Now that you have a business in mind or even have already launched your start-up, it’s time to think about branding. Branding is going to be how your company is recognized to the public. So what are some strategies for start-ups who are just getting started in the branding department?
1. Be consistent with your branding image across all platforms
The hard thing about being a start-up company is that online real estate is hard to come by. The domain you want is probably taken. The Twitter handle to match is in the hands of someone who hasn’t tweeted since 2011. It’s rough! But do your best to keep your branding consistent across every platform. Try to keep the same name, if possible, but definitely utilize the same logos and cover photos wherever your brand is so that people will recognize it.
2. Have a memorable elevator pitch
You know the idea of an elevator pitch, right? If you were in the elevator with someone who could take your business to the top, how would you summarize your business before they reach their stop? Come up with an elevator pitch for your start-up that is interesting, relevant, and memorable. Ideally, you want to summarize your business in one sentence, that also leaves mystery so that the person wants to learn more even after they get off the hypothetical elevator.
3. Insert you into your brand
Chances are, you’re not the only company who offers the product or service you have to customers. But what sets your start-up apart? The answer is you. There is only one you and only you will do things how you do them. People aren’t always loyal to a brand per se, but they are loyal to people, and patron a business because of the personal feelings they got from the company.
Figure out what’s unique about you as a person, and inject that same quality into your brand. Maybe it’s humor, maybe it’s a personable touch like hand written thank you notes. Whatever it is, do it, because your competition cannot replicate what only you have to offer.
4. Choose a name with meaning
A lot of companies spend a little too much time on the name of their company, but it is important because it’s usually the first thing people notice about your brand. While it’s tough to build a brand around a name that has absolutely nothing to do with your business, it certainly has been done. However, we don’t recommend it initially. When you do choose a name, make sure it’s something people can pronounce, spell, and remember.
5. Know who you’re trying to reach
Part of branding strategy is knowing who your target audience is. Not only should you know their demographics, but you should know where they are, what they like, and how they will become aware of your company. This is extremely crucial when it comes to social networking. Don’t join a network if your target audience doesn’t hang out there. Go where your prospective customers are, and make them aware of your brand and what you have to offer. Otherwise, you’re wasting your time.
These seem so simple, and they are, but it’s about remaining consistent and diligent when putting your brand out there. Start-ups usually have a lot of competition, but they can capture fans when their branding is where their audience is, and is memorable and different from the competition.
