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Branding


Move On: The Magic Quadrant Should Not Guide Your Brand

Move On: The Magic Quadrant Should Not Guide Your Brand

If you’re a startup CEO/Founder/Marketer, you might have read that headline and thought, “What do you mean I shouldn’t care about the Magic Quadrant? I’ll take a Vendor Briefing call on vacation if I have to!” Sure, tech companies strive for a mention in Gartner’s Magic Quadrant—or better yet—placement in the top right corner as a “Leader”. Gartner’s Magic Quadrant will tell you who’s product sits on the cutting edge of the technology, identify the ankle biters, show who’s falling behind, and identify the leaders in a category. That recognition matters as you develop your product. But, the...
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Entering Your Growth Stage: Position Your Brand, Not Your Product

Entering Your Growth Stage: Position Your Brand, Not Your Product

You just closed your Series A and you’re ready to share your story with the world. You built revolutionary technology that will be better, faster, cheaper—or all three—than anything else in the market. Now you need to hire top talent, build brand awareness, and equip your sales team to drive revenue. You know how innovative your technology is and you’re ready to create a new category. With customers in beta and limited clear competitors, you’re likely tempted to focus solely on your product and how much better your product is than anything else on the market. But a strong product vision,...
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Building an Agile Brand

Building an Agile Brand

The notion of ‘business agility’ — the ability to quickly adjust business resources and assets in a way that enables your business to prepare for or react to shifting markets and global conditions has always been important — but the experience of COVID-19 and the past 12 + months have driven that point home relentlessly. As we enter into this next phase of ‘the new normal’ one thing is certain: the world and how we work is forever changed and will keep changing — building a brand that enables your business to respond is the new opportunity. What’s required? The ability to adapt to...
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Investing in Brand: It’s Never Too Early

Investing in Brand: It’s Never Too Early

Many of our clients call us after they’ve got a working product or once they embark on a sales effort in earnest. They see branding as an expensive and time-consuming exercise that they’d rather postpone. In almost every case, we wish they’d reached out sooner. Branding is not a one-time exercise; your brand is a muscle that you strengthen over time. Most high-growth tech companies go through several brand iterations over their life cycle. Knowing that, we believe it’s never too early to invest in your brand. In fact, when you invest in branding early in the life of your company, you’ll tap...
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Branding Project: Do You Actually Want Something Bold?



Branding Project: Do You Actually Want Something Bold?



Make it Bold There is a four-letter word that gets said during every branding project. No, not that one. The word is “bold” and no one knows what it actually means. Perhaps it’s the word’s own sense of daring and fearlessness that has allowed it to march undaunted into every creative brief and client meeting, even when it is not requested. Enterprise software companies want to be bold. Insurance adjuster services want to be bold. Startups and law firms and logistic companies want to be bold. But do they really? What it Is and What it Isn’t Here’s what bold is: it’s uncomfortable. It’s...
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Branding for Internal Alignment

Branding for Internal Alignment

Much has been written about the power of brand and its role in successful businesses. Brands can help a business build relevance and loyalty, but the process of brand building has value in and of itself. One of the most overlooked advantages of the process is how it can create internal alignment along the way. Uncovering Difficult Truths  Whether we are creating a new brand or refreshing an existing one, our first step is to gain a deep understanding of its dynamics among both internal and external audiences. We examine the various perspectives that exist within an organization through...
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Shedding Ego in The Branding Process

Shedding Ego in The Branding Process

As creatives, we believe deeply in our craft and put ourselves fully into what we make. Our humor, our creativity, our problem-solving gets baked into the product. So, when work is rejected, it can feel like you’re being rejected. Add tight deadlines and multiple projects to the mix, and emotions are even higher. The key to keeping a level head is all about leaving your ego at the door and keeping a healthy authorial distance between maker and product. This is a guide for designers of all skill levels, clients, strategists—anyone taking part in the design process. Assume Good If...
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How to Hire the Right Branding Agency

How to Hire the Right Branding Agency

The Business Case for Hiring a Branding Agency In all the years of working with tech companies, we have heard the same story time and time again about the trials and tribulations of VPs and marketing executives trying to secure a budget to invest in hiring a branding agency with limited success. On top of that, how to hire the right agency can be just as confusing. We hear about them making strong and compelling business cases to invest in the brand to leadership teams and hitting a wall. It happens at every budget cycle, management meeting, and discussion around disappointment in growth,...
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