Three Steps for Startups on creating a strong brand identity.
In this article, we explain our three steps to create a strong brand identity, which will help startups gear up for growth.
The most important thing is to have a brand that is ready to grow further and beyond. Your brand needs to stand out for investors the same as for your consumers, and it is key to have created a strong and distinctive brand experience.
We have worked with lots of early stage start -ups helping them establish themselves to grow and build their Brand Future. It’s what we do – every day. The key is to focus on a 3-step process before entering the funding arena.
Step 1: Know who you are and whom you are for
Needless to say, it is key to understand your target audience and other benchmark brands that they might consider. It is also important to understand your direct competition to see what part of the market you can own to differentiate and create stand out.
Focus on in-depth qualitative understanding of your core audience and develop the core brand idea based on this. Followed by develop a clear brand story which consists of your purpose: your wider story of why you do what you do and what your long-term goal is.
The promise will describe what you do now, and your values define everything you stand for. This has to be straightforward and rooted in your core brand idea. The one idea that guides your whole brand. It is important to not pigeonhole yourself into the one product you might be offering now – here it is key to keep your core idea flexible so that your brand can stretch and grow in the future.
This is often easier said than done but step 1 will deliver a clear brand idea and story that differentiates your brand from the competition next to an in-depth understanding of you target audience.
Key Focus from Step 1: Brand Idea + Brand Story, Understanding your target personas
Step 2: Craft a recognisable brand world
It is vital to create an ownable creative brand style that will ensure your key messages are being recognised, focussed on strong shelf stand out as well as immediate brand recognition online.
A consistent and holistic brand experience is key to differentiate and to trigger immediate brand recognition. In today’s world you have about 3-5 seconds to catch the attention of the consumer as they bombarded with 5,000 brand messages daily.
Creating an iconic brand icon that consistently runs through the range and the wider experience on and offline is key. Immediate brand recognition must be triggered whenever investment is put behind the brand. With a clear brand style and brand icon this will ensure that no brand message gets lost.
Key focus from Step 2: Focus on creation of a flexible brand logo
Step 3: Be consistent and have a partner
It is key to create a consistent brand experience and continue to expand this as you grow. There will be many short term and ad-hoc design needs – we find its key to always work with the same team to avoid inconsistencies and quality dips. We continue to work with our clients on consultative basis and help them grow every step of the way. It is essential to find a small and nimble specialist team that can adjust to your desired needs. Be honest and be open with your agency to build trust and respect for each other, and work as a team.
Key focus from Step 3: Long-term partnership bring consistency