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Brand Strategy
Startup Branding
Brand Identity
Customer Engagement
Brand Performance
ARTICLE #88
Developing an effective brand strategy for startups
Brand Strategy
Startup Branding
Brand Identity
Customer Engagement
Brand Performance
Written by:
3 min read
Updated on: August 16, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
The main focus of every startup is to gather funding and develop their products. However, they ignore the importance of one main thing, which is the development of brand strategy. It is a common misconception that deciding the name, logo, colours, and banners is enough for an effective brand strategy.
A brand strategy includes everything from developing your brand identity and deciding on your unique value proposition (UVP) to presenting it to your audience. It is a process of how a simple product can be turned into a whole experience. It requires a complete strategy, and we are going to discuss that in our post.
The main focus of every startup is to gather funding and develop their products. However, they ignore the importance of one main thing, which is the development of brand strategy. It is a common misconception that deciding the name, logo, colours, and banners is enough for an effective brand strategy.
A brand strategy includes everything from developing your brand identity and deciding on your unique value proposition (UVP) to presenting it to your audience. It is a process of how a simple product can be turned into a whole experience. It requires a complete strategy, and we are going to discuss that in our post.
The main focus of every startup is to gather funding and develop their products. However, they ignore the importance of one main thing, which is the development of brand strategy. It is a common misconception that deciding the name, logo, colours, and banners is enough for an effective brand strategy.
A brand strategy includes everything from developing your brand identity and deciding on your unique value proposition (UVP) to presenting it to your audience. It is a process of how a simple product can be turned into a whole experience. It requires a complete strategy, and we are going to discuss that in our post.
Set the foundation for building an effective brand strategy
Set the foundation for building an effective brand strategy
Set the foundation for building an effective brand strategy
You must understand these three factors when creating a brand strategy. These factors will decide how consumers will perceive your product and engage with your brand.
Understanding the purpose and values of your brand
Understanding the purpose of your brand is the first step. You must be able to answer these questions: What is the goal of your product? How will it solve my problems? What makes it unique from others? What value does it provide to its users?
Having this strong base builds a strong market presence for your brand and how consumers perceive it. You can achieve this purpose by having a unique value proposition. This will differentiate your brand from its competitors and give your consumers a purpose to relate to your brand.
It's not just consumers who benefit from a strong brand strategy. In fact, 42.8% of employees have reported that their company’s strong values and mission motivate them to perform better. This employee dedication leads to increased consumer engagement and satisfaction, explaining the impact of a well-defined brand strategy.
Creating a strong brand identity
Creating and maintaining a strong brand identity involves your brand name, logo, slogan, colours, fonts, visuals, tone, and symbols. It is like representing your brand visually and verbally. When someone sees any aspect of your brand, like its logo, symbols, or brand message, they can easily remember and relate to it.
For example, Coca-Cola’s brand identity is always about happiness and joy, not the soft drink. Similarly, Apple’s brand identity is all about introducing innovation and elegance through its products.
When you create a brand identity, ensure it represents your brand's value and message. Also, ensure that this brand identity is consistent across all social channels and corresponds to your audience’s preferences.
Explaining your brand promise and experience
Brand promise is a concept that describes how startups promise their customers by telling them what makes their product or service different from the rest. A strong brand promise is essential for building brand trust and credibility.
Customer interactions have a huge impact on the way a brand is seen and experienced. Therefore, startups must ensure that any time they interact with their clients on social media or when they provide services, their interaction and services must reflect their brand values and fulfil the brand promise. This consistently enhances the consumer experience because they will acknowledge your brand as someone who is true to their promise.
These are the basis of developing an effective brand strategy, and many startups do not know about them or generally ignore their importance. Almost 90% of startups fail, and the reason is not money alone; a poor branding strategy is also one of the main factors.
You must understand these three factors when creating a brand strategy. These factors will decide how consumers will perceive your product and engage with your brand.
Understanding the purpose and values of your brand
Understanding the purpose of your brand is the first step. You must be able to answer these questions: What is the goal of your product? How will it solve my problems? What makes it unique from others? What value does it provide to its users?
Having this strong base builds a strong market presence for your brand and how consumers perceive it. You can achieve this purpose by having a unique value proposition. This will differentiate your brand from its competitors and give your consumers a purpose to relate to your brand.
It's not just consumers who benefit from a strong brand strategy. In fact, 42.8% of employees have reported that their company’s strong values and mission motivate them to perform better. This employee dedication leads to increased consumer engagement and satisfaction, explaining the impact of a well-defined brand strategy.
