Steps | Software Branding

Don't play the game for Q1 only, play for years to come

February 24, 2021

With companies like Uber, Medium, Squarespace, Dashlane, Zapier, Mailchimp, Postmates and the like bringing in millions of dollars a month, it's easy to get envious. They have it all, they have it now, why can't you?

We see these companies from their highlight reels. We don't see the hours put in to create their MVP, the number of times they were told "no" after a investor pitch, or how they too fell into the same boat of wanting it all right now. The truth is, you cannot let your brand fall victim to this. Comparing your software startup to ones that have been around for years is unfair. It's unfair to the work you're doing and it will set you up to be disappointed.

In building your brand, you'll want to do many things. You'll want multiple offerings, to touch multiple markets, and impact multiple user groups.

Don't.

Focus.

Help a specific group of people do something specific. Something that will help change their life, earn their trust, and get you past the first step in building a brand that can stand shoulder to shoulder with those you admire.

If you want to get there, take the steps one at a time. Otherwise you will fall. To put it into perspective, here are the founding years for all of the companies above:

Uber 2009

Medium 2012

Mailchimp 2001

Squarespace 2003

Dashlane 2009

Zapier 2011

Postmates 2011

More you say?

Scale Down

A counterintuitive way to hone in on your brand

12.4.2019

Most of the startup world is focused on getting bigger, expanding, scaling, and a long list of adjectives all pointing to gaining more.

Unfortunately, this mentality leaks into startup branding efforts as well.

Have more colors, have a bigger logo, more subbrands, more typefaces, more messages. More, more, more, more, more.

The issue with this mindset is that it is the complete opposite of scalable because you are reinventing the wheel every time you embark on a new branding effort.

Ask yourself, what is in the way of us getting our point across and connecting with our tribe? Then get rid of it and cut straight to their hearts.

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Sloth Shit

Time spent does not equate to value produced.

6.8.2020

After 23 trials and test results, the Sloth Sanctuary concluded that sloths take an average of 16 days to fully digest food and rid itself of food waste. 16 full days is the same as 384 hours, 9.6 work weeks, or two working months to produce shit.

I'm currently reading The Lean Startup by Eric Ries. He talks about one of his first ventures and that they had spent six months working on a product that no one liked. No one knew how to use it, what good it did, or why they should buy it. Without mincing words: it was shit. It earned no money and it didn't help anyone.

What's the point?

It doesn't matter how long something took to make and how much effort you've put into it, if it's not useful to anyone, it's shit.

The remedy? Make something useful for someone and find out early whether or not it has value.

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