Branding for Startups: 3 Key Ways to Build a Strong Brand From Day One

Hey there, solopreneurs! Let's talk about something important when it comes to branding for startups: building a solid brand, right from the beginning of your business journey. Why is this so important? Because it can help you stand out from the crowd, attract your dream clients, and ultimately lead to your long-term success. 

It also prevents you from the immensely time-wasting exercise of having to go back after your first few years in business and removing old messaging and images from your online platforms that were not on brand. 

So what are the steps of branding for startups? That's what we will be diving into in this post! So grab a cup of coffee (or tea, or whatever floats your boat), and let's build a winning brand!

1. Define Your Brand Identity

The first step in building a strong brand is to define your brand identity. This includes things like your brand’s purpose, values, personality, and target audience. It’s important to be clear on these things so that you can create a brand that resonates with your customers.

To define your brand identity as an entrepreneur, follow these steps. 

• First, clearly define the purpose of your brand. Ask yourself why your brand exists and what problem it aims to solve for its target audience. 

• Next, identify your brand values, which are the guiding principles that will shape your brand's behavior and decision-making. Consider what values are important to you and your target audience, such as sustainability, innovation, or customer service.

• Another important aspect is determining your brand's personality. Think about how you want your brand to be perceived by others. Is it playful and lighthearted, or professional and authoritative? This will influence the tone of your communications and the visual elements you choose for your brand.

• Lastly, understand your target audience. Research their needs, preferences, and pain points. This will allow you to tailor your brand's messaging, products, and services to resonate with them effectively. By having a clear brand identity, you can ensure that all aspects of your business align with it, from marketing materials to customer interactions, leading to a consistent and compelling brand experience.

For example, let’s take a look at Pat Flynn, the founder of Smart Passive Income. Pat’s brand identity is centered around helping entrepreneurs build successful businesses. He does this by sharing his own experiences and providing valuable content to his audience. His brand values include honesty, transparency, and authenticity. And his target audience is entrepreneurs who are looking to start or grow their businesses.

Closer to home, here in Western Massachusetts, Workroom Design Studio is a good example of a business with a strong brand identity. This dynamic interior design firm based in Northampton, Massachusett has centered their brand identity on creating joyful, unique, and beautiful spaces for both residential and commercial clients. 

Workroom's brand values include a dedication to quality craftsmanship, attention to detail, and a commitment to providing personalized and tailored solutions. In the photos they show on their website and on Instagram, these values are evident. 

It is obvious what problem they solve for their clients and the level of expertise and service with which they deliver the solution. That’s what you want to go for with your own branding.

2. Develop a Strong Visual Identity

The next step of branding for startups is your brand’s visual identity. It's just as important as its messaging. It’s what your customers will see first and can help to make a strong first impression. This includes things like your logo, color scheme, and typography.

To develop a strong visual identity for your brand as an entrepreneur, there are practical steps you can take. First, consider hiring a professional graphic designer who can create a visually appealing and memorable logo that represents your brand. Your logo should be unique, easily recognizable, and align with your brand's personality and values.

Next, select a color scheme that reflects your brand's identity and evokes the desired emotions in your target audience. Research color psychology to understand the impact of different colors on people's perceptions and use this knowledge to inform your color choices. 

At the same time, I always tell people that once you know what color psychology tells you, feel free to deviate a little bit. If every bank used blue because it’s the color of ‘trust’ what a boring world this would be.

Choose typography that complements your brand's style and reinforces its personality. Select fonts that are legible and appropriate for your industry. Consistency is key, so ensure that you use the same fonts across all your brand materials to maintain a cohesive visual identity.

Apply your visual identity consistently across all touchpoints, including your website, social media profiles, packaging, and marketing materials. Use your logo, colors, and typography consistently to create a visual thread that ties everything together. This will help build recognition and familiarity with your brand, making it easier for people to identify your content and associate it with your brand.

You want to reach a point where people know it’s your Instagram post, or event flier, even before they read any of the text.

Take a look at Jenna Kutcher, a photographer and online business coach who has built a strong brand by using consistent and cohesive visuals. Her color scheme of pink, white, and gold is used consistently throughout her website, social media, and marketing materials. Her logo is simple and easy to recognize. And her typography is clean and modern.

Carefree Cakery showcases a strong visual identity through simplicity and consistency. Their logo, a cursive "C" with a bird, is memorable and represents their brand effectively. The plaid blue and lavender color theme used across their website and materials creates a tranquil and sophisticated atmosphere. Consistent typography further reinforces their brand personality. By applying these visual elements consistently, Carefree Cakery builds recognition and establishes a unique identity that resonates with their audience.

3. Create a Strong Brand Voice

Your brand voice is how you communicate with your customers. It’s the tone and style of your messaging. To create a strong brand voice as an entrepreneur, start by defining the personality and tone you want your brand to embody. Consider your target audience and how you want them to perceive and connect with your brand. Are you aiming for a professional and authoritative voice or a more casual and relatable tone? Once you have clarity on this, you can consistently infuse your brand voice into all your communications.

Develop a style guide that outlines specific guidelines for your brand's voice, including preferred language, vocabulary, and grammatical choices. This guide will serve as a reference for you and anyone else involved in creating content for your brand, ensuring a consistent and cohesive brand voice.

Practice using your brand voice in various forms of communication, such as social media posts, website copy, emails, and video scripts. Experiment with different approaches and refine your voice based on feedback and engagement from your audience. It's important to strike a balance between being authentic and staying true to your brand while also resonating with your target audience.

One example of a solopreneur who has a strong brand voice is Marie Forleo. Marie is a business coach and author who uses a friendly and conversational tone in her messaging. Her brand personality is fun, energetic, and inspirational. Her target audience is entrepreneurs who are looking to build successful businesses while also living fulfilling lives.

In Northampton MA,  Salon 241 is an example of a business that has put some thought into their brand voice. Co-owners Katie and Andrea put significant effort into creating their salon's identity and the values they wanted to embody. The vision was to create a space where people could feel cared for and empowered to embrace their true selves. With this in mind, they chose a brand voice that was warm, inclusive, and supportive.

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