Why is branding so important for startups?
Think fast of a:
- Fast-food company
- Notebook brand
- Brand of home appliances
Why did those specific names come to your mind?
Well, that’s the power of branding!
Branding strategies aim to connect with the final consumer, making him subtly remember the brand, putting it in everyday life, influencing conscious and unconscious purchase decisions.
Let’s go back to the exercise we just did. When you remembered a fast-food company, I bet you also remembered the color, the smell, maybe even the taste… and I also bet that while reading this and reflecting on your fast food, you may even have felt like eating. In my case, when I think of fast food, I think of Mcdonald’s.
But what did Mcdonald’s do to make it my first memory in this niche market?
If you’re curious and want to know more about the branding strategy behind “I’m lovin’ it,” I suggest reading the McDonald’s case study.
Branding is related to brand personality!
The stronger the brand personality, the easier it is to connect with the audience. Since the branding process talks a lot about self-knowledge and character, it becomes a fundamental process for startups considering they are new companies and want exponential growth.
Some essential branding elements:
- Name: the name assumes the role of spokesperson; it communicates and connects brands and people.
- Values: values guide any brand action. Brands that have values and don’t put them into practice are at significant risk of failing.
- Personality: a brand’s personality is associated with human and psychological characteristics. Carl Jung defined 12 archetypes, to support the process of brand personality. This theory initially began by evaluating human behavior, and today we also use it to determine the personality of companies, seeking a humanization of consumer relations.
- The tone of voice: the brand’s Tone of Voice is the personality expressed in communication channels. It needs to stay consistent across the website, social media profiles, emails, product descriptions, and everywhere else you interact with your customers.
- Logo/logo: the logo is the visual representation that allows consumers to recognize your brand.
- Colors: Color psychology is fascinating and addresses how the visual can influence concrete actions, emotions, and feelings.
- Content: what you have to offer in terms of experience for your interlocutor in the most diverse formats. Content Marketing is an essential strategy for startups, increasing brand awareness and conversion.
- Channels: these are the places where you promote yourself and communicate with your target audience. Channels can be online and offline points of sale, social media, and even famous email.
When a branding strategy is well constructed and applied, it attracts consumers and retains those who have already had experience with the brand. It is crucial to remember that a branding process can and should be reassessed and changed as the startup matures.
Now it’s up to you!
Out of the eight elements scored in this post, which one do you think is most important in the branding process?
Leave your thoughts in the comments below!