You may think that branding a new startup business or creating an identity for a new product would be easy compared to the process for an existing business. The thought of having a clean slate is so inviting to a designer. However, having an innovative idea is not enough to become an established business - the reality is that often startups are overly focused on the visual aspects of a brand without considering the other elements that make up a distinctive identity. Establishing this foundation may seem complex, costly and time consuming for new entrepreneurs, but it is essential in order to cut through the noise of similar new businesses within your sector.
Startup branding projects can be summarised with three fundamental traits. These are vital for any successful brand.
The main challenge is that what you're branding can change at such an early stage. The customers can easily be displaced and your competitors can change within the blink of an eye. Having a strong brand as a startup is essential, as it is your brand that will help you to develop and grow from a startup into a fully fledged business, or even a household name. Marketing a startup is considerably easier if you get your brand right from the very beginning. This helps to establish credibility among your audience and demonstrate that your unique offering, whether that is a product or service, is not just a flash in the pan. Your brand is the tool that shapes your everyday marketing activities. Similarly, it is harder to change an existing perception of your brand, particularly a negative one, than to establish a strong brand early on. This feeds into brand equity, or your customers' perception of your brand.
The challenges of branding a startup can be avoided by following some simple steps:
At Mackman we formulate coherent brand strategies and visual identities which have substance and longevity. For more information please speak to a member of our team by calling us on 01787 388038, or send us a message on our contact form.