Intro

Welcome back to Thinkk's startup foundations course. Today, we're diving into one of my favorite topics: building your brand. At Thinkk, we believe that a strong brand is more than just a logo or a color scheme - it's the heart and soul of your business. Let's explore how to create a brand that truly resonates with your target market.

Values: The Foundation of Your Brand

Everything in your brand stems from your values, your understanding of your target market, and your unique selling proposition. As Steve Jobs famously said, "Marketing is about values." We don't have a lot of time to let people know much about us, so we have to be really careful with what we say. At Thinkk, we always start by helping our clients define their core values. These values will guide every aspect of your brand, from your visual identity to your messaging. For example:

• If sustainability is a core value, you might lean towards greens or browns in your color scheme to signify the natural essence of your brand.

• If transparency is key, you might incorporate light blues or translucent imagery to reinforce this value visually.

Your values are everything. Once you set them, you'll be amazed at how the rest of your brand emerges almost effortlessly.

Color Scheme: The Visual Language of Your Brand

With our values set, we move on to the color scheme. At Thinkk, we typically recommend a 3 or 4 color palette for most brands. This usually breaks down into a background color, a text color, and one or two accent colors. Colors aren't just aesthetic choices - they carry deep psychological meanings. For instance:

• If exclusivity is a key value, you might use a lot of white space or incorporate purples and dark greens to denote royalty.

• If connection is important, you might lean towards warmer reds.

• In the consulting industry, we often see a lot of blues, which convey trust and professionalism.

One brand that's done a tremendous job with color is Crumbl Cookies. They've built an iconic brand around a single shade of pink. It's instantly recognizable and has become a key part of their brand identity.

Remember, your color choices should always tie back to your values and the feelings you want to evoke in your customers.

Naming Your Brand: The Power of Words

When it comes to naming your brand, you have two main options: descriptive or non-descriptive names. At Thinkk, we see pros and cons to both approaches:

Descriptive names, like "GreatShades.com", immediately tell people what you do. They're clear and straightforward, which can be beneficial for SEO and brand recognition. Non-descriptive names, like "Snowflake", don't inherently explain what you do. This ambiguity can be powerful - it creates a gap between expectation and reality that marketers can fill, defining the brand in its own universe. Think of brands like Apple or Google.

Some other naming techniques we love:

• Alliteration and assonance: These can make your brand name more memorable. Think of "PayPal" or "Dunkin' Donuts".

• Combining colors, adjectives, or objects: This can create unique and evocative names. "BlueBird" or "SwiftKick" are examples.

Whatever name you choose, make sure it aligns with your values and resonates with your target audience.

Creating Your Logo: The Face of Your Brand

Your logo is often the first visual element people associate with your brand. At Thinkk, we break logos down into three categories:

1. Logomark: A symbol or icon representing your brand (think of the Apple apple or the Nike swoosh).

2. Logotype: Your brand name styled in a specific font (like Coca-Cola or Google).

3. Combination: A mix of both (like Starbucks or Adidas).

When designing your logo, keep these best practices in mind:

• Simplicity: A simple logo is more versatile and memorable.

• Scalability: Your logo should look good whether it's on a billboard or a business card.

• Relevance: It should reflect your industry and appeal to your target audience.

• Timelessness: Avoid trendy designs that may look dated quickly.

We always recommend creating both color and black/white versions of your logo. While some brands (like Clay) are moving away from this practice, having a legible black/white version ensures your logo works in all contexts.

One cautionary tale we often share is the story of shoe brand ‘On’, whose logo was so poorly designed that people were searching for "DQ" instead of their brand name. Your logo should enhance your findability, not hinder it!

Spacing and Alignment: The Invisible Elements of Design

Finally, let's talk about the unsung heroes of brand design: spacing and alignment. These elements might seem minor, but they can dramatically impact how your brand is perceived. At Thinkk, we often use spacing to reinforce brand values:

• More white space can convey exclusivity and luxury. Think of Apple's minimalist packaging or Equinox's sleek website design.

• Tighter spacing can create a sense of energy and urgency, and it can also help with page load times on your website.

Remember, every visual choice you make contributes to your overall brand perception. There's no detail too small when it comes to building a cohesive, impactful brand.

Wrapping Up

Building a strong brand is a journey, not a destination. At Thinkk, we encourage our clients to start with a clear foundation of values and build from there. Your brand will evolve as your business grows, but staying true to your core values will ensure that evolution feels authentic and resonates with your audience.

Remember, your brand is more than just how you look - it's how you make people feel. Every interaction, from your website to your customer service, should reinforce your brand values and create a consistent experience for your customers.

In our next class, we'll dive into how to take this beautiful brand you've created and get it out into the world through effective marketing strategies. Get ready to make some noise!