Branding Elements
Some of the most important elements of your brand are the ones you hardly ever think about.
Not all elements of a brand are communicated. As a matter of fact, Brand Purpose, Brand Destination and Brand Mission are almost never communicated. Think about them more as navigation tools for you company with different time horzions. From the Brand Purpose, which almost never changes, via the Brand Destination which only changes when the business strategy changes, to the Brand Mission which only changes when you achieve a major business goal.
Brand Purpose
The Brand Purpose describes your company's reason for being and the things it stands for - aside from the usual business goals and objectives. It drives the company's decisions and actions, and creates its uniqueness.
A strong Brand Purpose provides an unshaking orientation to everyone and helps a company connect with customers on a deeper level. It builds loyalty and drives growth.
Brand Destination
The Brand Destination expresses the long-term view of what your startup wants to achieve. It is an aspirational statement of an ideal future state. A good Brand Destination is clear, concise, and inspiring.
A strong Brand Destination is a tool that creates strategic alignment, because employees, customers, and partners can rally around it.
The elements of your brand that touch your customers’ minds and hearts.
The elements we call “Brand Core” are frequently used by your teams. The Brand Proposition should inform everything you communicate when a customer first meets you. The Brand Positioning makes sure you always have a clear understanding how differentiated your offering is. And the Brand Voice defines how you interact with the customer. Everywhere.
Brand Mission
The Brand Mission explains what the company has to deliver every day to succeed in the market. It is a tactical north star.
A strong Brand Mission serves as a great tool of focus for all aspects of how your startup communicates - internally, in-product, and in growth/marketing.
Brand Proposition
The Brand Proposition or Value Proposition is the overall promise of how your startup makes life better for your customers.
Brand Colors and Font
Leanbranding will provide you will a color scheme and font that matches the other elements of your brand and the tonality of your brand’s voice.
Brand Positioning
As startups now rarely compete only with incumbents, and increasingly with startups with similar features, communicative differentiation becomes more and more important. Brand Positioning transfers into the realm of communication what startups usually have already covered from a point of product differentiation. This includes making sure you don’t look or sound like your biggest competitor, but it goes beyond that.
Finally, the things everyone thinks about when they talk about branding.
Logos, colors and typography are the most visible and recognisable elements of a brand. Many startups start right here. And that’s sometimes works ok. We just believe 100% it’s much better for your startup to add 2 days of work and start at the top.
Brand Name
Most likely your startup has a name. But if you’re still looking for one, we can help you find one. We’ll include 5 suggestions of names for your startup. (Legal cost of namecheck and trademarkt application not included)
Brand Voice
How does this brand talk and feel when it interacts with the customer. From marketing email to feature onboarding to customer service, all of your teams will have an easier time to understand how this brand should feel. It integrates deepyl with CX and can easily build on existing CX patterns.
Brand Logo
We will provide you with 3 visualised logo concepts that express the ideas behin your brand. (Final logo files not included, to be created by TBD graphic designer.)