We just launched our company.
To make it official with the government, the financial system, and customers, we needed a name. It doesn’t exist unless it has a name.
“What goes on the paperwork?”
“Who do I make the check out to?”
“What do I say when I’m talking about us?”
So we went through that exercise. Even though the four of us have worked together for almost 10 years, we had to collaborate on ideas and in areas we’d never considered. Feelings, perspectives, and personal meaning were all on the table, in addition to practical considerations such as domain availability. It was bumpy, but we got there. Of course, we did; we always do.
Then, we commissioned a logo. That went pretty darn smooth. We had the right partner on this one.
But now, what is our brand?
Because your brand is not your name or your logo. Once you’ve established your brand, then the logo or the name can invoke it. Not the other way around. You can’t establish your brand with a great name or a great logo. They’re just reminders. At launch, they don’t matter.
Brand, however, does matter. Immensely. In fact, at launch, it might be the most important thing.
So get clear on your brand.
“What do you do?”
“What do you stand for?”
“Who is it for?”
“What do you believe and what do they believe?”
“How do you help?”
“What tension do you relieve?”
“What will they say about you?”
