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About the Authors

Noya is Director of Content at Viola Group
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Carmel Yoeli is the co-founder and CEO of Atreo, a technology marketing agency that focuses exclusively on hi-tech, strategic B2B marketing.
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Hila Shitrit NissimHila Shitrit Nissim joined Carmel Ventures in 2005 as a Marketing Director and has been in charge of marketing activities for Viola Group since 2012.
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Ronit AmiazRonit is VP HR at Carmel Ventures.
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Ran LevitzkyRan Levitzky is a Principal at Carmel Ventures.
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Ronen NirRonen Joined Carmel Ventures in February 2008 and currently serves as a General Partner. Ronen's investment areas focus on SaaS, big data, cyber security and internet.
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Ori BendoriOri Bendori has been a General Partner at Carmel Ventures since 2004 and focuses primarily on investments in the areas of Communications, Infrastructure, Semiconductors and Energy.
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Daniel CohenDaniel Cohen joined Carmel Ventures in mid-2013 as a General Partner, with more than 11 years of VC experience. Daniel investment interests include digital media and consumer internet.
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Omry Ben DavidOmry is a Partner at Carmel Ventures. His investment focus includes Enterprise / SME Software, FinTech, SaaS, Cloud Infrastructure and related fields.
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Ofer BrandesOfer is CTO at Carmel Ventures. He is involved in the technological evaluation aspects of the due diligence process and works with CTOs and R&D managers of portfolio companies post-investment.
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Guest Contributors

Moran BarneaMoran is the co-founder of No CMO, which provides online marketing strategies for founders and companies without a CMO.
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Irit KahanIrit covers Israel-related investments for Deutsche Telekom Capital Partners.
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Lior AshLior is Co-founder and CTO @ Splacer.co
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Saar BrodskySaar Brodsky is the co-founder and VP Creative of Atreo, a technology marketing agency that focuses exclusively on hi-tech, strategic B2B marketing.
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Maya PizovMaya joined enSilo as VP Business Development in April 2015. Prior to that she was a Principal at Carmel Ventures from 2012 - 2015. She has over 7 years of experience in product management, program and account management from leading tech firms and the Israeli Ministry of Defense.
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Einav LavivEinav Laviv is a full-stack startup marketing expert and the Co-founder of G2Mteam.
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Assaf GueryAssaf Guery is a design consultancy executive with over 20 years of experience helping global hi-tech leaders and startups solve their most pressing branding challenges.
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Amit AshkenaziAmit is VP Business Strategy at Fiverr. He was also formerly a Partner at Viola Growth.
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Carmel YoeliCarmel Yoeli is the co-founder and CEO of Atreo, a technology marketing agency that focuses exclusively on hi-tech, strategic B2B marketing.
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Tomer Bar-ZeevTomer Bar-Zeev is the Co-founder and CEO of ironSource, a global technology powerhouse connecting users and apps across devices and platforms.
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Roy KliegerRoy Klieger is a seasoned product expert with vast experience in mobile and Internet apps & services.
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Yoni EpsteinYoni is a Senior Product Manager at Taboola. He was also a Senior Associate at Viola Growth from 2015-2017.
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Shiri GrosbardShiri is Co-founder and VP Marketing at Join - Digital Talent Agency.
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Ori LahavOri Lahav is Co-Founder and General Manager, Israel at Outbrain. Ori oversees the company's R&D center located in Israel.
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Elad ManishvizElad is CMO at RR Media. He has over 15 years of experience and business leadership in the digital media, video, entertainment and advertising industries.
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David SchapiroDavid Schapiro is a visionary and seasoned executive with over 30 years’ experience in business management and product leadership in global SaaS and enterprise software companies.
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Jonny SteelAs VP Marketing, Jonny spreads the word about Payoneer empowering global commerce by connecting businesses, professionals, countries and currencies with its innovative cross-border payments platform.
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Jonathan NimrodiJonathan is CEO and Head of Inbound Marketing at Cookie Jar, a growth hacking firm specializing in funnel optimization, CRO & social media management, marketing, advertising and measurement.
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Danna ZakaiDanna Zakai is an Inside Sales Trainer who specializes in the B2B global market.
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Eitan ChitayatEitan Chitayat is the founder and creative director of the natie branding agency, based in Tel Aviv.
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Alon WeinbergAlon is a Director at Dell Technologies Capital and was also formerly a Principal at Carmel Ventures.
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Doron GordonDoron is a successful entrepreneur and the Founder and CEO of Samanage.
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Pamela BeckerPamela is the VP Global Marketing at Matomy. She previously held senior marketing positions at Carmel Ventures portfolio companies ironSource and MyThings.
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Alon AmarAlon was formerly an Analyst at Carmel Ventures (2015-2017).
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John LoGiocoJohn LoGioco is President & Chief Operating Officer at Phrasetech. Prior to joining Phrasetech, John was Executive Vice President and member of the founding team at Outbrain.
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[VIDEO] Atreo CEO Carmel Yoeli on Building Winning Technology Brands

