Most entrepreneurs, even seasoned brand managers, launch first and then work on slowly transforming the new offering into a brand. A logical progression, Fabian would agree. After all, how can you possibly launch as a brand if you don't have any customers or marketing outreach and--obviously, since you just launched a new offering--you have no legacy or advocates?
The simple answer is by design. Design relates to the systematic process you have to adhere to. In addition though, design truly holds the key to the success of your new brand. It will set your offering apart to look, feel, and sound like a brand at the time of launch, as opposed to something that might or might not have the power to eventually turn into a brand.
Fabian Geyrhalter is a renowned brand strategist and the founder and Principal of FINIEN, a Los Angeles-based consultancy specializing in turning ventures into brands. Geyrhalter is also a columnist for Inc and Forbes, and he has been published by the likes of The Washington Post, Mashable, Entrepreneur and The Huffington Post. He is an advisory board member of Santa Monica College and has served as an adjunct professor at the University of Southern California and Art Center College of Design. A frequent speaker and mentor to entrepreneurs worldwide, he is a “Global 100” mentor at the Founder Institute, and his book “How to Launch a Brand” is a #1 Amazon Bestseller. His newest book is “Bigger Than This.” He lives and works in Long Beach, California and is a graduate of Art Center College of Design.