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 other
feature that identifies one seller's good or
service 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 you
have left the room.
- Dharmesh Shah

6.
A logo derives its meaning from the quality
of the thing it symbolizes, not the other way
around.
- Paul Rand

7.
A brand is not what we say it is, but what
they say it is.
- Marty Neumeier

8.
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

9.
Brand creation?

10.
Core Identity, Brand Strategy, Brand
Custodian, Brand Architecture, Extended
Identity, Promise, Channel Planning, Brand
Guardian, Opportunity Assessment, blah,
blah, blah, etc.

11.
Our business is infested with idiots who try
to 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 Startup
Minimal Viable Product,
Product/Market Fit,
Customer Development,
Build-Model-Learn,
Hypothesis & Experiments,
Pivot, Innovation
Accounting, AARRR, blah,
blah, blah, etc.

19.
Our business is infested with idiots who try
to 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 of
as a contribution to the complex symbol
which is the brand image.”
- David Ogilvy

39.
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

40.
Great Brand =
Product/Market Fit

41.
Rebrand =
Kind of pivot

42.
Branding ≠ Bullshit

43.
Bring branding
into the Lean fold

44.
Thank You
@adrianh
quietstars.com
adrianh@quietstars.com