Why I Ditched My Company Branding

An Exclusive Post for All Access Members

Giving up my branding is a little move with big implications in a long and winding experiment, because I’m giving up a lot by giving up the Teaching Startup branding shield. I am almost 99.99% sure it’s the right move, but I know enough to know that I need to have a plan in case I’m wrong.

This post is going to be a little self-indulgent, but the move is indeed real, and I’m hoping it can serve as both an explanation to all you beautiful people who have been with us for a while, many of you for all 4 years, as well as act as a microcosm for why and how you make pivots that aren’t necessarily tech or operations based. 

But… I’m not going to try to pull advice out of the ether and package it in handy chunks. I’m just going to tell you the story and let you get what you want out of it.

One bit of housekeeping – I will re-integrate the other experts you’ve come to appreciate and still invite more experts to write here when it makes sense. This won’t be “just me” – or at least that’s not on the roadmap for it to be “just me.”

Let’s start by asking the dumb question and getting to a good answer. 

What Is a Brand?

For a startup? It’s everything. And nothing.

This is a preview. You can get access to all of my public posts by joining my email list at joeprocopio.com