Branding for a startup
How many times have we already heard the term ‘startup nation’? It has become somewhat cliché, but on the other hand, it is largely true. In Israel, there are countless initiatives and very high success rates. Fortunately, a supportive community of startup graduates has emerged in the country, who have made big money and provide assistance to young entrepreneurs. Thus, the Israeli economy continues to lead and achieve economic and technological successes. Within the startup culture, we must not forget the need for branding for a startup, tailored to the specific needs of startup companies.
When we talk about branding, we mean strategy, and any branding expert knows that we need a goal and a strategy to achieve that goal. All branding processes we undertake are within the framework of that strategy. But does branding for a startup follow the same rules and is it not different from any other business branding? The answer is both yes and no!
We’re not here to dodge the question; on the contrary, we want to explain why branding for a startup is a specialized field that requires companies with experience in the field.
A startup, unlike other businesses, is a company that simultaneously deals with two main goals. The first goal is to reach the customer market, and like any startup, it has its own customer market—maybe it’s an app designed for banking transactions, or it’s hardware designed to control passenger planes. The startup needs a branding strategy that will differentiate and highlight it in its field and make the customer prefer it over others or believe in its innovation. Up to this point, it’s similar to any other business.
But a startup has an additional and equally important goal – a startup also needs to attract investors, who can be very different from the final customer audience. Startup companies offer an idea to investors, and investors risk their money; only a small percentage of startups succeed. Therefore, the startup company needs to brand itself in a way that will make investors believe in it.
In theoretical terms, it may be simple, but in practice, try to build a strategy that can simultaneously attract the attention of users and look attractive to investors. That’s why we always say that branding for a startup is a niche on its own, intended for those with experience in the field.
Startup Branding – Already in the Initial Stages
Establishing a startup company, from the moment the idea pops into your mind in a moment of inspiration to the point where it employs workers and develops a product, is no easy task. It requires a lot of vision, belief in the path, and the personality of entrepreneurs who can bring such a project to fruition. But let’s not be naive; more than anything, it requires capital. Perhaps in the initial stages, you can start with your own funds and get a bit of a loan from your parents, but in the end, you need serious investors. If you need a few million, it’s very challenging to convince investors to give you that money and hope that you will turn it into something good that will generate profits for them in a few years.
It’s very difficult to convince investors, especially if we’re talking about more than just a “garage startup.” Therefore, from the very beginning, you need to invest in the branding of the startup. While investors will want to delve into the details and analyze the potential of the idea, as well as your personal capabilities to promote it, big investors also tend to make decisions based on initial impressions and gut feelings. Hence, you need branding. Even if the startup is still in its early stages, branding can impress investors.
Believing in the Brand
Behind the shining reputation and dreams of a multi-million exit, startup companies have high elements of uncertainty. Not every startup company succeeds in surviving. We’re not here to teach you how to run a business, and we are confident that you are well-versed in your field, but we want to remind you that for a startup to succeed, you need to instill confidence and belief in your employees. Devoted employees are those who will work long hours for the success of the startup, and you need to demonstrate leadership and make them believe in the path, as they are the ones going into the unknown. Startup branding is not only for product users and investors but also for employees. For them, branding is a symbol that gives them confidence in the path. That’s the confidence you need to march together towards success.
To Succeed!
A successful startup company needs a media company that will take care of branding services, a media company with proven experience in the field. Branding processes will allow the startup company to consolidate its identity and progress towards its goal. A startup company does not need branding services in the usual sense of the word; a startup company needs an advertising company that will be a partner on the journey and understand the vision. There needs to be a genuine connection between the project and the team responsible for branding, and when speaking the same language, the sky’s the limit.
Girono Digital Media brings with it the right approach and the necessary blend of experience alongside innovation. We have experience in branding startup companies and the ability to think outside the box needed to shape brand identity and implement it in digital media. We will assist you in building a digital presence based on the right messages that help capture the attention of investors.
