You may think that branding a new start-up business or creating a unique identity for a new product/service would be easy compared to the process for an existing business. The idea of having a blank page is so inviting to many designers.
However, having an original idea is not enough to become a successful business – the reality is that start-ups are too focused on the visual aspects of a brand, without considering the other elements that make up a distinctive identity. Creating this foundation may seem overwhelming, costly and time-consuming for new business owners, but it is essential to stay ahead of your competitors.
FOUR VITAL QUESTIONS TO ASK YOURSELF
With new branding projects, we always ask the same four vital questions this ensures a successful brand is created.
- What is your business?
- Do you have an idea in mind?
- Who is your target audience?
- Do you have any competitors? If so, who are they?
Having a strong brand as a start-up is crucial, as it is your brand that will help you to attract new business and grow from a start-up into a thriving and successful business, and who knows you could even become a household name. So, making sure your brand does the talking is essential.
Marketing a start-up is much easier if you get your brand right from the very start. It helps to establish loyalty amongst your audience and demonstrate that your unique offer is something that drives your business from the core. Your brand shapes your everyday marketing activities from social media to business cards, in a flash of seeing your branding an opinion is made. Remember, it is much harder to change an existing perception of your brand, than it is to establish a strong brand from the start.
OUR TOP TIPS FOR BRANDING
The hurdles you may face when branding a start-up can be avoided by following our simple tips.
Don’t rush! You may be excited to get your business up and running for all to see but launching a company before your branding is ready, is not advised. Research – we can’t stress it enough, focus on gaining a clear understanding of who your customers are and what they want. Build trust, your brand purpose and promise must be clear and genuine. This will help your audience to recognise, trust and understand your brand, but it also helps to show employees how they should be representing your brand too.
Don’t fixate on your logo – it’s not everything. It can be like dating, the initial attraction can be there, but if they fall flat on personality, long term you probably won’t work out. It is the same with branding – your logo may be the first impression, but it will be your marketing that secures the sale. Understandably, you want to dive headfirst into marketing without establishing a strong brand identity and more importantly, without any brand guidelines. Although brand guidelines are a core element to any brand, it keeps the consistency throughout and helps to influence public perception, ensuring that you have control of all your brand assets and the way they are being implemented for your audience.
Avoid feature-based or descriptive brand names. Play around with some invented names and see how they work. This stops the problem of your product or solution evolving but being left with a name that is no longer relevant. We always try to create a strong brand that can grow with you.
Concentrate on your brand’s personality and tone. Make sure you are pitching to the correct audience; the tone of your marketing should reflect that of your audience. If your target audience is 24-35 year-old females, use language that they will relate to. They are the people who will be buying your product/service. This will aid longevity in a brand and will help to develop early interest from your customers.
At Simpsons Creative, we create bespoke brand strategies and visual identities which have substance and longevity. For more information, please speak to a member of our team by calling us on 01279 755555 or send us an email on info@simpsonscreative.co.uk.
