How to Develop A Branding Strategy for Your Start-Up

More than 100 million startups are launched every year, which is about 3 startups per second, and guess what? 90% of them fail. Failure of a startup can be from a variety of reasons, and having a poor branding strategy is one of them.


Effective branding is at the heart of a great business. Companies like Apple, Airbnb, and even Coca Cola didn’t just make an impact because they have great products. These companies are effective because they know how to present themselves to the right audience at the right time.

Three “C’s” to keep in mind:

All you need to do is keep the three “C’s” in mind: Clarity, Consistency, and Creativity while following these steps:

Step 1:  Find Your Target Group

As much as we would like the whole world to be our customers, it is impossible and unrealistic to think so. The more diverse the target audience, the more diluted your marketing efforts will be. So how do you know if you have chosen the right target client group? Research. Research helps you understand your target clients’ perspective and priorities, anticipate their needs and put your message in the tone that resonates with them. To select your target group, you can use the funnel approach. You can segregate your product on the basis of gender, age and income level. This will help you get a detailed insight about which target groups will be interested in your product or services.

Step 2: Differentiate from The Existing Competitors

To stand out from your competitors, you need to find your purpose. Your purpose should be something that is different from the rest of the brands in the market. It can be targeting a new problem that the customer thought never existed or offering a unique solution to an already existing problem. You can provide a solution to a problem with a hint of your own style.

Let’s take Airbnb as an example. Airbnb promises to deliver “living like a local” wherever you travel. They’ve leveraged a nearly untapped gap in the hotel industry: a taste of real life. They even evolved that promise of authenticity by offering curated “locals-only” experiences. Want to surf in Bali like a pro? Or hang out with a yogi in India? They’re on it. That’s why 150 million users are registered on Airbnb, and it averages 500, 000 stays per night. Such a great branding strategy, isn’t it?

Step 3: Choose the Right Brand Name

Don’t be in a hurry to name your startup. Do a proper research before jumping into any conclusion. By rushing to give yourself and your company a title, you can end up with some truly terrible names. Brand name is the most important part of your brand’s identity. It’s what the customers think when they hear your name. A rule of thumb to follow– if you need to explain how to pronounce your name, or justify how your name relates to your business and what it means, then you might not be on the right track.

The key is to keep it simple. You can create a name by several permutations and combinations. You can also translate a word that represents your brand to some other language. But all this aside, the customers should feel a connect with your font, style, color and graphics of your brand name. A name should be selected in such a way that it represents your values and goals clearly.

Step 4: Finding the Right Voice and Tone

Just like creating visual guidelines for your logo, colors and typography, your brand system needs emotional guidelines. How your brand treats people in written and spoken word can make or break you. That’s where voice and tone come in.

A great example of memorable voice and tone would be the infamous Wendy’s Twitter account. Their responses to customers and competitors alike have made headlines. Their team stays consistently sarcastic, and give their readers a good laugh.

Step 5: Create a Consistent Brand Image

Creating a brand environment is even more crucial for developing a branding strategy for your start-up. You can’t have different themes going on in your website and on other online accounts. You need to have a guideline which should be followed at every platform because that is how your customers are going to recognize you. To leave a lasting impression in their minds, you have to give them something they’d remember you by. The more they come across your style of content online or offline, the higher are the chances of your target customers remembering your brand. Themes, color scheme and context should be consistent across all your platforms, be it your website, Instagram, Facebook, Twitter or print.

For maintaining a brand consistency, you need to take care of the following elements across all your platforms:

  • Have a consistent aesthetic style in terms of font, color scheme, logo and images.
  • Follow a uniform verbal style in terms of voice and tone.
  • Have steady goals and values across both online and offline channels.

As an example of an engaging, branded content, take Daniel Wellington, a premiere brand for exquisite watches. When you land on their website, it’s clear why the company exists and what does it stand for.



Their website copy, photography, and overall content is so high quality. When you move over to their Instagram, the feeling is the same. It’s seamless, and there’s no disruption in the overall marketing experience. Every email campaign is a delight. Their marketing is clear and it’s easy to fall in love with them.


There are multiple ways to control your branding strategy and you are missing out on massive communications opportunities if you ignore these points. It’s all a matter of whether you want to spend your time telling your customers what your brand is, or have your customers tell you. The choice is yours!

Riya Basu

Riya Basu, a core member of the content team at, has previously worked with several brands related to lifestyle, travel, education and f&b. She is a YouTuber who creates videos around fashion, food and fitness. A photography enthusiast, she loves to write stories around people and places.

Published by
Riya Basu

Recent Posts

List of 10 Best Barcode Scanner App for Mobile & Desktop

Barcode scanners are systems that read and translate barcodes from images, into alphanumeric characters. The scanner matches data on the…

20 hours ago

24 Best Free Data Recovery Software

Did you just realize that you had deleted or lost some files, somewhere? What to do now? It’s evident that…

3 days ago

Keka HR– The Ultimate HR Management System for Businesses: A Review

In any organisation, the role of human resources is probably one of the most difficult of all, as they have…

1 week ago

How to Unlock Answers Hidden Within Your Own Data?

Data exploration is the first stage in the process of data analytics where an individual makes the use of a…

2 weeks ago

Nippon Koei: Strengthening Brand Reputation with Secure Email Management

When’s the last time you tracked the status of your email security? There are still some organizations, which use an…

3 weeks ago

Power Your Business Decisions with Predictive Insights

Data-driven approach is now considered as one of the critical success factors. After all, your data is your primary asset…

3 weeks ago