Startups: Don't Neglect Your Brand

I love entrepreneurs.

I love startups, and I love the people who dedicate their lives to creating new products, new services, and new processes. These folks do the work that, five or ten years after the fact, the world takes for granted.

In my capacity helping out with Ignite Baltimore and co-organizing Outlet, I’ve come to realize that the Baltimore area is blessed right now with a wealth of entrepreneurial spirit. It’s quite a thing to behold. The people behind it might not be getting a lot of mainstream attention yet, but they’re out there. 

So to them, and to all the others out there in other cities and states, a humble and well-intentioned plea: mind the brand. Don’t let the lean-and-mean nature of startup life force you into a position where things like identity and communications are an afterthought. 

I understand that cash flow is an issue, and that the rare surplus dollar is already earmarked for something else. But what you’re building will someday have a coming-out party. In order to help it get there and have things go well when it does, you need to lock down your communication and brand/identity strategies.

The reason is simple. You will eventually reach a point where “who” and “how” are nearly as important as “what” – probably right around the time people outside of your immediate circle start taking serious interest. These new arrivals to your scene need to understand the whole picture, since they might not be savvy enough to understand your product, service, or idea if it just stands there speaking for itself. 

I know what you’re thinking, and in fact I once had a client ask me directly, during a conversation about branding: “how will this help me sell more?” What I didn’t say then, though I should have, is this: that’s a fair question, but it’s not the right question.

Strong branding and communications initiatives don’t necessarily have a direct impact on sales (although they certainly can). But what they will do is help establish trust, credibility, stability, and identity in the eyes of your customers. Those things lay the groundwork, then you and your amazing product/service/idea do what you do from there.

So do yourself a favor and earmark some early resources (cash, trade, partnership equity, whatever) for help with branding and communications. I’d naturally love to be the one you bring on board, but whether it’s me or someone else the point is this: there needs to be someone. 

You’ll thank that person down the road.

Comments

[Garret Ohm]

REALLY well written post, Neal. Good work, and so true.