As exciting as building your business can be, getting your vision right takes a lot of work. You may be tempted to clumsily imitate a competitor or fall into very reassuring déjà vu at the risk of seeing your offer drowned in the competition! So how do you make sure you are audible and start off on the right foot?
A well-defined brand marketing strategy helps guide your company’s decision-making, whether in communication, R&D, marketing, etc., without risking going the wrong way or generating inconsistencies between your different departments. Establishing your brand strategy can be a long and difficult process, but it is really essential to take the time to put these elements in place, which will serve as pillars, even as a springboard, for your development.
Branding Strategies Every Startup Founder Should Know About
Good branding is at the heart of any good business. In the face of competition, a good product is no longer enough. Today, profit is no longer the only driver. Expectations are changing. A brand must create meaning, have values. This is where branded content really matters and must enhance the actions and values of the brand. Just look around to see the evidence. Being a unique and memorable start-up is more than a unique selling point. It helps ensure the consistency of your branding, which is essential to create a link with your audience. Companies like Coca-Cola, Starbucks, or Apple owe their success because they know how to establish and respect a unique relationship of trust with their target market.
1. Your brand is the “identity” of your business
Just as a person is defined by their character and physical appearance, a brand is built on a personality and a graphic identity. This is what gives it all its charisma. By giving you a distinct personality and image, it helps you differentiate yourself from all the other startups struggling to grab attention in a saturated market.
At big agencies, setting up your brand identity is based on 2 essential phases. Study of your market and your main competitors:
- What are their specificity?
- How do they communicate?
- Who are your targets?
- How do they spend their free time? Etc. It is impossible to successfully differentiate your business without understanding the context. Then you have to know your motivations.
- What is important to you?
- How do you want your business to grow?
- What do you really want to bring to the market?
Your startup’s brand “identity” arises from the analysis and confrontation between your deep motivations and market opportunities. When you offer identities to your clients, all aspects are addressed: brand content, tone, logo, graphic charter, storytelling etc. in order to build this identity through an overall vision, while differentiating them from their main competitors.
2. Your brand identity gives you leads
Investing time and effort in branding your startup helps you make important decisions about the future of your business. Once you know your brand, you’ll know what you need to do to get the most out of brand marketing and how to introduce new products to the world. In addition, your brand identity helps ensure consistency between your brand speech and your actions, allowing you to gain the trust of your prospects.
For example, the Innocent brand is committed to producing healthy, delicious, and 100% natural drinks. To respect this positioning, they work by seeking to minimize their impact on the environment, even to make it positive when possible. The icing on the cake, they donate 10% of the profits to NGOs in line with their values. What makes you want to support them, right?
3. Your brand identity strengthens team spirit
A successful brand identity must respect the rule of the 3 Cs: clarity, consistency, and creativity. Not only does becoming a strong brand help you get a good image around your prospects and customers, but it also helps your employees understand their mission. This helps make sure everyone is on the same page. Your teams work in cohesion, in the same direction, and propagate the same discourse.
4. Content marketing
Content marketing is a must when it comes to strategies. It consists of providing valuable content to the business audience. With the aim of hooking you throughout your shopping journey and generating brand awareness. When you create and offer good content, it helps generate much more traffic. Getting more sales, increasing your potential customers and gaining awareness of your brand are the goals of content marketing.
These contents can be offered in various formats such as blogs, social networks, email, videos, ebooks, infographics, webinars, podcasts, and more. Creating memorable experiences is the number one way to build confidence and demonstrate professionalism. Content marketing actions for startups will allow your company to grow much more than you think.
To begin, it is essential that you know how to define what your brand’s identity is and the positioning of your services and products. On the other hand, it is also important that you know what the target audience of your startup is. In this way, you will be able to decide what the contents that you are going to work on are going to be. It is necessary that its development is well planned. So that your services and products can reach your target audience while you are nurturing your brand recognition.
In this way, it will be enough for you to start selling and generate income with some users who are already familiar with your services or products. Startups must begin their brand marketing strategy with careful planning. This process involves the definition of some objectives. For example:
- Generate brand awareness.
- Increase engagement with the brand.
- Educate the market.
- Generate sales.
