3 Questions to Get Clarity About Your Startup Branding

Have you ever been on a date or chatted with someone new at a networking event and their talking points jump from traveling through Europe to their stock portfolio to working on old cars to techno to their new obsession with antique upholstery?

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You may have lucked out and met a true Renaissance person. Or, more likely, you’re stuck thinking,

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“This person is all over the place.”

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At some point in your life, you’ve probably found yourself chatting with someone who isn’t clear about who they are. Maybe that was you in your younger days on a college campus exploring new things. It’s a natural part of growing up. 

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But now imagine that same “all over the place” person is now a company, a company that wants you to buy a product. Instead of a 20-year-old who wants a nose piercing and tickets to Coachella, it’s an IT provider who wants to manage your cybersecurity or a consulting firm that wants to train your executives.

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Suddenly, it’s much a different story.

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Unlike casual conversations, where being unfocused might just be quirky, in the business world, it can mean the difference between gaining or losing customers. In business, clarity and focus are critical. When a company doesn’t have a clear brand identity or messaging, it creates confusion and doubt in the minds of potential customers. Customers want to know exactly who they’re dealing with, what the company offers, and why they should choose it over others. So, a company that’s “all over the place” with or without a brand strategy struggles to build trust. Without that focus, these companies risk losing credibility and potential business.

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Startup entrepreneurs might think the most critical piece of their business is the product. Then branding can come much later when they have the time and adoring product evangelists firmly lined up and can finally turn their attention to marketing strategy. Some companies may be able to do that, but the vast majority of startups are struggling to break into a competitive market and be seen in a crowded field. The product is critical, but building brand recognition and differentiation will help get you in front of potential customers and set you up for long-term success. 

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What is Branding

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Branding isn’t just your logo or color choices in advertisements. Branding is the core message you want to communicate with your customers that translates throughout all the ways customers will interact with your company: your brand story. That includes developing brand guidelines for social media, email marketing, digital and print advertising, and, yes, logo design and color palette.

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A brand represents your gut feeling about an organization or a product. When you see the Nike swoosh or the McDonald’s golden arches, your emotional reaction is a product of branding. It’s a mental shortcut our brains have created so we know what to expect when interacting with a product or service from that company. Once these shortcuts are formed, then our brains assign a higher value to brands we are more familiar with. We may even pay a premium for a product simply because it is a well-known brand.  

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A prime example of the popularity of Apple products in the US. Regardless of whether Apple makes a superior product (which is subjective), Apple fans continue to buy new products because of the connection they’ve made with the company. The whole experience of owning and using the product (phone, tablet, laptop, etc.) paired with the service they received in the past created brand evangelists who, in years gone by, were willing to wait hours in line outside stores just to be the first to have the new product.

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The major companies that have mastered branding are probably coming to your mind now because… well… they’re great at branding. Alongside Apple, companies like Nike and Coca-Cola, and many others have all made significant investments and devoted years to building up a clear brand identity. 

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And even if your startup is in its infancy, establishing your brand is just as important to you as it was to Phil Knight’s team at Nike. 

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Lucky for you, finding your brand identity is a lot simpler than finding yourself.‍

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Why is Startup Branding Important?

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There can be a lot of competing ideas downplaying the importance of branding or a style guide with claims that if a company has (or at least perceives to have) a superior product or service, then branding is not necessary. Extensive research, however, simply doesn’t support this claim. According to a study performed at Duke University, the IBM and Apple logos were flashed in front of groups of students. The study found that after the Apple logo was subliminally flashed, participants in that group did better on creative tasks when compared to the group exposed to the IBM logo.

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The same holds true for service-based companies. Regardless of whether a provider can exceed your expectations for your IT needs, you will likely be more willing to trust a well-known brand (like Oracle) to provide the services you need so you can run your business efficiently.

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Brands infiltrate our brains on a subconscious level. You may think you’re too smart to fall for it, but you’re not. No one is. Branding forms associations in our brains and connects them to certain feelings after we encounter a brand repeatedly. Exposure to particular brands can lead to changes in brain activity and lead to specific changes in behavior, like the aforementioned Apple and IBM experiment.

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In another study, Michael Platt, a neuroscientist at the University of Pennsylvania, conducted a study comparing the brain activity of Apple and Samsung smartphone users. His research team found that when iPhone users heard positive news about Apple, their brain activity responded similarly to how it would respond to the test subjects’ own families.

