Effective branding is a challenge, even for seasoned professionals. Every cook in the kitchen has an opinion when it comes to what the company should be called, what the logo looks like, which colors to use, which influences to mimic, the direction to head for product-market-fit, and which gurus to listen to. If we knew all the answers, it wouldn’t be much of a start-up. Each step provides a set of choices to funnel you towards an envisioned end, and the only way to get there is to stay agile and keep hustling.
At DailyData we’re no exception. Probably like many other start-ups, we’re constantly probing our own values and identity as a company:
- What do we think about privacy?
- Are we consumer focused or enterprise focused?
- Is our product also our brand?
- Are we connecting with our intended audience?
- What are the characteristics we look for in new teammates?
- What kind of culture does our company value?
If you follow us on Twitter, met us as through TechStars, or heard us talk at AAAS, HBS or other conferences, you may have even noticed that we go by two names! DailyData (@DailyData) and Ginger.io (@ginger_io). What’s up with that?
There is a method to this madness. As a company, we’ve realized we’d like to keep our consumer brand (@DailyData) and our enterprise brand (@ginger_io) distinct. This becomes especially important as we deal with individual data and privacy, and these products are completely different, albeit based on the same technology.
Special thanks to the extended DailyData development team, “Mobile Stig”, Eric, Chris, Lauren, Sam & TechStars for keeping us agile and on point. To Jodi from La Capoise Gallerie for listening to us grumble about branding for an afternoon. And to @dhassell and the team at 15Five for generously giving us their@DailyData Twitter handle.