Case WordNerd: Building a brand for a startup

Case WordNerd: Building a brand for a startup

So you have an idea for a business. You know how to make it happen, what kind of a team you need, how money will come in and why your service or product is superior. This is great.

What comes next is of utmost importance.

The customer experience you provide – the reflection of your brand – will set you apart from everybody else.

Now you’re probably thinking, customer experience? Brand? This covers all the touch points you have with your customers and people interested in you. Like we wrote in an earlier post:

All of these experiences or ‘touch points’ not only deliver a customer experience, but build the perception of a brand. Portraying honest passion, personal dedication or an eagerness to make everything simpler for the consumer are all traits of a customer experience oriented brand.

As for the touch points EVERYTHING is included. Face-to-face communication, how your product and service actually works, the visual materials you hand out or share online and everything you say and do when representing your company.

Sounds like a lot. This is how you get started.

Building blocks of a brand

We had the privilege to work with a startup powered by a unique idea and the needed passion to make their dream come true – they needed help building a brand to convey this story and to kickstart their adventure.

This is where our team joined the ride.

ONE: Start with the basics
Everything started with a workshop where we went through the story and people behind the company. A brand is presentation of a true YOU, it cannot be faked.

WordNerd is a translation company with a simple mission – to be better. Unhappy with the current service providers and players on the field, WordNerd is here to change the game.

The personality of the WordNerd brand based on our workshop.

Discovering Your Brand  
After brainstorming about your company, we started to develop your company's brand "personality". We did this by turning your company into a person, and then ideating what sort of person it would be. A summary of your company as a person is:  
- Multicultural
- Curious
- Loves to challenge and improve themselves
- Finger on the pulse
- Openminded
- Refined over quick and dirty

TWO: Research & first ideas
Once we knew where everything had its roots, we went on to research the field of business and threw around a few initial ideas and concepts. The goal in this step is to find out how to set yourself apart from others AND what type of visual elements feel natural to you. In this case we came up with the idea of a bird. This is how the inspiration came to our graphic designer Mark:

“Sun beams brought me to think about an upcoming holiday in Spain. I was imagining the landscapes, clear blue sea coasts, pomegranate flowers, orange and palm trees. My mind brought me a picture of a bird landing on a branch of a palm tree. I realised a bird could be a nice mascot, specially with their nomadic way of life , they aren’t tied to specific place, but are multicultural or even multilingual species, which would fit WordNerd really well.”

THREE: From concept to creation
Next, our team came up with a few main ideas from which the one with a translator parrot combined with a set of playful colours was the one Laura, the founder of the company, fell in love with. Our team created a bunch of supporting materials with the same feeling – illustrations, colours, icons etc.

“The parrot as a healer would be representative of both a colour therapist and a speech therapist. Parrot is a magical totem that teaches us that the world is full of possibility. The role of the parrot is that of a linguist opening communication centers. When parrot totem appears look to see if you need assistance in understanding views that are different from your own. It may be time to widen your horizons or sign up for a class to learn a new language.”

Different iterations of the parrot logo and the final version.
Evolution of the parrot logo.

FOUR: Listen

A brand is a person’s gut feeling of a product, service or company.

Marty Neumeier

After the creation of different materials supporting your brand, it’s time to tune in on what people are saying about you. Collect this data and see whether your brand materials support the actual brand people experience.

FIVE: Let your brand live
One final thing to remember. Once you have a brand, let it live. Don’t force it to be something it is not – your brand can’t be funny if you aren’t, neither can it be transparent that’s not what you’re known for. Your brand can also change, evolve and improve. Just remember to be consistent.

Check out WordNerd and follow the adventure!

The ready WordNerd website

Pssst. Have a startup and need help bringing your brand alive? Drop us a message 😉 (This won’t open your mail app, just takes you to our contact page.)