• Urjaswi Dutta

Basics of start-up branding



Once you start off with your business plan and have everything ready – The idea, strategy, the product / service, you might feel like everything is absolutely perfect and that now things will fall into their places. But then reality hits us hard when we actually begin to market our product/ service. It can be a little disappointing to see something that you created with so much passion is not able to create an impact, that’s when you need to take a step back and analyse what went wrong. After the analysis usually the answer is a flawed branding campaign.


You just have to build an effective brand identity system. A brand identity system is your permanent long term marketing tool which will help you dictate your short term campaigns.

So here are some things that we need to keep in mind right from the beginning:



1. There’s a lot more than logo


People usually tend to misinterpret logo as branding, so much so that people almost use it interchangeably. But we need to understand that – Logo, colours, typography, or any other creative visuals, all of these are a part of branding and not the entire concept.




2. Have clarity about your purpose


Figure out the purpose of your brand that - why does it exist? And how is it solving problems? Because people get attracted to the purpose of the brand more, this leads you to have more influence on them (customers). Great brands, are clear about their purpose, therefore they can make promises to their consumers and also fulfils them resulting in attracting and influencing more people for the same. On a contrary unsuccessful brands have no point and flock around the market with no purpose and hence they don’t influence at all.


Still cannot understand how to find out your own purpose, then ask yourself a very simple question : What is that one thing about your brand that the consumer will miss out on if your brand didn’t exist? If you can answer this, then that’s it your brand has a purpose and you can further develop it.



You’ll know it’s a well-developed brand system and a purposeful marketing, when your consumers won’t even realise that promises are being made to them and are also being fulfilled at the same time.


3. Give your brand a real voice and tone



It’s literally you giving your brand a personality, put emotions in it and now it’s going to interact better with the consumers. Creating a voice and tone for your brand means adding an emotional element to it –

· Voice is the company’s verbal persona – how does it treats people in general

· Tone is – how the company persona adjusts to speak in different situations with specific people or group of people.

People are forming opinions in every interaction they have with your brand. Therefore you need to maintain the persona at all times, it will help you to engage better with your customers on a deeper level. People invest their time and money only on the brands that they connect with and feel that it understand them.

If you don’t maintain the persona – you can miss out on relationship opportunities, this can bring all sorts of backlash and can destroy the otherwise great marketing intentions.




4. Create a buzz on social media platforms



As this is one the most powerful tool in branding, hence you need to make good use of it. Maintain the persona on various social media platforms as it will help you to solidify the brand identity.

Social media platforms will help to increase your visibility and improve your communication with both the investors and consumers.





5. Maximize your Visibility


So you’ve created a unique visual and verbal story—now it’s time to leverage assets across digital channels and integrate your marketing campaigns. The goal is to reach your target market through a coordinated message across multiple channels. Target marketing to your user demographics, which sounds obvious, but it’s necessary. Luxury brands don’t sell at discount stores, for example. Attack your social media outlets simultaneously and use them as a way to reinforce your brand; think about “share-ability”. We talked about using visuals to reinforce your brand, and moments captured in photos are some of the easiest moments for customers to share.





6. Brand traction


When we talk about brand traction we mean ‘sticking power’ in which the customers really understand what a company’s brand is all about, what it stands for, its overall reputation and how much relevance does it have in their lives. But we also mean ‘force’ in terms of being able to pull ahead of its competitors. Brand traction is something that has to be built cumulatively over time, be it service or product, through the relationships it has with its suppliers, staff, customers and the media.



At the end all we would suggest is that it’s always better to start off with strong marketing and even stronger customer retention. There are other techniques that can help you when kick starting your business. click here to learn them.