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“There’s an idea in marketing that we relate to brands in the same way we relate to people,” Platt said.

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Here’s another example. In 1985, after years of losing market share, Coca-Cola developed and released what today is known as New Coke. The new version was sweeter, an idea that stemmed from blind taste tests between Coke and Pepsi. When testers preferred Pepsi, which is slightly sweeter, executives at Coca-Cola decided to update the recipe to what became New Coke.

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However, what Coke forgot was the emotional connection consumers had with the Coca-Cola brand. Coke fans revolted against New Coke, and the company backtracked to the original recipe, which we now know as Coca-Cola Classic. The lesson learned here is that brands become a part of our identity and an extension of ourselves. Fans of Coca-Cola see their fandom as part of their self-expression. In another taste test between Coke and Pepsi, in which people knew what they were drinking, participants overwhelmingly chose Coke. The emotional connection and memories of Coca-Cola won out over anything the taste test showed.

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The human element is so important when you’re creating a strong brand connection. So, it’s not surprising that you might think branding isn’t as powerful in B2B or B2G scenarios where the client, at first glance, doesn’t appear to be a person. But at the end of the day, a business is not a building and a government is not a faceless entity (no matter what dystopian novels about authoritarian regimes might have you think). There are people behind that business making decisions, and those people are not robots. They are human beings with emotions, human beings who make decisions based on feelings. If you can arouse positive feelings about your brand in your customers, you will be more readily remembered, and people will buy your product or service.

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How Other Companies Have Built Brands

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How many companies do you know that started in a garage? Off the top of your head, you can probably think of four or five—Amazon, Google, Apple, Microsoft, Disney, Harley Davidson, Domo, and Salesforce. We could probably keep going. 

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So, obviously, the first step to building your billion-dollar start-up brand is setting up your garage office, right? 

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No. 

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These companies have a brand story. And telling a story in marketing campaigns is one way startups let potential customers know about their brand values and identity. These garage stories resonate with us because they share ideas that these companies are scrappy and innovative, that they started from the bottom just like us, and they went against the status quo. Even years later, this story helps customers feel connected to the idea that they can see how far these companies have come. 

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A brand story helps share core characteristics of the companies. 

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Your brand voice can do that, too. If you want to communicate strength and stability, that will impact branding choices very differently than communicating bubbly and fun. 

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So, let’s dive into a few case studies of startups and what went into their branding process. 

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Spanx: A New Tone in Undergarment Brands

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Spanx started when founder Sara Blakely, frustrated by the lack of comfortable undergarments that fit her needs, created shapewear to help women feel more confident in their clothes. From the beginning, Spanx’s branding focused on empowering women and breaking away from the traditional, clinical tone of undergarment brands. Blakely made Spanx brand elements fun, approachable, and bold—using humor, visual elements, vibrant packaging, and a quirky brand name—taking a somewhat taboo topic (women’s underwear gasp), and making potential customers feel like they could have fun with it. This allowed Spanx to stand out, not just as a product but as a brand that made women feel confident and comfortable, both in their clothes and in talking about what they were wearing.

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TOMS: Your Brand Can Be Built on Your Mission

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TOMS’ brand positioning was built around its One-for-One mission, where for every pair of shoes sold, one was donated to a child in need. From day one, the brand’s identity was centered on social responsibility, appealing to customers who wanted their purchases to make a difference. TOMS didn’t just sell shoes; it told a story about giving back. Its simple, relatable messaging and focus on creating a better tomorrow made the brand stand out in the marketplace, attracting customer loyalty from its socially-conscious customer base. This compelling brand was reflected in their color choices, product style, and ability to continually share their story about their mission.

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Slack: Product-led Branding

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Slack’s branding emerged from the need to solve a clear problem—streamlining workplace communication. So, the founders took this idea into their software as a service (SaaS) product development, focusing on simplicity and ease of use. It’s reflected in the name “Slack” and its colorful, friendly logo. Their branding was centered on being approachable and fun, starkly contrasting the complex, impersonal enterprise tools dominating the market. By emphasizing productivity without the stress, Slack built a brand that has a loyal user base, helping them become one of the leading tools for workplace collaboration.

