Startup branding is mandatory.
November 20th, 2009 // 2:48 pm @ admin
I am not even sure why startup branding is a question but just to put it in perspective, I would like to ask, “Would you bring a child into the world and then let him or her go into the world without a name?” That’s how bad it is if you launch a startup and don’t brand it.
I like to think of a startups as children that are brought to life by their parents (founders of the startup). That child will have a name and an identity. He/she will be recognized and dealt with based on his/her way of thinking, talking and for those of us that are visual the way he/she dresses. Startups are very much the same way.
I have heard many debates in regards to branding startups. I have heard questions such as “If and when do we need to brand a startup?” and answers such as “Branding is for Coke and Nike” and “look at this site there’s no logo, no company colors, no pre-determined image or purpose and look at how successful they are.”
Another one asks, “Is it more important for a startup to spend their budget in branding or lead generation and if you have a limited budget which is more important?” and again people mainly consider lead generation as the main priority and make comments such as “Without generating dollars your startup cannot continue therefore put your money in lead generation and don’t worry about branding your startup.”
I know I sound like a broken record but I like to define what brand really means before I get into my opinion of startup branding. A brand is the perception and the emotion that your product or service evokes in your customer’s heart and mind. Therefore we understand that no matter what you do, whether your message and image is professionally designed and developed or not, that is going to be your brand. Whatever your audience hears and sees first, its your brand and its going to register in their mind as your brand.
If you have a plain font as your logo and your message is off target, that is going to be your brand and after a while there will be equity in that brand. You can always change and modify your brand message and image but keep in mind that the sooner you can zero in on your brand, the better it is.
I recommend starting the branding process of your startup following these simple steps:
Step 1- Define your brand message as this is your voice.
Step 2- Design your brand identity including logo, colors, fonts and graphics/imagery that would convey and support your brand message, that is your brand’s image.
Step 3- Go out to the world and publicize yourself, scream as much and as loud as you want.
Category : branding & startup branding
