The post was originally published in Polish on Artur’s LinkedIn profile. Artur kindly agreed that we repost what we think is of great value to our readers.
Starting a startup? Your brand strategy is the key to success. Here’s how to create a captivating brand that will appeal to the tastes of your target audience:
Research the Market – Carefully analyze your competitors. Check out their value propositions, talk to their clients, and identify their strengths and weaknesses. Build an understanding of the market and your place in it.
- Define Your Uniqueness – What sets you apart from the competition? A better product? Faster service? Or maybe the price? Make sure that the arguments are clear and concise. It’s best to come up with one sentence that will demonstrate the difference.
- Identify Customer Segments – Analyze the personalities of your product users and scrutinize data to understand existing customers. Get to know their preferences, habits, and lifestyle.
- Create a Brand Pyramid – Combine steps 1 and 2 to build your brand pyramid that will determine its quintessence and the emotions you want to evoke in your audience.
- Develop Your Voice – Define your brand’s personality with clear statements ‘We are this, not this.’ Collect examples of social media texts, emails, and product descriptions that will help guide the team.
- Visualize Your Brand – Gather inspiring images to create three mood boards for your brand. Use the brand pyramid to guide the design process. Quickly finetune your MVP.
- Learn and Evolve – A brand is a living organism. Constantly adapt, learn, and grow according to your customer feedback, product development, and market evolution.
- Collaborate with the Head of Product and Operations – Build compliance at every level from the get-go. Remember that a brand strategy is a compass, and a marketing plan is an outline of tactical steps. The whole team takes an active part in building the brand.
The comment section adds:
And combine it all with your budget.
– Barbara Jurga, Marketing Consultant
I would add: ‘constantly adapt but allow yourself time to collect data.’ Sometimes we give up on the ideas we test too quickly, and a little bit of patience (within reason) would suffice.
– Zuzanna Kwiatkowska, CEO at AIFlavours
Creator, entrepreneur and investor – I write about my experiences with startups, technology and business.