Startup branding is not about being flashy or excess, but about purposeful creation. It is the establishment of a distinct identity which makes people learn and believe in your business immediately. At the time a startup enters the market, branding is the initial filter on which individuals base their evaluation of the reliability, professionalism, and intentions of the startup.
We engage with startups of every stage of development at HMLC to develop brands which are structured, consistent, and scalable. It is a step-by-step guide that explains the main aspects that one requires to establish a solid brand base – one that will help in growth rather than be a barrier in the future.
Branding is the identity of a startup altogether and its perception among the audience. It includes images, the tone of communication, values, positioning and the experience that people go through with the brand on various platforms.
In the case of startups, branding is particularly crucial since previous reputation is not to fall back on. Individuals will choose to trust a new business or not depending on the clarity and professionalism through which it presents itself to them. Good branding brings sanity and instills trust into the heads of clients, shareholders and associates.
- Establish credibility at the start: An obvious and consistent brand is a startup that is viewed as more trustworthy and business-like.
- Be unique in competitive markets: Branding makes your startup stand out among others.
- Standing out in competitive markets: Apowerful brand spells out what you do and why it pays off.
We do not view branding as a cosmetic activity at HMLC, but rather as a strategic basis in the case of startups.
Any good brand begins with a good foundation. Startups need to express their vision and purpose of the brand before they start talking about visuals or marketing.
Purpose and vision define what a startup stands for beyond profit and they express its deeper intent and the future it seeks to create.
We at HMLC assist the founders to turn their ideas and inspirations into concrete brand messages. This move acts as a guide in the whole branding process.
Purpose and vision have to be clear and it governs the choices related to design, communication and expansion.
Quite a precise purpose and vision can be of assistance to startups:
- Remain internally in sync as teams expand.
- Issue consistent communication and branding decisions.
- Build a brand that resonates naturally with people.
In the absence of this clarity, branding tends to become inconsistent and become wayward over a period.
Startup branding can only work when the target audience is well-identified. Attempts to communicate to everybody usually dilute messages and positioning. Knowing your target audience means knowing who they are, what their problems are, and how your startup is relevant to them.
Positioning in the market assists in establishing the way your brand is different to that of your competitors.
The typical concerns of this stage are:
- Audience need and expectations: understanding what your customers seek after and what is important to them.
- Market gaps: finding your place within the current environment.
At HMLC, we assist startups in focusing their attention and setting the specific position in the market. Branding becomes deliberate, and the communication is enhanced when the audience and positioning are known.
People experience a startup through visual identity when interacting with it first. It creates initial impressions and determines the recollection of the brand.
A good visual brand identity will consist of:
- Brand name and symbol: a graphic symbol which puts the brand in perspective.
- Colour palette: colours which convey the personality and values of the brand.
- Typography: fonts that help the brand and are readable.
We create clean, functional and scalable visual identities at HMLC. In the case of startups, graphics should be easy to use across platforms but remain the same.
Good visual identity is useful in making startups look professional and gaining recognition in the long run.
Without a brand voice, startup branding is not complete. The way a startup speaks is equally important as the way it looks. Brand voice has a tone and language to use in all the touchpoints, and messaging entails that appropriate ideas are relayed in an understandable manner.
This includes:
- Tone of communication – is the brand sounding confident, friendly, minimal or authoritative.
- Key messages – major messages that the brand constantly communicates about itself.
At HMLC, we assist startups in creating voices, which are natural and human. Communication must be straightforward and universal.
In the event the brand voice is understandable, it creates familiarity and emotional attachment to the audience.
With the current digital-first world, the online presence of a startup can easily be turned into the main brand experience. These websites, social networks, and online content define the perceptions of people towards the brand.
- Simple site layout: ensure that the user can comprehend the business of the startup.
- Cohesive graphics and messages: make sure that it is consistent through the digital platforms.
At HMLC, we build digital brand experiences that are purposeful and congruent. Good digital presence can assist startups in developing credibility when initiating marketing and long-term trust.
Introduction of a brand is not the end. Consistency is necessary in building recognition and trust as a start up becomes bigger.
Brand consistency involves:
- Keeping the same visual representation on all platforms: making sure that the brand looks the same.
- Standing on the same wavelength: ensuring cohesion of communication within and among teams.
- Brand guidelines: ensuring that all people present the brand in the correct way.
At HMLC, we assist the start-ups in creating systems that allow consistency and leave room to expand. Constant branding enhances recollection and builds confidence in the long run.
Startup branding goes beyond trends,it is the process of creating a solid, scalable foundation.
When clarity, consistency, and structure are made at an early stage by startups, they develop brands that are more easily trusted and scaled.
We think that successful branding is a compromise between strategy and creativity at HMLC. A purposeful, audience- and consistency-orientated approach will enable startups to create a brand that will be confident, relevant, and ready to grow over the long run.
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