While crafting a personal or company brand, it is important to connect your business idea to your purpose and passion. Photo via Getty Images

Every business, whether a single member consultancy, a small startup, or a large corporation, owns a brand. One can think of a brand in a number of different ways — a recognizable logo, a catchy name, an inspirational tagline, or even a feeling one gets when using a certain product or service.

At its core, branding begins with values. Whether you are building a personal brand or a company brand, it is essential to ascertain your purpose and passion and then connect it with your business idea.

In this article, I am going to walk you through tips on building a personal and company brand.

Personal Brand

Gary Vaynerchuk, successful entrepreneur and internet personality who built his personal brand on digital marketing, said “You have to understand your own personal DNA.” Here are some key points to consider when developing your personal brand:

Play to your individual strengths

You do not need to do everything! If you love writing, do a blog. If you prefer talking, focus on videos. If you can commit to posting online every day, take on social media channels like Instagram & Twitter.

Leverage your network

Networks are a powerful tool and most importantly, do not require you to spend loads of marketing dollars. It is a huge misconnection that branding is a cost center for all businesses. There are many ways to promote your brand without significant cost. Here are some simple ideas to get you started:

  1. Create an online presence (website, social media channels, blogs, etc.)
  2. Develop a content calendar and post/update regularly, at least once a week
  3. Read a lot and reach out to journalists who write in your industry
  4. Seek out speaking opportunities at conferences or apply for awards that recognize leaders like you – don’t shy away from nominating yourself!

Be well-rounded

Running your own brand can sometimes make work/life balance feel enmeshed, making you feel like you are losing your own identity. Don’t forget to diversify yourself. Volunteer at a charity or nonprofit of choice, share photos of your friends and family spending time together, get involved with a professional organization, and promote yourself.

Company brand

When building a company brand, it is essential to identify and understand your target audience by creating clear customer profiles. Commercial brands only succeed when they can connect their business and values to a customer. When I work on branding exercises with companies, I always start with a value proposition canvas. Once you clearly define the values and target market, these are some beneficial next steps:

Craft a cohesive vision and mission statement

A vision statement is aspirational or pie in the sky, alluding to what your organization will achieve in the future. A mission statement is definitional, describing your business objectives and how you will get there. Together, these succinct messages should help your customer fully understand what you are selling or offering.

Create a unique and consistent visual identity

A visual identity is what helps a brand stand on its own without needing someone to explain it. This can include a color scheme, fonts, logo – anything that will contribute to your company’s brand guidelines. Especially for companies in highly competitive markets like food & beverage, a recognizable visual identity can make or break a brand’s ultimate success.

Take your time

I recently listened to the How I Built This podcast episode featuring Bombas. I was amazed to hear that they tested over 100 fabric combinations for their first sock before finalizing it. Today, they are probably one of the most popular and recognizable brands in the sock business. Some companies need to launch right away but as long as you can learn, grow, and pivot when needed, time can be on your side. A quality product is better than a rushed product.

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Arielle Rogg is the principal and founder of Rogg Enterprises, a Houston-based company providing digital marketing for health care innovators.
Don't miss a messaging or communications opportunity for your startup. Photo via Getty Images

Here's what Houston's innovation community is missing out on when it comes to messaging

Guest column

By definition, companies throughout the innovation ecosystem have a purpose-driven story to tell. As communication strategists who specialize in purpose-driven clients, we wondered if influencers of Houston's entrepreneurial community see any recurring communication challenges getting in the way of companies successfully securing funding, acquiring customers and even recruiting talent.

For two months we interviewed investors, accelerators, industry customers and entrepreneurs themselves, asking for missed opportunities they may be seeing in what and how companies are communicating. Below are our findings, with corresponding recommendations organized into four key points of action.

Distinguish yourself from your competition

"They may have an incredible concept, but terrible messaging," was a surprisingly common response to our investigation of communication obstacles.

Many innovators think that simply describing the inspiration for their company, perhaps the illness of a loved one or an observed struggle, is enough for explaining the Why of their story. In fact, investors, potential customers and even employees are looking for something more substantial.

First, what distinguishes your company from others like it? Regardless of how pioneering the solution you offer, it will be compared to whatever else is currently available to address the need, including nothing at all. Simply explaining how what you provide works is not enough. Our research substantiated the need for also addressing your company's relevance and differentiation. Characterizing the unique essence of your company is an important distinguisher from the competition that helps cut through the noise.

When formulating a client's organizational messaging we not only examine their purpose, we study their values and culture so that it is reflected in language the company uses to describe itself. Potential customers we interviewed said the compatibility of company cultures and values weigh heavily in their considerations for partnering. So, you're overlooking a key distinguishing strategy if you think target audiences are only interested in the nuts and bolts of what you do.

