It’s no secret that getting the branding of your startup right can be one of the most important single steps you can take in building a viable business. But what exactly does that entail? Ask a room full of people and you’ll get a room full of responses – everybody has their own take on what exactly branding means, and how best to organize your branding so as to maximize the effectiveness your business. In the article below you’ll find three simple steps you can follow that won’t lead you too far wrong, even when it’s the decidedly murky quagmire of branding you’re trying to wade through.
An all-too-common trap startups can fall into is the notion that they must create a unique brand story, complete with all the trappings of any work of fiction. It’s easy to see from where this misconception can arise; with advertising constantly plugging our televisions full of beautifully crafted narratives, the inclination towards fantasy can prove too compelling for even the most grounded of executives. Try to resist, however – by focusing on telling your own brand story as opposed to creating a new one, you’ll be sure to resonate with your audience on a personal level: a connection not to be overlooked in today’s media-heavy environment.
George Orwell once famously wrote that the idea of using two words where one would do was abhorrent to him. Regardless of whether or not you may feel quite as strongly as Mr. Orwell on the subject, it’s an important point to take away with you as you turn towards branding your business. Brevity is an under appreciated trait in the detail-stuffed consumer market you’ll find yourself competing in, and there are few things a consumer values more than conciseness of thought – and expression. As a general rule, if you can’t capture the essence of what you need to say in a tweet, it needs to be shorter.
What do a CEO earning a seven figure salary and the blue-collar worker buying his company’s product share in common? They’re both people. The human element of business can often find itself washed away in the deluge of keywords and niches, of percentages and decimal places. If you can find a way to discover and reflect – through your branding – what we share in common as human beings, behind all the socio-economic labels, you’ll find yourself ahead of the pack when it comes to connecting with your target market as fellow homo sapiens; and the resulting boost in revenue and profit won’t pass you by, either.
Branding doesn’t have to be an exhausting trek through endless permutations of advertising jargon. Make sure your emphasis is on brief, real, and – most importantly – human content and the results will speak for themselves.
Do YOU have any branding tips you’d like to share that have worked for you in the past? If so, don’t hesitate to mention them in the comments below.