Design is a gargantuan undertaking, namely because there is so much stuff to consider. From logos, icons, illustrations, layouts, man, the list is endless. But, there are two things that set the trajectory for good design and good branding within a startup: color and typography.
Things go haywire with color really fast. Why? Because most startups want to impress people and peacock their way to good branding. The more flash, the better right? Wrong. Honestly, when you are starting out, it is imperative to rely on one core color (unless you design out a full color palette). Why one color? Because it helps you focus and reign in all of your energy on keeping your branding consistent. One color, with neutrals (black, greys, and white). That will make your startup appear far more mature than a one boasting yellows, blues, and pinks like a clown at a sideshow.
Type is hard, even for designers who have been trained in choosing tyoefaces and using them properly. In the prospect of boosting your startup through design, please heed this suggestion: pick one, good, timeless typeface. Why? Because typography connotes so much emotion and is often chosen based on what looks "cool." "Cool," usually translates to distressed, obnoxious, or flippant. None of which you want to be associated with your startup.
I get it, you want to be extravagant and show that your company is creative (and it is, don't you forget it). But is selecting an overtly illustrative or stylized typeface going to be the best way you communicate that? It could be, after you get a grip on what you're doing from a design perspective. But that takes time and expertise. So, for the time being until you can fully invest in picking typefaces that have personality and are selected with on-brand intentions, pick something neutral and timeless. I'd recommend pulling one from this font bundle on Design Cuts.
Implementing these suggestions into your startup is not going to solve everything, but it will at least help you appear more trustworthy until you can really build out and refine your branding.
This is the first in a small series of punches surrounding April Dunford's Obviously Awesome! and how good positioning relates to good branding. Enjoy!
Positioning is where your company falls in the mind of consumers. Specifically, why your company should matter to them. In here book, Obviously Awesome! April Dunford breaks down effective positioning into 5 steps with an occasional 6th. First things first, examine what's already out there and what people might do, or currently be doing instead of using your product/services.
Note, it's not about being "better" necessarily, but more about assessing why these alternatives to your solution are being used.
In branding, this step in crucial in assessing the emotional alternatives to your company.
What is it about brand x that makes it so special? What do I feel differently about them versus brand y?
By attacking this from the angle of "how are they different?" instead of "how are they better?" is crucial to understanding their positioning and where there is space for your brand to be positioning without being labeled a copycat.
"What do you mean?" is the most common response when I tell people I work with rebels.
I proceed to tell my core belief that being different is more important than being better. But there's more to it than that. What drives this core belief home is that I live it. Perhaps not in gigantic ways, but here are a couple examples:
I refuse to be on Facebook and Instagram.
I don't drink or partake in other substances.
I rarely take calls or meetings in the morning.
I plan on staying a small company for the foreseeable future.
These are stories about who I am as a person that seep into my business as well. Stories like these are strong because they are genuine, I don't have to put on a face to live out the truth I proclaim.
When you build your brand, tell your story. Open up your ugly, the things people will think you are weird for. I guarantee there are people who will not like it, but the flip side is that there will others who appreciate it.
Tell YOUR story. Not the one you think people want to hear.