lean branding for startups
DESCRIPTION
We all know branding is more than just a logo, but how do you brand companies that are still searching for their core market or product? When we practice Lean UX we learn about our customers' experiences, test our assumptions, refine them, pivot, and repeat. This session will explore how we can use this approach to create and evolve a companies' brand through a process of continual brand discovery. Presented at Lean UX NYC 2013TRANSCRIPT
Lean Branding for StartupsLean UX NYC 2013
Adrian Howard (@adrianh) quietstars.com
What is brand?
name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers
- American Marketing Association Dictionary
If you are not a brand, you are a commodity.
- Philip Kotler
Brand is what people say about you after you have left the room.
- Dharmesh Shah
A logo derives its meaning from the quality of the thing it symbolizes, not the other way around.
- Paul Rand
A brand is not what we say it is, but what they say it is.
- Marty Neumeier
A logo derives its meaning from the quality of the thing it symbolizes, not the other way around.
- Paul Rand
A brand is not what we say it is, but what they say it is.
- Marty Neumeier
Brand creation?
Core Identity, Brand Strategy, Brand Custodian, Brand Architecture, Extended Identity, Promise, Channel Planning, Brand Guardian, Opportunity Assessment, blah, blah, blah, etc.
Our business is infested with idiots who try to impress by using pretentious jargon.
- David Ogilvy
External Agencies
Expensive
One-off
Opaque
Late
Never Wrong
The Lean Startup
Minimal Viable Product, Product/Market Fit, Customer Development, Build-Model-Learn, Hypothesis & Experiments, Pivot, Innovation Accounting, AARRR, blah, blah, blah, etc.
Our business is infested with idiots who try to impress by using pretentious jargon.
- David Ogilvy
The Lean Startup
Product certainty
Market certainty
Product certainty
Market certainty
Product certainty
Market certainty
Product certainty
Market certainty
WTF
Product certainty
Market certainty
WTF Build it and they will come!
Product certainty
Market certainty
WTF Build it and they will come!
You know, for kids!
Product certainty
Market certainty
WTF Build it and they will come!
You know, for kids! $
Product certainty
Market certainty
Product certainty
Market certainty
Product certainty
Market certainty
Internal
Cheap
Continual
Transparent
Early
Often wrong
Lean Startup = Brand Discovery
“Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.”
- David Ogilvy
A logo derives its meaning from the quality of the thing it symbolizes, not the other way around.
- Paul Rand
A brand is not what we say it is, but what they say it is.
- Marty Neumeier
Great Brand = Product/Market Fit
Rebrand = Kind of pivot
Branding ≠ Bullshit
Bring branding into the Lean fold
