Brand, as the founder of Amazon, said, it is nothing but “what people say after you leave the room”. Branding is how we define our business to ourselves, our team and the intended audience. It essentially identifying core values that the business represents and how people perceive whenever they interact with your company.
Irrespective of the size, every business wants to create a Brand name around it. Building a brand from the scratch is no easy task, it requires uniqueness that would compel more customer engagement.
It is important for startups to connect with people and get them to buy/use their product or service that is yet to be explored.
Here are things startups should do to differentiate themselves effectively with branding.
1. Define the Brand
Identifying the product or service the business is offering, the place it occupies in the market and understanding the emotional and rational needs of the customers. The unique selling proposition is the one thing that the Startup is competing on. Find it, go in on it, and make it a part of your brand’s messaging. The brand personality should help promote the business, connect with the customers and distinguish itself in the market.
2. Know your target audience
The base for building the brand is to define the targeted audience that the startup will be focusing on. The business cannot cater everyone; hence it is necessary to focus on the specific audience having precise needs while building a brand. These ideal customers then become part of the startup’s identity.
3. Knowledge about the Competitor’s Brand
Examining the main competitors or benchmarks and understanding how they have effectively and ineffectively built their brand. It is equally important that a startup does not imitate any of the qualities of an established Company or copy them for their own brand but instead, view the motivations behind these choices, and use the qualities themselves.
4. Differentiate the Brand
Separate the brand’s unique differentiators that create experiences that are memorable. Use the brand image to get creative and create something that the customers would retain. Generally, companies in the same industry offer products that are 99.9% identical to non-specialists – the difference lies in the Brand. Startups who can offer a gap between themselves and their competitors in the minds of the consumers are successful in creating brand value.
5. Consider the Brand as Person
Try defining your brand as a person, rather than as a logo or a written voice. It can help create self-expressive benefits that the customer can express in his/her own personality. Brand personality is the basis of a relationship between the customer and the brand. It helps to determine the product or service attribute explaining the functional benefits.
6. Build Brand Personality
Brands with a corporate identity are easier to remember and identify. Customers are looking for a tailored experience to their needs and want which requires genuine personal interaction. A startup would need their brand to have the same message and effect on all your customers. Customers become more loyal and feel they can trust a brand when it has a personality behind it. Be consistent with this brand personality across all points of contact.
7. Integration of the Brand
The brand should be visible and reflected in everything that the customer sees. Anything tangible–from business cards to advertisements, packaging should the stamp of the company’s logo. While designing the website: incorporation of voice, message, and personality into content, Profile pages for social media networks should be branded visually with the chosen voice. The company should leverage assets across digital channels and integrate marketing campaigns.
8. Evolving of the Brand
Brand building does not stop with creating a logo or symbol. The brand needs to remain consistent whenever the customers interact with it, from the theme chosen for the website to the marketing process to the way products are packaged and shipped.
The company should continue to shape and evolve the brand as they expose more customers to it and learn more about who them. Monitoring that the entire team is on board with the brand and using it correctly in every application is also important. It is also essential to review the brand in a few years to stay consistent and updated.
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