10 Powerful Brand Strategies for Startups and Small Business | TBT

Start-ups are newly established businesses still trying to find their footing in the market. Most large businesses began as a start-up and grew into what they are now. Startups are companies just beginning to develop but are aimed at meeting specific, newly identified market needs. In order to grow a startup business, it is imperative to engage brand strategies that would build your brand effectively.


A strong brand strategy helps you focus, translate your ideas so that it becomes tangible, it also helps you know exactly what separates you from other brands. You might want to ask ‘what are the things to consider when building up a brand?’ You should answer the following questions:


1. Do you have clear goals for your brand?
2. What is unique about your brand?
3. Who are your target audience?
4. What is your budget?
5. How will you attract, sustain and retain customers interests?
6. What are the strengths, and advantages of your brand?


Answer these questions as they would help you to carefully understand your brand.


The 10 powerful brand strategies include:


Understand your brand


Understanding your brand is not merely knowing your brand. It is knowing the mission and vision behind your brand. Having full knowledge of what your brand is about, you need to engage professional branding services to carefully design your brand. However, make certain that whatever you are working with aligns with the ideas your brand represents and that whoever is saddled with this responsibility can clearly and accurately express your brand.


Integrate your brand


This has to do with not just identifying the purpose of your brand but also creating a logo that duly represents it. Your logo, your website, as well as all other promotional materials you will engage, is the basis of your brand. You must fully involve all stakeholders in building your brand -your employees, for example, must be involved in the branding process, and in planning towards delivering strong messages to create a consistent experience for potential customers. You need to clearly define your branding processes. In order to facilitate a better brand experience, you can carry out workshops and training to improve employee brand knowledge. The key idea is that everyone fully understands what the brand is about and that the business strategies to be used are at the center of all your decisions.


Identify your target clients


Since your startup tends to meet identified needs, it is imperative to know the target audience of your brand messaging. Identifying your target clients helps to give your brand a focus, keeps you running on your original budget and also helps you clarify your messaging because you know exactly who they are and what they need. Marketing to everyone is simply a waste of resources. Focus on a specific group of people who are interested in your services. Your target audience includes your potential clients and your potential business associates.


Determine your brand’s market positioning


Again, what can you offer that others can’t? What really makes you different? You need to create a brand position statement to accompany your brand as it gets to your customers. Brand positioning is an attempt to create a niche for your brand. A unique identity that would linger in the minds of your customers so that it differentiates you from other brands and make you preferable.


Identify your direct competitions


While this requires you to carry out a survey or market research, you can simply ask about companies that would render your services if by chance you don’t. Find those companies that render the same service and identify their positioning in the market. Similarly, you can conduct a comparative analysis to check to products or services that could serve as a substitute for yours. Remember that you are all vying for the same customer loyalty and only a brand that stands out will succeed.


Tailor your messages accordingly


Your brand messages should be entirely aligned with first, your brand ideas and then, to suit the receivers of your messages, your target clients. You need to make certain that the various stakeholders you will be reaching, are at the center of your brand messaging. You must directly address the various needs you have identified and can solve.




Differentiation simply means set apart. Identify means by which your brand can stand out from the crowd. You can achieve this by providing customers with incentives that are lacking in other brands. Be a professional at what you do and let them spot the difference in your brand. From the physical packaging of your products to the ambience, your service area can provide customers, your brand story, quality service, pricing, excellent customer service. Your decisions must be strategic and centered on providing better services, products and creating a strong brand that ensures customer loyalty, reference, and repeat business.


Customize to customers’ needs


Customization is aimed at providing goods and services to suit customers’ exact needs. Your products should have specifications that include customers’ preferences. Take restaurants, for example, mass customization has take over, customers can pick the kind of food they want, and how they want it served within a time range that is acceptable to them.


The essence is to provide what each customer desires. The best ways to customize their needs is to categorize them, explore their preferences, investigate how they feel when using your products and services. Another way is by configuration design- where customers are invited and allowed to use components to create the kind of products that would serve them better.


Engage offline and online brand building


As much as online networking helps build your brand, it is much better when it is coupled with offline networking as well. Building a strong offline and online presence for your brand is most beneficial to any business, as they work together and ensure that your brand gets the most possible recognition it can get. You can promote your business via interacting with target customers on social media but if a potential customer unsubscribes from your website, he is no longer exposed to your brand. Offline promotion lasts longer when it comes to retaining customer attention. So, instead of relying only on online marketing, put up billboards at strategic places, do talks from time to time, give out promotional materials e.g t-shirts, face caps, paper bags etc they make sure your customers are exposed to your brand for a longer period of time. A blend of both makes building your brand easier.


Enough said, let me add that your brand is intangible, and it simply conveys what is expected from your business, it is what you promise to achieve if given the chance. Engaging effective branding strategies as explained above is imperative as it will give your business an edge over the competition, and the recognition that it deserves.


The Brand Theatre Impacts Brands through Brand Consulting, Brand Culture alignment, Branded Customer experience and Brand Training. All Business is Show Business – Every brand must deliver world-class performances to connect to their audience. Experience is Everything – Brands must be strategic, innovative & engaging at all stakeholder touch points. Let’s talk. Call us at (65) 6288 7812 or Email us at business@thebrandtheatre.com.