Agile Branding for Startups & Growth Stage Companies
Moore's Law states that computing power doubles every two years, creating exponential growth. It was a revolutionary concept when proposed in 1965 by Gordon Moore and has forever changed how businesses develop long-term planning and set R&D targets. In the last 5 years, there's become another area to which Moore's Law can be applied—the world of new business startups.
As one friend of mine eloquently put it, these days, people start companies instead of starting bands. There's pretty much a startup to fill every niche and need out there, and it's not just trendy new social media platforms or web apps like Pinterest or Lady Gaga's Little Monsters. Nonprofits have caught startup fever too, with orgs like The Designer Fund or Change.org ramping up to raise awareness, drive fundraising and create action.
The harsh reality though, is that most of these business will fail, some spectacularly. Because despite the seemingly endless room for new ideas and tools to take flight, as startups move online and crowd the marketplace with me-too "innovation," everyone's still competing for the same limited available mindshare.
Consistent Branding Wins Every Time
So who will the winners be? Of course, the ones with the best ideas. But with market & media clutter at an all-time high, with traditional barriers to entry eliminated, and with previously closed distribution channels transformed into open thoroughfares, the spoils will be claimed by the startups and growth-stage companies that take those ideas, then design and deliver a consistent and comprehensive brand experience that represents something meaningful to their audience. Every brand is a parable for our search for meaning and identification in the world. Meet our expectations at every turn and you help us write our story, making your brand indespensible to our deep-seeded motivations.
Agile Branding for Startups
In my experience, often startups prefer to "feel their way through" launching their brands, relying on trial and error to adjust on the fly. In the rush to get to market and demonstrate momentum to investors, they may not have the luxury to focus on the kind of brand thinking and design that's particularly critical to long-term success. And while there's some merit to this thinking, our partnership with Lark reinforced for me more than ever how essential clarity around the brand is to creating the accelerated upward trajectory critical to growing startups.
Posted by Niki Hammond
November 16, 2012
Categories: Branding, Design, Nonprofits, Process, Social Media, Strategy, Technology, User Experience, Web Design