- Reduce cost per sale.
- Increase lifetime-value.
5. SEO (Search Engine Optimization)
SEO is one of the “disciplines” that has changed the most in recent years. Search engine optimization or search engine optimization is the process of improving the visibility of a website.
SEO, in turn, is subdivided into 2 groups:
- On-site: On-site SEO deals with relevance. This aspect makes sure the web is developed so that search engines comprehend the main topic, which is the content of the web. In the On-site aspect of SEo, we would add the loading time, optimization of keywords, optimization of the code, format of URLs, and user experience.
- Off-site: Off-site SEO is the part of SEO work that focuses on factors external to the web page in which we work. It focuses on the number and quality of links, social media presence, and local media mentions. In addition to the authority of the brand and performance in the search results.
The most important principles of this strategy for Startups are:
- The use of keywords in the content (terms or phrases used by users to search the Internet).
- Adaptation to responsive web design, use of friendly URLs.
- Link building techniques and external links.
- Disclosure of the content produced.
- Use of visual content.
- A fast, secure website that has a good technical performance, offering a good user experience.
- These optimizations seek to achieve good organic positions that generate traffic and authority for the business channels.
The strategy is essential for startups to gain prominence and visibility in the digital world, and consequently obtain more leads, customers, and income.
6. Email Marketing
This strategy consists of working on sending content and offers via email, with the aim of getting closer to the consumer. Direct you to the website and guide you through the shopping journey. Emails are still one of the best channels to enter one of the most private circles of your future clients. This technique cannot be lacking in any marketing department.
It is very difficult to start with a business that stands out from the rest. Especially in the current situation of companies. Email marketing for startups will help make your first steps a little easier. In addition to helping you get potential customers to your business, email marketing for startups serves to retain them. Every brand should have the objective that the relationship with its customers lasts over time.
Email marketing for startups can be very attractive. Among its most striking features is its price. Compared to other tools on the market, it requires a considerably lower investment than the rest. Email marketing for startups can offer you endless improvements. It can provide a lot of information about your customers that you were unaware of. Especially at the beginning, there are many factors that get out of hand.
Do not hesitate, the email adjusts to your needs. By using email marketing for startups you can get valuable customers. It is possible to create messages that attract potential customers, this will undoubtedly help your company take off. A good tip is to rely on good email marketing software that allows you to optimize your content strategy and automate it.
7. Influencer Marketing
Influencer marketing refers to the advertising of a product or service through the collaboration of independent content producers. These people have access and influence to large audiences. The objective of working with digital influencers is to create a bridge between the brand and the influence audience, positively impacting the digital marketing strategy.
In the startup market, they can explore this initiative quite a bit. Since there are well-known figures in more specific segments that stand out for the quality of the content they produce and attract a large audience. One of the challenges that startups face is growing their brand in a short time with a limited budget. In this scenario, strategies with micro-influencers can be a very profitable way to achieve positioning.
Micro-influencers know their audiences very well, so you will achieve super segmentation and reach your desired audience with less effort and investment. Influencer marketing for startups is a great option to place creative, authentic, and high-quality content about your brand on social networks. You can pay influencers with products or services in exchange for their comments. This allows you to pay in kind and you can search for tools like VoxFeed that allows you to identify and manage these exchanges with micro-influencers. One of the most complex parts of Influencer Marketing is managing collaborations with multiple influencers.
As mentioned above, there is more to a brand than just a name and logo. Branding a startup involves careful consideration of many factors.
You can carry out this reflection phase on your own by relying on our article Succeeding in brand creation thanks to a few basics or call on a brand creation agency, specialized in the field of branding, who will be able to guide you by asking you questions. essential.
While designing the perfect branding strategies for startups takes time and effort, the results are worth it !!! It’s your brand that will help you move from “just another start-up” to a well-known brand.
Jenn Pereira is an experienced writer who loves to share ideas about product, UX/UI design, digital marketing and branding for startups. You can read more of her content on Medium and get inspired with her work on Dribbble.
Working as full-time Marketing Head of Removal.AI, an AI technology used to remove background from images, Jenn loves to inspire creative and like-minded people to achieve their goals and become successful with their careers.