Branding
Startupbootcamp Global Marketing
Last two months... Gathering informa.on, needs and wants from each program.
1.Brand
Who are we? What do we stand for?
2.Branding
One core brand Consistency & Synergy
3.Website Website Blog TwiAer
1.Brand
Stand for something, have an opinion & internal focus.
Brand Manual -‐ Research ‘What makes SBC different and unique? VERTICAL FOCUS RUN BY ENTREPRENEURS ONE FAMILY LONG TERM THINKING
ONE FAMILY GLOBAL #1
SYNERGY
LOCAL DRIVEN NETWORK PARTNERS ACTIVELY INVOLVED MANY PARTNERS GLOBAL ECOSYSTEM
LOCAL FLAVOR
PERSONALITY
Brand Manual -‐ Brand Posi>oning
} }
“Global reach, local focus” -‐ Global impact on the ecosystem -‐ Global network of alumni, programs and partners. -‐ Includes our ambi.ons to becoming the nr 1 in the world.
-‐ Personal flavour of each program. -‐ City or ver.cal focus and operate local. -‐ Local mentors and sponsors helping the local ecosystem.
“We provide startups with an extensive, far-‐reaching network & help startups with their unique, industry-‐specific needs.”
Brand Manual -‐ Implemented What is the local focus & what is the global reach? How to turn it to global? How to turn it to local? LOCAL
GLOBAL
SYNERGY
LOCAL WORKSHOP
SBC TV
SHARE BEST PRACTICES
LOCAL HACKATHON
LIVESTREAM ON BLOG
COMBINE CAMPAIGN
LOCAL EVENT CALENDAR
SBC EVENT CALENDAR
1 + 1 = 3
ALUMNI
SBC OFFICES
GLOBAL EVENTS
CONTENT
NEWS & BLOG
THOUGHT LEADERSHIP
Startupbootcamp -‐ one sentence “Startupbootcamp is the largest family of accelerators, with the purpose to accelerate startups from excellent to world class”
Op>on 2: “Startupbootcamp is a global network of local mentorship-‐driven accelerator programs, which has the purpose to accelerate startups from excellent to world class” Op>on 3: “Startupbootcamp is the startup accelerator with a global reach, but a local focus”
Startupbootcamp Brand Manual
Feedback
2.Branding
Current branding and SBC logo’s
Current SBC ver>cal & city logo’s
Branding -‐ Briefing 99designs Briefing: One global SBC logo to communicate a strong core brand and create synergy and consistency between the core brand and the subprogram logo’s to be more than the sum of our individual programs. Personality: -‐ Adventurous, Trusted, Entrepreneurial and Transparent. Requirements: -‐ Startupbootcamp is one word with a capital S and use the colours light green, dark green, gray and white. -‐ Remove the XL for all Program names.
Branding -‐ 99designs We received 311 designs from 48 designers, provided feedback to 198 designs and we selected the best 3 designs to discuss further. Some designs that didn't make it..
Branding -‐ logo ideas 1/3
Branding -‐ logo ideas 1/3
Branding -‐ logo ideas 2/3
Branding -‐ logo ideas 3/3
Branding
Decision
Branding next steps Next steps: Pick one winner and make a Brand Style Guide with branding guidelines. Example Style Guide:
3. Website
Mockups
Twiber accounts -‐ Research Aaer doing research we came up with a solu.on that would work for all current programs along with new programs as well.SBC requirements for a consistent twiAer strategy for each program: -‐ One twiAer account for each program/city. -‐ Short username -‐ Usable for each city or ver.cal program -‐ Suitable for future programs as well -‐ Include SBC ini.als or the Startupbootcamp name.
