Lean Branding for Startups

4,520
-1

Published on

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

Published in: Design, Business, Technology

Lean Branding for Startups

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

    Clipping is a handy way to collect important slides you want to go back to later.

×