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Find out why you should develop your brand strategy – and not just your brand logo – right from the beginning of your business journey.
Welcome to the rollercoaster world of the startup – where exhilarating highs, a few ‘eek’ moments, and lots of life-changing experiences are guaranteed.
But in amongst all the growing and building every startup goes through, there’s one constant that can help keep your business focused and maintain its integrity, and that’s your brand.
Find out why you should develop your brand strategy – and not just your brand logo – right from the beginning of your business journey.
Welcome to the rollercoaster world of the startup – where exhilarating highs, a few ‘eek’ moments, and lots of life-changing experiences are guaranteed.
But in amongst all the growing and building every startup goes through, there’s one constant that can help keep your business focused and maintain its integrity, and that’s your brand.
1. Prioritize your brand from day one
When you’re in the early days of your startup, brand strategy might seem like a nice-to-have as you focus on getting products out the door and bringing in income to prove your worth to investors.
But as this advice on branding for small businesses explains, the nature of your brand isn’t something to overlook, particularly in those crucial early days.
Brands have a way of emerging and evolving spontaneously unless you make the effort to define them and control them in a conscious way. That’s something that’s much easier to do when your business is in its early days and your team is small and open to new ideas.
Developing a coherent brand isn’t just about future-proofing though. It can also help you stand out in a crowded market and make your business more memorable to potential customers, right from day one.
2. Define what influences your brand
Your brand is your business personality, and like a human personality, it’s expressed in multiple ways. It’ll be reflected in your logo, your brand colors, your graphic style, and your tone of voice. Then there’s your brand values – the traits that characterize how you do business and how the people within your company think, feel, and behave.
Of course, you’re not robots, which means your brand is going to be nuanced and changing as it reflects the people and personalities that make up your small business. It can be helpful to think of your brand as a summary or description of who you are at your best, rather than a set of rules about who you are supposed to be at all times.
Here’s some helpful guidance on how to get your brand culture working from the inside out.
3. Think about your target audience
Your brand has both an internal role and an external one. On the internal side, it helps unify your business goals and give staff a sense of connectedness and purpose. Externally, your brand determines how your business is perceived in the minds of your target audience.
You’ve probably already got a sense of the kind of people who are likely to be interested in your products, particularly if you’ve recently gone through the process of developing a business plan. They will make up a big part of your target audience.
However, there are also some audience groups you may not of thought of. These could include people who might want to work for your company, who may be more interested in your way of doing business and the kind of skills you use than in your products. Then there are journalists, bloggers, and influencers who may want to feature your business in a story or collaborate with you on some content.
There will also be audiences you can’t necessarily predict when you start out. Customers may find ways to benefit from your products or services that aren’t what you originally intended, so it’s important to keep an open mind and a listening ear to make sure you’ve got an up-to-date picture of your brand’s different audience groups.
4. Assess your brand from an objective perspective
Objectivity is an important quality for startups, as Hubspot points out. It’s easy to fall in love with the idea behind your business and skip over any other reactions people might have, such as confusion (‘what is it?’), not recognizing the benefits (‘why do I need it?’) and mistrust (‘who are you guys anyway?’).
Focusing on the whole brand experience, including the product concept, sales journey, and interactions with your marketing channels, is crucial to getting it right.
Here at MOO, we’re privileged to supply printing services to a huge range of creative businesses, startups, and independents, which gives us a birds-eye view of many different approaches to brand and design. Here’s some branding inspiration from three awesome entrepreneurs.
5. Connect brand strategy with marketing
Your marketing strategy and your brand will naturally dovetail together, so when you’re starting out it’s a good idea to develop the two in parallel. As a small business, you have a natural advantage here, because you’ll have a smaller number of personnel and be more agile compared to a larger company – everyone will fit in a single meeting room, for a start.
Working together, you’ll need to think about the marketing channels you will use, such as social media platforms, email, website, events, speeches or content marketing, and what kind of role they play in your plans. Each of these channels will express your brand and bring in useful information from your audiences about how your business is perceived.
