Build-A-Brand
How to give your brand a heartbeat and bring it to life
Preface.
In an era where startups sprout at an unprecedented rate, the question of how to stand out from the crowd becomes increasingly pertinent. For founders, the answer often lies not just in innovative products or services but in the power of storytelling. This conversation with Elan Miller, the founder of Off-Menu—a brand studio specializing in story and differentiation—sheds light on creating a memorable brand. Through Elan's insights, startup founders can learn how to leverage their unique narratives to captivate their audience, differentiate their offering, and build a brand that resonates deeply with their target market.
Maria: Elan, welcome! Thank you for chatting. Can you share how you discovered your passion for storytelling and the journey to building Off-Menu?
Elan: My background began in the agency world, where I also ventured into building some of my own products and raising capital. Later, I led product at a company where I saw an opportunity to use storytelling to influence product development. This has been a long-standing thesis of mine, inspired by figures like Tony Fadell, for example, the first designer of the original iPod and author of the book Build. I was influenced by Steve Jobs as well, someone who was exceptionally skilled at storytelling, often designing products with their keynotes in mind, which has proven to be extremely effective. When we work with founders and their companies, we do the same, backcasting from point B to point A and helping companies envision their north star and working backwards on how to get there. This unique approach formed the foundation of Off-Menu.
Maria: Speaking of approaches, what are some of the frameworks that you use when working with founders?
Elan: You know, many people optimize for the short run. We are here to do the exact opposite, and over the past 15+ years I’ve nailed down the frameworks that work. It’s more of a philosophy that we bring to the table than anything else.
Maria: There's a playfulness to Off-Menu, like the onion ring around Earth on your homepage and food elements throughout; and, obviously, the play on words to the menu reference in the company’s name. What inspired this?
Elan: Well we aim for Off-Menu to be known for differentiation, and incorporating food-related elements adds an unexpected and playful twist. This creativity, from the onion ring around Earth to the 153% made-up statistic on our home page, is our way of showcasing our distinctive approach to branding.
Maria: Let’s talk about Brand vs. Design. What do you think people often misunderstand about the two and the differences between them?
Elan: Branding goes beyond just the logo, art direction, or design system—it's about the story behind why you exist, who you’re for, and what makes you unique and valuable. A memorable brand earns a place in people's hearts and is culturally relevant, which is what many beautifully designed websites miss. They go hand in hand, and there is definitely a harmonious relationship to both that if channeled correctly leads to longevity.
Maria: I’d love to share with everyone your thesis on brands today.
Elan: I’ve been thinking about this a lot and have a strong belief that every brand is a lifestyle brand. Good brands often embody a lifestyle, speaking directly to customers' aspirations and solving their problems in a way that stands out. This approach and mindset makes it easier to launch more products under a brand umbrella in a way that resonates as championing a lifestyle as opposed to selling more features — or whatever you’re selling. The question is: How do you get there and unlock that capability — where relatability and trust are the keys to the kingdom? That’s the secret. If you can figure that out, it’s critical for differentiation and longevity in a market.
Maria: On that note, are there a few notable elements for people to keep in mind when thinking about their brand and what components it should have?
Elan: Yes, definitely. At Off-Menu, we believe there are essentially four things you should think about when creating a brand that’s really going to matter.
Differentiated brand promise: Offer something that is unique, compelling, and 10x better (at least) than anything else.
Powered by a culturally relevant why: Tap into the zeitgeist and continuously earn attention over time.
Delivered in an unexpected way: Deliver your offering in a way that captures people’s imagination. In a world of abundant promises, people want to be delighted.
That meets people where they are: Channel a unique understanding of what makes people tick, so you can take a foreign concept and make it feel magically familiar.
You can check out the Off-Menu blog for a deeper dive into these concepts as well.
Maria: Great framework, thank you for sharing! Founders also spend a lot of time asking customers what they want via surveys and feedback. But how can founders know if their brand is working effectively?
Elan: It's less about asking customers what they want and more about observing their behaviors to understand their aspirations. Brands that work well become movements, rallying a community around shared beliefs. When your product sparks organic word-of-mouth, it's a sign of a strong brand.
Maria: What about community? What type of role does the community around your product play, and how does that affect storytelling?
Elan: The community you build around what you are selling is the ultimate marketing channel. Organic word of mouth is the holy grail. If you can provide something that people so deeply believe in — if you can unlock that, you are on your way to something. Listen, your product can’t be for everyone. And, most importantly, it shouldn’t be. That’s because if it were for everyone, there would be no chance for community to take hold. If there is a community around something, it’s the quickest way for people to recommend to others.
Maria: When should founders start thinking about their brand? And, how can they justify the cost that isn’t necessarily going to always be tied to a direct ROI? As we know, it’s more of a silent winner.
Elan: As early as possible. You want to give your brand a heartbeat the second that it’s imagined and brought to life. I would also say, investing in both brand and design simultaneously is optimal, as storytelling plays a crucial role in selling a product and aligning internal teams on design. A lot of times, design inspiration will come from conversations around brand.
Maria: What types of projects excite you the most at Off-Menu?
Elan: We are particularly drawn to companies at a growth stalemate, looking to reinvigorate their brand. Working with founders to rethink their company's direction and leveraging unique insights to tell compelling stories are the projects that excite us the most.
I hope this conversation set the stage for a detailed exploration of insights and methodologies for creating a brand that leaves a lasting impression. If you want to work with Off-Menu and/or connect with Elan, set up a conversation here.