Mint and Chip

If someone hates you, someone is sure to love you

December 3, 2019

Everyone loves ice cream, but getting people to agree on a flavor is difficult. You gauge a room of people to see what they want and no one will seem to agree. Especially if someone suggests mint and chip.

My guess is that most people are indifferent, but there are those who vehemently oppose the flavor with everything they've got. Hell, someone even wrote an article on how terrible is it.

Here's the thing though:

One of my closest friends absolutely LOVES mint and chip ice cream. It's her favorite, she will go out of her way to get it and she'd happily argue with the author of that article about why it's a good choice.

Branding a startup works the same way. Some people will love it, some will not. You have to be ok without pleasing everyone.

More you say?

The Feeble Best

Claiming you are the best is a feeble means at persuading someone to do business with you.

11.19.2019

When we think of the most confident people we know, be it a politician, an entrepreneur, a mentor, thought leader, or a friend we admire, I'm willing to bet they never claim to be the best at what they do. If they did, it would be hard to respect them as much because it feels like they have to puff up their chest to make an impression. What's strange is that most business owners take this approach in branding their company. They plaster words like "best," "quality," "choice," "preferred," and a gaggle of other superlatives that hold no ground. Why?

I believe that asserting claims like this is done to veil the flaws of these organizations. They can claim to be the best all they want, but it doesn't take away from the fact that they cannot be everything to everyone. Or that new companies with new ideas come up everyday that can beat them in price, speed, and accuracy. Their claim of being the best loses its validity the minute they stop thinking of themselves. As for consumers, the claim loses its potency once they see 30 other competitors that claim the same thing on Google.

Claiming you are the best is a feeble means at persuading someone to do business with you. Is that really the extent of your personality? Do you lack so much confidence in your brand that you have to cover it in a lie? Nothing connotes a greater lack of maturity and competence than such action.

Confidence is not saying "we are the best." Confidence is saying "we know we can't do everything and we can't help everyone, but this is who we are. Whether you like it or not is cool with us."

So, are you going to be the best or be yourself?

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Branding at Different Startup Stages

Whether you like it or not, your brand exists at every stage of your startup from Idea to Exit. Here's how it can help you.

1.28.2020

Most startups think they have to wait until they have a lot of money to build a brand. Truth is, you don't have a choice. The brand is how people feel about your company and whether you have a lot of money or not, they will still have an emotional opinion of your startup. So, it's better to be aware of how branding helps startups at varying stages.

Branding at the Idea Stage of a Startup

Strategic Direction
Ensures your startup is unified toward one goal. In mind, in actions, and in voice.

Positioning
Ensures you aren’t pegged as a copycat and that you know how you're different from your competitors.

Defined Audience
Ensures you talk to somebodyinstead of trying to reach everybody.

Branding at the Seed Stage of a Startup

Legitimacy
Ensures your startup appears trustworthy to investors and customers. You can't get that from Fiverr.

Emotional Pull
Ensures you get emotional buy-in to your startup and get more investment. This means more 0's in those investor checks and greater connection with customers.

Branding at the Growth Stage of a Startup

Streamlined Marketing and Design
Ensures you don’t reinvent the wheel when creating content about your startup. You can then focus on expanding to new markets and creating great content.

Compounding ROI
Ensures those marketing efforts are trusted and get a higher return that grows with time. As opposed to relying on discounts and cutting margins to increase sales.

Strategic Expansion
Ensures you coherently and cohesively expand your team. Specifically, it ensures you hire people whose values align with the company and augment the brand rather than detract from it.

Branding at the Exit Stage of a Startup

Higher Price 
Ensures you can leverage brand equity to command a higher exit price. There is a reason Apple is worth trillions and Samsung is not (hint: it's the brand).

Easier Transition
Ensures their isn’t a massive overhaul of the company post-exit.

Legacy
Ensures you left your mark and made an impact beyond financial gain.

Branding exists at every stage of a startup's life. The question is, will it help you or hurt you?

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