Washington DC (PRWEB) March 25, 2014
By definition, startups build a solution that did not previously exist and generate buzz on the market. Ideally, they have articulated a solid value proposition, identified their target segment and figured out how to monetize their idea. Another important step is to formulate a solid brand strategy. Branding is about creating an identity for a product or a service that goes beyond the logo and tagline featured on a company website; these are key visual symbols of the brand but the full effect goes much deeper.
Many startups fail to grasp one simple concept: a brand should embody the passion of its leadership. A successful brand conveys vision, connects intrinsically with its consumer base and emphasizes the company’s value.
These steps show how to put this piece of advice into action. The best way to go about it is by answering a simple question: “Why?” Most companies are very good at describing WHAT they do (product or service features) and even HOW they do it (their unique selling point) but very few have asked themselves WHY they do it. Generating profit is not a reason, it’s a result.
The thought leaders at top-of-mind brands like Apple have taken a radical approach by placing the "Why" at the forefront of their decision-making.
There are many high-performing IT products out there that may be cheaper and perhaps more reliable. But Apple is the market leader. Why? Because the company connects with its customers and manages to inspire them. Ask any designer anywhere in the world and he or she will say that they cannot produce an equally gorgeous design or enjoy the creative process as much by using anything besides a Mac.
People are more receptive to brand they can connect with – that speaks to the heart, mind and imagination. They want an iPhone (not a smartphone) or a MacBook (not a laptop) and the reason they buy Apple products is because they understand the “why” and believe what Apple believes.
Guess what? Apple was a startup and now look how far the brand has come, both monetarily and emotionally! Any startup is capable of Apple-dom, as long as its leadership never lets go of passion. Self-selling brands are driven by passion, defined by Merriam-Webster as “a strong feeling of enthusiasm or excitement about doing something.” Key areas of passion typically fall under the following descriptors:
Ok, the pep talk is over. Time to go back to the drawing board, flip it inside out and delve into the “Why” that fuels brand passion. Need an extra branding brain to share the workload? Feel free to reach out to the Aveya Creative team for more insights.
Aveya Creative is proud to be the only boutique branding and marketing agency in the nation’s capital dedicated exclusively to entrepreneurs. Our mission is to transform ideas into top-of-mind brands. Core services include brand strategy, logo design, optimized copywriting, advertising, press releases and social media engagement. Aveya Creative is proud to develop branding and marketing for entrepreneurs in diverse industries across the US and beyond, including prominent tech startups at incubators such as 1776.