Brand Strategy
Satellite
The Challenge
Satellite is an early-stage startup entering the crowded social app space. To be competitive in that landscape, it was absolutely vital to have a magnetic brand. The challenge was to craft a brand identity and brand voice that would build recognition, attract customers, and carve out a corner of meaning all our own.
Process
Interviewed prospective audience compiling their needs, goals, and pain points.
Conducted brainstorming sessions to establish our capabilities, internal values and culture, noble purpose, personality, shared values with our community, and the aspirational self-image of our target persona.
Distilled ideas down to six main themes—Curiosity, Storytelling, Community, Engagement, Authenticity, and Democracy—which became the pillars of the Satellite identity.
Those themes gave birth to the Satellite Tagline: Tell Your Story
Brand Statement
Developed our brand statement to center the strategy around who we are, the needs of our target persona, and how we help them achieve their goals.
Positioned ourselves away from social media platforms by describing ourselves as a tool rather than a network and a venue rather than a platform.
Brand Voice
Defined the way we talk with our audience across all touchpoints singling out four brand voice attributes: Curious, Authentic, Friendly, and Advocate.
