Brand, PR & Communications
Building a well positioned brand identity from the start will shape the future of the business.
A slick, clear and well defined offer to the market will help you stand out in a crowded marketplace, help you hire and retain top talent, and make it easier to pitch yourself to new connections.
Laying the brand’s foundations ahead of a launch is as important for team cohesion and internal communications, as it is for launching the brand to the wider world.
Give some thought to:
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01
The name of your Founder Office
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02
Your purpose (your north star)
We exist to: _____
So that: _____
Because: _____ -
03
Your strategic choices
the things you’ll do to deliver on your purpose [Often these become company pillars]
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04
Your values, commitments and non-negotiables, including your approach to:
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– Moral and ethical standpoints
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– Resilience and agility
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– Integrity and honesty
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– Quality of output
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– Teamwork and collaboration
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– Accountability and ownership
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05
Approach to relationships
Once you’ve decided on the above, you’ll want to consider which parts you want to share externally, and which parts are exclusively for the team. Sharing values and commitments externally gives the company a personality. If people feel aligned and connected to your values as a business, they are more likely to want to be a part of it; be it as a new recruit, a service provider or a brand champion in the world.
Power-up
Your instinct could be to keep the brand low-key, but there may be benefits to bringing it out into the open to the extent you are comfortable, not least for talent acquisition, KYC checks, market validation and relationship-building. Having no information can often create unnecessary red flags, so say enough to drive the best business outcomes.