For me, Bandits & Pals began with a textual content from an previous colleague. For my companions, Danny Gonzalez and David Suarez, it’s been within the works for 20 years.
There’s loads to discourage individuals from breaking out to do their very own factor. New enterprise is dry. Pitching is pricey. The dilution of focus to fulfill so many mediums and channels and “sustain with the pace of tradition” but additionally “construct me a recognizable model viable for the long run” makes it troublesome to workers. The talk over whether or not there’s even a solution to differentiate a brand new company providing.
However then I remembered—promoting must be enjoyable. And I remembered the adrenaline I used to get the evening earlier than a launch, and desirous to really feel that once more.
So, I responded to the textual content. After a couple of conferences with Danny and David, I jumped in.
Beginning with a reputation and identification
We began with kicking choices round for a reputation. It appears like a pure place to start constructing your identification and, virtually, you want some model of it to file official paperwork.
After a couple of hiccups, like names that might pose trademark points and a detailed name with a defunct Belgian boy band, we landed on Bandits & Pals. What made us embrace the title is that it communicates our ethos: In a world filled with distractions, consideration can’t be purchased—it needs to be stolen with entertaining work. And as project-cased contracts have turn into the norm, we didn’t need the transactional relationships that include them. We consider shoppers must be handled like associates.
Once more, promoting must be enjoyable.
As Danny and David had already been companions for 20 years, they already had a shorthand. They’ve an innate sense of one another’s values and expectations. What was vital to me as a subsequent step was sorting by what would turn into shared company values.
We wanted to have the ability to describe our providing, as we didn’t but have a physique of labor that might communicate for itself. Danny and David made a acutely aware choice to go exterior of their speedy community to herald a 3rd founder who may handle the enterprise facet of issues. Extra importantly, they wished consultant views and a complementary set of capabilities that might sign our modernity.