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Story99.com is a Branding & Storytelling Consultancy for B2B, Tech & Deeptech
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Naming a Brand | The Story99 Playbook
Stronger Brand → More Profitable B2B, Tech, Deeptech Business - Every Research Concludes
A strong brand does multiple jobs:
The objective of a branding exercise is to create a clear, credible, and differentiated market position that aligns leadership, sharpens the pitch to customers already buying services, and gives the company a consistent (and differentiated) language across website, in-person events, LinkedIn, hiring, sales etc.
The brand identity / shape - should be aligned with the founders' & leadership’s vision and the expectations of the customers (+ the ecosystem), while ensuring that the brand stands out from the competition (the dashed section in the Venn diagram below).
A. To articulate the founding / leadership team’s vision, at Story99 we use something called the DNA test (a list of around a dozen questions with multiple choice answers) followed by a brand personality exercise (that’s more involved - where we force each founder / leader to pick 5 personalities from a long list of 60) - at the end of this step, we are able to articulate what the company’s core culture, drive and
B. To articulate the customer’s needs, we’d ideally like to do calls 📞 with few existing paying customers* (30-40min each) - and using the Jobs to be Done (JTBD) framework, articulate their perspective & buying journey.
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