By and July 05, 2017

Our latest V+ CMO Forum session for our portfolio companies’ Heads of Marketing featured guest speaker Carmel Yoeli, Co-founder & CEO of technology marketing agency, Atreo.
Carmel discussed various ways for technology companies to approach their branding process, presenting some interesting examples and case studies throughout the session. Noa Bar-Yosef (VP Marketing at Carmel Ventures portfolio company enSilo) also spoke about her experience working with Atreo on their rebranding process.

For those of you who missed it, here are some highlights from the session.

1. Why effective branding always begins with a single, clear USP (unique selling proposition)

Points discussed in this clip:

bullet-pink-20x10What is a brand? Why is brand equity important? Brand Equity = tangible value that is associated with a brand or product. It’s the commercial value derived from consumer perception of the brand name of a product or service, rather than from the product or service itself.

bullet-pink-20x10Customers feel more connected to B2B brands than to B2C brands. A strong B2B brand will help you make a stronger impact on customers in the consideration phase and then the purchase phase, and compel them to pay a premium for the usage of your product or service.

bullet-pink-20x10Any good brand starts with a premise, and with perfecting a single unique selling proposition (USP). A winning USP is comprised of a brand’s “positioning” and the brand’s “claim”.

bullet-pink-20x10The reason you need to pick just one USP for your brand is because messaging – especially in relation to technology brands – is based on a hierarchy. The USP – which is the primary message – dictates the messaging for the entire brand including “core messaging” and “secondary messaging. Interestingly, there is a correlation between the messaging hierarchy and the customer’s buying funnel. Customers at the top of the funnel (first touch point) become aware of the brand thanks to its USP, then in the middle of the funnel, core messaging is used to help them evaluate the product or service, and only once they reach the bottom of the funnel, they are presented with all of the secondary messaging to help them make a purchase decision.

But it all starts with establishing awareness for the brand, which is why building a brand should always start with a single and clear USP, and not the core or secondary messaging which is only appropriate to introduce further down the funnel.

bullet-pink-20x10An effective USP is usually comprised of 3 factors: It is unique (different from your competitors’), it’s relevant (it meets a genuine customer need or pain) and it’s believable (supported by the offering and based on proof).

2. How a brand’s USP relates to the company’s maturity in the technology market

Forging a USP – especially for technology companies – depends a lot on the lifecycle stage of the company. The branding and promotion of a technology company is usually different depending on whether its technology is new and disruptive, whether it’s reached its growth phase, or whether it is already a mature and established brand in its niche. Carmel talks about how to approach brand messaging for each stage and reinforces the notion of the power of singularity and focusing on a single, focused USP.

3. The power of differentiation for tech company branding – SiSense case study

Carmel presents a branding case study based on one of Atreo’s B2B technology clients, SiSense. Carmel talks about the importance of identifying the product element that’s most crucial to establishing differentiation from competitors and how to capitalize on that element to create powerful brand messaging.

4. How to create great branding for technology companies that are underdogs

What do you do if your company doesn’t have a clear differentiation point from existing competitors or if there are already bigger competitors in the market you’re trying to break into?

Carmel discusses the “Underdog Strategy” for creating powerful branding, which is great if your company is at a disadvantage but you still have a passion to see it succeed. He also presents a case study on Kramer (an Atreo client) as an example of how to approach brand strategy for an ‘underdog’ tech company.

5. How to brand tech startups based on new, disruptive technology – Elstifile case study

Carmel presents a case study featuring Atreo client Elastifile to demonstrate how to approach the positioning a brand whose technology is new and disruptive.

6. How cyber-security company enSilo approached its rebranding process with Atreo

enSilo VP Marketing, Noa Bar-Yosef, talks about the process of working with Atreo on enSilo’s rebranding project. Carmel also summarizes the main factors for tech companies to consider in order to create a powerful brand.

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Photo Credit: Shutterstock

 

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