2022 promises a better year for start-ups as the
economy and policy eliminate some restrictions in penetrating the market.
Today's technology offers an excellent opportunity to reach a wider and diverse
set of audiences. However, increasing opportunities also means stiff
competition. It is why start-up branding
is a critical factor that determines the company's success, survival, or
demise.
What Are the Elements Included in
Start-Up Branding?
Branding for start-ups should be carefully thought of. It needs to go
through a series of planning, brainstorming, consultation, testing, and
revision. It has to include all the essential elements to get it right.
Name of the Company
You may look at the company's name as a simple matter,
but something as simple as this can create a significant impact on your start-up branding. Your company's name
should be based on your targeted market. It also needs to focus on the goal of
the company. You also have two options when finding the right name for your
company; either you will utilize a word in the English Dictionary that
resembles your business or create a whole new word (i.e., Google, Hulu,
etc.) Remember that naming the company
using the latter would be more expensive.
Logo
A logo is a visual representation of your company. It
tells a story about a company. For instance, Amazon has a smile logo that
points from A-Z; this means that Amazon is offering you everything from A-Z,
and they are hoping that you will be happy with your experience with them. The
logo should relay the right message of the company to the audience when
developing your start-up branding strategy.
Marketing Strategy
Your marketing strategy contains different elements
that can affect your start-up branding.
How you market your product can create a significant impact on your branding.
For example, luxury brands will never sell their products in Walmart. High-end
hotels such as Ritz Carlton are priced twice as much as Hilton Hotels since
they want to create the impression of glamour and luxury and offer better
services that Hilton cannot provide.
Graphics
The picture that you utilize and the scripts can
highlight the message of your brand. You can hire a professional graphic
designer to develop personalized graphic designs that you can use on different
channels.
Social Media Presence
Today's technology does not only open your business to
a broader set of audiences. It also emphasizes the power of the consumers.
Nowadays, it is so easy for consumers to express their dislike or appreciation for
a company. Branding for start-ups
requires them to mitigate the damage done on social networking sites by
responding to them immediately.
Customer Service
Suppose the customer service you are offering the
consumers does not necessarily support your company's marketing strategy. In
that case, you can expect that your start-up
branding will soon need to go through a reevaluation process. Giving an
optimum service to the customer is critical to ensure that your brand will b
remembered by your target audience. Always ensure that the welfare of the
customers is your top priority.
These elements can highly affect your branding. So it would be best if you established a solid foundation on your business plan when thinking about these elements.
Common Mistakes on Startup Branding
Branding for start-ups can become a daunting experience for local and small
companies. A good start-up branding
needs a considerable amount of resources to succeed. It is an integral part of
every business. Those who do not have a clear definition of their brand will
have difficulty creating a distinct image in the market. To avoid some of the
most common pitfalls, here are some common mistakes in the company's branding campaign.
Focusing too much on advertising
Based on the survey of Affinity, 63% of the local and
small companies are spending too much of their resources and time marketing
online. Unfortunately, they are not conducting targeted marketing on blogs,
social media, and websites. Plus, they are neglecting public relations when
doing so. PR is an inherent part of marketing as it determines what most people
are saying regarding your brand. Remember that what the public say is more
important than what you claim about your business when developing your start-up
branding. When building your brand, you have to find a balance between
advertising and public relations.
Neglecting the power of online
advertisement
Study shows that 55% of the local business does not
have a website. Website is an essential part of your company's start-up branding. It serves as the
face of your company online. The online world offers vast possibilities and
opportunities for your companies. It allows you to target a wider audience,
build your credibility and enhance your presence in the market. According to
the study, the number of people turning online before executing a purchase is
increasing. It is projected to increase in the coming years as more and more
people utilize their smartphones when searching for products. Therefore, you
need to build your website, social media profiles and create a blog.
Rejecting the help of the Employees
Webroot reports that 40% of the companies prohibited
their employees from accessing social media account. Local companies should
reconsider this protocol, especially during start-up branding. Allow your employee to access Facebook as long
as it will benefit the company's branding. Your consumers are hoping to connect
with you to have an insight into your company. Utilize your employee to
patronize your company to build your company's
brand and develop a relationship
with the consumers.
Complicated Brand
Let us take a look at the logo of Coca-Cola and how it
has changed over the years. The fonts may have slightly transformed, but you
can still see the original look of the logo. Small companies can learn a lot
from this company during their start-up
branding. It doesn't have a complicated logo, colors, graphic elements, or
others. It is simple, clean, and concise.
Start-up
branding can
make or break your company. By including the elements we've mentioned here and
avoiding the common mistakes, you are moving towards the right path.
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