Each of these companies was able to build a successful brand their customers are loyal to. And even though none of them started in a garage, each was able to hone in on the how, why, and what of their brand to connect with a customer base that helped them grow. 

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Want to get started on doing the same for your business? 

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Start with three simple questions:

1. Who am I?
2. Who are my customers?
3. What solution am I offering?

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These questions may seem basic, but they force you to clarify your identity, understand your market, and articulate your value. This clarity is essential for creating a brand that is not only strong but also sustainable in the long run. When you know who you are, it becomes easier to focus your resources on what matters most. And understanding the problem you solve helps you position your brand as a solution that your target audience can’t live without.

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Who am I?

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Let’s establish who you are first. Answering this question will provide a filter for what you will and will not devote time and resources to. Don’t forget there are only so many hours in the day, people on your team, and money in the bank that’s available to you, so you can’t be all things to all people.

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Remember when Hardee’s (Carl’s Jr.) served fried chicken, then had to completely rebrand and go back to focusing on burgers and fries? Or when ESPN launched a phone service that lasted less than a year? Or how about Google Glass?

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It’s critically important to be clear about what you do and leave what you don’t do behind. If you operate a lawn care and landscaping business, don’t offer to clean homes. If you provide cybersecurity, don’t also manage social media accounts. This level of clarity will help you stay laser focused on what will actually grow your business and be the filter your branding needs.

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Who are my customers?

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This isn’t just about you.

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This relationship is a two-way street. If you want to connect with customers, then you’re going to need to know exactly who they are and how to communicate with them. This will allow you to not only meet them where they are but also identify their needs more accurately than your competitors.

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For example, a core demographic of Apple users is young people who want to use the latest tech. This messaging is clear in Apple’s advertising with cool, forward-thinking people doing impactful work. That advertising goes back to Apple’s original branding where users were encouraged to “Think different” and the company has maintained the same messaging. Understanding your customers, meeting them where they are, and speaking their language turns brand users to brand evangelists.

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What solution am I offering?

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This is where knowing yourself and knowing your customers meet.

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Your business exists to solve someone’s problem, and your branding should reflect the solution you’re offering. That way every experience with your brand reminds potential customers that you are the answer they’re looking for.

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Let’s look at some of our examples. Hardee’s customer base was coming to them looking for burgers and fries, not a diversified menu. Apple users need new technology (phones, laptops, iPads…), but they also want to feel modern, progressive, and trailblazing. In both cases, the company acts as a guide bringing you to the desired product or experience, and their branding communicates it clearly.

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Ultimately, you want to position your company as the go-to when ____ problem arises. If your branding clearly showcases a solution to that problem and the emotions attached to it, you’re much more likely to create a lasting connection.

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‍The importance of these three questions goes beyond just surface-level answers. Each one acts as a filter for the decisions you make about your business and your brand. For example, if you’re not clear about who you are, your brand can become inconsistent or confusing, leading to failed products or messaging. If you don’t understand your customers, you can’t create a brand that connects with them on a personal level, and without a clear solution, your brand will struggle to be seen as a necessary part of their lives.

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Using This Information to Build Your Branding

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Once you’ve answered these questions, you can begin to build a strong and consistent brand. The key to doing this is making sure that every aspect of your branding—your logo, your website, your social media presence, and even your business cards and marketing efforts—aligns with the answers to those questions.

It might sound like a massive undertaking that will suck creative energy. But really, it’s just about planning and coordination. 

1. First, define your brand identity. This includes everything from your core values to your visual identity. Your logo, color scheme, and typography should all reflect who you are as a company. For instance, if you’re a tech-forward company, your design should look sleek and modern. If your brand is more about reliability and tradition, your design might use more classic elements. Your brand’s personality, tone of voice, and overall feel should reflect your identity and attract the kind of customers you want to reach.
2. Next, tailor your messaging to your audience. The language you use, the platforms you choose for digital marketing, and the way you interact with customers should all be guided by who your target audience is. For example, if your core demographic is young professionals, you might focus on social media platforms like TikTok or LinkedIn, using a tone that’s energetic and innovative. On the other hand, if your customers are older or more conservative, your messaging might be more formal and might rely on email marketing or traditional advertising. Speaking directly to your audience in a way they understand builds trust and strengthens brand awareness. As you target your messaging to your audience, you’ll build loyal customers who feel like you have a memorable brand. 
3. Finally, position your brand as a solution. When customers interact with your brand, they should immediately recognize that you offer a solution to their problem, consistently. Whether that’s through your website design, pricing, your marketing materials, or your customer service, the message should be clear and consistent: “We know what you need, and we’re here to help.” This not only makes your brand experience more memorable but also establishes it as a go-to source for whatever challenge your customers are facing.

