your brand as a ‘person’ Try to define your brand as a  person ,  rather than as a logo or a written voice. If your company were a person, what type of person would that be? Male or female? Older or younger? What kind of wardrobe would your brand choose? How would it talk? Would you be happy to see it if it approached you as a stranger? What are its favorite foods and movies?

14. Apply your brand personality to multiple areas Think about how these personality qualities might translate to more tangible, practical areas of your marketing strategy. What colors will be associated with your brand? What might your logo look like? How will your voice come across in your content and other promotional materials?

15. Get help Unless you have experience in the graphic design area or an in-depth knowledge of creative marketing, your best bet is to get aid from an experienced, educated professional. You can hire a resident branding authority (usually a creative director) in-house, or outsource your work to an agency . It’s still important that you remain a part of the process and keep your entire team in line with your new brand.

16. Maximize Your Visibility N ow it’s time to leverage assets across digital channels and integrate your marketing campaigns. The goal is to reach your target market through a coordinated message across multiple channels. Target marketing to your user demographics, which sounds obvious, but it’s necessary. Luxury brands don’t sell at discount stores, for example. Attack your social media outlets simultaneously and use them as a way to reinforce your brand; think about “share-ability”.

17. Going the extra mile

18. Your brand strategy must align with all your business activities It can take time for a startup to develop its brand. Consistency is key. Your brand is powerful tool that can help drive your startup’s reputation and foster customer loyalty—but only if all your stakeholders can believe in it.

19. Get Feedback Talking to people, namely customers, is a great way to get some feedback on your business and brand. Find out what they thought about their experience with your company and see how they think it could be improved It’s always worth listening to your customers, they’re unbiased and will give you honest feedback.

20. THANK YOU Any questions?