Why Startups Should Focus on Branding Early On

Beginnings are hard. For everything in life. But if you start well, with every intention of giving your best, you are more likely to succeed later on.

Startups have it especially hard. Why? Because there are thousands of new startups emerging every year and the competition is fierce. So, the ideal kickoff would be to establish yourself right from the get-go, and the most effective way to do so is to brand your product, your company and yourself. Here are some of the reasons why.

Identity

Early branding helps you establish your own identity. You might think it is just colors, but it is far from that. Your logo is one of the first things people will think of when your product is mentioned, so you want to have a well-designed logo that will reinforce their connection with your brand. Also, think of a memorable but short tagline that clearly states what your objectives are, and use content that reflects those objectives.

Moreover, the colors you use for your website and promotional material should match your niche of business. Have you ever seen a wedding planner agency that uses colors such as red and blue on their logo? But red would be ideal for a company selling fast cars, right? If you don’t have a pretty good idea already, you can always consult a marketing agency to help you with your research. Just one more thing – make sure your website and all your promotional material have the same branding.

Also, decide on the kind of image you want for your company  – an easy-going company, strictly professional…It depends on you. Branding helps you create the identity that will set you apart from all the other companies selling the same or similar products and services.

Trust

Once you have established your identity, your branding can help you build trust, which is why it is imperative that you do not change your branding too often. Your brand is your identity and people tend to distrust people who change their opinions and their attitudes according to who they are talking to or what the latest trend is. In other words, nobody is going to trust a brand that keeps changing.

Good branding also proves that you have put some thought into what you are trying to sell, that you have considered your customers’ needs, and that you have tailored your brand to fit their wishes. People will trust you more if they feel like they matter to you.

Emotional reaction

Good brands are memorable but great brands evoke positive emotional reactions. Think of your favorite sports equipment brand. Does it not make you feel determined to start jogging or feel like you can achieve your goals? It works the other way around too – if you think of a powerful and reliable car, doesn’t one brand, in particular, come to your mind? Although that particular brand will vary from person to person, the point stays the same – great brands make you feel connected on a more emotional level.

It is the result of a perfect fusion of high product quality and well-thought branding. It is not something that can be done overnight, so it would be worth your while to start thinking about it right from the start.

 

Engagement

People do not interact with products. They interact with brands. Good branding will attract people to you and allow you to engage them and have an even more in-depth understanding of their needs through their reactions to your product. One way to do this is to have your company’s social media accounts (which should also be in line with your general branding) promote your brand, your values and consequently – your products.

As we have already mentioned, good brands listen and react to their customers, and what a better way to do so than to have a comment section on your blog and answer their question, analyze their complaints and listen to their suggestions. Good branding ensures that the voice of customers is heard, and makes people trust the brand as well as develop a personal attachment to it.

And this is why you should consider branding early on. If you haven’t done so already, please do, as good branding takes time. But once established, your brand will be one of your most powerful weapons against your competition. Start now!

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Andre Bourque (SocialMarketingFella) is Editor Emeritus of Technorati.

He covers emerging trends and news in social, mobile, cloud, and related technologies.

Based in San Francisco, he can be contacted via his social channels and at: andrefbourque@gmail.com

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