5 Steps to Properly Brand a Startup Company

Well hello again!
Brand awareness…. it’s where it’s at. Establishing a brand for a new startup is very important and critical to business success.  If you think about it, the majority of the world’s largest and most powerful companies rose to prominence–largely due to “brand recognition”.
Take Apple Computers as an example.  If you were to survey MAC users and ask them why they continue to purchase Apple’s products, you will discover its primarily due to the “Apple” brand.  Apple is known for being an innovative company that makes top notch products that last a very long time.

How Do You Properly Brand a Startup?


Step 1: Carve Out a Niche Market.

It’s impossible to sell a single product to everyone in the world. You have to  carefully choose who you want to target as customers to get maximum reach, targeted leads, and boosted sales. Ideally, your customers will be people interested in the things or hobbies that your business revolves around. For example, if you decide to start a sports equipment business, then your target customers must be athletes, hobbyists, and fitness fans.

 Step 2: Create a Name for Your Brand

There are two basic ways to create a name for your brand:

  • Use keywords related to your business.  You can get ideas from brands such as iPhone Head & Shoulder, and The Best Spinner.
  • Create a unique, business name.  Use these companies as an example: Facebook, Google, and Red Bull. Using keywords can make initial marketing efforts easier, but for the long-term, people might remember your brand better if you choose a creative brand name.


Step 3: Get a Professional Business Logo

It’s not enough to have a business name; you must have a logo that people will be able to associate with your brand.  Generally, your logo must match your brand name. Nonetheless, you can always choose a logo that you feel fits your product, principles, and slogan. If you don’t have the expertise to create a business logo on your own, you can always opt to hire a professional graphic designer to do it for you. You can find one through a simple search on Google or outsourcing sites such as oDesk and Elance.

Step 4: Create a Personality for Your Brand

Brand personality generally refers to your business’ approach, which is often driven by your niche, products, and preference. When creating a personality for your brand, there are several things you have to consider:

  • What are your company’s goals, and how will you achieve them?
  • What style or tone would you like your business and employees to use when dealing with a potential or existing client? (e.g., conversational, professional, or serious)
  • What kind of personality do your business rivals have, and how do they maintain them?


Step 5: Develop a USP

What makes your business stand out? What can you give that your competitors can’t or won’t? What will your customers get out of the deal? Those questions describe a unique selling proposition or USP is.
Take a look these USPs from popular brands, and use them as basis for developing yours:

  • FedEx—”When your package absolutely, positively has to get there overnight.”
  • M&Ms—”Melts in your mouth, not in your hand.”
  • NyQuil—”The nighttime, coughing, achy, sniffling, stuffy head, fever, so you can rest medicine.”

If you enjoyed this post, I’d be very grateful if you’d help it spread by emailing it to a friend, or sharing it on Twitter or Facebook. Until the next time!

Annika Bansal

Annika "The Chick Geek" is the founder of AnnikaBansal.com. Small Business Sense shares small business ideas, tips and resources for independent Entrepreneurs and Small Business owners.

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