Halle Jones
February 28, 2023
As you create a brand identity for your startup, remember that it should be reflective of the underlying message or purpose stated in your positioning statement. Your company's name, logo, symbol and design will undoubtedly shape how people perceive your startup; however, don't forget to consider other visual communications such as product packaging when defining its personality.
Initially, your brand is made up of four components:
Your startup's value proposition and product are the foundations of your business. However, as your company evolves and expands, branding becomes even more essential. The individuals associated with your company (investors, co-workers, customers) will be familiar with both the value proposition and product offering; but it is through powerful branding that you can reach a larger audience while remaining true to who you are as an organization.
Not only will your brand be seen and acknowledged by those who've already bought from you, but also to the many that haven’t yet. Through advertising, promotion, and other marketing initiatives in your strategy – these people can easily become customers!
If your startup is offering something special, you can use thought leadership to help strengthen your company's brand. This means creating meaningful content marketing pieces and employing a strategy around them. You should show how current solutions are inefficient and why yours offers superior quality and efficiency. By doing this, you'll have a strong opportunity for success in developing an authoritative reputation within the realm of your business.
Apple's Think Different ad was an exemplary demonstration of how the brand situated itself as a groundbreaking thought leader. If you are up against a predominant product, for instance, a well-known CRM software solution, ponder and discuss areas where there is potential to enhance customer value – and explain how your product can fill those gaps.
Carefully examine your market, product and brand to decide if your corporate strategy should stay the same for both. Think about whether you will provide diverse customer segments with distinct products (for example, Apple's company reputation is more renowned than their individual product brands) or offer tailored services specifically designed for one segment in particular (like Salesforce - a CRM tool that is better known than its creator).
Creating a strong brand for your startup takes time and dedication, but the most important aspect is consistency. If you tell customers that sustainability lies at the forefront of your strategy yet don't practice it in reality, then the negative press could ruin all chances of success. To make an impression with consumers, ensure every action speaks louder than words when building a lasting identity.
Your brand is an influential asset that can build up your startup's image and inspire customer commitment—but only if all stakeholders view it as reliable. At the end of the day, developing a favorable impression among your target market should be the core goal of your branding strategy.
