Uncovering the Importance of Branding in the Upscaling Process of Start-ups

Abstract

This project is initiated by Achtung! x Kraftwerk, having the goal to uncover the importance of branding in the upscaling process of start-ups. From the findings of this research, a new service proposition is designed that will help start-ups overcome their brand challenges by using the benefits of brand management.
In the phase of understanding, the research is mainly around three topics; start-ups’ challenges and needs, the benefits and peculiarities of branding, and ultimately an approach to start-up branding. Besides that, a case study towards a relevant project is conducted to get insight on the capabilities of the team, and the way they work.
These insights are formed into the design of the Launch Lab; a service that aims to help start-ups in developing their brand from the start-up using a brand-led management approach. In this service, the complementary qualities of branding and design are used optimally, to bring optimal value to the start-up’s upscaling process. Along the three identified stages of this process (start, launch and scale), three corresponding service propositions are formed that each focus on the specific needs of start-ups and their brand at this stage; the Pitch Maschine, the Achtung, Fertig, Los! and die Skalierung. By collaborating in a co-creative approach, the Launch Lab team and the start-up aim to create, test and improve their brand and product propositions iteratively, using of customer feedback.
The three services give the start-ups the opportunity to develop their brand right from the start, and to learn them how to embed a brand-leading management approach in their organisation, to make their brand truly unique and inspiring. Because in the end, actions speak louder than words.