Creating a strong brand identity
Creating and maintaining a strong brand identity involves your brand name, logo, slogan, colours, fonts, visuals, tone, and symbols. It is like representing your brand visually and verbally. When someone sees any aspect of your brand, like its logo, symbols, or brand message, they can easily remember and relate to it.
For example, Coca-Cola’s brand identity is always about happiness and joy, not the soft drink. Similarly, Apple’s brand identity is all about introducing innovation and elegance through its products.
When you create a brand identity, ensure it represents your brand's value and message. Also, ensure that this brand identity is consistent across all social channels and corresponds to your audience’s preferences.
Explaining your brand promise and experience
Brand promise is a concept that describes how startups promise their customers by telling them what makes their product or service different from the rest. A strong brand promise is essential for building brand trust and credibility.
Customer interactions have a huge impact on the way a brand is seen and experienced. Therefore, startups must ensure that any time they interact with their clients on social media or when they provide services, their interaction and services must reflect their brand values and fulfil the brand promise. This consistently enhances the consumer experience because they will acknowledge your brand as someone who is true to their promise.
These are the basis of developing an effective brand strategy, and many startups do not know about them or generally ignore their importance. Almost 90% of startups fail, and the reason is not money alone; a poor branding strategy is also one of the main factors.
You must understand these three factors when creating a brand strategy. These factors will decide how consumers will perceive your product and engage with your brand.
Understanding the purpose and values of your brand
Understanding the purpose of your brand is the first step. You must be able to answer these questions: What is the goal of your product? How will it solve my problems? What makes it unique from others? What value does it provide to its users?
Having this strong base builds a strong market presence for your brand and how consumers perceive it. You can achieve this purpose by having a unique value proposition. This will differentiate your brand from its competitors and give your consumers a purpose to relate to your brand.
It's not just consumers who benefit from a strong brand strategy. In fact, 42.8% of employees have reported that their company’s strong values and mission motivate them to perform better. This employee dedication leads to increased consumer engagement and satisfaction, explaining the impact of a well-defined brand strategy.
Creating a strong brand identity
Creating and maintaining a strong brand identity involves your brand name, logo, slogan, colours, fonts, visuals, tone, and symbols. It is like representing your brand visually and verbally. When someone sees any aspect of your brand, like its logo, symbols, or brand message, they can easily remember and relate to it.
For example, Coca-Cola’s brand identity is always about happiness and joy, not the soft drink. Similarly, Apple’s brand identity is all about introducing innovation and elegance through its products.
When you create a brand identity, ensure it represents your brand's value and message. Also, ensure that this brand identity is consistent across all social channels and corresponds to your audience’s preferences.
Explaining your brand promise and experience
Brand promise is a concept that describes how startups promise their customers by telling them what makes their product or service different from the rest. A strong brand promise is essential for building brand trust and credibility.
Customer interactions have a huge impact on the way a brand is seen and experienced. Therefore, startups must ensure that any time they interact with their clients on social media or when they provide services, their interaction and services must reflect their brand values and fulfil the brand promise. This consistently enhances the consumer experience because they will acknowledge your brand as someone who is true to their promise.
These are the basis of developing an effective brand strategy, and many startups do not know about them or generally ignore their importance. Almost 90% of startups fail, and the reason is not money alone; a poor branding strategy is also one of the main factors.
Get to know your audience
Understanding your target audience will always come first in any branding strategy or marketing. For any startup to be successful, it must first build a target audience, and it isn’t just about picking any region or people. For example, marketing warm clothes in a hot region where people barely experience winters is a major failure.
No matter how unique your product is, if it is not in the right market, it won’t sell. So you must make sure to do a complete study of your target audience. Where do you want to sell your products and analyse the cultural, behavioural, psychological and demographic aspects of your target audience? You can create a buyer persona to help understand them better and in a categorised manner as well.
Difference between brand strategy and marketing strategy
Before you proceed any further, make sure you understand the difference between marketing and branding strategy. The majority of startups think that branding is the same as marketing. Although both terms are relative, they are completely different.
Marketing means promoting your product or service to your target audience, whereas branding means how you will make your product ready for marketing to your target audience. So one is the presentation, and the other is the way of presentation.
Understanding your target audience will always come first in any branding strategy or marketing. For any startup to be successful, it must first build a target audience, and it isn’t just about picking any region or people. For example, marketing warm clothes in a hot region where people barely experience winters is a major failure.
No matter how unique your product is, if it is not in the right market, it won’t sell. So you must make sure to do a complete study of your target audience. Where do you want to sell your products and analyse the cultural, behavioural, psychological and demographic aspects of your target audience? You can create a buyer persona to help understand them better and in a categorised manner as well.
Difference between brand strategy and marketing strategy
Before you proceed any further, make sure you understand the difference between marketing and branding strategy. The majority of startups think that branding is the same as marketing. Although both terms are relative, they are completely different.
