New Kind News
Today, New Kind launched an exciting new offering: the Brand Diagnostic. A new way to benchmark the current state of your brand and identify key areas for improvement. Here’s why we did it. When it comes to your brand, we know its health can sometimes seem difficult to measure.
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
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'
Brand Community
Defining clear personas is a critical part of creating a compelling value proposition, brand strategy, or marketing strategy for your tech company. Your marketing team might already have a list of target customers they are reaching with their content—complete with names, ages, job titles, what they like or dislike,
Identity Design
Brand names are everywhere. Here, I'll show you. Look down at your desk and see how many names you can find peeking back up at you. I spot at least five: Apple, Moleskine, HydroFlask, Sharpie, Burt's Bees. When's the last time you thought about
Positioning
In our recent post, Why your brand needs a unified brand story, we talked about why your brand needs a cohesive narrative—and we discussed the internal and external impact it can have on your organization. But how do you move from strategy to implementation? How do you actually write
Company Culture
If you want to get where you want to be, you've got to know where you stand today. In Part 1 of our series, we introduced the concept of the Employer Value Proposition and explored the strategy you’ll need if you decide to create one of your
Positioning
You may think your marketing messages are telling a clear story. The only way to know for sure is to ask your audience. You know that it's essential to base your branding decisions on a solid foundation of data. But when deadlines are tight and everyone is asking
Brand Community
What do you think your customers or clients value most about your brand? You know it's essential to base your branding decisions on solid research. Because without data, the best you can do is make an educated guess about what your customers really think. Conducting brand research on
Positioning
Honing your brand strategy is fundamental to your business and marketing efforts. Maybe you’re suffering from one of the common symptoms of bad positioning. Or you’re working to expand your brand into new markets and reach new customers. No matter what, research that focuses on uncovering what your
Positioning
One of the core challenges you face as a marketer in the tech world is creating a simple, consistent brand that sticks in the minds of customers and distinguishes you from competitors. The foundation of a memorable, differentiated brand is a strong positioning platform. Strong positioning is always based on