Branding For Startups - It Can Be Difficult
Most times, branding advice is intended for more established companies. Many articles discussing branding successes only focus on large companies, too. Startup branding cannot compare to the same metrics as the mega companies. It is different because your audience will have no recognition or emotional attachment to your brand because they have never heard of you.
Set Your Baseline
The very first thing you should do is to determine what success for your brand looks like. Set metrics and be sure they are meaningful. Define exactly who your audience is and how you plan on communicating with them. Your brand positioning should answer these questions:
- How does your audience see your brand in comparison to the competition?
- What are your strengths and weaknesses in comparison to the competition?
- How does your website make your audience feel?
- Do you interact well with your audience?
- Is your communication strategy effective?
Quantitative data does not always fully encapsulate how your branding is performing. There are several metrics that can give you a good idea of what is successful, but there are always areas that cannot be translated into hard data. Understanding the following metrics will help give you more context with how your branding is performing:
- Website engagement
- Social media listening
The most valuable information often comes from meaningful conversations with your consumers. When planning conversations, it is important to consider all of your audiences.
- Talk to customers
- You can talk to your customers through interviews or surveys. This strategy gives insight into what your audience thinks about your business and why they may think this way.
- Talk to your team
- Emphasizing employee alignment is crucial to the success of your brand. It is important to have everyone on the same page and understand the mission and vision.
- Talk to investors
- When you present your ideas to investors, you must highlight your business’s strengths and exemplify why they should invest.
Stay For The Long Term
Sometimes it takes time for companies to understand that branding success is measured over a long period of time. Branding aims to create a sustainable image and positive association with your company that will stick in the minds of your customers.
Read more about Measuring Branding Success at forbes.com