If Something gets in your way….turn! Branding Rules for Startups
I’ve worked with a lot of startups over the last 10 years and before that 18 years in a corporate setting has taught me a lot of rules around what to do and what not to do. While I don’t have all the answers, I do have some insights and opinions on some of the do’s and don’t s of branding.
So, for this post, I’m focusing on branding for startups. Branding is one of the most important aspects of any business, but it is especially important for startups. Your brand is what will make you stand out from the competition and attract customers.
Here are some branding rules for startups:
Define your brand identity. What are your values? What are you passionate about? What makes you unique? Once you know what your brand stands for, you can start to develop a visual identity that reflects it.
Create a strong brand name. Your brand name should be memorable, relevant, and easy to pronounce. It should also be available as a domain name and social media handle.
Develop a strong visual identity. Your visual identity includes your logo, color palette, and typography. It should be consistent across all of your marketing materials.
Create a strong brand voice. Your brand voice is the way you communicate with your customers. It should be consistent with your brand identity and values.
Be consistent. Once you have developed your brand identity, it is important to be consistent across all of your marketing materials. This will help to build brand recognition and trust.
Be patient. It takes time to build a strong brand. Don't expect to see results overnight.
Be willing to adapt. Your brand should evolve as your business grows. Be willing to make changes to your branding as needed.
That last point is an important one. Being willing to adapt as your startup morphs and changes, is SO important.
I’m an 80’s movie freak. If you’ve ever seen the movie Better Off Dead, it’s a classic with John Cusack as the main character. (Note: This is probably not a movie that would even be considered for release these days. With that said…watch with caution.) The movie is a dark comedy about a high school kid, Lane Meyer, played by Cusack, trying to win his girlfriend back through various delusional acts and stunts. As they say…hijinks ensue.
One of the ways he decides is trying out for the high school ski team. (I guess that’s a thing!?!) So, his best friend Charles De Mar (played by the amazing Curtis Armstrong of Revenge of the Nerds fame and other 80’s classics) is psyching his friend up before the infamous K2 ski run for the tryout and he gives this speech.
"Go that way. REALLY fast. If something gets in your way.... turn."
So, while Charles’ insight seems so basic, it’s very true. Isn’t that the way for startups!?!
Go as fast as you can, until something gets in your way and then turn. The same can be said for branding a startup too. There are things you don’t know that you get to learn along the way. So, turn and go around it.
If you’ve done it, you know that obstacles can be daunting. However, once you’ve vetted the idea, branding can be one of the stakes in the ground that keeps you and the vision centered and consistent while hacking the path forward. But, with anything, you steer the ship. While it’s critical to have a brand strategy, it’s also important to be able to revise that strategy as the path forward continues to wind.
I wish you strength, vision and branding fun along the way to successful brand development and refinement!
What do you think? What’s an obstacle that stood in your way and ended up reimagining a strategy. Whether it was for your business, your brand, life, I’d love to have a conversation with you about those decisions. Drop me a line and let’s discuss.
