3 reasons brand strategy is not a matter of size
You’ve got a great idea, funds to build it and a disruptive solution. But that’s only half the work—now you need people to buy. No matter how innovative and slick your new idea is, it will not sell itself.
1. BE WHO YOU WANT TO BE, NOT JUST WHO YOU ARE TODAY
Most entrepreneurs and founders believe their brand will grow with them. It’s ok at first to look and talk like a small startup. Getting the brand part right doesn’t matter right now, it’ll get there. Brands evolve over time, together with the company. But when you create a new company, bring to the market a new solution or search for new investors, you need to sell a vision. You need to sell the company you will be tomorrow, not the one you are today. So why bother thinking “small” for your brand? Think big, appear formidable, credible and ready to make a change. And start now!
2. UNDERSTAND YOUR AUDIENCE TO APPEAL TO THEM
You think you know your audience. But do you, really? Don’t make assumptions. Analyze their behaviors. Talk to them. Find out what matters to them, their pain points and how they want them solved. Put together personas and identify the dynamics of the decision-making process.
Defining your audience can help you evaluate your product/market fit or better target your messaging. You can’t – shouldn’t skip it.
3. DEFINE THE PROBLEM YOU ARE SOLVING TO CONVINCE THEM
Clients care about the problem you are solving for them; how you’re making their life easier. Brand strategy is about transforming those technical features into customers benefits; into solutions to real customers issues. You and everyone in your company should be able to concisely and consistently explain the problem you’ve set out to solve.