A startup’s guide to brand strategy: 4 steps to bootstrap human-centered design - by Megan Colgan...
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Transcript of A startup’s guide to brand strategy: 4 steps to bootstrap human-centered design - by Megan Colgan...
![Page 1: A startup’s guide to brand strategy: 4 steps to bootstrap human-centered design - by Megan Colgan at Startupbootcamp Istanbul](https://reader034.fdocuments.us/reader034/viewer/2022051818/549cc9d7ac7959b52a8b47ff/html5/thumbnails/1.jpg)
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Based on 10 years of
empirical research* on
50,000 brands, Millward
Brown & Jim Stengel
developed a list of the world’s 50 fastest growing brands…
*Crown Business; December 27, 2011
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![Page 5: A startup’s guide to brand strategy: 4 steps to bootstrap human-centered design - by Megan Colgan at Startupbootcamp Istanbul](https://reader034.fdocuments.us/reader034/viewer/2022051818/549cc9d7ac7959b52a8b47ff/html5/thumbnails/5.jpg)
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just picking one of these for advertising
or corporate social responsibility purposes…
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Building an entire customer experience based on a deep understanding of your customer and what
value your company truly has to offer their lives.
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how can your startup do this with a
bootstrapping budget and timeline?
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benimcep gives consumers the ability to buy and sell discounted used smart phones securely online.
They recently launched with many sellers. Now, they are
trying to reach Turkish buyers.
GOAL = acquire buyers
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LOGO & SLOGAN
UNIQUE VALUE PROPOSITION
GOOGLE AD WORDS
CPC
FACEBOOK AND SEARCH ADS
OPTIMIZING SEO
VIRAL VIDEOS
OFFERS & PROMOTIONS
BLOG CONTENT
MARKETING CAMPAIGN
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write a sentence…
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find your customer’s specific persona to
learn & empathize their values & needs…
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Based on self-generated market research & the
founder’s knowledge of Turkish culture, benimcep
predicted a possible customer could be…
• High usage of smart phones
• Purchase goods online
• Look for deals
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We still didn’t know if or why students would actually be
interested in purchasing a used smartphone online.
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These questions & answers are the foundation of any successful
brand, marketing campaign or sales pitch.
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It is as simple as talking to
a handful of customers over
a few days.
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1. Trust
2. Credibility
3. Reliability
4. Status
1. Friend Recommendation
2. Warranty
3. Oversight
4. Consistency
5. Affordability
6. Parents Buy-in
7. Convenience
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build your brand & customer experience
to fulfill your customer’s values & needs…
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1. Trust
2. Credibility
3. Reliability
4. Status
1. Friend Recommendation
2. Warranty
3. Oversight
4. Consistency
5. Affordability
6. Parents Buy-in
7. Convenience
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• Look
• Personality
• Voice
• Values
1. Evokes feelings
2. Keeps promises
3. Honors a relationship
4. Stays consistent
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DEFINITION FRAMEWORK
Purpose The role & reason you exist. Empower consumers with more secure
options to reach their lifestyle aspirations.
Personality
Your voice. How you communicate in all ads, websites, emails, calls, etc
Credible, Reliable, Sincere, Modern
Value Filters
The questions you ask ourselves when opportunities and choices arise.
1. Be trustworthy 2. Consistently attend to customer needs 3. Ensuring security 4. Make things easy
Reasons To
Believe
The tangible features, benefits, platforms, process, or platforms that deliver your brand promises in reality.
1. Pre-checks phones 2. Customer service always easy to access 3. TurkCel & KVK partnerships for warranties 4. Simple UX & partners for discount prices
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It may sound counter intuitive, but the best brands
choose one of the five.
benimcep is “evoking pride”
because customers feel buying a
smartphone is a significant
investment in the lifestyle they
want. It’s about feeling proud of
their purchase, finding a good
deal and choosing the one that
best fits who they are.
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benimcep is “power” because customers feel
buying a smartphone is a
significant investment.
They wish to feel
empowered with secure options to reach their lifestyle aspirations.
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design your logo and all advertisements, marketing campaigns, offers, product experiences and communications to deliver on your brand promises…
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LOGO
Trendy, Comedic, Modern, Certified PERSONALITY
• Funny viral videos, discount offers
• Facebook advertisements, Google Ad words
MARKETING
TARGET Young adults in Turkey who ‘like’ or search for
smart phones
Apple/Android inspired, variety of colors in
advertisements LOOK
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• Customer service & sponsors at bottom
• Focus is on sliding advertisements
• Buy and sell main call to actions as tabs on the top
WEBSITE UX
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LOGO
PERSONALITY
MARKETING
TARGET
LOOK
Credible, Reliable, Trustworthy, Sincere, Modern
• Win over early adopters with discount offers
• Reward early adopters for brand advocacy and driving
recommendations to friends
• Use Sence Bence for social sharing & less ads
Public & private university students
‘Square’ inspired, Consistent, Clean & Advocated
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• Customer service & sponsors featured
• Focus is on simplified ‘why’ & ‘how’
• Buy and sell main call to actions as tabs on the top
WEBSITE UX
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Even quick & dirty bootstrapped customer testing…
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1. Ask ‘Who?’: It is as simple as writing a sentence
2. Find your customer’s specific persona to learn & empathize their values & needs…
3. Build your brand & customer experience to fulfill your customer’s values & needs…
4. Design your logo and all advertisements, marketing campaigns, offers, product experiences and communications to deliver on your brand promises…
![Page 40: A startup’s guide to brand strategy: 4 steps to bootstrap human-centered design - by Megan Colgan at Startupbootcamp Istanbul](https://reader034.fdocuments.us/reader034/viewer/2022051818/549cc9d7ac7959b52a8b47ff/html5/thumbnails/40.jpg)