Ok, let’s get something straight before you derive your own conclusions – there can be no definite guide to build a brand, or for that matter – a startup.
It takes hard work, tons of creativity and innovation, and patience for a startup to make it big. However, one of the main aspects while building any startup is the way entrepreneurs or founders choose to direct their branding strategies.Better branding a startup is not a day’s work, it a process that kick-starts the day an idea is born to create a brand, but continues till the day that brand ceases to exist.
It is also highly important for any brand to act on branding activities swiftly, as it helps the business to settle quickly.
Put simply, branding is the course of action that helps a business create a unique name among consumers, and thereby it aims to establish a significant and differentiated presence in the market, even amidst cutthroat completion.
Let us now talk about the 5 key elements that are needed for better branding your startup.
1. Company Name and Logo
Now I know, most of us would term company name and logo as something very basic, over which much thought and efforts shouldn’t be put. I disagree, as these are the two things that your customers will mostly notice initially, even before they grab an idea about your offerings. Therefore, please make an earnest effort to come up with a good company name for your startup, and anticipate the kind of reactions consumers will have to it. The same hard work should be made to design the logo of your startup, as it is the first visual representation that people notice about your brand. Also, it should play along perfectly with the company name, because if both of them are dissimilar, you’ll end up giving mixed signals to your prospects. I am sure you are aware what Amazon has done with their logo – yep, that’s the witty stuff which will leave a deep impact on your consumers!
2. Pre-launch Products with Marketing Campaigns
Marketing campaigns should and must be one of the top cornerstones for better branding your startup. This is what will make your brand known to your target audience and people at large. However, in a world where everyone’s attention span is shrinking with every passing day, blatantly campaigning on your offerings will not do much good. This is because the real value proposition of your products/services will not be realised. A fresh way to counter this is to go for pre-launch activities, which will help to create excitement about your brand. If your offerings reach the target market after an introduction through pre-launch marketing campaigns, it will quickly settle down for the competitive products.
3. Your Brand Should Convey A Smart and Convincing Story
We as humans are naturally inclined to listen, comprehend and remember stories that inspire us. Stories are the easiest way to invoke emotions among people. It is crucial for your brand to tell a story that would stick in everyone’s memories, and if you can tie it up with a problem solving tease – there is nothing that can be better than that. Increasingly, brands are terming themselves as storytellers – the best examples that can be cited here are Apple, FedEx, and others. While advertising has been the age-old method to convey convincing stories, brands are increasingly doing a similar, if not a better job via other mediums like – mobile apps, blogs, social media pages, and others. Startups can surely take some motivation from this approach.
4. Carve a Great Social Media Status
Infosys had conducted a survey of around 700 marketers and 85% of them said social media monitoring helped their brand create rapport with fans. This shouldn’t come as surprise – the first and foremost step to use social media for brand advocacy must be to identify potential social media advocates for your brand. You will be able to do so by keeping a close watch on your media channels. This will help you in identifying customers and clients who talk about your brand in a positive manner. Once this is done, you should enter their records in a separate database, and scrutinize their every move on social media platforms.
5. Don’t Compromise on Omnichannel Customer Service
Omnichannel customer service has rapidly become the smartest way to engage with customers by superior management of customer interactions across all mediums. Now, modern businesses can’t hope to exist and prosper without a fully functional Omnichannel contact center. Present day customers want a steady, high quality experience in all the mediums they choose to interact in. Therefore, they might start looking for a product online, rave about it on social media, and finally choose to buy it in-store. Essentially they want the customer experience to be uniform in all the channels, and Omnichannel helps to bring all of these interactions under a single platform for agents, along with the ability to seamlessly toggle among them.