Marketing means promoting your product or service to your target audience, whereas branding means how you will make your product ready for marketing to your target audience. So one is the presentation, and the other is the way of presentation.
Understanding your target audience will always come first in any branding strategy or marketing. For any startup to be successful, it must first build a target audience, and it isn’t just about picking any region or people. For example, marketing warm clothes in a hot region where people barely experience winters is a major failure.
No matter how unique your product is, if it is not in the right market, it won’t sell. So you must make sure to do a complete study of your target audience. Where do you want to sell your products and analyse the cultural, behavioural, psychological and demographic aspects of your target audience? You can create a buyer persona to help understand them better and in a categorised manner as well.
Difference between brand strategy and marketing strategy
Before you proceed any further, make sure you understand the difference between marketing and branding strategy. The majority of startups think that branding is the same as marketing. Although both terms are relative, they are completely different.
Marketing means promoting your product or service to your target audience, whereas branding means how you will make your product ready for marketing to your target audience. So one is the presentation, and the other is the way of presentation.
Make your branding strategy unique
As a startup, if you plan to provide the same old products or services to your consumers, this might cause you to fail completely and have an unimpressed audience. There is almost no single product or service that is not available in the market or that people do not know about.
Yes, but there are two possibilities. One is that your idea may be famous in some other region and unique in yours. That is why demographic research of the target audience is necessary.
Another thing is that you can present the same product differently and with something unique that people would like. This will make your branding strategy unique and turn an ordinary product or service into something wonderful.
Adopt storytelling in your branding strategy
Let’s take an example of using storytelling in your branding strategy. Apple is now quite famous, but the start was Steve Jobs' style of storytelling. The way he described his ideas, products, and brand values developed an emotional connection with his audience. People were intrigued to try their products and services, and it was just a start.
Choose niche marketing
Niche marketing refers to a very specific way of promoting your product. It means you are focusing on a particular product with a distinct audience. For example, almost everyone uses a mobile screen protector. However, only some people want privacy, even with their screen protectors. So local companies introduced a protector that does not allow anyone near you to see your mobile screen. It will appear as black to them. This is niche marketing, being specific about something common and targeting a specific audience.
As a startup, if you plan to provide the same old products or services to your consumers, this might cause you to fail completely and have an unimpressed audience. There is almost no single product or service that is not available in the market or that people do not know about.
Yes, but there are two possibilities. One is that your idea may be famous in some other region and unique in yours. That is why demographic research of the target audience is necessary.
Another thing is that you can present the same product differently and with something unique that people would like. This will make your branding strategy unique and turn an ordinary product or service into something wonderful.
Adopt storytelling in your branding strategy
Let’s take an example of using storytelling in your branding strategy. Apple is now quite famous, but the start was Steve Jobs' style of storytelling. The way he described his ideas, products, and brand values developed an emotional connection with his audience. People were intrigued to try their products and services, and it was just a start.
Choose niche marketing
Niche marketing refers to a very specific way of promoting your product. It means you are focusing on a particular product with a distinct audience. For example, almost everyone uses a mobile screen protector. However, only some people want privacy, even with their screen protectors. So local companies introduced a protector that does not allow anyone near you to see your mobile screen. It will appear as black to them. This is niche marketing, being specific about something common and targeting a specific audience.
As a startup, if you plan to provide the same old products or services to your consumers, this might cause you to fail completely and have an unimpressed audience. There is almost no single product or service that is not available in the market or that people do not know about.
Yes, but there are two possibilities. One is that your idea may be famous in some other region and unique in yours. That is why demographic research of the target audience is necessary.
Another thing is that you can present the same product differently and with something unique that people would like. This will make your branding strategy unique and turn an ordinary product or service into something wonderful.
Adopt storytelling in your branding strategy
Let’s take an example of using storytelling in your branding strategy. Apple is now quite famous, but the start was Steve Jobs' style of storytelling. The way he described his ideas, products, and brand values developed an emotional connection with his audience. People were intrigued to try their products and services, and it was just a start.
Choose niche marketing
Niche marketing refers to a very specific way of promoting your product. It means you are focusing on a particular product with a distinct audience. For example, almost everyone uses a mobile screen protector. However, only some people want privacy, even with their screen protectors. So local companies introduced a protector that does not allow anyone near you to see your mobile screen. It will appear as black to them. This is niche marketing, being specific about something common and targeting a specific audience.
Track your brand performance
For any startup or even a developed company, it is very important to keep track of how the brand is performing. You can track your brand performance by analysing customer satisfaction, customer engagement, product demand and website traffic. These are some basic measures. You can use tools like Google Analytics, social media insights and other customer feedback surveys to analyse your brand performance and audience behaviour.
