Kuna Systems developed a great new product. Our challenge was to help them introduce it to the world.
We love when we get opportunities to work with innovators. We met with Haomiao Huang from Kuna Systems at a coffee shop in San Francisco in June and we knew right away we wanted to work together. His product – a smart camera in an outdoor light that helps prevent home break-ins – was something we wanted to buy for our own homes and it was clear he understood the value of a well-executed brand.
We worked closely with Haomiao and his team to define and bring the Kuna brand to life in time for a vital fundraising campaign. Because the Kuna is a new type of product, the brand, website, and all other materials had to answer a lot of questions for potential customers. Having the information ready, along with a fully-realized brand platform would communicate to potential customers that although this product is new, the people behind it are smart, careful and concerned about your security.
Kuna Systems launched their website and their campaign on IndieGoGo October 21st of this year and as of November 21st they have managed to raise 402% of their goal. That’s right. They surpassed their $50,000 fundraising goal by $151,046. And they’re not done yet. You have until November 30th to claim yours!
So how does a company introduce a new category of product and overshoot a fundraising goal in less than four weeks? By building confidence in the brand.
There are different ways to crowdsource start-up funding. No matter what platform you use, you have to do more than show up if you want to succeed. It helps if you can offer an amazing product that people want to buy. But beyond that you need to come out of the gate with a clear understanding of your brand and a well-articulated message for your customers-to-be. Devoting time to brand work in the early stages of your company’s life may feel like putting the cart before the horse but it’s essential to building a strong foundation for your company. The branding process forces you to answer integral questions about your product or service, your business objectives and the culture or community you want to create.
Together we helped Kuna Systems develop a solid brand identity, messaging, website and designs for their mobile app in time for their launch making it possible for them to speak clearly and authentically to their potential customers.