Before you touch a new name, logo, or messaging, it is imperative to list out the values of your startup. I know what you're thinking, "values? We have those. Honesty, Courage, and Innovation."
Cool, but do you know what they mean? What they really mean? I think I know what they mean, but there are nuances about these virtues that unlock their importance.
Values are nothing without their definitions. Specifically, they are nothing without your definition of them.
Here's what I mean: I define honesty as telling the truth regardless of how it will make others feel or what it does to your image. Is that how you define honesty? Maybe, but you can't instill that into your startup and turn it into an actionable element unless you define it for yourself. Your definition will vary slightly and that's where the magic of your brand comes into play.
Give it a go, whatever your values are, define them in your own words.
Luke Skywalker is the greatest example of the "hero" archetype. He has humble beginnings and does not understand his full potential. At least, not until he is called to adventure after the murder of his Aunt, Uncle, and the desperate call of Princess Leia. Facing down this behemoth of a journey, you gotta wonder what was going on in his head at the time.
"I have no skills beyond moisture farming and I'm a decent pilot, but taking on the Empire? I need help."
That's where Obi-Wan Kenobi comes into play. The old wizard who sees the greatness within Luke and helps him to overcome his own, self-imposed limits. Despite the fact that Luke is lost without him, Obi-Wan never lets it be known. He's not focused on his own success, he's focused on the success of Luke. If Luke succeeds, that is his victory. Granted, he does all he can offering mentorship (guidance and knowledge of the Force), tools (lightsaber), instruction and feedback, and, most importantly, honest encouragement.
Here's the thing:
Most companies see themselves as Luke.They think they are the hero, that saving the world depends on them. They are wrong and their self-interest will not inspire others to be better. To quote Marty Neumeier "the best brand builders see greatness in their customers, and figure out ways to enable it."
Unleash your inner Obi-Wan, you rebel.
Though you may believe the world can be a better place, though you believe there is much that could be done differently, though you seek to be an advocate of change, never forget that there is plenty of good all around you.
Take today to reflect on what you have been given. A true rebel remembers their blessings.