New Twiber accounts CITY/VERTICAL
FULL NAME
USERNAME
HASHTAGS
Amsterdam NFC & Contactless
Sbootcamp Amsterdam
@sbcAmsterdam
#sbcAMS #sbcContactless #sbcSmarthomes
Berlin
Sbootcamp Berlin
@sbcBerlin
#sbcBerlin
Mobility (Copenhagen)
Sbootcamp Mobility
@sbcMobility
#sbcMobility #sbcCopenhagen
HighTech (Eindhoven)
Sbootcamp HighTech
@sbcHighTech
#sbcHighTech
Media (Haifa)
Sbootcamp Media
@sbcHaifa
#sbcHaifa #sbcIsreal
Health (Dublin)
Sbootcamp Health
@sbcHealth
#sbcHealth
New Programs
Sbootcamp Data_IoT Sbootcamp FinTech Sbootcamp Lifestyle
@sbcData_IoT @sbcFinTech @sbcLifestyle
#sbcData_IoT
Example new SBC twiber account For ci.es who are doing horizontal programs as well as ver.cal programs (like Amsterdam), a good solu.on is to have one twiAer account to build an audience. They have the possibility to change their visible name, when they plan to run a ver.cal program. Your full name
Your username
Sbootcamp Berlin @sbcBerlin #sbcBerlin
Same SBC icon for every account, to be consistent and increase brand awareness.
Thought Leadership -‐ Content
Prac>cal Best Prac>ses
F6S Discussion Group -‐ Marke>ng
Summary (Where are we now) 1. The Startupbootcamp Brand (Finish Brand Manual & act “Global Reach, local focus”) 2. Startupbootcamp Branding (Implement new branding & Create Brand Style Guide) 3. Website (Collect feedback & Rollout TwiAer strategy) 4. Content Marke>ng (Thought Leadership)
Next steps – Execu>on focus 1. Collect and share best prac>ces between Programs Weekly Skype calls, Insights Papers & F6S Discussiongroup 2. Create Marke>ng tools & templates 3. Monthly report with analy>cs & insights (Website, Blog & Social Media). 4. Create online event concept (Example; Monthly Alumni Insights or Ask our Mentors)
Thank you!
Brainstorm & Workshop -‐ TwiAer: how do we get 200 a 500 followers for each twiAer account? -‐ -‐ Marke.ng tools & Templates: what do you need?
Last two months... Gathering informa.on, needs and wants from each program.
1.Brand
Who are we? What do we stand for?
2.Branding
One core brand Consistency & Synergy
3.Website Website Blog TwiAer
1.Brand
Stand for something, have an opinion & internal focus.
Brand Manual -‐ Research ‘What makes SBC different and unique? VERTICAL FOCUS RUN BY ENTREPRENEURS ONE FAMILY LONG TERM THINKING
ONE FAMILY GLOBAL #1
SYNERGY
LOCAL DRIVEN NETWORK PARTNERS ACTIVELY INVOLVED MANY PARTNERS GLOBAL ECOSYSTEM
LOCAL FLAVOR
PERSONALITY
Brand Manual -‐ Brand Posi>oning
} }
“Global reach, local focus” -‐ Global impact on the ecosystem -‐ Global network of alumni, programs and partners. -‐ Includes our ambi.ons to becoming the nr 1 in the world.
-‐ Personal flavour of each program. -‐ City or ver.cal focus and operate local. -‐ Local mentors and sponsors helping the local ecosystem.
“We provide startups with an extensive, far-‐reaching network & help startups with their unique, industry-‐specific needs.”
Brand Manual -‐ Implemented What is the local focus & what is the global reach? How to turn it to global? How to turn it to local? LOCAL
GLOBAL
SYNERGY
LOCAL WORKSHOP
SBC TV
SHARE BEST PRACTICES
LOCAL HACKATHON
LIVESTREAM ON BLOG
COMBINE CAMPAIGN
LOCAL EVENT CALENDAR
SBC EVENT CALENDAR
1 + 1 = 3
ALUMNI
SBC OFFICES
GLOBAL EVENTS
CONTENT
NEWS & BLOG
THOUGHT LEADERSHIP
Startupbootcamp -‐ one sentence “Startupbootcamp is the largest family of accelerators, with the purpose to accelerate startups from excellent to world class”
Op>on 2: “Startupbootcamp is a global network of local mentorship-‐driven accelerator programs, which has the purpose to accelerate startups from excellent to world class” Op>on 3: “Startupbootcamp is the startup accelerator with a global reach, but a local focus”
Startupbootcamp Brand Manual
Feedback
2.Branding
Current branding and SBC logo’s
Current SBC ver>cal & city logo’s
Branding -‐ Briefing 99designs Briefing: One global SBC logo to communicate a strong core brand and create synergy and consistency between the core brand and the subprogram logo’s to be more than the sum of our individual programs. Personality: -‐ Adventurous, Trusted, Entrepreneurial and Transparent. Requirements: -‐ Startupbootcamp is one word with a capital S and use the colours light green, dark green, gray and white. -‐ Remove the XL for all Program names.
