In order to be memorable, impactful and easy to relate to, your startup needs to stand for something. It needs to have a way to stand out from its competitors and it needs to send a message that your potential customers are willing to hear. Achieving all of this is definitely possible, yet, it is not something that a lot of first-time entrepreneurs know how to pull off. With this in mind and without further ado, here are five techniques that should be your go-to, when planning to build your startup’s brand identity from scratch.
1. Identifying the protagonist
The first thing you need to understand is the fact that various storytelling techniques may be used as a powerful branding tool, yet, this is only possible if you know how to use them properly. One of the greatest mistakes that inexperienced entrepreneurs make is mistaking the identity of the protagonist. We’re not talking about misdiagnosing their target demographic but about portraying themselves as the hero instead of doing so with the customer.
The most important thing, when creating a story, is to make your protagonist into an everyman, someone that every single one of your customers can identify with. Then, present them with a situation specific problem. Your company is there merely as an agent, a catalyst to the problem’s resolution. With your company (as a tool), by employing your service/purchasing your product, they can make their life easier. Remember, it’s a basic human need to put their own needs before the needs of others. Therefore, if you manage to make this story all about them, they’re bound to listen.
2. Standing out is better than being the only one
Another thing that most young entrepreneurs get wrong is believing that in order to be successful, you have to be unique. Think about it, with so many SMBs and startups out there, what are your odds of actually making a unique business proposition or an idea? Luckily, this is not what you should aim at. Instead of boasting with a service that no one else provides, you need to find a way to market your services as similar, yet, better than those of your competitors. By finding a different angle, you can appear even more impressive in the eyes of your customers. Succeeding in an oversaturated market is a feat of its own, seeing as how you have a point of reference based on which you can be evaluated.
3. Visual brand
The human eye registers 90 percent of all the information people receive through visual means and only about 10 percent through text and audio information. Therefore, you need to make your brand highly visual. A lot of the time, people may forget about the name of your company, your slogan and even the name of your product. While this is definitely not good, it’s tolerable as long as they can recognize your product when they see it on the shelf or an e-store. With the help of experts from a digital agency from Sydney, you can create a strong visual image that will boost your brand identity and then lead to higher brand awareness.
Over the years, even some of the most wildly successful companies in the world have made changes to their logos, packages, and campaigns, yet, they’ve maintained their customers. The key lies in consistency. Changing your logo to the degree where it can’t even be recognized anymore is a bad business practice unless you’re rebranding and want to start all over again. However, when starting out, this should never be a valid consideration. Start with plans for longevity and only use those elements that you reliably know will stand the test of time.
5. Exercise transparency
At the very end, you need to build a relationship based on trust with your customers, which is not an easy thing to do. First of all, you need to display full prices for your products, which means that you shouldn’t deduce taxes and the cost of delivery prior to displaying them on your website. Next, you need to be ready to admit that you’ve done something wrong, instead of arguing with your audience when they’re trying to give you some feedback. Keep in mind that being assertive towards your customers isn’t the same thing as being a pushover, even though the customer may not always be right.
People who hope to make some easy money aren’t going to find what they’re looking for in the business world. It might take years until your company hits that critical mass where it’s completely self-sustainable and it might take even longer to start earning some serious personal income this way. Therefore, all you do (brand-wise), needs to be set towards the long run.