In the world of entrepreneurship, first impressions matter. A great first impression can be the difference between making a crucial connection, moving your career forward, or getting an opportunity you didn't know existed – and not. Unfortunately, many people are terrible at first impressions, and there's one pitfall in particular that we've seen time and again. The story goes something like this:
Investor/Product Genius/Important Person You Need to Impress: So, what are you working on?
"Entrepreneur": Oh, well, it's this app for photographers that lets them use their phone to take measurements of, like, the air temperature and the lighting conditions and stuff, and then it tells them how they should set their camera to take a good picture, and it lets you, like, change the settings based on the kind of picture you want, and it has social logins, and here's my complete feature list, and...
As foolish as it may seem here, it's surprisingly common. All too often, entrepreneurs shoot themselves in the foot by not having their elevator pitch together - but lucky for you, there's an easy, simple fix for this. The answer?
It may seem a little counterintuitive, but branding should be one of the first steps of building your product - even before you've fully fleshed out the idea. Why? Things just come to life when they have a name. It doesn't have to be perfect, and the name will probably change - but once you give your app, site, or project a name, it instantly adds an air of legitimacy and momentum. It provides an easy, concise piece of information for people to remember you and your project, and it's certainly a lot more convincing than a 5 paragraph explanation of your feature list. Let's take the example above. Instead of rambling about features, what if our would-be entrepreneur had simply said this:
Important Person: So, what are you working on?
Entrepreneur: Picsure. It's an app that helps photographers take better pictures.
You tell us - whom would you invest in?
Our thanks to Edge Three Sixty for the photo