There are many ways marketing can influence how your brand comes across. For example, the design of your marketing materials, the frequency of different kinds of communications such as emails or tweets, the topics you cover in content marketing activities such as a blog or video channel, and the tone of voice you use.
Marketing channels can have a brand management role, too. Increasing your brand awareness, i.e. the level of understanding your consumers have of your brand and how they interpret it, is often a strategic goal for new businesses. That’s something you can assess by listening to your audience through conversational channels like social media.
6. Differentiate your brand from competitors
Your brand is a reflection of who you are as a business, so it’s going to be uniquely you. But there’s no denying that certain industries tend to develop a common brand ‘language’, where certain colors, fonts, illustration styles, or even a tone of voice are typical across multiple businesses.
That doesn’t have to be a bad thing, but it’s definitely something to be aware of and make a conscious decision about. You need to decide whether you want to tap into your industry’s brand trends or break the mold with something truly unique.
If you’re a design business, you’ll also be working with client brands and interpreting them in your own style. To help you strike the balance between your own style and that of your clients, see how three designers inject brand into their work.
7. Use audits to keep your brand in tip-top shape
Once you’ve developed your brand and your business has been up and running for a while, it’s a good idea to check in regularly with a brand audit every six months or every year. A brand audit is an internal process that helps you keep track of how consistently your brand comes across, how well it aligns to the way you do business, and how it’s perceived by your customers.
After all, your brand is a reflection of how you do things, and all being well, your startup will have blossomed into something bigger, bolder, and brighter over the space of a year.
Want to delve deeper into the world of brand-building? Here are some more ideas.
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The echos of the period in American history from 1968 to 1972 have been reverberating recently in ways that many of us cannot help but notice. Civil rights protesters have been meeting the National Guard in the streets. Americans are launching rockets into space. A crooked president is running for reelection on a Law and Order platform. It all seems like an eerie deja vu of a time when, 50+ years ago, a new form of media, namely the television, brought new images and new forms of mass communication to the American public. A new form of media that, just like social media has done in the 21st century, upended American politics and exposed our flaws as a nation for all to see.
But according to most historians of the late 1960s and early 1970s, the echos of the past are just that: echos, nothing more. For one thing, while it is spectacular that Elon Musk’s SpaceX sent astronauts to the International Space Station, it cannot compare to the momentous event in human history that was the moon landing. For another, while Trump and Nixon are very similar in their willingness to engage in corruption, Trump has not been removed from the presidency while Nixon resigned. Social media has perhaps had as much or more of an effect on contemporary society than TV did in 1960s America. But the most visible difference can be seen in the streets. For all the handwringing about “violent Antifa terrorists,” today’s unrest in the streets is nowhere near as violent as the unrest that occurred between 1968 and 1972. It is somewhat difficult for non-historians to evaluate the difference in the level of radicalization among the broader left between now and then. But if overt violence is the metric used to measure this difference, then the 1960s and 1970s, which saw the assassinations of MLK, Malcolm X, and Robert Kennedy, clearly overmatch the comparatively meager looting and bloody scuffles that have characterized the BLM movement so far.
For example: On October 6, 1969, the Weathermen, a radical splinter group of the Students For A Democratic Society who would later become known as the Weather Underground (WU), blew up a police memorial in Haymarket Square in Chicago. This was to be the first of many bombings the WU would execute throughout the latter half of 1969 and into the early 1970s, including bombings of the Pentagon and the Capitol building in Washington DC. The WU was composed of white students who acted in support of black power movements such as the Black Panthers and the Black Liberation Army (BLA). Between 1969 and 1974, dozens of different groups emerged from the firmament of late 1960s politics, each committed to the causes of Black Power, anti-war, and anti-police movements. The Panthers and the BLA were particularly aggressive in their confrontations with police and routinely engaged in gunfights with law enforcement in the streets of major US cities, especially New York City. These groups drew in thousands of supporters over time, driven to radical left politics by the oppression of Black people and minorities, the atrocities committed by US troops in Vietnam and Cambodia against communists (to whom American leftists were sympathetic), and the feeling that a wider leftist revolutionary moment was at hand across the world. The Cuban revolution, Maoist China, North Vietnamese communists, Cambodian communists – all of these revolutionary groups had taken up the struggle for freedom, and the WU, the Panthers, the BLA, and the dozens of other less well-known groups who sprang up in the waning years of the 1960s and early 1970s civil rights and counterculture era saw themselves as directly involved in this common global struggle.
