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Logos, Brand, and
Underpants: One Startup’s
Journey to Finding Their
Visual Identity
ROBERT J. MOORE, CO-FOUNDER & CEO OF ...
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
ROBERT J. MOORE
Co-founder & CEO, RJMetrics
@robertjmoo...
#KissWebinar @Kissmetrics
#KissWebinar
@robertjmoore
3
WHO WE ARE
At RJMetrics, our mission is to inspire
and empower data driven people
RJMetrics CloudBI RJMetrics Pipeline
1 Reasons every startup should invest in a strong visual
identity
Lessons Bob learned on the path toward building a brand
...
WATCH WEBINAR RECORDING NOW
Company DNA
EVOLVING A VISUAL IDENTITY
3
WE LOVE DATA
We are 130 people who are crazy… about data.
3
HOW WE GOT STARTED
We started out just
like any other
company: a few
passionate people
with a big idea
3
BUT WHAT HAPPENS WHEN YOU GROW?
FONTS
Everything Breaks
3
WHAT BREAKS?
3
WHAT BREAKS?
ü Communication
3
WHAT BREAKS?
ü Communication
ü Management style
3
WHAT BREAKS?
ü Communication
ü Management style
ü Recruiting
ü Compensation
3
WHAT BREAKS?
ü Communication
ü Management style
ü Recruiting
ü Compensation
ü Workflows
ü Office space
ü Visual identity?
3
WHAT IS COMPANY DNA?
Company DNA: The most
potent attributes of the
founding team.
Common Convention: this
identity stic...
3
RJMETRICS DNA
Our story is just one case study on how company
DNA can evolve.
We’ve changed a lot. We’ve also made a lot...
3
SO WHAT WAS OUR DNA?
3
FRUGALITY
3
FRUGALITY. TO A FAULT.
3
FRUGALITY. TO A FAULT.
State Prison
County Prison
$400/mo? Sold!
State Prison
County Prison
Clown Tie
Wrinkled MC Hammer Pants
Act I: Outsourcing
3
FAKE IT UNTIL YOU MAKE IT
What do you
do if style isn’t in
your DNA?
3
FAKE IT UNTIL YOU MAKE IT
You buy it!
…but what if you’re
a broke company?
3
FAKE IT UNTIL YOU MAKE IT
You outsource it!
3
2008 (OUR FUNDING YEAR)
Standards for consumer use impacted
expectations for business use
“Consumerization of the enterp...
3
MEANWHILE...WE GREAT AND STARTED HIRING
Our needs evolved, and our DNA did too.
3
MEANWHILE...AND EXTERNAL PRESSURE WAS RISING
3
MEANWHILE...AND EXTERNAL PRESSURE WAS RISING
We A/B Tested our Want Ads
3
MEANWHILE...AND EXTERNAL PRESSURE WAS RISING
We A/B Tested our Want Ads
3
WE MOVED TO PHILADELPHIA
Act II: Hired Guns
3
MEANWHILE...(STILL NO DESIGNER ON STAFF)
3
BORROWING FROM OUR MENTORS
3
IT WAS TIME FOR A WEBSITE REDESIGN
“Can you throw in a logo?”
3
SELF ANALYSIS
Act III: Identity
3
FRUGALITY BECOMES EFFICIENCY
DNA MUTATION
“We need a
new visual
identity.”
Risky click of the day…
Risky click of the day…
Google customer
survey results:
Google customer
survey results:
3
WHAT DO WE DO?
ü Abandon the dodecahedron?
ü Hang our heads in shame?
50,000 uniques
0.1% view-to-SQL
50 SQLs
19.8% SQL-to-paid
10 paying clients
$20k ARR ACV
$200k of new ARR/year
15x ARR Mul...
A Secret Society…
A Secret Society…
A Secret Society…
3
HACKATHONS ARE FOR HACKING!
Epilogue: Dodeca Pride
3
IDENTITY IS A PART OF CULTURE
Inputs:
•  How people treat each other
•  Your core values
Outputs:
•  Perks
•  Identity
3
3 REASONS EVERY STARTUP SHOULD INVEST IN A
STRONG VISUAL IDENTITY
1.  Industry-leading businesses in every vertical are ...
Doubling Every Year = Perpetual Newness
3
WHO WE ARE
At RJMetrics, our mission is to inspire
and empower data driven people
RJMetrics CloudBI RJMetrics Pipeline
ROBERT J. MOORE
Co-founder & CEO, RJMetrics
@robertjmoore
rmoore@rjmetrics.com
THUE MADSEN
Marketing Operations Manager, K...
Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Identity
Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Identity
Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Identity
Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Identity
Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Identity
Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Identity
Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Identity
Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Identity
Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Identity
Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Identity
Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Identity
Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Identity
Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Identity
Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Identity
Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Identity
Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Identity
Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Identity
Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Identity
Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Identity
Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Identity
Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Identity
Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Identity
Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Identity
Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Identity
Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Identity
Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Identity
Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Identity
Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Identity
Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Identity
Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Identity
Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Identity
Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Identity
Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Identity
Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Identity
Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Identity
Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Identity
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Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Identity

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1 Reasons every startup should invest in a strong visual identity Lessons Bob learned on the path toward building a brand every team member is proud of What to do if you end up with a logo that looks like underpants
WHAT YOU’RE GOING TO LEARN
Company DNA EVOLVING A VISUAL IDENTITY
WE LOVE DATA We are 130 people who are crazy… about data.
HOW WE GOT STARTED We started out just like any other company: a few passionate people with a big idea
BUT WHAT HAPPENS WHEN YOU GROW?
FONTS Everything Breaks
WHAT BREAKS? Communication Management style Recruiting Compensation
Workflows Office space  Visual identity?
WHAT IS COMPANY DNA? Company DNA: The most potent attributes of the founding team. Common Convention: this identity sticks with a company forever My Take: This is a weak metaphor. Company DNA mutates in its own lifetime.
RJMETRICS DNA Our story is just one case study on how company DNA can evolve. We’ve changed a lot. We’ve also made a lot of mistakes. I hope you can learn from the story.
SO WHAT WAS OUR DNA?
FRUGALITY. TO A FAULT.
State Prison County Prison
$400/mo? Sold! State Prison County Prison
Clown Tie Wrinkled MC Hammer Pants
Act I: Outsourcing
FAKE IT UNTIL YOU MAKE IT What do you do if style isn’t in your DNA?
You buy it! …but what if you’re a broke company?
You outsource it!
2008 (OUR FUNDING YEAR) Standards for consumer use impacted expectations for business use “Consumerization of the enterprise”
MEANWHILE...WE GREAT AND STARTED HIRING Our needs evolved, and our DNA did too.
MEANWHILE...AND EXTERNAL PRESSURE WAS RISING We A/B Tested our Want Ads
WE MOVED TO PHILADELPHIA
Act II: Hired Guns
MEANWHILE...(STILL NO DESIGNER ON STAFF)
BORROWING FROM OUR MENTORS
IT WAS TIME FOR A WEBSITE REDESIGN “Can you throw in a logo?”
SELF ANALYSIS
Act III: Identity
FRUGALITY BECOMES EFFICIENCY DNA MUTATION
“We need a new visual identity.”
Risky click of the day…
Google customer survey results:
WHAT DO WE DO? ü Abandon the dodecahedron? ü Hang our heads in shame?
50,000 uniques 0.1% view-to-SQL 50 SQLs 19.8% SQL-to-paid 10 paying clients $20k ARR ACV $200k of new ARR/year 15x ARR Multiple (w00t!) $3MM of Equity Value
A Secret Society…
HACKATHONS ARE FOR HACKING!
Epilogue: Dodeca Pride
IDENTITY IS A PART OF CULTURE Inputs: •  How people treat each other •  Your core values Outputs: •  Perks •  Identity
REASONS EVERY STARTUP SHOULD INVEST IN A STRONG VISUAL IDENTITY

Publié dans : Marketing
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Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Identity

  1. 1. Logos, Brand, and Underpants: One Startup’s Journey to Finding Their Visual Identity ROBERT J. MOORE, CO-FOUNDER & CEO OF RJMETRICS
  2. 2. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen ROBERT J. MOORE Co-founder & CEO, RJMetrics @robertjmoore
  3. 3. #KissWebinar @Kissmetrics #KissWebinar @robertjmoore
  4. 4. 3 WHO WE ARE At RJMetrics, our mission is to inspire and empower data driven people RJMetrics CloudBI RJMetrics Pipeline
  5. 5. 1 Reasons every startup should invest in a strong visual identity Lessons Bob learned on the path toward building a brand every team member is proud of What to do if you end up with a logo that looks like underpants 2 3 3 WHAT YOU’RE GOING TO LEARN
  6. 6. WATCH WEBINAR RECORDING NOW
  7. 7. Company DNA EVOLVING A VISUAL IDENTITY
  8. 8. 3 WE LOVE DATA We are 130 people who are crazy… about data.
  9. 9. 3 HOW WE GOT STARTED We started out just like any other company: a few passionate people with a big idea
  10. 10. 3 BUT WHAT HAPPENS WHEN YOU GROW?
  11. 11. FONTS Everything Breaks
  12. 12. 3 WHAT BREAKS?
