Start-ups have limited resources. Money is tight, business connections are sparse, expert status is in its juvenile stage…and branding strategies are often overlooked or pushed aside until funds and time are more plentiful. This thinking is among one of the biggest mistakes made by brands.
It’s been proven time and time again: The more that’s invested in branding strategies early on, that bigger the ROI (Return on Investment) in the later stages. Therefore, skipping the development of branding strategies by starts-ups isn’t a good move.
Essentials of Branding Strategies for Start-Ups
Of course, we understand the challenges of owning a start-up—and so we’ve whittled the branding tasks down to only the necessities, so you can build successful branding strategies without waste. And here they are:
- Record your Corporate Values: Every brand should record and consistently demonstrate the values that it holds dear. Doing so will attract people who hold those same values (a.k.a. ideal clients).
- Mission and Vision Statements: These statements are essential for establishing continuity and for laying the groundwork to foster valuable business connections.
- Define your USP: Your Unique Selling Proposition is the thing that sets you apart from the competition—the thing that your brand will become known for. Decide upon it and weave it throughout all brand communications.
- Visual Brand Identity: Decide on your brand’s visual elements (colour, shapes, lines, placement, etc.) early, keeping in mind that every subtle component sends messages to consumers (and specific messages to your ideal client). Your logo should be established early, so that it appears uniformly on all correspondence and marketing. Work with a brand designer to create a logo that speaks to your ideal client and that sends messages that represent your corporate values, mission, vision, and story.
- Find Way(s) to Add Value: Too many brands end up in price wars, and the battle starts right out of the start-up gate. You’ll never have to enter a price war if you make the value of your products/services clear from the start. Remember that if your target audience sees the value, they will pay the price.
- Write your Brand Story: Human minds connect with (and are motivated by) story. Put your brand story in writing. Demonstrate your corporate values. Endear yourself and your brand to your ideal client. Publish it and make it easily accessible.
- Identify a Limited Target Audience: A spray-and-pray marketing method might seem to make sense as you’re starting up; however, studying the market (and finding gaps and filling them with your USP) will serve your brand into the future.
- Establish an Online Content Plan: Putting up your brand’s website and walking away is never a good idea. Search engines savour fresh, relevant content, and therefore, you should endeavour to regularly populate your website, blog, and social media pages with fresh content that intrigues your ideal client.
- Develop a Video Content Strategy: Search engines and consumers flock to video. Adding video content to branding strategies, early on, is a move made by smart, successful brands.
This is just the beginning, but a solid lead for start-ups’ branding strategies. To get more on branding strategies for start-ups, contact How to Build a Brand at [email protected] today.
This is just the beginning, and a solid lead for start-ups’ branding strategies. Join us on our next Online Masterclass to help you KickStart your B.R.A.N.D. strategy for success. Secure your place here.