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BRANDING FOR STARTUPS- RAJIVE DHAVAN
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INDEX➤ DEFINITIONS
➤ COMMON MYTHS
➤ BASIC HACKS
➤ TIMELINE
➤ KEY MARKETING CHANNELS
➤ TECHNICAL INFORMATION
➤ CONCLUSION
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WHAT IS BRANDING?
BRANDING IS THE PROCESS INVOLVED IN CREATING A UNIQUE NAME & IMAGE FOR A
PRODUCT / SERVICE IN THE CUSTOMERS’ MIND, MAINLY THROUGH ADVERTISING.
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WHAT IS ADVERTISING?
ADVERTISING IS BRINGING A PRODUCT (OR SERVICE) TO THE ATTENTION OF POTENTIAL AND CURRENT CUSTOMERS. ADVERTISING IS TYPICALLY DONE ONLINE AND OFFLINE.
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WHAT IS MARKETING?
MARKETING IS EVERY SINGLE THING THAT YOU DO TO GET OR KEEP A CUSTOMER. THIS
INCLUDES COMMUNICATION, RESEARCH & PRODUCT / SERVICE DEVELOPMENT AS WELL.
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WHAT IS MY DEFINITION?
SPREADING AWARENESS ABOUT THIS SESSION IS ADVERTISING. MAKING THIS SESSION
INTERESTING IS BRANDING. SHARING MY BUSINESS CARDS IN THE END IS MARKETING!
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GOOD TO KNOW INFORMATION
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COMMON MYTHS➤ YOU CAN CUT COSTS BY CHOOSING NOT TO
INVEST IN ADVERTISING OR BRANDING.
➤ ALL THESE INITIATIVES NEED A LOT OF MONEY.
➤ STARTUPS NEED TO FOCUS ON THE PRODUCT & NOT THE ADVERTISING.
➤ PEOPLE DON’T OPT FOR YOUR PRODUCT OR SERVICE BECAUSE OF BRANDING.
➤ A STARTUP CAN’T REALLY DEFINE ITS BRAND BECAUSE IT IS WORK-IN-PROGRESS.
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BASIC HACKS➤ WHATEVER IS YOUR QUESTION, INTERESTING
ORIGINAL CONTENT IS THE ANSWER!
➤ BEING SHAMELESSLY RUTHLESS TO PROMOTE YOUR PRODUCT IS THE KEY.
➤ INVEST LITTLE MONEY BUT A LOT MORE TIME TO CREATE YOUR BRAND.
➤ UNDERSTAND & USE THE POWER OF DIGITAL MEDIA.
➤ EVALUATE & RE-STRATEGISE.
➤ INCONSISTENCY IS WORSE THAN NOT ADVERTISING.
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TWO ROUTES1. IDENTIFY A BRANDING PARTNER
(FREELANCER OR AGENCY). BUT LOOK FOR THE ONE WHO CONNECTS WITH YOUR ZEAL.
2. DO-IT-YOURSELF (DIY) TOOLS CAN COME IN HANDY. BUT DON’T APE IT BLINDLY.
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LET’S BUILD FROM SCRATCH
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TIMELINE➤ ONCE THE IDEA IS THROUGH, WE ALL START WITH THE NAME. BUT WHAT’S
A GOOD NAME?THE ONE THAT DEFINES THE BUSINESS OR THE ONE THAT DOESN’T?
➤ THEN COMES THE BRAND IDENTITY. THIS IS AN AREA WHERE YOU SHOULD NOT CUT CORNERS. A LOGO IS ONE OF YOUR EARLY TOUCH POINTS WITH YOUR CUSTOMERS.
➤ KEEPING YOUR BUSINESS LINE IN MIND, ADD A DASH OF UNIQUENESS HERE AND THERE. THIS WILL REFLECT EFFORTS & CREATIVITY.
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➤ NOW IS THE TIME FOR INITIAL COMMUNICATION – ONLINE & PRINT. STATE YOUR OBJECTIVE FIRST. THE FIRST COMMUNICATION OF THE BRAND SHOULD LEAVE SOMETHING FOR IMAGINATION.
➤ SAY ONE SINGLE THING WITH THE POWER OF 10. NOT OTHER WAY AROUND.
➤ ALLOCATE BUDGETS FOR ADVERTISING & INVEST IN CONTENT HENCEFORTH.
➤ KEEP EVALUATING & NOTING RETURNS.
➤ STICK TO YOUR STRENGTHS AND CHOOSE CHANNELS THAT HAVE SHOWN TRACTION.
TIMELINE (CONTD…)
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CHANNELS YOU CAN’T IGNORE
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➤ E-MAIL MARKETING – EMAIL CONVERSION RATES ARE THREE TIMES HIGHER THAN SOCIAL MEDIA, WITH A 17% HIGHER VALUE IN THE CONVERSION.
➤ BLOGS – USE FREE WORD PRESS BLOG INTEGRATED TO YOUR WEBSITE. GET A PROFESSIONAL TO WRITE THE BLOGS AS PER THE RULES. OR LEARN IT YOURSELF!
➤ GOOGLE ADWORDS – SLIGHTLY MORE EXPENSIVE THAN THE ABOVE-MENTIONED OPTIONS, BUT IT’S STILL CHEAPER AND EFFECTIVE THAN SOCIAL MEDIA MARKETING.
➤ FACEBOOK – THOUGH NOTHING IS FREE ON THIS CHANNEL ANYMORE. IF USED SMARTLY, IT CAN BE BENEFICIAL.
➤ GOOGLE PLUS – THIS IS PURELY FOR IMPROVING YOUR WEBSITE’S SEARCH VISIBILITY.
KEY MARKETING CHANNELS
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HERE’S YOUR SAVIOUR
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➤ TAKE ALL THE .CRD OR .AI FILE FORMATS & NAME OF FONTS USED FOR YOUR LOGO.
➤ ADD GOOGLE ANALYTICS TO YOUR WEBSITE & REVIEW IT REGULARLY.
➤ KEEP ALL THE WEBSITE HOSTING CREDENTIALS WITH YOURSELF.
➤ DO NOT OPT FOR SHORTCUTS OR BLACK-HAT TOOLS.
➤ FOCUS ON ENGAGEMENT. NOT JUST LIKES.
➤ NEVER DELETE ANY CRITICISM ON SOCIAL MEDIA. ALWAYS REPLY TO IT.
➤ DON’T JUST PICKUP ANY IMAGE FROM GOOGLE & USE IT. OPT FOR ROYALTY-FREE IMAGES OR LICENSED IMAGES ONLY.
TECHNICAL INFORMATION
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BRANDS ARE LIKE HUMANS. UNDERSTAND THEM. DON’T ASSUME THEM!
- RAJIVE DHAVAN