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  • Writer's picturePaula Michelle Andrade

The story of Pash.

Something's coming, something good. Once upon a time a group of creative minds teamed up and allowed their imaginations to fly. Filled with inspiration, hope, and a desire to fuel dreams for a better world, they came up with a concept: Pash. We are those creatives and we're working away to bring our vision to life.

A Butterfly is born.

We came together at the end of 2022 after having worked together for a couple of years at a sustainability tech start-up. We came up with a simple idea, or rather a solution to a problem we had had while working in the startup world.

What is the idea?

The idea is simple. A strong brand changes everything. Startups and grassroots organizations need strong branding to succeed. They need a dynamic branding process that gives their name the legitimacy that they need to be successful, without compromising the dynamic agility of the organization. Instead, they need branding that will impulsing them further.

What's the problem?

When working at a startup the marketing focus is for the most part dominated by conversations around KPIs for customer acquisition, funnel conversion, retention, and overall growth. There is constant experimentation, trial and error, and the number 1 measure of success is customer acquisition. While this is crucial to the success of any organization getting started, the limited resources and extreme focus on immediate growth, leaves little room for discussion or consideration of a very important long-term asset. That asset is brand equity and the perceived legitimacy and emotional bond that it creates with customers.

Due to the fast-paced accelerated nature of startups and the need for immediate results, long-term strategy is often put on the back burner. In this process, the neglect of branding ends up costing startups. Elevated branding and strong brand equity actually impulse marketing efforts' effectiveness and are elements 100% aligned with the success of a startup's survival and growth. Unfortunately, because the immediate impact of branding often seems subjective and difficult to measure, it is not a priority or not even considered.

The additional problem is that oftentimes startups change at such a rapid pace, that the traditional branding process shows a static image of a startup in time. The implied investment of working with a prestigious branding agency doesn't have a great return on investment if when a new brand is released to the public, the business has changed to the extent that the brand created no longer reflects the company's direction or vision.

What's the solution? How did you come up with it?

While working at a startup, everything is constantly changing. Sometimes it you have to take steps back to be able to take steps forward. We realized while working in this world, that the one constantly evolving, improving and growing factor of our work as a marketing team, had been the brand we created.

We also stopped to realize how valuable yet intrinsically difficult and time-consuming creating a brand had been. Especially for a small startup with limited resources. Nonetheless, the value that we had created was palpable. It was the difference between new customers immediately perceiving our company as trustworthy just by taking a glance at our website and where we were 2 years ago when people continuously asked, is this a scam? It made all the difference in the eyes of many, not just our customers. It gave our coworkers a sentiment of pride, our professional connections' perception of our career development. It changed our ability to attract new investors, our ability to close new enterprise deals, and much more.

The story continues...

At that moment, we realized that we were the solution to many startups' branding challenges. We were the dynamic approach to branding that startups need in order to provide their business with legitimacy without losing their flexibility and ability to be nimble. Our passion has been to solve big problems in society and to promote the success and empowerment of mission-driven businesses. We realized that the way that we could satisfy our professional ambitions was by instead of only developing one brand, by specializing in what we did best, branding.

That is when a butterfly was born. Pash. We realized that we could help multiple startups and organizations, and reach our goal to change the world at a faster rate. By specializing in what we did best: dynamic and agile branding we would be more effective at making an impact. 2023 is when we've decided to make it a reality. We see ourselves as the agents of change, the experts of metamorphosis, having gone through it ourselves, we are now on a quest to help others transform their ideas into fully formed butterflies that make our world brighter.

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