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1 " I faced people from all walks of business who fully disregarded design (though they were completely influenced by it). I also met fine artists who drowned in their own work and the dense creative universe in their minds.Then I met designers. And instantly fell in love. Let me tell you why.Designers are familiar with critiques. They not only tolerate them but actively look out for them. They honestly believe in iterations and learn to edit down their work. They embrace simplicity and create beauty based on requirements other than their own. Design education teaches you to run away from assumptions and to have the stomach to scrap your work often.I’m bringing this up because it’s time to bridge the gap between design and business. "
― Laura Busche , Lean Branding
2 " So, you don’t have money to invest in your brand? You do have money for damage control, right?Here’s the thing: anyone can make your brand inferior in your absence. "
3 " Research conquers doubt. It aligns everyone around the incontestable. Research is the key to clarity—in startups, enterprises, and life itself. "
4 " Brands play in an exciting sandbox of symbolic meanings. "
5 " People change, and so do their aspirations, and so should brands. "
6 " Make sure you test your brand story’s recipe with whomever you’re cooking it for. "
7 " Lean brands are the result of continually testing assumptions. "
8 " Do everything in your power to make customers go confidently in the direction of their purchase intention. "
9 " Brand and product don’t compete. Brand is product, and everything else conforming to the unique story that consumers create when they think of you. "
10 " Products shouldn’t just work well, they must unfold well. "
11 " People relate to people, and if your brand feels like people, they’ll relate to you, too. "
12 " Positioning is finding the right parking space inside the consumer’s mind and going for it before someone else takes it. "
13 " Your brand story’s “happily ever after” involves open wallets. "
14 " All human aspirations are opportunities for brands to build relationships. "
15 " Everything and everyone represents at least one brand. Therefore, to brand or not to brand is not even a question. "
16 " In today’s saturated marketplace, you’ll go nowhere selling a “bunch of features.” We are in the business of disrupting the market with brands that matter. "
17 " What is the “Once upon a time” of your brand story? Ask yourself this: “How does what I’m building help consumers close the gap between who they are today and who they want to be tomorrow? "
18 " A brand is the unique story that consumers recall when they think of you. This story associates your product with their personal stories, a particular personality, what you promise to solve, and your position relative to your competitors. Your brand is represented by your visual symbols and feeds from multiple conversations where you must participate strategically. "
19 " If building a disruptive, dynamic brand is not in your plans, neither is profit. "
20 " Branding is not just about fancy graphics on your landing page. A strong brand, or lack thereof, could make or break you. "