Brand Community
New Kind takes an open source-inspired approach to everything we do. Building brands that align, inspire, compete, and scale. It's a collaborative way to look at branding rooted in our own history, starting with our founders and the important roles they played in shaping the brand, design, culture,
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
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
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'
Positioning
Brand positioning doesn’t have to be difficult Those who spend all of their time thinking about brands and brand positioning can make the subject seem incredibly complex. Before you know it, these experts will fill you up with so much marketing jargon and so many impressive-sounding positioning principles and
Storytelling
Each year, like clockwork, the fiscal year draws to a close, the calendar turns over, and companies the world over find themselves back in Q1. Many mark the occasion with the yearly sales kickoff, or SKO. This annual event serves as the jumping off point for the forthcoming year’s
Startup Branding
Note: We suggest reading Part One if you haven’t already before jumping in here for Part Two. Step 3: Sort contenders from pretenders There’s no hard-and-fast rule as to how many name candidates constitute “enough.” Your brainstorm, whether it took place over the course of a couple of
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,