Posted by In my previous post I wrote about the early days of Geektrust, when we weren’t thinking too deeply about branding. It was instinctive and a little innocent.
A few years in, that began to change.
We started to realise that we had a specific point of view about tech hiring. And if that belief mattered to us, it should probably show up in how we spoke about Geektrust as well.
At that time we worked with a couple of consultants who helped us think through our positioning.
There were a few different ways we could tell the Geektrust story:
- Option A: Talk about what we do
- Option B: Talk about what we believe
- Option C: Tell the story from our user’s perspective
We discussed all three in depth. Eventually we leaned into Option C.
That’s how the line “You are made for bigger things.” became our brand story.
It reflected our belief that every engineer has far more potential than what a resume can capture. Our role was to help them find opportunities where that potential could actually show up. The poster above also beautifully captures that belief.
In many ways it also mirrored the moment the Indian tech ecosystem was in. Startups were booming, funding was flowing, and there was a sense that the ceiling for Indian tech had lifted.
“You are made for bigger things” captured that optimism – both for candidates and for the ecosystem.
We stayed with that brand for the next three to four years. And eventually, as the ecosystem and Geektrust evolved, it was time for the next shift. That story is for the next post 🙂
Many startup brands probably begin this way: messy instincts first, and slightly clearer articulation later and it hopefully just keeps sharpening.