Today’s leftists are nowhere near as radicalized as the leftists of the 60s and 70s. There have been no bombings, no assassinations, no organized black militias meeting organized white gangs or police in the streets. America’s cold war enemies are not meeting with leaders of America’s street rebels, as Fidel Castro did when he met with Bernardine Dohrn and other leaders of the WU. Local black liberation groups and splinter groups of the Black Panther party were active in cities across the country, such as the MOVE in West Philadelphia, who’s commune was later bombed by Mayor Wilson Goode in 1985, leading to the deaths of a dozen people, half of whom were children. Today’s leftists cannot boast such metrics of violence, nor would they wish to.
That’s not to say that the contemporary left could not become more violent and more radical in the coming years should conditions favor such a development. One of the more persistent and frustrating aspects of the Trump administration’s responses to the BLM movement has been the overall tendency of the Trump admin to escalate racial and class tensions, rather than de-escalate them. Trump’s approach to the protesters has been what the military would call the “iron fist” approach, which is characterized by heavy-handed crackdowns on peaceful protest. Pundits across the political spectrum have condemned this strategy, and experts in insurgencies have warned that Trump’s tactics will not just fail to restore law and order in the short term but could even lead to the growth of a new leftist underground, as happened in the 1960s when police crackdowns led to the formations of violent radicals across the country. The military handbook on insurgencies, produced by the Rand corporation, explicitly recommends avoiding the Iron Fist strategy, albeit for slightly different but nevertheless related reasons, saying: “historically, [counterinsurgencies] forces following the iron fist path won only 32 percent of the time, while those on the motive-focused or mixed path won 73 percent of the time. Not only have iron fist [counterinsurgencies] efforts failed more often than they have succeeded, but they have almost always involved atrocities or other [counterinsurgencies] force behaviors that are “beyond the pale” by contemporary U.S. ethical standards.”
Should Trump win a second term and continue to meet peaceful protests with the violence of state security forces over the course of the next 4 years, there is little doubt that a new radical underground of leftists will emerge from the firmament of the BLM movement. As I wrote in an article about leftist violence around this time last year: “there is one conclusion that I came to which many Americans might find shocking, especially Democrats and peace-loving leftists: there are more violent far-left extremists in America than one might at first expect, and their ranks are growing.” The propensity for violence is alive and well on the Left, and without a strong pacifist leader like MLK to keep such violence in check, the Left will likely follow the path that many oppressed peoples everywhere tend to follow when confronted by the rise of a fascistic right-wing authoritarian: leftists will likely go underground and they will likely shed blood.
There is some hope that this trend will not play out the same way as it did in the early 1970s. By 1973, the American public had largely turned against leftist violence. Far from sparking a Black communist revolution, the WU was seen as a largely innocuous band of clowns by mainstream Americans. Racism was prevalent enough among white liberals and centrists that the cause of Black Liberation found little traction among those who had supported MLK’s peaceful protests. In the end, by the mid-1970s, when the liberals joined the right-wing backlash against the excesses of the Left, the cause of black liberation – for which many activists across the landscape of fractured and disparate underground groups had sacrificed their lives – faded into the background of a harder 1970s counterculture of drugs, sex, and rock and roll. Gone were the days of the flower children, soon to be replaced by cocaine drug lords and Ronald Reagan in the 1980s. Hopefully, today’s leftists will avoid making the same mistake of resorting to violence and thereby sacrificing the goodwill support of the people on behalf of whom they struggle. Only time will tell.
