Business Time: Branding for Startups

Business Time: Branding for Startups

I am a parent. It’s difficult to get straight advice as a parent. The gravity of the decisions you make can turn people into zealots. For any one strongly held opinion about how to get your child to sleep (a pretty basic human function) there are a dozen telling you that if you do that thing you will ruin your kid for life.

Cutting through business jargon is similarly difficult. And, for good reason. Business is complicated and important. No one wants to screw it up. If you’ve worked through a business plan you know this. There are as many explanations of mission, vision, mantra as there are people writing about it.

Business Time: Branding for Startups

We are lucky to have startups approach us regularly. They usually have an idea what they want to do and how they will do it. The next step isn’t as clear. Branding is now a pervasive term, and most people know they need it even if they don’t know exactly what it is or how it will help them. We try to spare you the lingo and make things straightforward.

Business Time: Branding for Startups

We take the hard work you’ve done to discover What and How, and we help you talk about Why. We listen. We repeat back what we hear. We wordsmith. Once we get the Why down on paper (that’s a metaphor, we’ll more likely get it down on pixels) we start to put it in a digestible format. Or – rather – formats.

Business Time: Branding for StartupsBusiness Time: Branding for Startups

Each piece – from the brand package (the design language, the verbal style, the images) to the website to advertisements, packaging – tells a part of the story of Why. Because when you are attracting employees, partners, or clients, the Why is the point of resonance. What’s change. How’s change. But, showing people Why you are is rare, it’s powerful.

“Starting a business is not dissimilar to having a child.”

There is uncertainty, excitement. There is trial and error. There is the difficult task of determining who you should listen to when it comes to the big questions. We get it. And, while we don’t know how to help your kid sleep through the night, we do know you shouldn’t sleep at the office. That just isn’t good for you.