If you tried to find out how many startups are launched daily in the world, you would soon discover that this is impossible. There are more than a few reasons for this, but the main reason is that the number is just too large.
In other words, when you launch your startup, you are immediately facing a level of competition which is almost disheartening.
One of the ways in which you can get an upper hand or, at least, level the playing field somewhat, is to build a strong brand which will set you apart and, hopefully, bring in customers.
The problem here is that brands are usually built over time, involving innumerable facets to it and developing organically to a great extent.
Still, there is plenty you can do to build your startup brand from scratch and to do it the right way.
Focus on the Product
One of the worst things you can do with your brand is try and build it on various esoteric and (frankly) imaginary “ideas”, “statements” and “concepts”.
We have all seen startups engaging in all kinds of self-hyping, claiming that they will “change the way people think about X through changing the Y paradigm and reinventing Z while also totally disrupting XYZ”. Then, ten months later, it turns out their product is nowhere near finished and it looks like a half-broken version of something that has already been around for years.
A brand starts with a product that solves a problem that hopefully a huge number of people have. This product has a very clear purpose, a direct and affordable way of fulfilling its purpose and very clear reasons why people need it.
A brand is built upon that product. You do not build a brand and then try to fit the product into the brand. That way, your brand is built on something concrete and you do not have to worry about sending a false brand message. Moreover, it actually makes branding easier as it helps you formulate precise and tangible branding goals, the strategies to meet those goals and the tactics to put those strategies in action.
Another very important thing to remember is that you can have the most spectacularly developed brand, but if your product does not work, it will be for nothing.
Establish an Online Presence
Unless you operate in a particularly specific and insular niche, you will be making your startup bread and butter online. You will be gaining traction online, your customers will find and approach you online and chances are you will be communicating online as you onboard them and help them achieve success with your product.
Therefore, it becomes more than obvious that your online presence is the key to building your brand identity.
Establishing your brand online will have two main facets to it – the artistic one and the technical one (these are not formal terms).
When we are talking about the artistic aspect of building a brand online, we are talking several elements:
- a name that will be clear and immediately evocative, but also interesting enough to pique people’s interesting
- a logo that will make sense and feature the potential of being instantly recognizable in the future
- a color palette that will make sense for your startup and the products you will be selling
- a website that will be more than just a description of your product and a selling tool
On the more technical side of things, you will want to ensure that anyone interacting with your brand online has the most comfortable and user-friendly experience. There are a few ways in which you can accomplish this:
- a fast-loading, streamlined website that is easy to navigate and organized in a way that leaves no doubt about what your brand is about
- taking care of search engine optimization basics, domain-related SEO stuff, on-site optimization, optimizing for mobile devices, etc.
- making your brand mobile-friendly, with a truly responsive website
Once you start working on this, you will discover that it is a balancing act and that you often need to choose very carefully. For example, do you add a cool video to your site’s home page and potentially slow it down? Do you go for a logo that is better-looking but less obvious and impactful?
The important thing is that your brand is distinguishable from the competition and that people start associating it with a modern, friendly user experience.
Talk to People
Keeping a startup afloat and developing a product is insanely hard work. It requires a whole lot of working hours, sleepless nights and nerve-wrecking moments that build up until it becomes really dangerous.
In such an atmosphere, it is not that uncommon for startups and the people working in them to become detached from the market, the customers, the investors and pretty much anyone involved. They become insular entities which operate on presumptions that they have adopted a long time ago, when they still talked to people.
This can lead to a whole array of problems, such as misjudging the market and ignoring what the customers want. This also hurts the brand.
When you peel off the many layers of brand identity, it all comes down to how your brand interacts with other people. Without interactions with other people, you do not have a brand identity. It is a simulation of a brand, but it is not an actual brand.
As a startup, there are a myriad ways in which you can talk to people and build your brand identity in that way. For one, you should be present on social media where you will actually converse with people and not simply bombard them with your product. No matter what industry you are in, there will be various conversations taking place and you should get involved. Let people know that you have something to say. A startup can easily position itself as a brand of experts.
A blog is also a great way to communicate with people. A modern blog is more than just 500-word articles that rehash what has been said over and over again. A modern blog can feature video content, various resources and insights from behind-the-scenes. It is the perfect tool to position your brand.
If you can afford it and it is not too big of a logistics nightmare, you should also attend industry events and talk to people in person. Not only will you be putting your brand in front of people who are important, you will also be engaging on fact-finding missions that can help you grow your startup and improve your product.
Closing Word
Building a brand identity from scratch is more difficult than it seems. By focusing on your product, delivering your brand message in a meaningful way and interacting with people, you will set a course that should serve you well as time goes by.
From there on, your newly-established brand will develop naturally, while still getting your input when needed.