Updated Jan.26th 2018
The Author
Serge Kozlovsky
Good Book Good For Your Sprit and life in genrule
This is a good friend of mine from Facebook,He has 4 books i have all 3 and there good,
Good content he a real nice guy and im promoting his book.
Serge Kozlovsky is a writer and musical critic whose writings have received wide international recognition. He was born on April, 17, 1969. Serge Kozlovsky graduated Belarusian State University of Informatics and Radioelectronics in 1993. His first publication was issued in 1994. Writings by Serge Kozlovsky have been published in various magazines such as “Bezdelnik”, “Week-end”, “Finances”, “Jazz Quad”, “Our Good News” (Belarus), “The Deli” (USA), newspaper “Muzykalnaya Gazeta” (Belarus). He prepared the TV program “Natura Poetica” on the Minsk 8 TV Channel.
Serge Kozlovsky is the author of more than 500 musical reviews, 50 interviews and articles, 60 fairy tales and 12 poetical series.
What is the poetry of Serge Kozlovsky about? They are sketches from life. This is an understanding of existence in all its appearances. In essence, this is just what life is.
Simple in form, friendly in the spirit of the poetry by Serge Kozlovsky is full of life and love. It teaches us to see the divine in the ordinary forms and works not only with the mind, but also with the heart of human.
The poetry of Serge Kozlovsky is sincere and has aroused a wide interest among people from different countries. It will certainly stand out from poetry published before.
The address of his personal web site is https://sergekozlovsky.com
The Facebook address is: https://www.facebook.com/serge.kozlovsky
ORDER Link Below
Serge Kozlovsky, deemed “Relaxation Guru” has blessed us with a third book. A poetic approach to inner peace, this work is filled with mantras, meditations, and psychological worksheets, specifically designed to create self-knowledge and connect with the magical universe around us. While exploring ourselves with additional coloring pages and/ or filling in an Id flowchart, we will realize and embrace our full self. This New Age approach to an age-old problem, shows that Kozlovsky dares to breach limits, that most writers fear to explore! The new book of poetry "Soothing the Soul" by Serge Kozlovsky continues where the previous one left off. This book contains more poems, unique coloring pages, and practical exercises for therapy of mind and soul. Poetry of Serge Kozlovsky is full of light and compassion. The author searches for enlightenment and divinity in everyday life and in things that may seem ordinary at first sight. All aforesaid including a positive approach and clearness of the author's language - these features distinguish the creative work by Serge Kozlovsky from poetry written before. Neurographics is a method of art therapy. Neurographics is one of the newest and most fashionable psychological methods. It was developed by an architect from St. Petersburg Pavel Piskarev(https://www.neurograff.com/). Neurographics is also based on psychological methods, such as Gestalt therapy and Kurt Lewin's field theory (https://en.wikipedia.org/wiki/Kurt_Lewin). Our world consists of shapes and lines. Neurographics works within the personality field, harmonizes the inner world, and helps formulate the problem and find its solution. It models the new reality through the image, and relieves any form of negative emotions and stress. All the drawings in the book are made in the style of Neurographics by Natali Kozlovsky.
If the world has a new relaxation guru it's Serge Kozlovsky. Combining for the first time ever, mantras, meditations, coloring, psychology and stress reducers, this book is certain to make a very, real impact on the reader's life. This book includes exercises in affirmations, journaling prompts and even written regression therapies. The most proactive New Age book yet, it's certain to evoke healing and spiritual nourishment. Serge Kozlovsky started writing when he was six years old and has had an unquenchable thirst for the written word ever since. His website has hosted 39313 visitors and receives many more daily. For more info on his astounding talent please visit https://sergekozlovsky.com.
Calm In The Storm
