Many startups miss out because they don’t know the value branding can add to a fledgling business.
I’ve had my fair share of uphill battles trying to explain to new business owners why branding is crucial. The first challenge is helping them to see branding as more than just the visual stuff. The second is getting them to take branding seriously. Then, we need them to fully engage with the branding process to unlock the power of branding.
You are already through the first hurdle if you understand that branding is more than just a logo.
1. Branding crystallises your purpose
There is quite a leap to get from purpose to logo. But establishing your purpose is where branding fundamentally starts. It should be at the heart of everything you do. The big WHY. Some people label this your brand purpose. Others might talk about core purpose, but they are effectively the same thing.
The branding process helps you answer the question of why you exist beyond making money. Clarity of purpose is powerful. It influences everything you do: your written and verbal communications, visual identity, behaviour and so on. Your vision and mission statements are also derived from it.
The purpose is an idea you can rally your people around. It gives you focus. And it makes you stronger.
Unsure about the stages of brand creation? Read my breakdown of the branding process.
2. Branding demonstrates your credibility
So you have your purpose. You know what you stand for. You still need some other ingredients - like brand values and tone of voice - to round out your brand identity. But once you have those, you can start bringing your brand to life and reaping the benefits.
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Verbal and written identity
What you say and write matters greatly. The branding process can identify what makes you truly different and how you make people’s lives better. Having a clear, focused message shows you know what you're doing, which helps audiences to see you as credible.
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Visual identity
The quality of design also determines how your startup is interpreted by your audiences. It makes sense to present yourself as professionally as possible right from the start to instill trust. High quality branding can increase the perceived value of your products and services too. Read my breakdown of the visual identity if you’re not sure what I mean by this.
3. Branding attracts talent and investment
You have one chance. You might only get a few seconds before people make a judgement on your business. It’s so important to make a positive first impression.
Impressing the people who will buy your products or services is important of course. But you may also need to attract investors and a team to help turn your vision into reality.
Having a strong brand shows that you believe in your business idea. It signals commitment.
A compelling, overarching brand can support you in attracting people whose values align with yours. And those are the people who can help put you on the road to success.
4. Your brand is an asset you can defend
Everything is in flux for a new business or startup. You will probably pivot and change a lot before you find the perfect product or service, market or niche. Branding can help you differentiate your business from competitors as you are trying to grow.
