Start Up Nation: step #9 Establishing a Brand

Start-up Nation #9 Establishing a Brand • Your brand purpose: a logical snapshot of what you provide the market. • Your brand points of difference: things that are truly distinct that your competitors can’t copy. While great customer service is important, it’s not a point of difference; many of your competitors will claim the same thing. A point of difference can include a visual symbol, story, color scheme, proprietary process or product, historic milestone, physical characteristic, or combination of several of these. • Your brand personality: a collection of human-like traits and adjectives that best describe your brand. • Your brand promise: the emotional side of your purpose. If you were a tailor, your purpose would be to make and alter clothes and your promise would be to give people confidence when their clothing fits just right. 1. Draft your brand DNA or essence 2. Define and relate to your target audience 3. Choose a brand name 4. Create a logo 5. Make a list of all your other touch points 6. Create a demand for your brand Great brand names: • Are emotional • Stick on the brain • Have personalities • Have depth to tell stories and communicate with -Avoid names that are hard to pronounce or spell