How startups can leverage their time and money when rebranding in a pandemic

Andreea Encuțescu

Brand Experience Designer

22 jun, 2020

With everything that happens in the world right now, many startups need to pivot and change their business strategy. Besides, they have to change their mindset and come up with efficient solutions for their products under time pressure.

Collaboration could bring high results

We all know the mainstream process when the design agency works weeks, or months, on a rebrand without knowing what reactions it could stir up. Then, when the client gives them feedback, another month of iterations is added to the project’s timeline, while the startup risks even more with an insecure idea on the market.

That’s why designers and clients should collaborate more when the time doesn’t allow you to risk with some ideas, bringing more experts in the same room can result in original ideas during this worldwide pandemic.

So, how a design project should look?

1. Remote Work

Remote work is essential right now, and, in a way, it is less expensive. No one has to buy plane tickets, no more wasting time for arriving in an office for meetings.

  • Online conversations — You can work from home with no office expenses.
  • Hiring a remote team — They can handle everything at a faster rate, and it may be at a lower cost than a design agency.
  • Faster communication — A small team communicates directly, meaning a more flexible and faster response rate.
2. Workshops, not meetings

Meetings are endless discussions that don’t go anywhere. Running a remote workshop will enable you to get things done much faster than usual. Thankfully, the Brand Sprint and Design Sprint processes invented by the Google Ventures team allow teams to do that now.

  • Brand Sprint — It’s a 3-hour workshop that incorporates some branding exercises that encourage you to focus on your brand image, place it in the competitive landscape, and define it.
  • Design Sprint — It’s a process where a team comes up with tangible solutions for a business problem in a short amount of time (4–5 days).
  • Everyone’s equal (clients, their team, the designers) — During these workshops, everybody is encouraged to come up with their ideas, and everybody brings their professional experience in solving the problem.
3. Test the product with real users

What we, as designers, and clients think about a design product is not 100% true until the product arrives on the competitive market. Testing it with real users before launching, gets you the superpower to go into the future and then go back in time and fix the issues.

  • The Design Sprint process — In the Design Sprint process, a prototype has been created based on the experts’ ideas, then it’s tested by real users.
  • Testing with your customers — The product gets real data from your actual customers or your desired target audience.
  • Avoiding failure — Knowing what happens before the product will be launched, it’s a huge advantage and relief at the same time.
4. Choose the fastest way for website development

The developing part of a new website takes usually more than 4 months. So, Webflow might be the best choice because using it for development is cheaper and faster (websites can be done in 1 week) than hiring a developer and spending a big part of your budget only on this.

  • No-code — Webflow lets you work with code visually, so a designer could do that in a few days.
  • Easy to make changes — Instead of writing a few lines of code, saving, and refreshing your browser, you get instant, visual feedback, so you can work that much faster.
  • Very Fast — You can build interactions and animations using the same tool you use for the rest of your design work, without coding.

Lastly,

This period puts many startups out of business, and it doesn’t have to be like that. Turning endless meetings into remote workshops, can save a lot of time, costs, and get practical solutions to your problems.

+ Brandenstein's Brand Sprint Guide for you to rebrand in 3 hours

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