Branding -‐ 99designs We received 311 designs from 48 designers, provided feedback to 198 designs and we selected the best 3 designs to discuss further. Some designs that didn't make it..
Branding -‐ logo ideas 1/3
Branding -‐ logo ideas 1/3
Branding -‐ logo ideas 2/3
Branding -‐ logo ideas 3/3
Branding
Decision
Branding next steps Next steps: Pick one winner and make a Brand Style Guide with branding guidelines. Example Style Guide:
3. Website
Mockups
Twiber accounts -‐ Research Aaer doing research we came up with a solu.on that would work for all current programs along with new programs as well.SBC requirements for a consistent twiAer strategy for each program: -‐ One twiAer account for each program/city. -‐ Short username -‐ Usable for each city or ver.cal program -‐ Suitable for future programs as well -‐ Include SBC ini.als or the Startupbootcamp name.
New Twiber accounts CITY/VERTICAL
FULL NAME
USERNAME
HASHTAGS
Amsterdam NFC & Contactless
Sbootcamp Amsterdam
@sbcAmsterdam
#sbcAMS #sbcContactless #sbcSmarthomes
Berlin
Sbootcamp Berlin
@sbcBerlin
#sbcBerlin
Mobility (Copenhagen)
Sbootcamp Mobility
@sbcMobility
#sbcMobility #sbcCopenhagen
HighTech (Eindhoven)
Sbootcamp HighTech
@sbcHighTech
#sbcHighTech
Media (Haifa)
Sbootcamp Media
@sbcHaifa
#sbcHaifa #sbcIsreal
Health (Dublin)
Sbootcamp Health
@sbcHealth
#sbcHealth
New Programs
Sbootcamp Data_IoT Sbootcamp FinTech Sbootcamp Lifestyle
@sbcData_IoT @sbcFinTech @sbcLifestyle
#sbcData_IoT
Example new SBC twiber account For ci.es who are doing horizontal programs as well as ver.cal programs (like Amsterdam), a good solu.on is to have one twiAer account to build an audience. They have the possibility to change their visible name, when they plan to run a ver.cal program. Your full name
Your username
Sbootcamp Berlin @sbcBerlin #sbcBerlin
Same SBC icon for every account, to be consistent and increase brand awareness.
Thought Leadership -‐ Content
Prac>cal Best Prac>ses
F6S Discussion Group -‐ Marke>ng
Summary (Where are we now) 1. The Startupbootcamp Brand (Finish Brand Manual & act “Global Reach, local focus”) 2. Startupbootcamp Branding (Implement new branding & Create Brand Style Guide) 3. Website (Collect feedback & Rollout TwiAer strategy) 4. Content Marke>ng (Thought Leadership)
Next steps – Execu>on focus 1. Collect and share best prac>ces between Programs Weekly Skype calls, Insights Papers & F6S Discussiongroup 2. Create Marke>ng tools & templates 3. Monthly report with analy>cs & insights (Website, Blog & Social Media). 4. Create online event concept (Example; Monthly Alumni Insights or Ask our Mentors)
Thank you!
Brainstorm & Workshop -‐ TwiAer: how do we get 200 a 500 followers for each twiAer account? -‐ -‐ Marke.ng tools & Templates: what do you need?
