Last night, we attended King's College's 'Disruption: technology, sales and marketing' event. It brought entrepreneurs together with industry leaders bringing them tips to help start-ups survive and thrive. There were five speakers including: Brent Hoberman CBE, James Caan CBE, Razvan Creanga and Mark Chaffey founders of the start-up Hackajob and Kevin Roberts of Saatchi & Saatchi. There were some interesting discussions on branding brought to the fore.
A couple of the speakers highlighted the importance of branding for start-ups.
Kevin Roberts - Saatchi & Saatchi Worldwide
Kevin Roberts wowed the audience with examples of expert brand building. We thought his five ideas to build businesses and brand was worth sharing.
Idea 1: 'Stay in beta.' This meant have lots of small ideas constantly.
Idea 2: 'Transform likes to loves. Technology, info and hardware enables, but human emotional storytelling connects.'
Idea 3: 'Story-sharing not storytelling. Heroes of the 21st century are not storytellers, but story sharers.'
Idea 4: 'Brands are dead.... or they must learn to be irresistible. They must have mystery (more you know, the less interesting), sensuality (appeal to all five senses) and intimacy (close to how customers feel).'
Idea 5: 'Execute, execute, execute.' 'Fail fast, learn fast, fix fast.' Tom Peters
Hackajob's Razvan Creanga and Mark Chaffey also highlighted the importance of branding by stating that 'when trying to sell a disruptive product, understanding our messaging and positioning was very important.'
Getting branding on the map
There were quite a few questions about how to scale up businesses, hiring the right people, equity sharing, but not much focus on branding. Afterwards, we spoke to a few entrepreneurs about their start-ups and their brands. They admitted that they felt that it was something that they should understand more about, but somehow it had not been on their radar until now.
With these conversations in mind, we are putting together some branding workshops for start-ups. Watch this space.