Review of Lean Branding
Lean Branding by Laura Busche, follows up on the other lean concepts by prompting developers and founders to capitalise on their product and ultimately generate and create conversions, through creating a dynamic and suitable brand strategy. The book is focused around a list of practical recipes to help formulate branding strategies, as well as how to measure the tangible ways of measuring your chosen strategy’s success.
The lean aspect comes from building and measuring branding initiatives through minimal sprints, constructing stories, symbols/logos and create a succinct narrative whilst allowing for pivoting and re-direction based on important metrics. More so, with an emphasis on startups, being able to build recognition and visibility.
The author logically lays out the book, by initially explaining what branding is (and isn’t), before embarking on the nuts and bolts of how to Create a Brand Story, from creating promises, to personas, researching techniques and such. Pricing strategies are then devised, before you start working with Brand Symbols.
I particularly enjoyed the concept of setting up a Brand Wall, setting out all the elements from colours to typography and logo design, that matches the brand delivery intent set out in the previous chapters. Laura goes through the stationary and imagery designs, practical and nifty brand re-emphasisers which I was quire receptive to.
The beef of the book I believe lied in Brand Strategy, things you can do to continually emphasise and build your brand image and narrative, from social media marketing, to landing pages, search engine optimisation, and other channels of marketing and engagement.
Once your brand is built, you move on to the Measure part of the cycle, to justify the choices you made based on brand traction, with tools to measure existing performance, as well as split testing which will afford you the ability to test specific theories or hypotheses. As you will learn, you will be going back to the Building phase and constantly refining, but in the measuring phase, the author provides great resources and ideas on how to measure your marketing initiatives on Social Media, on your landing page, referrals, your blog posts and so forth.
Of course, going through the book, the author also goes through Brand Promise measurements, and of course, Brand Re-Design and pivoting based on measurement results, or perhaps other external forces that require a brand re-development.
This book I found not only important to founders and those bestowed with marketing initiatives, but in the startup environment, even developers, as we are all ambassadors of our brand. That’s something Laura put forth in the first chapter, which is absolutely true. As an engineer you can bring your own marketing initiatives, inspired through this book, with your technical knowledge, this is not a domain exclusive to the business department.
I’ve said this before, but Lean Startup is all about lean initiatives in all facets, not just in development or customer development, but in analytics, branding, production, testing. This book is an invaluable addition to my arsenal of lean startup literature, providing the holistic balance needed to tackle on new projects and ensure every cog in the engine is running optimally.
Prior Knowledge: No prior knowledge required, but an appreciation of Lean Startup philosophies and intiatives is a strong recommendation.
My rating: 4.5