When you regularly track these metrics, you can easily point out any errors and fix them promptly. For example, you can track customer engagement with social media insights, and if it is not performing well, you can adjust your strategies accordingly. You can also get customer feedback through different surveys and see how people like or dislike your product. Taking care of your consumer base and making them feel important when you listen to their feedback builds brand loyalty and brand trust.
For any startup or even a developed company, it is very important to keep track of how the brand is performing. You can track your brand performance by analysing customer satisfaction, customer engagement, product demand and website traffic. These are some basic measures. You can use tools like Google Analytics, social media insights and other customer feedback surveys to analyse your brand performance and audience behaviour.
When you regularly track these metrics, you can easily point out any errors and fix them promptly. For example, you can track customer engagement with social media insights, and if it is not performing well, you can adjust your strategies accordingly. You can also get customer feedback through different surveys and see how people like or dislike your product. Taking care of your consumer base and making them feel important when you listen to their feedback builds brand loyalty and brand trust.
For any startup or even a developed company, it is very important to keep track of how the brand is performing. You can track your brand performance by analysing customer satisfaction, customer engagement, product demand and website traffic. These are some basic measures. You can use tools like Google Analytics, social media insights and other customer feedback surveys to analyse your brand performance and audience behaviour.
When you regularly track these metrics, you can easily point out any errors and fix them promptly. For example, you can track customer engagement with social media insights, and if it is not performing well, you can adjust your strategies accordingly. You can also get customer feedback through different surveys and see how people like or dislike your product. Taking care of your consumer base and making them feel important when you listen to their feedback builds brand loyalty and brand trust.
Frequently Asked Questions
What are the common mistakes a startup makes in branding?
A brand’s identity can become inconsistent if a startup just randomly selects its logo and colour scheme without any purpose. They also fail to create a unique selling proposition and overlook the importance of storytelling.
How can startups make sure that their brand stays relevant with time?
Startups can do this by gathering customer feedback and responding to their queries actively. They should also be open to new ideas and keep a close eye on market trends to update their strategies.
What is the role of social media in the branding strategy of a startup?
Through social media, brands can engage with customers directly. This will increase their brand visibility and loyalty because consumers want brands to communicate directly with them. For a strong brand identity, it is important to maintain consistent messaging across all channels.
Conclusion
Today’s market is highly competitive and saturated as well. It is a very sensitive yet crucial factor for a startup to make themselves stand out and differentiate from others. Developing an effective brand strategy is the first step towards creating brand recognition. A startup must make sure it knows its target audience, creates a unique selling point and fulfils its brand promise if it wants to flourish.
Frequently Asked Questions
What are the common mistakes a startup makes in branding?
A brand’s identity can become inconsistent if a startup just randomly selects its logo and colour scheme without any purpose. They also fail to create a unique selling proposition and overlook the importance of storytelling.
How can startups make sure that their brand stays relevant with time?
Startups can do this by gathering customer feedback and responding to their queries actively. They should also be open to new ideas and keep a close eye on market trends to update their strategies.
What is the role of social media in the branding strategy of a startup?
Through social media, brands can engage with customers directly. This will increase their brand visibility and loyalty because consumers want brands to communicate directly with them. For a strong brand identity, it is important to maintain consistent messaging across all channels.
Conclusion
Today’s market is highly competitive and saturated as well. It is a very sensitive yet crucial factor for a startup to make themselves stand out and differentiate from others. Developing an effective brand strategy is the first step towards creating brand recognition. A startup must make sure it knows its target audience, creates a unique selling point and fulfils its brand promise if it wants to flourish.
Frequently Asked Questions
What are the common mistakes a startup makes in branding?
A brand’s identity can become inconsistent if a startup just randomly selects its logo and colour scheme without any purpose. They also fail to create a unique selling proposition and overlook the importance of storytelling.
How can startups make sure that their brand stays relevant with time?
Startups can do this by gathering customer feedback and responding to their queries actively. They should also be open to new ideas and keep a close eye on market trends to update their strategies.
What is the role of social media in the branding strategy of a startup?
Through social media, brands can engage with customers directly. This will increase their brand visibility and loyalty because consumers want brands to communicate directly with them. For a strong brand identity, it is important to maintain consistent messaging across all channels.
Conclusion
Today’s market is highly competitive and saturated as well. It is a very sensitive yet crucial factor for a startup to make themselves stand out and differentiate from others. Developing an effective brand strategy is the first step towards creating brand recognition. A startup must make sure it knows its target audience, creates a unique selling point and fulfils its brand promise if it wants to flourish.
ARTICLE #88
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