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Branding design tips to consider when launching a new company in a slowing economy.

As we start the week I wanted to jump in and share some advice that you may find helpful in launching your next venture in a downturn economy.

As entrepreneurs we face constant challenges in growing our businesses and carving our own niche in the market. Even more so in a shrinking economy. How can we compete in an ever changing and uber competitive world? I am sure you heard the saying, “I have a superpower and that superpower is me!” Indeed. Your identity and that of your business are your superpowers. Your connections in your industry, your acumen, your experience. All that is unique to you and you alone. So how do you build on that and how does that translate into the branding of your business?

Let’s break it down… Whether you’re just starting out from scratch, or you’ve been in business for decades and want to do a complete redesign, it’s never too early — or too late — to build your brand.

Starting a new business is always exciting — there’s a fresh idea, a million to-do lists, and all the passion and drive to bring the concept to life and give it wings. It is essential to take time to articulate your vision, mission and valuesbehind your new company. When you have these three key elements buttoned up, you can move on to the next step.

Think of the VISION statement as your WHY. And think of the MISSION as the how. And when it comes to VALUES they are the core fundamentals that will guide you throughout your decision making for your business. Consider asking yourself these questions…


  • What’s the problem my business will solve?

  • Do others care about this problem?

  • What makes me an expert in solving this problem?

Your vision is your solution to the problem. Uber is a prime example. By not requiring cash, and requesting a ride anywhere from your phone and knowing how much it’s going to cost ahead of time were things people were yearning for. There are many great ideas out there but do enough people care to solve that problem?


  • What are the concrete details of how I will solve the problem. Does it involve developing a product, a website, a service, creating a podcast or writing a book perhaps?

  • Is the solution I am proposing attainable? Do I have enough funding? Am I passionate about this work?

  • Will the solution of services or products I provide to my clients be satisfactory?

How you are getting there. You can’t be taken seriously without a website or some sort of brand identity.


  • What drives you? Do you want to make a difference in the world?

  • Are you doing it for money? (Wrong question to ask) Never do anything for purely the money. Be passionate and authentic and the money will come.

  • What makes you feel proud about your work?

  • What traits do you admire in people? In other businesses?

What are your core values? Seventh Generation is a company that comes to mind when it comes to expressing their clear cut value and mission. From its name, to their eco friendly packaging and recycled “everything” they are creating a “community” that is on “a mission to transform the world into a healthy, sustainable and equitable place for the next seven generations.”


Brand messaging is a standardized way of communicating your brand’s essence. A strong brand message will clearly communicate what your audience will get out of the the relationship with your brand. An example of a great brand message is NIKE’s ubiquitous slogan, JUST DO IT. Message received loud and clear.


Possibly the largest misconception about branding is that it centers solely on logos and design. While those certainly are a component of effective branding, it’s more about how a business makes their clients and customers feel. Ralph Lauren is without doubt the master at making his customers feel like a million bucks. Through his campaigns and beautifully curated images, branding and messaging, he convinces you that if you wear his clothes you automatically become part of that glamorous lifestyle. I will never forget my first Polo shirt. It was navy blue, with a red Polo player logo (the small version) like the one seen below. I instantly felt I was this young heir to a huge fortune.Now there’s a brand properly conceived and nurtured, if I have ever seen one.

And finally, what are you waiting for?

Go out and change the world! And fear not. Recessions are always followed by robust recoveries. And one more thing, don’t forget what George Eliot once quipped, “It’s never too late to be what you might have been.”


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