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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? …

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
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  • 1. Lean Branding for Startups Lean UX NYC 2013 Adrian Howard (@adrianh) quietstars.com
  • 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 & 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 certainty Market certainty
  • 22. Product certainty Market certainty
  • 23. Product certainty Market certainty
  • 24. Product certainty WTF Market certainty
  • 25. Product certainty Build it and they WTF will come! Market certainty
  • 26. You know, for kids!Product certainty Build it and they WTF will come! Market certainty
  • 27. You know, for kids! $Product certainty Build it and they WTF will come! Market certainty
  • 28. Product certainty Market certainty
  • 29. Product certainty Market certainty
  • 30. Product certainty Market 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 @adrianh quietstars.comadrianh@quietstars.com

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