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Cleantech

Date post: 14-May-2015
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Step-by-step presentation by Farida Fotouhi, president of Reality2 about branding a cleantech company
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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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Page 1: Cleantech

How to Brand your Cleantech Companyto attract partners, investors, licensees and customers

Farida Fotouhi [email protected]

© Copyright 2009 Reality2 LLC

Page 2: Cleantech

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This isyour time

Page 3: Cleantech

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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

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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?

Page 14: Cleantech

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)

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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

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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)

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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

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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

Page 32: Cleantech

Whatis it you guys

again?do

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Sowhat?

Page 34: 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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