One of the many difficult things about startup is that their branding has to be immediately engaging and recognisable despite the lack of heritage and history.
So if you’ve just come up with an startup idea, or have been working on one for a while but have not even thought about branding, then this article is for you.
Everything you do resonates from these guidelines – the way you talk to your users, the way people perceive you as a company and the way you look!
So let’s get started!
This is the key, it should encapsulate what makes your brand different, what you offer, why you’re doing it and how you’re going to present it. It’s the glue that binds together all the elements of your brand and ideally it should inform everything that you do, no matter how big or small.
Where do you want your company to be in the future and how will it challenge the existing market? Who are your audience? What are your goals? Put down everything you want to achieve as a company, and eventually you’ll narrow this down to one or two statements that sums up your vision.
How would you like clients, consumers and prospects to perceive your company when they see your logo and/or any other marketing materials? The way you decide to present your communications — the tone, language and design for example — can be said to be the personality of your company. The platform that you chose is also a factor, remember, the medium is the message.
What do your users value most from your service? What about your background or product or service sets you apart from your competitors? Why should your prospects buy from you or engage with you? It’s important to ensure that your brand is always focused on appealing to the user. Put down the distinct competitive advantage of your product or service that appeal most to your users and what do they get out of it?
What is the primary message you want to convey to your customers? What problem do you solve for your clients?
This is a set of words your startup lives by. What do you as a company want to live by? Future employees will be able to look at these words and know how you work, how you act and how you communicate.
The brand essence is the single intangible attribute that differentiates the brand from your competitors’ brands, as perceived by the audience. It is the way your customers should feel when engaging with the brand. This is pretty tough, but you should come up with one word that sums up how your users feel when using your service. Does it give them something extraordinary, do they feel empowered?
This is how you talk to your users no matter which medium you’re using; Email, website, social media. Choose up to 5 words that sums up how you communicate with your users. An example would be “Helpful”.
So now you should have a pretty decent overview of your startup, you can start putting it all together, and working on a design that matches up with your brand, taking everything into consideration.
If you need help with creating a bespoke professional graphic logo or a brand consultation for your startup, click here to see how we can work together to build an awesome brand.
DaPlan is a Singapore-based creative design agency specialising in brand building with a visual focused approach. We build awesome brands and help them get off the ground.