What makes for a good superhero movie? A dastardly villain, yes, but there's something more there.
The most impactful villains are those who break the foundation of what we deem to be right in the world. Those who go beyond annoyances and challenge the makeup of our existence. Thanos, the villain in Marvel's Avengers, is a ferocious opponent and he can dish out a punch, but he becomes menacing only when he says that life is not valuable and that it doesn't deserve a chance.
By attaching the villain to a bigger, philosophical problem, he becomes someone we as viewers are invested in defeating.
If you want to rally people around your brand, find a common enemy. Not just the schoolyard bully either, find a big one and go after them.
In order to create an awesome brand, you have to build something for somebody. More specifically, you have to help this person solve a specific problem. Where software runs in to trouble is when they try to build everything into their first version.
For example, Mailchimp started out as email building software. That's it. They killed it and were then able to expand into new offerings that helped their users solve more problems like direct mail and marketing.
If they'd tried including all of those offerings from the onset, users would have been confused, it would have been extremely difficult to position the brand, and it would have been way harder to get up and running. It's like trying to jump to the top of the staircase when there are ten steps in between. It's a recipe for chipping your teeth and getting your ass kicked by an inanimate object.
The point? Avoid the everything trap.
Everyone -> someone.
Everything -> something.
You can always expand your services, but you never get to make another first impression.
No, you're not going to remodel the kitchen in your startup. This is an analogy. You see, when you renovate your house to increase its value, there are two areas most recommended: the kitchen and the bathroom. Doing this adds the greatest increase to a home's value.
Is it out of the question to think that design could be the equivalent to increasing a startup? Not unlikely. I was at a pitch competition last month and all of the judges made comments on the design of the winning team's slides. How well they flowed, the ease of reading information, and the personality they added. There were other participants that had ideas just as good as theirs, but good design made them win.
Furthermore, in comparison to other things startups might do to increase their value, design isn't that expensive. A solo freelancer can make a run-down, scrappy startup look like it is worth millions for under $30,000. If it results in the recoup of millions in fundraising, that sounds like a drop in the bucket.
Here's the thing: if you're looking to tremendously increase the value of your startup, you might want to consider design as a starting point.