Building a brand is what can make or break a new product. Often what distinguishes a successful product from an also-ran is a brand that's credible and resonates with the marketplace. We'll look at what makes for a successful brand, going beyond image to finding the true value of your product. Make your product stand out from the competition, be first in consumers' minds, and gain a loyal following of advocates and customers. If branding is tricky, re-branding is even ******, because you need to create credibility for the new brand when you have the legacy of what's gone before. Drawing on a case study of a successful rebranding of one product group from one industry to another, while completely changing everything from look and feel to target audience, we'll look at ways to both brand your new product right and rebrand it for success when you're changing directions. This presentation was delivered at ProductCamp Boston, May 4, 2013 by Christina Inge

1. Creating an InCredible Product
Brand
ProductCamp Boston 2013
Christina Inge, Senior Director
of Marketing, eZuce, Inc

2. 2
> First, have a holistic view of branding: it’s not a set of
visual guidelines. It’s not about “pretty.” It’s about values
and value
> Know who you are, and express it boldly
• So few do
> Have honesty, integrity, and work with quality
> Say something meaningful
> Do it in a unique way
What Makes for an InCredible Brand
In a World of “Same”-How to Stand Out?

3. 3
> Resonance: it fits with what your
customers need
> Other-Centeredness: it focuses on
what your customers need, not what
you’re “doing”
> Uniqueness: it’s not a generic
“corporate brand.” Nothing looks more
insincere
> Focus: it stands for something distinct,
which can be articulated succinctly
Keys to a Good Brand
It’s A Formula, But Not A Simple One

4. 4
> Integrity: you honor what you say
> Quality: in your product, in how you
present yourself
> Content: you explain why and
how, not just talk big
> Respect: for the team, for the
stakeholders, for the customer
> Depth: not necessarily of product
line, but of
content, documentation, and
Keys to a Credible Brand
Brands Are Not Fluff—They’re the Reason People Buy from You

5. 5
> More than just putting yourself in the
customers’ shoes
> So few brands really listen
> Frontline feedback is sometimes
worth more than focus groups
> Listen to the industry
• Listen to people who are not your
customers
• Try to find out why
Resonance
What Your Customers Need

6. 6
> Language is the key:
• Talk about how you solve their
problems, not how you solve your problems,
• Talk about what your product can do for
them, not what it’s like designing your
product
> It’s actually OK to talk about features-
the “Features vs. Benefits” contrast
does not ensure other-centeredness
> Only truly thinking about benefits does
Other-Centeredness
Focus on Customer Needs

7. 7
> Especially vital for smaller companies or
a crowded market
> Always essential for any brand
> Being distinctive is not a handicap, but
so few brands embrace
> Fear of being too different smothers
creativity
> A brand needs to be creative to survive
> Even in B2B
Uniqueness
Don’t Worry About Being Different!

8. 8
> Stand for a few basic value
propositions
> Don’t aim for more than 5—3 should
be enough
> Temptation to say everything great
about your product
> People are busy, need bottom line,
top 3
> Lack of focus looks to “early” or
“late”
Focus
Don’t Try the Kitchen Sink Approach

9. 9
> Few professional marketers would
lie about a product, but beware not
understanding end-users
> Pumping up the product never
works
> Integrity also in offers and promos:
• A webinar should have the content
promised, minimal sales
• Good value is a key form of integrity
Integrity
Honor What You Say

10. 10
> Spend the time
> Spend, if possible, on good collateral
> What people look for:
• Good, non-cliché, well-designed imagery
• Good, clear, grammatical writing
> Professional visuals, language, and
presentation shows company is quality
> Adhering to marketing best practices
Quality
How You Present Yourself Reflects on the Product

11. 11
> Depth and honesty
> Be technical. Geek out. Your
customers actually want that
> No one wants to or will read fluff
> Don’t shy away from more detail
> Superficial “white papers” with
clichéd advice have seen their
day
• We hope
• We really hope
Content
How You Explain Your Value

12. 12
> Live your values
> Don’t talk down to customers
or assume they aren’t
discerning
> Respect their time with
informative content
> Respect their needs with two-
way conversations
> Voice of the customer is a part
of your brand
Respect
Customers Sense, Respond

13. 13
> Doing fewer things well builds brand value
> Tap the expertise of your team
> Be in tune with your industry, maintain
knowledge
> Respond, but also lead, especially if you’re
emerging
> Depth is what creates
• Good content
• Good value
• Good products
Depth
Knowledge Builds Credibility

14. Evolving a Brand
A B2B Case Study

15. 15
> eZuce delivers an open software platform
designed to provide virtualized
communications.
> Cloud, virtualization
> Open source and open standards
eZuce Corporate Background
Bring communications and collaboration to IT and into the cloud
Corporate Headquarters
Boston Massachusetts USA
Bucharest - R&D
Seattle - Support
Bangalore - QA
Ankara - R&D
> Voice, Video, Conferencing
> Chat, IM, Social Collaboration
> 2.5 year old, venture-backed startup competing in
a space with large, legacy players
> Aimed at forward-thinking CIOs

16. 16 Building a Brand
Aiming for Uniqueness and Value in a Market Dominated by Traditional Brands

17. 17
> Which would you rather have on your site?
Uniqueness
Don’t Be Afraid to Deviate from the “B2B” Look

18. 18
> Develop series of thought leadership
pieces that give genuine value
• Not sales pitches, but real content
• Really, real content
> Taking a (sincerely) disruptive stand on
industry issues
> This is what startups can do—and it’s
often the best way to stake out a market
position
> Case studies: remaining other-centered
Content and Value
A Brand Isn’t Just A Visual

19. 19
> Focus: go deep on a few verticals, or messages, rather
than a scattershot effect
> Hone a message and think about how it can best be
presented through a few target media, such as video and
social
> Make sure the message is substantive—everyone is
putting out sales pitches, but detailed product specs, in-
depth case studies, and honest white papers make you
stand out
Depth
Be An Expert—That, In Itself, Is Half Your Brand

20. 20
> Have confidence in going outside the usual B2B comfort
zone
> Detail the value of your product (don’t sell the sizzle)
> Be real—even in B2B, authenticity trumps “corporate”
look, feel, and message
> Embrace what is distinctive about your market position,
product, and worldview
> Have fun!
Lessons Learned
Applying Brand Concepts in the Real World

21. Christina Inge
978-296-1005, ext 2073. cinge@ezuce.com