What elements startup branding involves
Startup branding is about increasing the visibility of the company and its products. This strategy involves working with all visual elements, including creating a name, logo and corporate identity. Through branding, the startup communicates its mission and values, creating an image that appeals to potential customers.
Branding characteristics
When developing a branding strategy, it is important to focus on the startup’s history and the product’s characteristics. These aspects form the basis for creating a name and designing a logo. When choosing a company name, there are several key factors to consider:
- how easy the name is to spell;
- whether consumers will be able to remember it;
- whether the name can be expanded in the future;
- how well it fits with the company’s emerging image.
Naming plays an important role in a company’s success. A short and memorable name will quickly stick in consumers’ minds. It should also be easy to spell and pronounce.
Many companies fail to consider a factor as important as the voice of the brand. It is the voice that allows you to stick to a single line so that the branding process becomes as harmonious as possible. The brand voice should become the basis of the company’s communication with customers, setting its tone and character. To create it, it is necessary to identify keywords that characterise the start-up. And it is not just about the specifics of the business. The values that the company and its product aspire to should also be taken into account.
Brand identity
After the team defines the brand voice, they create a mood board. This mood board consists of images associated with the company that helps set the direction for developing a corporate identity. Many people use Pinterest to make such boards, where they can tag visual content with keywords.
Choosing a colour palette for a corporate identity can be done in two ways:
- Pick a favourite colour and complement it with harmonious shades.
- Use a mood board.
In the second case, you need to analyse the images on the board. One colour will likely dominate most of them. It will be the main one for the corporate colour.
After completing the main points, attention should be paid to developing the logo and typography. The fonts chosen should be versatile and applicable to the design of digital resources such as the website and app, as well as physical product packaging. The style and size of the fonts must be harmonious both online and in real life.
A branding strategy should not just be a set of defined actions. Its outcome is the emotion that the company and its product evoke in the consumer.
