Flaminia Zannotti<br/>Lucia Ciranova
Involving startups in the design process of their brand.
Despite brands being strategic assets central to company’s long term success, little or no attention to branding can be seen in the management literature for startups. If so, it is usually by adapting the branding approaches for large organisations into the context of smaller ones. However, startups are not just a small version of big organisations; they are living organisms of their own with specific characteristics and culture affecting their business operations. Thanks to the size of startup and close proximity to the founder, the startup’s brand is often the founder himself/herself.
Therefore, instead of creating the brand from scratch, there is a need to find branding approach that would help founder to uncover, express and frame the brand essence of the startup and, consequently, turn it into a competitive brand strategy.
For us, as Business Designers, this was an interesting possibility to explore whether there is an opportunity for application of the strengths and competencies of Business & Design.