So once you’ve answered the questions and come up with the idea for your startup company branding, what’s next? Where do you start applying all of these core messages and ideas about your brand identity?

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Brand Development

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Do you need to work with a startup branding agency?

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There are a lot of places to put just-raised venture funds or to re-invest initial product sales. Is working with a branding services agency more important than other areas of your business that need your attention? 

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Yes. Getting your brand right at the beginning is critical. If you can do it yourself, everyone will be cheering you on from the sidelines. But most startup founders aren’t in the business of developing brand identities. So it makes sense to work with outside experts who can help you get there. The goal isn’t just to create a recognizable logo or a catchy slogan—it’s to build a brand that positions your product well with your prospective customers. 

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A branding agency works with companies like yours to translate their vision, value proposition, mission, and core values into a cohesive brand design. From graphic design and web design to creating a consistent voice across all touchpoints, they work with you to craft a brand that speaks directly to your audience. In a crowded market, where resources are often limited, having a solid, distinct brand from the start will help your company stand out. The work that goes into brand development isn't just about aesthetics; it's about establishing trust, building credibility, and creating an emotional connection with potential customers. This is what will help you grow.

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Target Audience

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Define them. Build personas. Study them. Talk to them. Test with them. No brand, no matter how well-designed or memorable, can succeed if it doesn’t resonate with the right people. A deep understanding of who your ideal customer is will help shape every aspect of your brand, from the colors and fonts you choose to your tone of voice and the channels you prioritize for digital marketing. Your market research for target audience identification is not just about demographics like age, income, or gender—it's about understanding your audience’s needs, desires, and pain points. 

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Knowing this helps in crafting a brand message that connects on a personal level, addressing precisely what your audience is looking for.

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Developing a Strong Brand Message

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Developing a well-recognized and memorable name and logo

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Surely, the name and logo come first, right? Not always. Did you know early-stage Nike used to be called Blue Ribbon Sports? And Subway got its start as Pete’s Super Submarines. 

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Your brand message is what you want people to know and feel about your business. A well-recognized, memorable name and logo are crucial parts of that message, but they are just the beginning. A strong brand message clearly communicates your company’s purpose and values, while also highlighting what sets you apart from the competition. 

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You likely already have a name for your product or company, but don’t get so set on it that if your research on your target audience shows that the name isn’t resonating that you can’t change it. Again, your brand is going to be about how you make your target customers feel. Customers should be able to recognize your brand instantly, not only through your name and logo but through the emotions and values your brand represents. A well-crafted brand message builds trust and helps you create a deeper connection with your audience.

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Getting Out There

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Using your online presence and social media to create visibility 

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Once your brand identity and message are in place, the next step is visibility. Today that means having a strong online presence. 

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So, find out where your target audience wants to find you. You’ll need a website for sure, but will Gen Zers want to do a Google search for your new donut shop? Or will they be looking in their map apps for something good? Should you put all your money into a TikTok strategy if you’re looking to connect with federal procurement officers? 

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Again, knowing your target audience can help you then look at where to deploy your brand online. You’ll likely want to cover a lot of the digital bases, but maybe your corporate LinkedIn profile won’t need to be quite as flushed out if you’re targeting consumers directly. The key is making sure your online presence matches your branding. It should be well-designed, user-friendly, and reflect your brand’s core values. Your presence online should be an extension of your brand message, showcasing your products or services while also offering value to your followers.

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Branding Solutions with Summit Strategy

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Brace yourselves. Creating a brand that connects with your desired audience will feel daunting and take a lot of time. Navigating color choices, fonts, design, messaging, goals, and every other little thing while also running your actual business is tough. We’ve given you a starting point to tell a compelling story, but our experienced team of consultants and industry experts can bring it all together and make it sing.‍

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Ready to elevate your branding? Schedule an exploratory call today to see how Summit Strategy can take your brand to new heights.