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A Startup's Guide To Building a Brand - Kwabena Oppon-Kusi.pdf

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Kwabena Oppon-Kusi

This is a step by step guide to all startups on how to develop a strong and healthy brand. It defines what a brand actually means and gives you a better understanding on how you can build one for your startup, sustain it and ultimately grow it in a lean way. This is an essential for every one with a new idea, ready to make it into a viable business.

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A STARTUP’S GUIDE TO BUILDING A
Kwabena Creative Strategist Close to a decade of working in brand marketing and 5 years working the stage as a spoken word artist
What do you think a brand is? Let’s imagine this as the dating scene. You’ve swiped right on Tinder and you’re ready to go on your first blind date
The Meet-Up How will you physically describe him? Why do we need the physical descriptors? Flesh and blood, almost bald, possibly SS African descent, wearing a white coat and a doctor’s stethoscope ● To Identify ● To differentiate What is his personality? Why do we need to know his personality? Calm, soft spoken, always ready to help, stands for truth and justice ● To connect with him beyond the physical looks personality Meet Dr. Stock Brand Building Blocks After the first date these are your possible observations STEP 1
Falling in Love The highest form of connection with something or someone is called LOVE Because of that all he cares about is your opinion of him. He’ll do everything for you to say, ‘he is the one I love’. Therefore he is whoever you say he is. Eg. If all the other doctors say he is haughty and proud but you say he is calm and warm…that’s who he is Now imagine, if he is able to get everyone to think of him as an amazing doctor. What will that take? CONSISTENCY So everything that he will do, the way he will walk, talk, serve, behave, people he’ll associate with, is all so that you will identify, differentiate and connect with him. In other words, love him Marty Neumeier said that in an attempt to create a brand, you’re in fact creating multiple brands STEP 2 1 2 3 4 5
Happily Ever After Facts about reputations: 1. They’re built over time 2. The reside in the mind of the observer or consumer Consistency in looks and personality over time More similar opinions about him Stronger his reputation Therefore, your brand is ultimately what the your consumer thinks of you. = = In other words, the stronger his brand. This is why Marty describes a brand as a reputation. STEP 3
Summary A brand is a sum total of physical , emotional, psychological and social attributes of a product or service, transmitted into the mind of an end user as a singular perception. What? Why? To Identify To Differentiate To Connect
HOW DO YOU BUILD A BRAND? 3Cs Create Converse Consider
CONSIDER Consider the product/service you want to deliver Consider who want to consume these products or use these services Consider the values you want to exude and choose an archetype 1 2 3 Determine what sets your product or service apart from the competition (USPs) Find out everything about your target consumer, their preferences and habits Determine the values you want to uphold as a brand or what your brand’s personality would be
Brand Archetypes A brand archetype is a representation of your brand as a persona based on 12 key human desires and values. An archetype is more than just a persona or character – it's tied to a larger theme, concept, or emotion that transcends time and culture. E.g everyone, can identify with the concept of a hero. It's easy to confuse a brand archetype with a brand identity. In simpler terms, your identity says "Here I am." Your archetype says, "Here's my story." Learn More
CREATE Develop your name and slogan Design your logo Develop Key Messages 4 5 6 Shortlist name and slogan options of your choice, check against competition for similarities and with focus groups for viability, and select the best Engage a logo designer to design logo options, check against competition for similarities and with focus groups for viability, and select the best Engage a logo designer to design logo options, check against competition for similarities and with focus groups for viability, and select the best
CONVERSE Set up touchpoints 7 Touchpoints are the different ways that a consumer will encounter your brand. It is anywhere there is engagement or communication between a company and its customers. These touchpoints include your: ● Physical shop ● Product ● Social media pages ● Business Cards ● Website ● Brochures ● Letterheads ● Commercial Video ● Events or Activations ● Print, OOH, PR Publications ● Uniforms etc.
CONVERSE Engage with the consumer 8 Consumer engagement is the way a company creates a relationship with its customer base to foster brand loyalty and awareness. Awareness Engagement Retention Loyalty The Never Ending Relationship Journey
When it comes to brands…
medaase akpe asante thank you Kwabena Oppon-Kusi kwabenagok@gmail.com For Teaching and Speaking opportunities kindly reach out here:
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A Startup's Guide To Building a Brand - Kwabena Oppon-Kusi.pdf

