Founder's Staff - Branding

What do we need

Accelerate Decision Making

How

Increase the recognition of CynLr'sValue amongst Stakeholder.

How do we measure

Meeting outcomes

Did the stakeholder enter the meeting to decide on How to engage instead of Should we engage

Every decision is about a stakeholder -

From deciding on as simple as buying a pen to an algorithm, a process, a hire, all the way to deciding on Investments & partnerships its all transactions between people. Decisions are about maximizing the outcomes from these transactions.

Why do decisions get delayed

Imbalance in Value. Which is Imbalance in Stakeholder's Perception of CynLr's Value.

Why is it So hard to see

Unexplored vs Unsolved problem.

We are solving a 6-decade old unsolved problem. So, the problem is deeper than just engineering a product. There is a lack of fundamental technology, including process, supply chain, talent, etc. Which means society collectively is ignorant about it.

Your job in a Nutshell: Make Internet popular before it has been invented

Between a technology and a product lies a whole Industry. Building a product needs an org - inventing a tech need building a whole industry.

Building an industry is building an (eco)system that organizes material & People to produce the tech through its best practices & processes. If such a product is unique, then the minds and the skills that build them must be unique. This makes the interactions to be unique and there by the setup, supporting roles, tools and processes, to be unique too.

But why invent the industry

New tech needs new skills, tools & processes. BUT they cannot be found from traditional industries which are meticulously optimized for execution than to condition minds for new perspectives.

When a tech doesn't exist, neither an industry nor an ecosystem of tools & talent exists.

Where do we get them

Of course we find the Talent from the Market. Except when

Startup Proposes, Market Disposes.

Companies & people from other industries also carry the thinking and approach of their industry.

And we need them without the influence of another industry.

How do we do that

1. Vision

2. Narrative

vision that's powerful enough to mobilize people out of their comfort zone, leave behind their experience and start fresh towards this goal.

And a Narrative

Unlike vision, narrative changes for every kind of stakeholder as per their background & experience level.

People are just a bundle of thoughts with biases and emotions.

The expectations and understanding of opportunity is constantly influenced by various factors - From Trend Bias (Media influenced) to Domain/Industry Bias to Cultural/social Bias to Experience Bias to Generation Bias.

Hence, they have a different way of perceiving an opportunity. What sound's lucrative to one strata sounds immature to another.

Added to it is the bias of how they discover us. First impression is the strongest impression. The same individual consumes the same content differently in different medium from email to LinkedIn to YouTube, etc.

Beginning from the discovery of us, all the way into the meeting, the stakeholder is constantly trying to judge guess us by benchmarking against his/her perceived set of indicators as programmed by the industry the stakeholder serves.

Therefore, we need to engineer the stakeholder's perception to replace their benchmarks with CynLr's benchmark as their indicators of Success.

Perception Engineering orBrand Building!

Brand is the impression of value that the customer recalls not the logos and colours

Hence your role will involve

• Augmenting the founder in carving out CynLr's own niche position in the intelligence space by establishing the uniqueness of CynLr's approach. CynLr prides on its ability to build & invent from scratch & is rich with its independent thinking.
• Establish CynLr as a Though Leader.
• Sell how CynLr builds than what CynLr builds
• Rally an ecosystem specific to CynLr by making the ideas & approaches of CynLr to popularity.
• Maximize reach.
• Designing and building the brand of CynLr. As part of which you will assist in designing the process, workflow of the Branding & Marketing team.

One Quality we look for :

Someone more curious to learn along with & from CynLr than to tell us.

• Study the behavioural pattern of stakeholder's engagement and post-engagement use it to set expectation course correction, process and methods improvisation. Your KPI will be the eagerness of the stakeholder to engage with CynLr.
• Strongly collaborate with the business divisions in studying the growth and evolution of the stakeholder engagement.
• Work with the Concerned team, Tech and non-tech to carve out the perception gaps amongst stakeholders.

Working with branding team to build a Buyer's journey for the demography of each Stakeholder.

• Which platforms are they going to discover us from
• How could the message be differentiated amongst the noise in the platform and target the Right persona
• Engineer the impression and induction journey for the Stakeholder by carefully designing the sequence of information and impression they receive.
• Bring insights about the company into the stakeholder.

Design the Interface Journey and

• strategize the information flow for the stakeholder with the concerned team.
• Plan with the Marketing team to execute the communications.
• The design must ensure that the Learning, onboarding & alignment begins before the stakeholder enters the meeting.
• Build Analytical probe points into the process to collect data, to derive insights about the process and constantly re-strategize to optimize process.
• Work with branding & content team to build messaging content from Website, LinkedIn posts, SEO optimizations and other platforms.

Plan the message distribution and spread strategy with the Branding and Marketing team.

This Role is closer to the Founders Industry building efforts and not a typical Marketing Manager role.