Let’s find the poetry in our branding Message. Who are we? What is Protagonist Lab? Why might we be interesting to anyone?

Embrace the branding message identity crisis. It is the only way to find poetry at the intersection of the customer, the interiour identity, and the marketplace. Our branding message has been pretty broad and grand. Now our goals, purpose and identity are taking shape. That brings us to the question of identity. Who are we? What are We? We need to create poetry in our message and squeeze meaning from the three business foundations: the customer, the interior identity, and market place.

William Carlos Williams, 1883 – 1963


The Red Wheelbarrow Book by Briony Stewart

The Red Wheelbarrow

so much depends

a red wheel

glazed with rain

beside the white

Our branding message is the poetic statement. It tells our audience what Protagonist Lab is doing doing for our customer, the market and our internal divination.

Erika and I had a great conversation trying to sort through those questions and select words that matched our identity.

Specific terms and descriptions don’t come easy. Broad. Big. Wide open is easy. I noticed our language was sweeping. What we needed to do is give our ideas a specific address. Without that narrow field your customers can’t find you. Defining yourself means applying limits. Setting the address. It feels unnatural. It is exactly this space where your self imposed description meets identity. Like poetry brand messaging is about those clear, crystal, and pristine limits. Like William Carlos William wrote,“So much depends upon a red wheelbarrow…”

In an early version of telling our story we used this language. “Protagonist Lab is a partnership and a startup venture that creates interesting solutions using mobile application technology. It is a moonshot venture on a garage band scale.” Holy shit that’s big! Where did those ideas come from? That description contains everything.The lesson is to narrow. Distill. Concentrate on the three pillars: customer, internal, and market.

This is our current version. We design and build applications that support growth through collaboration and connection. More defined. The needle is moving in the right direction.

Explore big, broad, grand ideas to the smallest atom. That’s how you know who you are. Find the space where each pillar intersect; that is when you can make something great.


Paul Mosca founder of Protagonist Lab. MA Social Science, Essex University. Business ideation and execution consultant. Avid reader. Loves playing the drums. Information Technology is only as interesting as the people it serves.