Chapter 30. Startup Branding: A Practical Guide for Entrepreneurs
1. What does startup branding really mean for an early-stage company? Is it just picking a name and a logo?
âBrandâ is one of those words everybody uses and nobody really understands, so Iâll start with a definition.
Itâs important for entrepreneurs to understand that their âbrandâ is the collective emotional response to their product or service. A brand is not a logo, and itâs certainly not a URL. Those things are the stimuli, while the brand is the response. Itâs something out there, in the hearts and minds of the people you hope to sell to.
So... do I think itâs important for startups to be thoughtful about the nature of the emotional response that might serve their interests, and try to build a graphic identity designed to elicit that response? Abso-freaking-lutely.
2. Any favorite startup examples that you think are particularly clueful about brand and drawing out the right emotional response?
Sure, a few come to mind right away.
Zipcar is a brand weâve played a role in since the beginningâit isnât about urban lifetstyle, or being green, or collective commerce, really. From day one itâs been about Freedom, from both the hassles of car ownership and car rental (wheels when you want them). Focus on that emotional value proposition has guided everything from brand identity to vehicle selection at the company, and Zipsters around the world have responded with not just loyalty, but ...
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