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Lean Branding for Startups

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The lean brand in 999 words
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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?

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

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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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 other feature that identifies one seller's good or service 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 you have left the room. - Dharmesh Shah
  6. 6. A logo derives its meaning from the quality of the thing it symbolizes, not the other way around. - Paul Rand
  7. 7. A brand is not what we say it is, but what they say it is. - Marty Neumeier
  8. 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. 9. Brand creation?
  10. 10. Core Identity, Brand Strategy, Brand Custodian, Brand Architecture, Extended Identity, Promise, Channel Planning, Brand Guardian, Opportunity Assessment, blah, blah, blah, etc.
  11. 11. Our business is infested with idiots who try to 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 Startup Minimal Viable Product, Product/Market Fit, Customer Development, Build-Model-Learn, Hypothesis & Experiments, Pivot, Innovation Accounting, AARRR, blah, blah, blah, etc.
  19. 19. Our business is infested with idiots who try to 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 of as a contribution to the complex symbol which is the brand image.” - David Ogilvy
  39. 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. 40. Great Brand = Product/Market Fit
  41. 41. Rebrand = Kind of pivot
  42. 42. Branding ≠ Bullshit
  43. 43. Bring branding into the Lean fold
  44. 44. Thank You @adrianh quietstars.com adrianh@quietstars.com

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