What your logo tells about your brand
Nothing. Branding is all about values. However, a great brand makes a memorable logo.
In most cases, a logo is a well-curated set of pixels. But unfortunately, most founders overthink the process of creating a logo.
On the other hand, your brand is the process of activating emotions, setting expectations, and leading people to a new reality. So, in the end, your logo is only a reference to your brand.
Those organizations you admire often come to mind when thinking about an iconic brand.
Think about Apple. Without its captivating story, the logo would only be a bitten apple. However, now it stands for change, being different, challenging the status quo and quality. In the meantime, many competitors preferred to focus on the technology and compete at a product level.
Bottom line: Start with what incredible benefits you can create for your customers, tell them what you stand for, then people may remember your logo.
How to pitch like a rocket scientist
The thing is rockets trigger emotions, and the space industry in general, but how do you sell them? You’ve got two options:
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vs.
What good is it if we can’t observe our environment daily? Our company was founded to provide alternative ways to monitor change on our planet. The more frequently we capture data to create more in-depth information and, ultimately, knowledge, the greater the likelihood that we can control our impact on the earth. There are many ways to monitor change on the planet; one is small earth observation satellites. We make smaller earth observation satellites to increase the knowledge about our impact on our surroundings. Do you want to be part of the revolution?
Bottom line: How you pitch what you do is less important than why.
Breaking down fear
Anxiety triggers unexpected behavior. Therefore, when friends, family, colleagues, or customers act unexpectedly, stand back and take a deep dive into their fears.
It is tough to see the positive side of events when looking down a gun barrel, even if it is only in your mind. And, there’s no better cultural serial killer than a constant state of anxiety.
Bottom line: We all want to live in a state of belonging and appreciation. So the question is, how can you move those around you from fear to owning their situation?
Your competitors in not your enemy.
Siblings’ rivalry is a real thing. We even see it in organizations. Parenting styles, concerns with fairness, and lack of social skills can expose huge falt lines within a family. When kids start competing for their parents’ attention, minor feuds can escalate into huge differences.
On the other hand, we all need competitors because racing against yourself is not good for your creative juices. Look at monopolies.
Enemies are different. Moreover, enemies oppose each other’s interests outright. They are like villains, operating in the dark.
Apathy, in many cases, is enemy number one. When the couch is better than exploring your talents, you accept the unacceptable—the same for fear, fear of failure, rejection, and change. It destroys creativity.
Bottom line: Your competitors drive you to new heights every day, while your enemies will kill your enthusiasm. Therefore, if you want to move forward, search for a bit of healthy rivalry.
The ultimate marketing strategy.
“Values are like lighthouses; they are signals giving us direction, meaning, and purpose” – Recruiter Journal
And this is what marketing is about, communicating values in an overly noisy world. Remember, the attention span of your customers is short, very short. And nobody could articulate it better than Steve Jobs in his Think Different keynote speech.
Talking about the bits and pieces of your product is no way to build a brand. It will only result in a battle to the bottom. So instead, focus on the difference you want to make and not the job at hand.
Technology and trends are moving, and it is moving fast. So, yes, you can use tech-talk to get traction with those early adopters, but it will start working against you sooner or later. In the long run, people will not only love you for the things you make but, more importantly, for why you make them feel the way you do. Don’t forget; passion is contagious.
Bottom line: Focus on the difference you want to make. Very few are interested in the bits and pieces you are trying to sell.
The Kessler syndrome
This is a real thing. Imagine, with the number of satellites and objects launched into space, a single collision between two objects could trigger a wave of crashes resulting in chaos. Each collision increases the likelihood of another. To turn the effect around will take decades.
Aren’t we all hoping that our ideas will have the same effect? Spreading like there is no tomorrow. The problem is when the response becomes out of control and destroys all your hard work.
Bottom line: A much better idea is to stay in your orbit and be true to yourself. This way, you can cover a vastly more significant part of the globe.