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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W.

WHY YOU SHOULD CONSIDER A COWORKING SPACE FOR YOUR STARTUP

Your home office or a coffee shop won’t be enough!

Yes, we all know the tale about the guy who starts a small company in their garage or basement, has a brilliant idea and becomes the next Steve Jobs. It’s true, most successes have very humble beginnings. It’s also true that not all garage or basements are going to magically get you a successful business. They might work in the very (veeeery) early stages of your startup, but you can’t always meet a client at coffee shops, not to say your basement. 

A great, if not the best, solution is to find a coworking space. Coworking spaces have become very popular all over the world, either for freelancers or entrepreneurs and startups. 

Coworking spaces are not just big rooms with desks and chairs with high-speed wifi. The areas are made to be exciting places to work and improve your productivity.

As a startup, you need to find resources fast and affordably. More importantly, you’ll need motivation. This is why you should consider a coworking space. 

Here are some basic but amazing benefits from coworking spaces:

Community

Joining a coworking means joining a community.  Being surrounded by other entrepreneurs, freelancers and talented independent people is without doubt a one of the best features of a coworking.

Motivation is key when starting a new project and trying to develop your own business. The road will get though and you’ll appreciate other entrepreneurs’ vision and support! Other workers’ feedback can be very useful to improve your service/product before trying to sell it to the world. 

Networking, networking and…networking!

As a startup, you’ll be looking for networking opportunities. Most coworkings host professionals from different kind of industries, which can open up many doors for you and your business. Not all coworking spaces are about networking, some of them prefer to have a quiet individual work environment, so as a startup you have to make sure to choose a coworking with networking opportunities.

At Itnig, for example, we love to share ideas and support other entrepreneurs. Don’t be shy, some of the other coworking tenants can bring great business opportunities, or even become new clients (and friends)! 

Budgetfriendly

As entrepreneurs (or people for that matter) it’s very important to understand the importance of money, more specifically: budget. Tight budgets call for smart spending. Coworkings are usually budget friendly, most of them offer different membership options depending on your startup’s needs and budget.

Amenities 

A coworking provides you with everything needed to be as productive as possible. High speed internet connection, printers, conference rooms and COFFEE. Some coworkings even plan afterwork activities and events to make it all more fun! As a startup, a coworking space is your best chance at having all the basic amenities but also the fun ones, like a ping pong table or a nice chill out terrace. 

Happy clients

As you grow and have more clients, it can get messy if you keep meeting them in coffee shops. Coworking spaces offer office services such as conference rooms. That way your meetings will be more professional and comfortable for everyone. 

Barcelona is a city full of coworkings of every kind! Our Itnig community keeps growing, we now have up to 20 startups such as Andjoy, Classlife, Factorial and Freeverse, all under the same roof. We have afterwork activities and we also plan different kinds of events open to anyone interested in marketing, tech stuff, entrepreneurship and design. Our space is about 2.100m2 with up to 800m2 of conference rooms, events space, ping pong and fun activities. 

There’s also  wifi, endless coffee and talented people. Join us!