Speak the language of different audiences

More than the fundamental act of communicating, messaging is language specifically tailored to articulate an organization's unique purpose, significance, values, and culture. Messaging delivers the greatest impact when it functions as a tangible asset. In other words, a formal document of composed language that ensures continuity and is utilized as talking points for investor presentations, content on the company's website, themes reflected in digital advertising, etc. However, it should not be viewed as one size fits all.

Information with universal relevance, known as organizational messaging, is essential, but so is audience-specific messaging that addresses the unique perspectives, priorities and concerns of individual groups. The need for companies to recognize this important distinction was another of our findings.

While both investors and customers are interested in the viability of your company's technology or services, they each have very different needs and priorities. To motivate desired action, you must speak each audience's specific language, which means getting out of your head and into theirs.

If you're a B2B2C company, you may even need to speak the language of your customer's customer. Several research interviews expressed how companies shoot themselves in the foot when they don't take the long view of an audience's needs. If, for instance, your customer is having difficulty explaining to their patients how your innovative medical device works, composing instruction language and even producing patient education tools may be an added deliverable necessary for you to retain that contract.

Not recognizing employees as a key audience and overlooking the importance of strong internal communications was also identified as an obstacle to success. Clearly, attracting funding from investors and business from customers is a core objective of effective communications. However, employees should also be considered a priority with messaging that keeps them informed, inspired and on track. Afterall, they're the team that will take your vision over the finish line.

Connect on an empathetic level

Research participants emphasized the need for factoring in a discovery phase that not only involves learning how to speak an audience's language, but gaining an appreciation for the challenges, goals, protocols and culture of those they're approaching as well. It requires assuming a level of empathy and understanding, rather than a singular focus on "sales," that ultimately culminates in rewarding, long-term relationships.

Effective communication is not a one-way exchange. Listening is critical. When what you've discovered is reflected in your marketing materials, that demonstration of a genuine commitment to connect is reported as being even more impressive.

Avoid costly consequences of poor communications

Companies operating without a Strategic Communications Plan risk the expensive consequence of functioning in a chronic reactionary mode with scattered results and lost credibility through inconsistency.

Yes, flexibility is important, but the research we've conducted reveals a clear advantage for those who recognize the importance of effective communications, particularly growth-stage companies that have gained their initial footing and are ready to build on their brand. The key is putting a blueprint in place that connects the dots of what you offer and your distinguishing essence, with the needs of your targeted audiences, by speaking their language. If not, you risk missed opportunities for securing funding, acquiring customers and attracting the best talent.

Changing the world is your passion, helping innovative entrepreneurs effectively communicate that passion is ours.

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Kelli Newman is president of the Houston-based communication strategies firm, Newman & Newman Inc., where she leads a talented team of marketing professionals advancing the success of their purpose-driven clients.

It's important to rethink your startup's messaging during the time of the coronavirus. Getty Images

Houston expert shares 5 tips for brand messaging during a pandemic

guest column

Brand messaging in a world cowed by a worldwide pandemic poses a set of challenges none of us has ever faced.

The aftermath of Hurricane Harvey provides few guideposts to professional communicators as that tragedy unfolded over several terrible days in August 2017 mostly affecting Southeast Texas. While Harvey was unprecedented in the sheer volume of its onslaught, the COVID-19 pandemic is unprecedented in its global scale and seeming endlessness.

In times of crisis, our natural impulse is to lend a helping hand. With the highly contagious coronavirus spreading and social distancing guidelines in place, lending a literal helping hand is dangerous. In the days and weeks following Hurricane Harvey, Houston's civic leaders, its citizens, and its business community rallied to meet the challenge with positivity, hard work, and good humor. The circumstances today are fundamentally different, and the path forward is uncertain and uncharted.

Attempts to develop a messaging strategy in the face of COVID-19 can be paralyzing.

How do we maintain meaningful connections with our customers and communities when we're being forced apart? How do we keep our businesses vital and active when economic and public health interests are in direct conflict? How do we create normalcy and positivity in the middle of so much suffering? How do we keep our sense of humor and humanity when we need it most?

We're in this for the long haul. Here are a few tips to guide your messaging strategies so your content can do some good.

Fine tune your tone

Tone is everything in a crisis. People are frightened for their personal and economic wellbeing. Messaging under these circumstances is risky, but with a thoughtful approach, you can make a positive impact. Unless you work for a news, civic, or healthcare organization, it's unlikely anyone is looking to you to guide them through the pandemic. If that's your messaging, it'll be jarring and confusing.

Focus on providing distraction, comfort, support, and some sense of normalcy. That doesn't mean your messaging should ignore the realities of the situation, which runs the risk of appearing tone-deaf, opportunistic, or ignorant. We're all affected. Keep that top of mind, acknowledge what's happening in the world, and your messaging tone shouldn't cause you too many problems.

