Joyce Chung
@Joyce_aerialI help companies build their brands. A little late to social media. Co-founder of Ærial, a brand development and identity agency
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Keep your eyes open to opportunities, in unexpected forms or from unexpected sources.
Startups need 3x longer to validate their market than most founders expect, and this estimation leads to 70% of startups scaling prematurely. Said differently, laying the necessary groundwork takes time.
Brand is what you stand for. It’s the meaning you have in the marketplace. Brand value needs to be nurtured and protected at all costs.
A company’s identity is multifaceted, and it’s not enough to recycle and resize the same elements over and over.
90% of startups fail. 10% collapse in year 1. And a staggering 70% fail in years 2-5. Against these odds, if you’ve made it, there's much to be grateful for. It means you get to enjoy the pleasure of being your own boss and bringing new products & services to the marketplace.
Brand Values are the standards a company will follow and uphold in pursuit of its mission and vision. Thinking about values matters more and more as you scale.
Brand Vision is the future you aspire to create (think 30 years out). Brand Mission is how you fulfill your vision (the work you do every day). A brand’s vision and mission build on one another and work together to build a solid company foundation.
Marketing at its best starts with rich consumer insight. Today's consumers don't want to feel like they're being reduced down to a set of metrics.
“Identity” is all about the many sides and contradictions that make up who we are. But when it comes to sorting people into groups, like in marketing, this rich tapestry often gets overlooked. Instead, people get squeezed into neat boxes that don’t really capture their layers.
A fulfilling life is really all about tackling tough challenges, using your greatest skills, and doing work that really matters.
A strong value proposition helps you size your market, validate demand, and build bridges for users.
Before investing heavily in brand development, it’s crucial to evaluate product-market fit (i.e., the degree to which a product satisfies sufficient market demand).
If you can't explain your idea in simple terms, maybe you don't get it as much as you think you do.
If you really want to be great at something, you have to obsess over it.
A brand is has to think about two big questions: First, it's all about what's going on inside - what do we stand for? And second, it's about showing up in the world - how do we act on what we believe?
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