Every startup – small or big is the biggest Dream of an entrepreneur, to transform it into reality, he leaves no stone upturned. Countless hours, energy, money go into the venture, fueled by an electric mix of excitement, anxiety, anticipation, and fear.
For startups, it’s important to “go live” and start generating revenue before running out of seed capital. This definitely drives a sense of urgency to launch quickly. Once the strategy and goals are well defined, most companies move straight to launching their brand. They believe designing colorful Logo, tag line, website and social media accounts is all that ensures successful Branding.
However that’s not right. Branding is beyond just colors, logos, voice, and tone. What is a Brand? Your brand is the experience you deliver customers and beyond. Have a look at some essential points.
Understand your Competitor’s Brands
Remember that it is a crowded world and your brand will have to find its place among all its competitors. To give your brand a fighting chance, you need to clearly understand the brands of your competition and how you wish to position yourself. Check the logos and the tag lines and try not to copy any of these.
Define your Brand as a Person
Try to define your brand as a person, rather than an inanimate logo. A clear understanding of your brand will help you to define marketing and communication strategy for your young business.
Logo, Tag Line and Corporate Colors
The logo of the company must identify with the brand name and should empower the vision of its founder. Hence lot of thought must go into this. The tag line of the company must evolve from the brand name, the logo and the value proposition that the business is proposing to offer.
A brand is more than logo design. You must keep an eye on branding because it’s too easy to make a branding mistake that can cripple your small business. For example, if your branding is inconsistent or consistently poor in email and content marketing campaigns, people will notice.
The best brands excelled in combining digital and social media marketing efforts. For example, content marketing strategies can work remarkably well, but get a huge lift if you can follow content posts with a strong social media push. This is especially important because younger consumers have different shopping habits.
Have a clear and consistent brand purpose
Great brands have genuine, clearly articulated and consistent missions. The company’s purpose must be genuine and an extension of your brand’s functionality.
User experience is a key differentiator
Customers are looking for a flawless, friction-less experience and typically have little patience when the experience is less than perfect.
Advantages to being local rather than multinational
This is an especially important lesson for small businesses competing against large multinational companies. Interesting cultural trends are pushing local brands above successful global companies. In India, for example, consumers feel that local brands better understand and respond to the country’s rich diversity.
Smaller brands can compete with big brands because you can reach the consumer anywhere, physically or virtually. But even for local business, you must have a web presence to reach consumers virtually. Are you ready to compete through WEB presence ?