CleanTech
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How to Brand your Cleantech Company to attract partners, investors, licensees and customers Farida Fotouhi [email protected] © Copyright 2009 Reality2 LLC
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A step-by-step presentation about how to brand a cleantech company to appeal to investors, licensees and customers
Transcript of CleanTech
How to Brand your Cleantech Companyto attract partners, investors, licensees and customers
Farida Fotouhi [email protected]
© Copyright 2009 Reality2 LLC
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This isyour time
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You have a new champion. A stimulus package. And more to come!
Reduce greenhouse gases
Clean energy economy: funding, green jobs
“Our survival depends on finding new sources of energy” (Address to Congress, Tuesday Feb 24)
Solar, wind, biofuels, storage, smart grid, fuel cells--
“Answers are in..our laboratories and..the imaginations of our entrepreneurs.”..
$15 billion in clean tech initiatives
Reduce dependence on foreign oil
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Ene
rgy
Water
Foo
d
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Cleantech is the place to be today.
But, to reap the rewards you need to: Build a brand Align yourself with the big picture vision Define the roadblock you remove Educate Demonstrate a good business case Show a clear benefit for each audience Keep it simple
Your brand = the sum of experiences at every point of contact.
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You have a brand whether you know it or not. Take control and make it work for you.
“What X stands for”
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A brand is both facts and feelings.
Market savvy?
Credible?
Cutting edge?
Am I in love?
Pain relieved?
Why is it better?
$ Potential?
Market traction?
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The Reality-Based branding and positioning triangle.
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Your customer.
Customer POV by segment
Greatest pain / greatest opportunity
Change: drivers & barriers
Why choose you
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Your competition.
What do they say they do?
What do they really do?
Who knows this?
Be sure you’re different
Monitor competitive sites
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Your value proposition.
Customer-focused
Simple and clear
Differentiated
One brand/target segments
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How should you define and express your brand personality?
Helpful?
Friendly?
Compassionate?
Businesslike?
Solution-focused?
Cutting-edge?
Align yourself with the big picture vision and be specific about the roadblock you remove.
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ALIGN WITH BIG PICTURE
SPECIFIC ROADBLOCK YOU REMOVE
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NEW WAY
OLD WAY
EDUCATE (SIMPLE, CLEAR)
Paradigm shifters: educate! Own the solution as thought leader.Change perceptions and behavior.
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EDUCATE: CHANGE PERCEPTIONS
BE A THOUGHT LEADER
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OWN THE SOLUTION AS THOUGHT LEADER
Make a good business case.Sustainability alone isn’t sustainable.
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Businesses buy sustainability when it also adds value and impacts the bottom line.
1) Sustainability
2) Affordability
3) Quality
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THE BUSINESS CASE
THOUGHT LEADERSHIP
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THE BUSINESS CASE + GREEN BENEFIT OLD WAY - NEW WAY: QUALITY
OLD WAY - NEW WAY: SAVINGSOWNERSHIP OF SOLUTION (IP)
A value proposition for each target audience (within unified brand)
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The early stage target audience.
High-profile customer(s)
Strategic partners
Licensors
Potential buyer
Investors
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Early Stage Branding: the key components.
A branding strategy
Clear market-focused value proposition for each target
Professional startup package (not home-made)
Name/logo
Website
Brochure
Presentation
See http://www.reality2.com/early_stage_branding.html
Keep it simple.
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You’ve developed a clean tech breakthrough.
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Commercialization, branding and selling involve an entirely different skill set.
Ours is better!
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Can you explain your product to a six-year-old?
Simplify
Educate
Show clear benefits
Whatis it you guys
again?do
Sowhat?
How to Brand your Cleantech Companyto attract partners, investors, licensees and customers
Farida Fotouhi [email protected]
© Copyright 2009 Reality2 LLC
