A brand is more than a name or a logo, it is a set of perceptions that customers have about your company, or in other words, it is an entire experience you provide for other people. Once you have an innovative idea, it should be sided with an experience in line with customers’ high expectations.

“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” — Seth Godin, marketing and leadership expert

Building a lasting impact on your audience

There’s a misconception about the idea that startups should build their brand later on, because branding is a waste of time and money on something they don’t have yet, meaning a developed and successful company.

On the contrary, working with a design agency or a design studio will help you to position yourself in the industry, build the bridge between your product and customers, communicate more efficiently, and identify your customers’ problems. These things will help you to earn a good reputation for you to accelerate your journey to success even earlier, and attract loyal customers along the way.

Here are some of the biggest advantages of investing in branding as a startup.

1. Being purpose-driven

Being a purpose-driven company means you’re devoted to your vision. Having a picture of how you could fill a gap in humans’ lives, sometimes just one tiny thing that other businesses are not able to observe.

“Make work life simpler, more pleasant and more productive.” — Slack

2. Selling the problem, not the product

Usually, startups just try to sell their product without realizing they have to start by making potential customers face their current problems and go back to how their product’s features could resolve those problems. Branding has a great impact on straightening this void, relying on things as copywriting, UX writing, and visual communication.

“Can you answer why people should choose you over your competition? Why are you the best option available? If you were a prospective customer, would you pay attention to the sales or marketing messages you are currently sharing? The best solution without the right message can make it difficult to convert leads.” — Thomas Oppong, founder of Alltopstartups

3. Creating brand advocates

Brand Advocates are represented by your loyal customers that are excited with every new feature that you incorporate into your product, and then they’ll spread the news everywhere they can. They are truly important because they are a significant part of your marketing that grow your company’s reputation for free and help you generate new leads.

“Apple aligned themselves with creatives, encouraged their audience to “Change the World” through their creativity, and provided a tool of self-expression to do so, and so they became a “Creator” brand.” — Stephen Houraghan, Founder of Iconic Fox Brand Agency

4. Becoming visible for investors through differentiation

Having a great product is never enough, a startup that puts effort in differentiating from their competitors will not become visible just for their customers, but also for investors or potential partners. Talking about authenticity, it doesn’t mean just an aesthetic website, but having a different tone of voice, or having your own point of view regarding certain global issues.

“With effective branding you will further become visible to the investors and other stakeholders and be a valued firm. This is one big reason why startups should make branding an important component of their overall business strategy.”- Mahesh Nair, founder of Picsdream

“Most consumers expect a web page to load in 2 seconds or less. 79 percent of shoppers reported that they will not return to purchase from a laggy website again, and approximately 44 percent will share the poor experience with their friends.” — Maricel Rivera

From day one, Slack has been about selling a solution, not a product. They’ve focused on customer experience, believing that one positive experience does more than a big marketing budget could ever hope to accomplish. As their tagline says, they’re “on a mission to make your working life simpler, more pleasant, and more productive.” Make it all about solving your customers’ pain points. — Eric Siu


Branding should be a more commonly discussed subject among startups and investors as it occupies an important role in their marketing strategy for getting sales and stirring up consumers’ interest. A product is not enough.

December 2, 2020

Andreea Encutescu

Brand & Web Designer