All of the research, hard work, time, talent, and money invested in starting a new business should never be taken lightly. It’s too bad many early-stage businesses and startups fall short when it comes to brand building.
It’s never too early to get your new startup branding just right for the market. That means having the right name, tagline, identity, messaging, and website from the outset.
The bankruptcy courts are full of great ideas because they were undermined by ineffective branding and promotion. Build it and they will come? No, they won’t. Not unless you make them really want to. Or, better yet, need to.
Unfortunately, cash-strapped startups tend to view brand building as an “expense” or “luxury” instead of the investment it is. They decide to put it off until they become profitable, but, in reality, it’s a prerequisite to profitability. So, instead of hiring a professional, they “home-spin” it. And it often misses the mark.
Another problem is that many businesses mistake their logo for their brand. A logo is the brand mark. A great brand transcends the products or services behind it to reflect a greater sense of purpose while connecting emotionally with the audience to create a unique frame of mind.
Startup branding begins with a promise. And you need to own yours.
Many businesses spend too much time talking about themselves and their product features instead of promoting benefits that are meaningful to their audience. While this might seem elementary, entrepreneurs are often too close to their business to realize the emotional connection they need to make with their audience. They may fall short of the high-level vantage point that enables them to uncover who they really are and what their greater purpose is. That “brand’s-eye view” of their business can gain them a clearer understanding of the competitive landscape and provide a platform on which to differentiate themselves and demonstrate why it matters to their audience. And, it can help them define their target market and reveal the emotional buttons they need to push.
There’s a wealth of evidence that shows how a great brand builds customer loyalty and brings non-tangible value to a business. So, making sure it sends the right message to the right audience is vital. And, by understanding that the broader audience extends beyond prospects — to potential investors, industry analysts, local media, and even career-seekers — helps build brand equity.
Furthermore, enabling the brand promise to resonate throughout an entire organization requires an intentional effort. It should be adopted by company staff, reflected through all communications, and creatively and strategically executed. Everyone needs to live it and breathe it.
Every great idea deserves a great start. And startup branding should never be taken lightly from the outset. Like the old Head & Shoulders ads stated, “You never get a second chance to make a first impression.” So, it’s essential that startups take their best shot at getting it right from the beginning.
Looking to brand your startup?
Your great idea deserves a great start. We’re here to help you get your startup branding right out of the gate. Contact us today and let’s discuss how we can team up to help you take your best shot at a successful roll-out.
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