By Alon Tvina
Defining your brand values and practicing them ardently can have a huge impact on your business
Novarize was still only a twinkle in our eyes when we decided to brand. Since branding is a labor-intensive process that involves hard decisions, most company leaders—and especially technical founders—tend to put it off for as long as possible. Often, it becomes a necessity only when a company needs to produce its first customer-facing presence: a website, pitch deck or an event appearance, for example. But branding also has a huge internal impact on the company, one that may be just as important as its external effect. For us, branding early helped reap all these internal benefits, and then-some.
We started defining our brand 18 months ago, when our team was 10 strong and our product was just starting to conceptually come together. The product has since gone through dramatic rebuilds and redesigns, and now, with a working beta and a launch date on the calendar, we can really gauge the value of our early branding decisions—and how they affected our trajectory.
A shared code of principles
The pillars of branding are your brand values. Traditionally, these are divided into three key areas: product values, internal values, and personality values. A brand’s core value (or values) is derived out of those core areas. We spent days carving out our values and injecting them with meaning. We had honest conversations about who we are as individuals and as a team, the kind of company we want to build and the kind of impact we’re aiming to make with our product.
Defining your values at the get-go and sticking to them as you grow helps center everyone around a shared code of principles, attitudes and ethics that ripple throughout the operation. Nothing should be immune to good branding: it should be perceived as the company’s bonfire, guiding everything from how blog covers are chosen to how performance reviews are conducted. Here are some key areas that were shaped by our branding decisions:
Even after creating the prototype, outlining the roadmap, and putting everyone on the same page, building a product is a process that’s rife with opportunities for getting lost. Eventually, a product is the sum total of thousands of decisions made by dozens of team members. In order for everything to come together in a coherent and effective way, you should opt for either strong, well-defined values—or a miracle.
Novarize’s Product Values are Impactful (Our products create a fundamental change in the ways businesses connect with their prospects and consumers by breaking down technological and market-induced barriers); Customer-Focused (We always start with our customer’s unique perspective and provide tailored data and insights because we believe it’s the only way to consistently deliver value); and Simple (Our products are simple and intuitive because we believe that ease of use drives agility, agility drives clarity, and clarity drives results).
In all stages of ideation and production, we stripped the product of all functionality that wasn’t directly geared at helping our customers make an impact …read more
Read more here:: B2CMarketingInsider