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.}

Introduction

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


8

June 2015


Why pitching creative is bad for business


test-desaturated_05

Calling yourself a “Creative” agency is like labelling yourself “Fun.” There is a playfulness about the word; it seems to bounce free from corporate processes and paperwork. Don’t be deceived though: a creative agency is still a serious business. Salaries need to be paid, rent covered. When it comes to pitching, Firedog has firm a policy in place. Here is why we will not produce creative work for a proposal.

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


13

May 2015


How to write a proper creative brief


brains-11Whether you’re a client writing a brief for an agency or an agency Account Director writing for your colleagues, the brief has moved from a “nice-to-have” firmly into the realms of the “must-have.”

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


17

April 2015


In search of authenticity – what “craft” design says about the current human condition


kraken_Etching

There has been a design movement brewing for the last few years. No more so than in our little neighbourhood of Shoreditch. It has become very hard to ignore the growth in “craft” design.

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


9

March 2015


Tim Cowan, Account Director, joins Firedog team


You can take the boy out of Oklahoma...

You can take the boy out of Oklahoma…

We are very chuffed to announce that we have managed to secure the skills and experience of Tim who has joined Firedog to head up the growing account team. This move builds upon our continued efforts to improve and develop our client service levels.

We chose Tim in this role, due to his on point management skills combined with his 17 years of creative agency experience. Having both worked in agencies and within his own business, we feel that Tim will bring a great deal to the studio.

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


4

March 2015