Creating an Authentic Startup Brand

Over at the Piston Cloud Computing Blog, Gretchen Curtis discusses how important the relationship between brand and company culture is at Startup time.

When you’re at a startup, your brand will largely be communicated through your founders and outward-facing employees. So, before you dive into logo creation, take a bit of time to make sure that the brand you are creating can be reasonably carried out with your existing team. Got a CEO that only wears hoodies and flip flops? Maybe that very corporate-looking enterprise website isn’t a great idea. Got an humorously edgy and sarcastic founding team? Maybe the light, peppy and cheerful website copy isn’t exactly right for you. Sure, the visual design might initially attract the customers you want, but they will just as quickly turn away when they detect a dissonance between your visual design and behavior. The lack of trust this dissonance will create will be so subtle that it will happen without you or them even noticing.

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Recently named as one of the Top 20 Big Data Influencers by Forbes Magazine, Rich Brueckner is an avid writer, publisher, and technology pundit focused on high performance computing. He acquired in 2010 and has since expanded his online publications to include inside-BigData, inside-Startups, and The Exascale Report. With over 25 years of HPC experience at Cray Research, SGI, and Sun Microsystems, Rich is known to many in the industry as “the guy in the Red Hat.” When he’s not working, Rich keeps busy writing fiction, cartoons, and parody films. You can check out his stories: Angels of Silence, The Observer Effect, The Three Magi of Katrina, Seven Meals from Chaos, Friends of the Fallen, The Guardian’s End, and Ghosts of the Indian Herb. He has also penned some short film scripts including: Jigsaw Falling into Place and Bardo. In non-fiction, Rich contributed the Foreword to Dark Matter, Dark Energy, Dark Gravity, a book about the Big Bang by Dr. Stephen Perrenod. He also wrote the Foreword to 72 Beautiful Galaxies, an interactive iBook by Dr. Stephen Perrenod. Rich lives and works in Portland, Oregon.