Branding your Start-up

Mission&Vision2You’ve just started up your own business. You’ve got the ideas, and you’ve got the drive, but do you know how to truly “sell” your business, or how to get that vital second stage VC funding? Packaging is the key to any good product, and we’re not just talking about aesthetics. The way you “wrap” your business stems from an intricate plan that involves smart positioning, clarifying your proposition and communicating it effectively.

{Firedog has recently conducted an open studio workshop for Digital Shoreditch 2015. This paper summarises the topics covered.}


This article deals with taking your idea to market, and some of the steps you will need to take. It is important to understand that this is not a magical or creative process. In fact, it’s rather logical and methodical. The process has many names, depending on where you turn. Broadly speaking, this process is called “positioning”. Be warned, this undertaking is not easy; you’ll need to torture yourself in order to get the best result. Yes, you can pay an agency a princely sum to do this for you, but the important thing to bear in mind is that you are not buying creative talent, you’re buying strategic thinking. And strategic thinking is something you will need yourself (in spades) if you are looking to succeed. You should therefore be able to create most of the strategic framework yourself. If I were to suggest any investment, I would advise a copywriter first and foremost. Then, my next hire would be an eager, recently post grad publicist.

Managing and Creative Director, digital music nut, traditional pen and paper fan yet loves all things clickaty blinky


June 2015