Like many entrepreneurs at the early (very early) stage, he was at a point where he needed to have a brand presence, just enough to get him through meetings looking legit. A business card in hand, a Powerpoint design to show and a web site to link back to. He was at a point where he needed to discuss his new venture in a professional manner with potential collaborators to further shape his concept. There was no outside investment and the core of the company strategy could sway depending on these initial meetings. It was not a time to invest in brand design, it would put the cart in front of the horse. So what to do?

There was no way for him to create the brand design the right way, so instead of applying any kind of distinct design language (making it memorable), he thought to make it “meh.” Make it bland, make it colorless.

I sincerely agreed. In this very rare case you actually do not want your brand image to stick in your customers minds.

People should be educated about what you do and who you are, but you should not create a memorable brand design and language around a very early stage concept if you know it will all change, very soon. Once the startup strategy is formulated, the brand can be shaped.

So go out there and have them call your number rather than recall your brand image.

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