Andrew Crombie | Chief Branding Officer | Crombie Consulting

Andrew Crombie | Chief Branding Officer | Crombie Consulting

• I am a registered management consultant who specializes in reducing the risk for VCs/investors in their startup investments by addressing the major cause of startup failure – building products for which there is no real or meaningful market.
• My focus is to help start-ups understand what business they are REALLY in (usually they think from a ‘product’ perspective), how to find and leverage their unique point of difference, and how to create a compelling brand that will stand out to the people most likely to buy their product or service.

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Branding is the strategic process of creating a unique and recognizable identity for a product, service, or company. It involves crafting a distinct brand image, positioning, and messaging that resonate with the target audience. Today, we have the privilege of hosting a branding virtuoso, the Chief Branding Officer of Crombie Consulting and a startup brand specialist – the one and only Andrew Crombie. With a wealth of experience working with renowned brands and agencies, Andrew brings a fresh perspective to the ever-evolving field of branding. So, fasten your seatbelts as we embark on a captivating journey into the mind of a branding maestro. 

00:34- About Andrew Crombie and his journey.

• I am a registered management consultant who specializes in reducing the risk for VCs/investors in their startup investments by addressing the major cause of startup failure – building products for which there is no real or meaningful market.
• My focus is to help start-ups understand what business they are REALLY in (usually they think from a ‘product’ perspective), how to find and leverage their unique point of difference, and how to create a compelling brand that will stand out to the people most likely to buy their product or service.
• I am currently working with a few select startups at various stages of fundraising – from TiNDLE with USD130m from Seed and Series A – to less progressed startups who are just at the stage of seeking capital to take their concept to the next level/enter the marketplace. 

05:20- How can small businesses create a successful brand identity?

• Set a brand strategy. 
• Understand the marketplace. 
• Look forward instead of looking backwards.
• Map down your customers, their needs, and their location. 
• What should be the personality, style or way you will present yourself to be differentiated? 
• How to be relevant and attractive to the consumer. 
• Defining your logo, color, and harmonics.

06:40- Common mistakes of start-up businesses while branding

• Your product may be good or unique, but may not be naturally market-oriented, or customer-centric.
• Not integrating the brand into the business or vice versa. 
• Start-ups forget to relate to the market while focusing on the product. 

24:00- About Tindl

• Chicken made from plants. Made with chefs, for chefs. Tindle is the delicious award-winning sensation that has taken the world by storm and will keep you wanting more.
• TiNDLE is the hot newcomer to plant-based chicken which is setting new records as one of the fastest-growing and most recognizable brands in plant-based foods, despite being less than 12 months old. 
• Within just one month of launching in Singapore, we have grown more than 200%. We are top-selling at crowd favorite, Love Handle Burgers, and hotly demanded at a local food truck, The Goodburger!
• In fact, TiNDLE spread across the island so quickly that we’re already expanding to our neighboring food hubs of Hong Kong and Macau.

RESOURCES:

You can connect to Andrew Crombie | on LinkedIn

Visit:  https://www.crombie-consulting.com/ 

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• I am a registered management consultant who specializes in reducing the risk for VCs/investors in their startup investments by addressing the major cause of startup failure – building products for which there is no real or meaningful market.
• My focus is to help start-ups understand what business they are REALLY in (usually they think from a ‘product’ perspective), how to find and leverage their unique point of difference, and how to create a compelling brand that will stand out to the people most likely to buy their product or service.
• I am currently working with a few select startups at various stages of fundraising – from TiNDLE with USD130m from Seed and Series A – to less progressed startups who are just at the stage of seeking capital to take their concept to the next level/enter the marketplace.