Identity Design
Years ago, design legend Saul Bass famously said, “logos are a graphic extension of the internal realities of a company.” Here at New Kind, we couldn’t agree more. Of course, in his time, logos were king. These days, it might be more accurate to say, “a brand is an
Brand Community
For the majority of your company’s existence, you’ve been heads down, cranking out code. Rightly so. Because your product is solid. You’ve built a great team. Your community is steady. Your impact is growing. But your brand? Maybe not so much. You might say you’ve taken
Company Culture
Your company has a vision, right? One that’s well-defined? Owned and understood by your whole team? Helping guide your business forward? Sure! Probably… Maybe? Uh oh. Don’t panic. You’re not alone. Many organizations focus a lot on their mission (and don’t get me wrong, that’s
Company Culture
In part one of our series on creating culture in tech companies, we shared three challenges that HR leaders face when it comes to attracting and retaining top talent. High costs of attrition, fierce hiring competition, and the call for work that aligns with employees’ personal values have made the
Company Culture
If I asked you to recite your company values right now, could you? . . . If not, you're missing out on a powerful tool for shaping company strategy. Of course, your values articulate what you care about as an organization. They can also guide employee behavior. And at their best,
Storytelling
Seeing as this is the beginning of the post, I suppose I should make an introduction. “Hello” feels like a solid option; “Hi” makes things a little more friendly; “Greetings” elevates my message with extra polish; whereas “Sup” pushes things in an informal direction; and “Howdy” appeals to my Texas
Brand Community
Global connectivity means that businesses can reach more diverse customer communities. Especially in tech. If you’re a SaaS company, it’s easier than ever to engage customers all over the world. This global reach can be great for business. But how do you build a brand that supports global
Company Culture
The old adage “work is not your life” is becoming harder and harder to prove—because most of us can no longer leave our work at work. This is perhaps more true at tech companies than anywhere else. With our increasing reliance on technology and the innovation borne of the
Leadership
What are your blind spots? It’s a difficult question to answer, because, of course, your blind spots are the inner barriers you don’t see. They’re the stories you tell yourself that hold you back: “My work isn’t valuable.” “Who am I to give this talk?” “I’
Identity Design
Often when people hear “branding,” they immediately think of logos. The Nike swoosh. The Apple icon. The Google ‘G.’ So when they see the price tag that’s associated with strategic branding projects, they think “Holy cow, there’s no way that logo was worth that much!” or “They could
Brand Community
Your brand is your reputation. Part of what makes you you, but not something you can directly control. You certainly own your identity and the way you express yourself through your personality: your internal strengths, stories, and values shape how you present yourself to the world. But you can'
Storytelling
Prologue Nothing connects humans like stories. For as long as humans have been communicating, stories have been our path to share, learn, and remember. Today storytelling is one of the most powerful tools we have for building brands. In our hyperconnected digital world, stories create meaning, cut through complexity, and