6 Ways to Transform your Startup into a Brand
What do companies like Virgin, Dyson, and Coca Cola have in common? Aside from the fact that they have made an impact, these companies are masters at presenting the right image to the right audience and the right time. But that is a task easier to accomplish when you’re already an established brand with a market. Whether you enlist the help of the best digital marketing agency in London or decide to do it yourself, these are the 6 things to keep in mind.
1. Identify the market for your startup
This is where you think about your target demographics and approach them in ways suited to their group. For example, books written for children versus books written for adults have different tonalities and messaging. You need to keep it unique and ask questions to yourself as a brand to be relevant to your target audience.
2. Know your competitors and their brand
Studying your competition and their brands is pivotal. Why is it important? Not only does it give you an idea of what is working in the market at that point, but it also gives you direction. Study the competition but do not copy them. The idea is to understand the motivations behind the competition’s choices and why they work with the audience, and then to use the idea to make your own.
3. Differentiate/distinguish yourself
After a thorough analysis of the market and the competition, identify what makes your brand unique. It could be anything – from pricing to approach. As long as you can find a way to make yourself stand out, the audience will connect to you. If the competition is traditional, opt for a more contemporary vibe. And so on.
4. Personalise your brand
This step is important because this is where the audience will find connections with your brand. For example, Coca Cola has always personalised its brand with happiness and joy. In fact, they even had a campaign called ‘Open Happiness’ to commemorate that. Another great way they did it was where every bottle bought had a name or a few wise words. Taking lead from that, aim to make your brand more than just a logo or a slogan. While they are important, it all needs to come together to make a personality people can identify.
5. Apply your brand personality effectively
After you’re done defining the personality, think on how to translate it more tangibly and practically to your marketing strategy. Brand colours, logo, tonality, voice – all constitute a part of this. Establish the core of your brand and how this brand personality will interact with members of your target group. That is critical.
6. Enlist help where needed
This is important and sadly the most underrated in the whole process. Thinking you can do it all yourself not only spreads you too thin but also lowers the quality of your brand potential. Getting some outside help to flesh out your vision is the smart thing to do. While you remain at the helm of the process, let someone who is an expert guide your brand through the initial but critical phases.
An option, if you don’t want to go with an agency, is to hire a freelancing expert, but I would not recommend that because there is no team to take care of your business. Personally, I suggest hiring an agency like Street73 or Passion Digital who are well-versed with brands and have teams with experience in helping startups in fields like digital marketing, website development agency or app development.