  13. 13. 3 WHAT BREAKS? ü Communication
  14. 14. 3 WHAT BREAKS? ü Communication ü Management style
  15. 15. 3 WHAT BREAKS? ü Communication ü Management style ü Recruiting ü Compensation
  16. 16. 3 WHAT BREAKS? ü Communication ü Management style ü Recruiting ü Compensation ü Workflows ü Office space ü Visual identity?
  17. 17. 3 WHAT IS COMPANY DNA? Company DNA: The most potent attributes of the founding team. Common Convention: this identity sticks with a company forever My Take: This is a weak metaphor. Company DNA mutates in its own lifetime.
  18. 18. 3 RJMETRICS DNA Our story is just one case study on how company DNA can evolve. We’ve changed a lot. We’ve also made a lot of mistakes. I hope you can learn from the story.
  19. 19. 3 SO WHAT WAS OUR DNA?
  20. 20. 3 FRUGALITY
  21. 21. 3 FRUGALITY. TO A FAULT.
  22. 22. 3 FRUGALITY. TO A FAULT.
  23. 23. State Prison County Prison
  24. 24. $400/mo? Sold! State Prison County Prison
  25. 25. Clown Tie Wrinkled MC Hammer Pants
  26. 26. Act I: Outsourcing
  27. 27. 3 FAKE IT UNTIL YOU MAKE IT What do you do if style isn’t in your DNA?
  28. 28. 3 FAKE IT UNTIL YOU MAKE IT You buy it! …but what if you’re a broke company?
  29. 29. 3 FAKE IT UNTIL YOU MAKE IT You outsource it!
  30. 30. 3 2008 (OUR FUNDING YEAR) Standards for consumer use impacted expectations for business use “Consumerization of the enterprise”
  31. 31. 3 MEANWHILE...WE GREAT AND STARTED HIRING Our needs evolved, and our DNA did too.
  32. 32. 3 MEANWHILE...AND EXTERNAL PRESSURE WAS RISING
  33. 33. 3 MEANWHILE...AND EXTERNAL PRESSURE WAS RISING We A/B Tested our Want Ads
  34. 34. 3 MEANWHILE...AND EXTERNAL PRESSURE WAS RISING We A/B Tested our Want Ads
  35. 35. 3 WE MOVED TO PHILADELPHIA
  36. 36. Act II: Hired Guns
  37. 37. 3 MEANWHILE...(STILL NO DESIGNER ON STAFF)
  38. 38. 3 BORROWING FROM OUR MENTORS
  39. 39. 3 IT WAS TIME FOR A WEBSITE REDESIGN “Can you throw in a logo?”
  40. 40. 3 SELF ANALYSIS
  41. 41. Act III: Identity
  42. 42. 3 FRUGALITY BECOMES EFFICIENCY DNA MUTATION
  43. 43. “We need a new visual identity.”
  44. 44. Risky click of the day…
  45. 45. Risky click of the day…
  46. 46. Google customer survey results:
  47. 47. Google customer survey results:
  48. 48. 3 WHAT DO WE DO? ü Abandon the dodecahedron? ü Hang our heads in shame?
  49. 49. 50,000 uniques 0.1% view-to-SQL 50 SQLs 19.8% SQL-to-paid 10 paying clients $20k ARR ACV $200k of new ARR/year 15x ARR Multiple (w00t!) $3MM of Equity Value
  50. 50. A Secret Society…
  51. 51. A Secret Society…
  52. 52. A Secret Society…
  53. 53. 3 HACKATHONS ARE FOR HACKING!
  54. 54. Epilogue: Dodeca Pride
  55. 55. 3 IDENTITY IS A PART OF CULTURE Inputs: •  How people treat each other •  Your core values Outputs: •  Perks •  Identity
  56. 56. 3 3 REASONS EVERY STARTUP SHOULD INVEST IN A STRONG VISUAL IDENTITY 1.  Industry-leading businesses in every vertical are now using UX as a point of differentiation and competitive advantage 2.  Visual identity is an output of culture, and that culture will be the biggest driver of the talent you retain and hire 3.  A strong visual identity requires a deeper exercise around your company’s mission and values. This exercise will pay dividends far bigger than just a nice logo.
  57. 57. Doubling Every Year = Perpetual Newness
  58. 58. 3 WHO WE ARE At RJMetrics, our mission is to inspire and empower data driven people RJMetrics CloudBI RJMetrics Pipeline
  59. 59. ROBERT J. MOORE Co-founder & CEO, RJMetrics @robertjmoore rmoore@rjmetrics.com THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions?

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