Helping a startup find its true purpose.
The founders of Airborne Analytics saw an opportunity to improve the cumbersome task of geographical surveying by introducing drone technology into the process. They had great confidence in the concept’s ability to transform industries such as farming and mining, but recognized that drones were becoming more and more accepted replacement for human observation. To succeed as a small startup, they needed a brand that would set them apart and differentiate Airborne Analytics.
With many startups, one of the most challenging tasks is defining a purpose. Many founders understand what it is they do, and the gap it potentially fills in the marketplace, yet many are unsure of why they are doing it. We believe that a strong brand must begin with a strong purpose. We worked closely with the founders of Airborne Analytics to uncover their true purpose as the foundation of their brand identity. The brand purpose was encapsulated in a Brand Narrative, a robust strategic tool developed by Spring Design Partners that combines brand positioning and brand story into one “narrative.” With a Brand Narrative in place, Airborne Analytics was positioned to come into the marketplace with a clear purpose and a differentiated point of view.