Lean Branding for Startups

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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 2013

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<ul><li> 1. Lean Branding forStartupsLean UX NYC 2013 Adrian Howard (@adrianh)quietstars.com</li></ul> <p> 2. What is brand? 3. name, term, design, symbol, or any otherfeature that identifies one sellers good orservice as distinct from those of other sellers- American Marketing Association Dictionary 4. If you are not a brand, you are a commodity.- Philip Kotler 5. Brand is what people say about you after youhave left the room.- Dharmesh Shah 6. A logo derives its meaning from the qualityof the thing it symbolizes, not the other wayaround.- Paul Rand 7. A brand is not what we say it is, but whatthey say it is.- Marty Neumeier 8. A logo derives its meaning from the qualityof the thing it symbolizes, not the other wayaround.- Paul RandA brand is not what we say it is, but whatthey say it is.- Marty Neumeier 9. Brand creation? 10. Core Identity, Brand Strategy, BrandCustodian, Brand Architecture, ExtendedIdentity, Promise, Channel Planning, BrandGuardian, Opportunity Assessment, blah,blah, blah, etc. 11. Our business is infested with idiots who tryto impress by using pretentious jargon.- David Ogilvy 12. External Agencies 13. Expensive 14. One-off 15. Opaque 16. Late 17. Never Wrong 18. The Lean StartupMinimal Viable Product,Product/Market Fit,Customer Development,Build-Model-Learn,Hypothesis &amp; Experiments,Pivot, InnovationAccounting, AARRR, blah,blah, blah, etc. 19. Our business is infested with idiots who tryto impress by using pretentious jargon.- David Ogilvy 20. The Lean Startup 21. Product certaintyMarket certainty 22. Product certaintyMarket certainty 23. Product certaintyMarket certainty 24. Product certainty WTFMarket certainty 25. Product certainty Build it and they WTF will come!Market certainty 26. You know, for kids!Product certaintyBuild it and they WTFwill come! Market certainty 27. You know, for kids!$Product certaintyBuild it and they WTFwill come! Market certainty 28. Product certaintyMarket certainty 29. Product certaintyMarket certainty 30. Product certaintyMarket certainty 31. Internal 32. Cheap 33. Continual 34. Transparent 35. Early 36. Often wrong 37. Lean Startup =Brand Discovery 38. Every advertisement should be thought ofas a contribution to the complex symbolwhich is the brand image.- David Ogilvy 39. A logo derives its meaning from the qualityof the thing it symbolizes, not the other wayaround.- Paul RandA brand is not what we say it is, but whatthey say it is.- Marty Neumeier 40. Great Brand =Product/Market Fit 41. Rebrand =Kind of pivot 42. Branding Bullshit 43. Bring brandinginto the Lean fold 44. Thank You @adrianhquietstars.comadrianh@quietstars.com </p>