Feed the beast

You may have seen that clip of Welsh seniors playing a life-size version of Hungry, Hungry Hippos on NBC's Today Show. If you haven't, the smile is worth the minute and thirteen seconds of your life. Now, think of social media as the game board, your content as the marbles, and everyone else is a hungry, hungry hippo, except the hippos are hungry day and night and the game will never end.

People are lonely and bored, and instead of counting the dimples in their ceiling plaster, they're on the Internet sharing Tiger King memes. They're looking for connection and a sense of shared community. You have the opportunity to brighten their day. You alone cannot generate enough engaging content to keep the hippos full for long, but that doesn't mean you shouldn't try. Isolation is unhealthy.

Help people keep their marbles by giving them something fun, inspiring or educational to share and experience with others while staying on brand.

Deliver the goods

Thanks to social media, home delivery has taken on new meaning. Bring your brand directly into peoples' homes and create an interactive experience that disrupts the monotony of the "stay at home" order. Miss fajitas? Of course you do. Original Ninfa's on Navigation recently launched a series of YouTube videos called "Ninfa's with your Niños," and they're delightful. The content is on brand, encourages activity, and implicitly acknowledges folks are trapped at home with their kids (note: these were clearly produced before social distancing started). Watching Chef Alex Padilla demonstrate how to make queso flameado in your own kitchen will be the best single minute of your month. That's how to home deliver a brand.

Know your role

If your organization is in a position to help your community, do it in a way that makes sense for your brand, creates a meaningful impact for those suffering, and is simple to communicate. Flattening the curve is a team effort. Big or small, national or local, organizations can do their part to help the effort. If it's a logical extension of what you do normally, it will not look opportunistic because it's not opportunistic. It's a reasonable and human thing to do in the face of tragedy.

For example, local fashion designer Chloe Dao is making washable face masks for healthcare workers and their families. The Ford Motor Company is converting a plant in Michigan to build ventilators. And Houston Astros ace Justin Verlander is donating his paychecks to COVID-19 relief organizations because he's rich and having a filthy curveball isn't helpful right now. Take what you already do and use it to help people.

Your specific contribution is needed. Figure out what that is and encourage everyone else to get on board.

Don't stick out your neck (or anyone else's)

This should go without saying: safety is the starting point for every single messaging decision you make. Whether implicit or explicit, all of your messaging, all of your community investment, and all of your community initiatives must put the safety of your employees, your customers, and your neighbors first.

No one will question why the video message you created in selfie mode is a little rough and wobbly. No reasonable person will question you for wearing a mask or gloves or waving at them from a distance. Being involved carries an unusual amount of personal risk. All of your activities and content creation should factor in the hard realities of a viral pandemic.

Project safety in your words and your actions. Slickly produced content can take a back seat for now. Be safe out there.

In the face of this crisis, every effort to create connection helps. Be careful with your words, thoughtful with your generosity, and positive with your message. And if all else fails, share that video of old people playing Hungry, Hungry Hippos.

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Jeremy C. Little is the head of account services for CKP, a Houston-based marketing and public relations group.

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Texas Space Commission doles out $5.8 million to Houston companies

On A Mission

Two Houston-area companies have landed more than $5.8 million in funding from the Texas Space Commission.

The commission granted up to $5.5 million to Houston-based Axiom Space and up to $347,196 to Conroe-based FluxWorks.

The two-year-old commission previously awarded $95.3 million to 14 projects. A little over $34 million remains in the commission-managed Space Exploration and Aeronautics Research Fund.

Axiom Space, a commercial spaceflight company, said the new funding will go toward the development of its orbital data center capabilities. By the end of this year, Axiom plans to launch two free-flying nodes in low-Earth orbit to support its orbital data center operations. More nodes are set to go online in the coming years.

“Axiom Space is actively evaluating how our [orbital data center] architecture can enhance critical U.S. capabilities, including the proposed Golden Dome missile defense architecture,” Jason Aspiotis, global director of in-space data and security at Axiom, said in a news release. “In this context, real-time, around-the-clock availability, secure orbital processing, and AI-driven autonomy are vital for ensuring mission success.”

Founded in 2021, FluxWorks provides magnetic gear technology that was developed at Texas A&M University.

In 2024, FluxWorks was one of two startups to receive the Technology in Space Prize, funded by Boeing and the Center for the Advancement of Science in Space (CASIS), which manages the International Space Station National Laboratory.

FluxWorks is testing the performance of magnetic gear in microgravity environments, such as the International Space Station.

“Gearboxes aim to reduce the mass of motors required in a variety of applications; however, the lubricant needed to make them work properly is not designed for use in extreme environments like space,” according to a 2024 news release about the Technology in Space Prize. “Magnetic gears do not require lubricant, making them an appealing alternative.”

