If you want to succeed, you need a mentor.
Unless you’re Mark Zuckerberg, (wait… wasn’t he friends with Steve Jobs?). Or unless you’re massively successful like Bill Gates, (spends time with Warren Buffet), brilliant like Aristotle, (taught by Plato), a blockbuster director like J.J. Abrams, (Steven Speilberg), or a highly-paid, iconic talk show host like Oprah Winfrey, (Maya Angelou, respectively)...
Actually, scratch that.
Everyone needs a good mentor, including you.
Especially if you’re launching a tech startup in Phoenix, a region dominated by computer hardware and solar panel manufacturers rather than by software companies. In that case, you’ll need a mentor with wisdom, insight… and a special appreciation for the underdog.
Enter the Arizona Tech Council, an organization dedicated to promoting STEM in education, and helping the next generation of Arizona tech and software communities flourish.
When they decided they could help rookie software entrepreneurs by pairing them up with successful professionals, they followed the playbook of most start-ups.They went all in.
Total disruption… and with pieces moving fast, they knew exactly what they wanted to do—consolidate and promote the mentoring program as its own spinoff brand.
They had the vision, the strategy, and the know-how… all before they had a name, a logo, or a shareable tagline.
Of course, that’s right where we came in.
From core purpose to brand values
There’s no app for discovering an authentic identity, and then building outward to a truthful, eye-catching brand expression. Rather, drawing from the source means identifying a core purpose and then seeing how that purpose manifests itself in shared values. From our branding workshop, we found that purpose, and listened as the team’s leadership articulated qualities that made us even more excited.
Thinking carefully about the program’s goal of equipping young guns with mentors and setting them up for a successful journey through the ups and downs of starting a company, the brand workshop arrived at:
- Lifting where we live
- Persevering where others quit
- Doing it right
And Propelling meaningful change.
The values proved to be a mirror, helping the new team see its program’s true reflection and giving words and phrases to the positive energy, motivation, and insight that brought them there.
Our next steps would be taking these core values and pairing them with a color palette, a definitive logo, and a graceful, straightforward website… but the mentoring program found they couldn’t move on any of this until they had a name.