Branding For Startups 101

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Due to the nature of my job I get to talk to a lot of startup entrepreneurs.

And the question I end up asking is, are you trying build a long lasting brand or you’re just interested in making quick returns?

There are levels to this thing. The approach is different when you’re trying grow a sustainable business people are going to fall in love with.

Building a brand requires investing a lot in getting your audience to catch feelings for you and creating that emotional and psychological bond. This can take a while, months, most times years, thus requires a lot of commitment, patience, and investment.

Most entrepreneurs get the whole branding thing wrong. The general perception is that branding is your logo. However branding is so much more than just a logo and website. It is the core messaging of your company. It is how you remain true to your customers wherever they interact with you. Startup entrepreneurs ought to make sure there is one cohesive message that is broadcast from every platform. If you client interacts with you on twitter, your website, in your office, and with your call center, they should have a completely congruent experience.

Branding is the sum of all efforts directed at shaping consumer perception about your business. This includes your brand identity, marketing, advertising, experiences and even how you interact with your consumers.

As a startup entrepreneur, you are largely limited by funds to run your business, thus a larger percentage goes into the production of your goods and services to the neglect of branding and marketing. Our Startup Brand Accelerator was created to solve this problem.

But note, doing business without branding is like stopping the clock to save time. If startups will invest more into branding by not seeing it as an unnecessary cost and compromise on not turning profits for the first few months or years, they can instill loyalty and create connections with a large audience which will eventually be translated into sales.

Facebook did not turn a profit until the fifth year after Mark Zuckerberg founded it in his Harvard dorm room. Over the first five years of Facebook’s existence, they managed to create a platform that made it easier for people to connect with friends and relatives. Gradually, the Facebook brand became an integral part of people’s daily lives and was always part of the conversation. With that kind of loyalty, people tend to easily patronize any new services or products introduced by Facebook, the likes of Instagram and WhatsApp which are used by billions of people on the daily, ‘and you know how the Facebook story goes’.

The rule is simple, get people to fall in love with your brand and they’ll buy anything you sell. It’s worth it in the long run!

 

If you need a brand strategy for your startup to create that unflinching loyalty and connection with your audience, or you just want answers to any brand related questions, drop us an email at info@isupremegh.com

 

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