Successful brands prioritize their message to help foster growth. Innovative startups need to have a message that captures the attention and targets the right audience. Good design plays a crucial role in conveying the message.
By:
Saloni Bedi
August 21, 2024
Date: September 11th
In this discussion, we discussed how launching a brand is challenging, and too many startups fail because their innovative ideas don't capture the attention of the right people. Every successful startup founder must prioritize their brand message as much as their product roadmap. Understanding the target audience—who they are, how they perceive their problems, and their current solutions—is crucial. The better you grasp their mindset, the more likely they will engage with your brand.
Here is a recording of the panel discussion:
We had to answer for ourselves what is the company about? Why do we exist?... It was time to rediscover our soul - what makes us unique.
-Satya Nadella
Effective branding requires a disciplined approach to capture the kind of attention that fosters growth. Good design plays a critical role, drawing the eye and conveying the core message even to those who might initially resist. Remember, individuals, not companies, make decisions. Brands must focus on creating meaningful connections with consumers, moving beyond technical details to build these relationships. Developing a successful brand demands a unique blend of elements tailored to resonate deeply with its intended audience.
In her research and design work, Saloni believes that products aren't discarded because they have no value; rather, they're replaced because they fail to keep up with people and their needs. This realization has led her to focus on developing products and experiences that evolve with the user while remaining empathetic to how they can improve lives.As an industrial designer, Saloni is passionate about bringing together design, engineering, and business to tackle some of the most pressing challenges around us. She has worked in a variety of fields, including social innovation, healthcare, sustainable product development, and consumer products.
Prior to Loft, Saloni got her master’s degree at MIT where she saw how the design process can be a key component to bring state-of-the-art solutions can to life. Her work at MIT ranged from conducting user research in zero gravity to make space more inclusive at the Media Lab, developing accessible pregnancy tests for people with vision impairments, and measuring the body's hydration levels at the Gray lab, IMES.
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