I admire the confidence of startup founders. Everyday, they get up and get after it in the hopes of doing something to change the world. It's inspiring. However, it's sad that most of them fail to see the obviously awesome things about themselves and their companies that would make them unforgettable. Instead, they try to focus on what they think people want them to be. It's an inauthentic approach to building a brand and it usually results in being labeled something they are not proud of. In time, they become something they fail to recognize.
I call it, "pickle syndrome."
Since they spend their lives in a jar, pickles have no idea what they look like from the outside. They also don't recognize the unique qualities that make them special either. They float in the jar hoping someone will recognize them and see their worth.
It's in moments like this that is pays to have an external voice chime in and tell you all of the things that make you and your startup significant. To give you a new label based on the obvious truths you take for granted.
You are still a pickle and you're freaking awesome at it. Don't be afraid to tell everyone.
When J.K. Rowling submitted the first Harry Potter book, it didn't have the same title as we've known. It was first called Harry Potter and the Philosopher's Stone and later adapted to Harry Potter and the Sorcerer's Stone. Why? These two things are synonymous.
Attitude. When you hear the term "philosopher," it sounds geeky and pompous. A sorcerer on the other hand, bolsters the idea of mystery, power, and elusiveness.
What's the point? Branding is full of nuance, while these two terms on paper mean the same thing, their emotional qualities are different. In branding, it's not just what you say, how you look, and what you do, but the attitude you bring to the table.
Design seems to have a drawn out and lengthy process. I don't know about you, but I really don't like it. Especially if you're working with startups that need to move fast. How do you fix it? You work together, show the ugly, and focus on getting a bunch of guesswork eliminated.
If you can move fast, you're good at what you do, and you can coach people through the process, this shouldn't be an issue.
This applies to everything. Logos, websites, apps, collateral. Hammer out as much of the details in low-fidelity form as possible.