  • 1. A STARTUP’S GUIDE TO BUILDING A
  • 2. Kwabena Creative Strategist Close to a decade of working in brand marketing and 5 years working the stage as a spoken word artist
  • 3. What do you think a brand is? Let’s imagine this as the dating scene. You’ve swiped right on Tinder and you’re ready to go on your first blind date
  • 4. The Meet-Up How will you physically describe him? Why do we need the physical descriptors? Flesh and blood, almost bald, possibly SS African descent, wearing a white coat and a doctor’s stethoscope ● To Identify ● To differentiate What is his personality? Why do we need to know his personality? Calm, soft spoken, always ready to help, stands for truth and justice ● To connect with him beyond the physical looks personality Meet Dr. Stock Brand Building Blocks After the first date these are your possible observations STEP 1
  • 5. Falling in Love The highest form of connection with something or someone is called LOVE Because of that all he cares about is your opinion of him. He’ll do everything for you to say, ‘he is the one I love’. Therefore he is whoever you say he is. Eg. If all the other doctors say he is haughty and proud but you say he is calm and warm…that’s who he is Now imagine, if he is able to get everyone to think of him as an amazing doctor. What will that take? CONSISTENCY So everything that he will do, the way he will walk, talk, serve, behave, people he’ll associate with, is all so that you will identify, differentiate and connect with him. In other words, love him Marty Neumeier said that in an attempt to create a brand, you’re in fact creating multiple brands STEP 2 1 2 3 4 5
  • 6. Happily Ever After Facts about reputations: 1. They’re built over time 2. The reside in the mind of the observer or consumer Consistency in looks and personality over time More similar opinions about him Stronger his reputation Therefore, your brand is ultimately what the your consumer thinks of you. = = In other words, the stronger his brand. This is why Marty describes a brand as a reputation. STEP 3
  • 7. Summary A brand is a sum total of physical , emotional, psychological and social attributes of a product or service, transmitted into the mind of an end user as a singular perception. What? Why? To Identify To Differentiate To Connect
  • 8. HOW DO YOU BUILD A BRAND? 3Cs Create Converse Consider
  • 9. CONSIDER Consider the product/service you want to deliver Consider who want to consume these products or use these services Consider the values you want to exude and choose an archetype 1 2 3 Determine what sets your product or service apart from the competition (USPs) Find out everything about your target consumer, their preferences and habits Determine the values you want to uphold as a brand or what your brand’s personality would be
  • 10. Brand Archetypes A brand archetype is a representation of your brand as a persona based on 12 key human desires and values. An archetype is more than just a persona or character – it's tied to a larger theme, concept, or emotion that transcends time and culture. E.g everyone, can identify with the concept of a hero. It's easy to confuse a brand archetype with a brand identity. In simpler terms, your identity says "Here I am." Your archetype says, "Here's my story." Learn More
  • 11. CREATE Develop your name and slogan Design your logo Develop Key Messages 4 5 6 Shortlist name and slogan options of your choice, check against competition for similarities and with focus groups for viability, and select the best Engage a logo designer to design logo options, check against competition for similarities and with focus groups for viability, and select the best Engage a logo designer to design logo options, check against competition for similarities and with focus groups for viability, and select the best
  • 12. CONVERSE Set up touchpoints 7 Touchpoints are the different ways that a consumer will encounter your brand. It is anywhere there is engagement or communication between a company and its customers. These touchpoints include your: ● Physical shop ● Product ● Social media pages ● Business Cards ● Website ● Brochures ● Letterheads ● Commercial Video ● Events or Activations ● Print, OOH, PR Publications ● Uniforms etc.
  • 13. CONVERSE Engage with the consumer 8 Consumer engagement is the way a company creates a relationship with its customer base to foster brand loyalty and awareness. Awareness Engagement Retention Loyalty The Never Ending Relationship Journey
  • 14. When it comes to brands…
  • 15. medaase akpe asante thank you Kwabena Oppon-Kusi kwabenagok@gmail.com For Teaching and Speaking opportunities kindly reach out here: