Branding is no longer about creating a name and a logo, it’s about combining product and magic, according to Marc Lite, CEO and co-founder of Firma, Barcelona’s most famous branding studio.

Marc has helped clients such as PepsiCo, Unilever and Esade, as well as local startups such as Badi and Bandit find their voice.

The following steps are what Marc thinks all companies need to go through, to begin the journey of building a strong, long-lasting brand.

However, before you invest anything in branding, make sure your product or service does three things:

  1. Works perfectly technically.
  2. Creating value for your users.
  3. And that the user interface and experience is very good.

Your brand is not LEAN

Marc Lite — CEO and co-founder of Firma.

The main goal of you creating a brand for your startups is to clearly define a positioning statement that communicates through all the brand touchpoints.

This communication needs to be presented in a coherent and consistent way to your audiences.

Many small startups are used to rapidly changing environments. Being agile and lean means iterating and changing a lot to make your product better, and for working with technology and product development this mindset is great. For brands however, staying the same is better.

Take a look at the strongest brands in the world (Coca Cola, Apple, Orange..), can you remember they ever doing a major change to their logo or color? Of course not, it would be a disaster.

Even though you see your own brand every day, remember that most of your users don’t, and suddenly changing would weaken your brand a lot.

But before you start producing your coherent content, you need to take a sharp look at your company and ask yourself these questions about your brand identity:

Is it ownable? Can we own the segment or the market?

Are we relevant? Does our target audience find us interesting?

Is it different? Do we stand out from our competitors?

Are we durable? Are we positioned to last over time?

If you want to ALL the insights from Marc at Firma, check out the video at the top.

Or read this:

https://blog.itnig.net/first-rule-of-talking-to-vcs-show-metrics-that-support-the-story-you-re-telling-3d31160db889

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Buy an island & get to know the IPO pipeline

This is the Newsletter shared on the 2nd of September. If you wish to receive newsletter faster, you can subscribe here: https://itnig.net/newsletter

Hi there,

Coming back from holidays is tough. What if I told you that you can buy an island? This project allows you to even get the citizenship of the island if the crowdfunding succeeds. Interesting, huh?

If you are lost getting to know which companies are planning on doing an IPO, don’t worry, the list is not long. Ahead of WeWork, Cloudfare, and SmileDirectClub, the pipeline for IPOs is quite thin! In this sense, we just got to know that Ping, the online ID management company has filed an S-1 form indicating that it plans to raise up to $100 million in an IPO on the Nasdaq .

By the way, you may want to add some brilliant networking conversation starters as at Itnig we will host several events for techies and entrepreneurs. If you are interested in organising one, please, write me an email!

– Itnig’s team

Podcast #104: Digital Signature with Juan Zamora, CEO at Signaturit

In this week’s podcast, Juan Zamora from Signaturit shares with us who digital signature works. The Barcelona-based startup counts now with over 100 employees dedicated mainly to engineer a product that reduces the hustle of traditional contract signing.

Bernat and Jordi chatted with him to further understand how the technology works. They also took this opportunity to announce the new collaboration between Signaturit and Factorial.

This week’s podcast is sponsored by Codeworks, the most intense programming bootcamp in Europe in which you will learn JavaStipt and you will become a full-stack developer just 3 months!

Use the code ITNIG19 before the end of 2019 to get a 5% discount saving up to 500€. Choose the upfront payment plan, and benefit from the discount!

 

New funding for startups 

Random tech news Satellite Antenna on Twitter Twemoji 12.0

Events recommended 🎫

Find out about more vacancies at itnig.net/jobs.