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Entrepreneurial Branding
Nick LepetsosPhilanthropy Ventures, LLC
CEO/FounderHaloCard® & EqualityCard®
Course Description
• Brand value creates long-term profitable relationships with consumers in an increasingly commoditized arena. Building brand equity involves managing brands within the context of other brands, as wells as within the new digital context, over time and distance, and across multiple market segments.
What We Do
• We offer two “identity” branded credit cards that allow cardholders to generate donations equal to 1% of their purchases to the 501c3 non-profit of their choice.
• HaloCard® is designed for the universe of philanthropic “givers”
• EqualityCard® is designed for the LGBT community• Our cardholders elect to sacrifice the typical rewards
programs offered by larger issuers (airline miles, hotel points, toasters, etc.)
• Our cardholders prefer to support the causes and organizations that mean the most to them.
What We Do
• We have over 2,000 cardholders• EqualityCard® brand is gaining nationwide
recognition in the LGBT community• We have 140 non-profit affiliates which have aligned
with us (65 EqualityCard® and 75 HaloCard®)• Cardholders have generated over $40,000 in
donations since our inception• Q4 2014 was a record, with over $15,000 in
donations generated
Who We Want to Be
• We think of ourselves as an identity branding company
• We plan to expand the number of identity groups that we serve
• We plan to expand the products and services that we offer to those identity groups.
Disclaimer
Evolution of Identity Branding
• 1910s – 1930s• One Dimensional Branding (Availability)• Purchases were based upon local and regional
availability of products• Branding was done because printable
packaging allowed for it• No real benefits or features noted
1910s- 1930s
Evolution of Identity Branding
• 1940s – 1950s• One Dimensional Branding (Quality)• Purchases begin to reflect personal taste and
perception of quality• Branding was done to differentiate the
product from competitors• Very little mention of value (Quality/Price)
1940s - 1950s
Evolution of Identity Branding
• 1960s• One Dimensional Branding (Lifestyle)• Purchases begin to reflect one’s goal of
projecting a desirable lifestyle • Branding was done to promote such a lifestyle
without as much regard to quality • Still no mention of value, but the introduction
of sex as a branding tool
1960s
Evolution of Identity Branding
• 1970s – 2000s• Two Dimensional Branding (Value =
Quality/Price)• Products begin to be commoditized, and
widely available from many vendors. • Customers turn into savvy consumers • Brands begin to acknowledge the value
element
1970s – 2000s
Evolution of Identity Branding
• 2010s• Three Dimensional Branding (Quality, Price &
Social Impact)• Brands recognize that consumers want socially
responsible products • Brands recognize that they have to respect and
honor certain identity-level psychographic characteristics, such as personality, values, opinions, attitudes, interests, and lifestyles
• The opportunity for Identity Branding is born!
2010s
What We Really Want to Be
• “Identity” Branding Company• Identify groups of consumer prospects who share the
same identity-level psychographic characteristics, such as personality, values, opinions, attitudes, interests, and lifestyles.
• Develop products that are branded, delivered and serviced in a manner that is consistent with those characteristics.
• Earn the trust and confidence of the group• Create a unique, loyal bond with customers that allows us
to earn more of their business.
• Let me show you some of our progress…