The Texas Space Commission granted $25 million to Houston aerospace companies Starlab Space and Intuitive Machines earlier this year. Read more here.

3 Houston startups named most innovative in Texas by LexisNexis

report card

Three Houston companies claimed spots on LexisNexis's 10 Most Innovative Startups in Texas report, with two working in the geothermal energy space.

Sage Geosystems claimed the No. 3 spot on the list, and Fervo Energy followed closely behind at No. 5. Fintech unicorn HighRadius rounded out the list of Houston companies at No. 8.

LexisNexis Intellectual Property Solutions compiled the report. It was based on each company's Patent Asset Index, a proprietary metric from LexisNexis that identifies the strength and value of each company’s patent assets based on factors such as patent quality, geographic scope and size of the portfolio.

Houston tied with Austin, each with three companies represented on the list. Caris Life Sciences, a biotechnology company based in Dallas, claimed the top spot with a Patent Asset Index more than 5 times that of its next competitor, Apptronik, an Austin-based AI-powered humanoid robotics company.

“Texas has always been fertile ground for bold entrepreneurs, and these innovative startups carry that tradition forward with strong businesses based on outstanding patent assets,” Marco Richter, senior director of IP analytics and strategy for LexisNexis Intellectual Property Solutions, said in a release. “These companies have proven their innovation by creating the most valuable patent portfolios in a state that’s known for game-changing inventions and cutting-edge technologies.We are pleased to recognize Texas’ most innovative startups for turning their ideas into patented innovations and look forward to watching them scale, disrupt, and thrive on the foundation they’ve laid today.”

This year's list reflects a range in location and industry. Here's the full list of LexisNexis' 10 Most Innovative Startups in Texas, ranked by patent portfolios.

  1. Caris (Dallas)
  2. Apptronik (Austin)
  3. Sage Geosystems (Houston)
  4. HiddenLayer (Austin)
  5. Fervo Energy (Houston)
  6. Plus One Robotics (San Antonio)
  7. Diligent Robotics (Austin)
  8. HighRadius (Houston)
  9. LTK (Dallas)
  10. Eagle Eye Networks (Austin)

Sage Geosystems has partnered on major geothermal projects with the United States Department of Defense's Defense Innovation Unit, the U.S. Air Force and Meta Platforms. Sage's 3-megawatt commercial EarthStore geothermal energy storage facility in Christine, Texas, was expected to be completed by the end of last year.

Fervo Energy fully contracted its flagship 500 MW geothermal development, Cape Station, this spring. Cape Station is currently one of the world’s largest enhanced geothermal systems (EGS) developments, and the station will begin to deliver electricity to the grid in 2026. The company was recently named North American Company of the Year by research and consulting firm Cleantech Group and came in at No. 6 on Time magazine and Statista’s list of America’s Top GreenTech Companies of 2025. It's now considered a unicorn, meaning its valuation as a private company has surpassed $1 billion.

Meanwhile, HighRadius announced earlier this year that it plans to release a fully autonomous finance platform for the "office of the CFO" by 2027. The company reached unicorn status in 2020.

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This article originally appeared on Energy Capital HTX.

UH student earns prestigious award for cancer vaccine research

up-and-comer

Cole Woody, a biology major in the College of Natural Sciences and Mathematics at the University of Houston, has been awarded a Barry Goldwater Scholarship, becoming the first sophomore in UH history to earn the prestigious prize for research in natural sciences, mathematics and engineering.

Woody was recognized for his research on developing potential cancer vaccines through chimeric RNAs. The work specifically investigates how a vaccine can more aggressively target cancers.

Woody developed the MHCole Pipeline, a bioinformatic tool that predicts peptide-HLA binding affinities with nearly 100 percent improvement in data processing efficiency. The MHCole Pipeline aims to find cancer-specific targets and develop personalized vaccines. Woody is also a junior research associate at the UH Sequencing Core and works in Dr. Steven Hsesheng Lin’s lab at MD Anderson Cancer Center.

“Cole’s work ethic and dedication are unmatched,” Preethi Gunaratne, director of the UH Sequencing Core and professor of Biology & Biochemistry at NSM, said in a news release. “He consistently worked 60 to 70 hours a week, committing himself to learning new techniques and coding the MHCole pipeline.”

Woody plans to earn his MD-PhD and has been accepted into the Harvard/MIT MD-PhD Early Access to Research Training (HEART) program. According to UH, recipients of the Goldwater Scholarship often go on to win various nationally prestigious awards.

"Cole’s ability to independently design and implement such a transformative tool at such an early stage in his career demonstrates his exceptional technical acumen and creative problem-solving skills, which should go a long way towards a promising career in immuno-oncology,” Gunaratne added in the release.