When you start building a product, your first goal is to make sure it works. It doesn't need all the bells and whistles you anticipate it will house in the future, only the most important ones. The ones that will set you apart and lay the foundation for everything your product could become.
This is referred to as your MVP (minimum viable product).
In constructing a brand for your software, taking a similar approach is essential. Specifically, you build a brand around a specific user base. It doesn't cover everyone you anticipate this product could serve, only the ones who would find it most valuable. The ones who will see you as set apart from any other option they have.
This would be referred to as your MVC (most valued customer).
By focusing on them and them alone, you can tailor your messaging, your identity, your marketing, everything you do is focused around them. Which is helpful, given that it is impossible speak with impact to a generalized crowd.
Have the courage to focus on your most valued customer. They will thank you for it and you'll make something amazing as a result.
A brand is not a logo, it's not a product, it's not your reputation, it's not your name, so what is it?
A brand is the gut-feeling someone has toward your business. You make them feel a certain way through your company's behavior, it's appearance, and the experiences you provide.
All of this to say that making someone feel a certain way requires you, the business owner, to stop thinking about yourself and think about how you will impact someone else.
It doesn't matter what you like, what matters is what the person you are making this company for likes.
It doesn't matter if you don't like the name of your company, what matters is how it impacts your user.
It doesn't matter that you don't like your logo, what matters is how easy it is for your ideal customer to recognize it.
You get the picture.
The beauty of this, is that the pressure is taken off of you and your subjective standards, and instead focused on how much you can affect someone else.
It's not about you.
New projects are exciting. After leaving a kickoff meeting with a client, it's impossible not to get amped about the work that is going to be created. The problem is that all the excitement propels my lizard brain to override anything strategic and necessary to ensure the project runs smoothly. This rarely happens because I have checklists and things of the like reference, but it happens.
Here is the number one thing I've learned this month from a design project: get ALL the copy finalized before handing off to a designer.
Before starting, it is completely my fault as the designer if I don't ask for all the necessary materials upfront to get the project moving and on track to be seamless. With that in mind, here is why it's important to get all the copy needed for a project upfront and ready to go:
Type rules the design
Because typography is the core of all graphic communication, if the verbiage changes, so does the design. For example, developing a series of covers for a magazine is going to be seamless if all of the titles have a similar structure (say a 1-2 word headline and a 3-5 word subhead). Easy to manage.
But if the headline length varies from 2-20 words, more thought will go into the initial strategy of making all the covers uniform.
Things fall through the cracks if not packaged succinctly
Hand a designer one word doc with final copy and the transition from ugly word doc to beautiful PDF is easy. Multiple docs with Frankenstein-like parts that need to be communicated in separate emails, things are bound to go haywire. Granted, things do change. But the point is to get as close as humanly possible to final copy before handing off to a designer.
This small shift of getting finalized copy will save you weeks on your next project, guaranteed. Whether you are a designer or someone working with a designer, everyone involved in the project will be happier with getting all copy before moving into design.