Building a Values Based Brand at Startup Grind Global 2021

TL;DR

Defining a value-based brand starts with identifying core values and the impact you want to have on the world. Building a brand from the ground up involves looking inward and starting with a brand foundation. A strong brand team is essential, and it can be built through a hybrid model of in-house and agency support.

Transcript

i'm ashley brocker stephen and i lead the marketing org at webflow and i'm super excited to have liana guzman with me we are going to talk a little bit about what it means to have a value-based brand today so lyanna super happy to be joining you here today yeah thanks for having me ashley i'm really looking forward to it so let's jump right in we d... Read More

Key Insights

• 💯 Building a value-based brand starts with defining core values and the impact the brand wants to have.
• 👀 Looking inward and establishing a brand foundation is crucial for building an authentic brand.
• 😤 A hybrid model of in-house and agency support can be effective in building a brand team.
• 🖐️ Brand plays a vital role in all types of businesses, regardless of the sales motion.
• 🧍 The pandemic has highlighted the importance of authenticity and the need for brands to take a stand on social issues.
• 👾 Branding is a long-term game, and it's important to focus on the future vision of the brand.
• 🍉 Investing in brand can attract better talent and drive long-term shareholder value.

Questions & Answers

Q: How do you define a value-based brand?

A value-based brand is defined by the values it stands for and the value it brings to its end users. It starts with identifying a north star, which represents the impact and legacy the brand wants to have.

Q: How should businesses start building a brand from the ground up?

Building a brand from the ground up starts by looking inward and establishing a brand foundation. This involves defining who you are, what you stand for, and the value you bring to users. It is important to focus on your core beliefs and make decisions aligned with them.

Q: How can a brand team be built effectively?

Building a brand team can be done through a hybrid model of in-house and agency support. Start by hiring a core team of brand strategists, designers, and marketers who understand the brand's vision and values. Supplement this team with specialized freelancers or agencies for specific projects or campaigns.

Q: How does brand play a role in different types of businesses?

Brand plays a critical role in all types of businesses. It helps establish trust, differentiate from competitors, and attract talent. For transactional or self-serve businesses, brand can do much of the work in driving conversions. In B2B sales, brand can still influence decisions by reflecting the company's values and long-term sustainability.

Summary & Key Takeaways

• Defining a value-based brand involves identifying core values and the impact you want to have on the world.

• To build a brand from the ground up, start by looking inward and establishing a brand foundation.

• A strong brand team can be built through a hybrid model of in-house and agency support.