Brand, or not to brand, it’s not an option anymore. 

Brand, or not to brand, it’s not an option anymore. It’s just whether you manage it or not!

The years, when doing business meant focusing just on your product, while customers, with little choices and badly informed, used to buy them, even if not really satisfied, are gone. Forever!

Startup-Branding-Funnel-Mitja-Ruzzier
Brand or not to brand? It’s not an option anymore.

The digital age, globalization and many innovations, especially in IT, have brought dramatic changes on the way we do business. Today consumers have (too) many choices, they are very informed, engaged and connected, while they tend to share their experience with others. With different tools and media, they can do it very effectively, so effectively, that one negative review, comment or post might even bankrupt your business. They are also more and more demanding, even to the point to become co-creators of the products and services they buy! Their overall experience, from the first moment they have heard about your brand, about your promise to them, the moment you bought it, used it, serviced it, and even get rid of it (ecological perspective), should be satisfying, or better unique. It means they can identify themselves with your brand, and that the brand has met their initial expectations, which leads to their recommendation, loyalty and repeated purchase.

But, do I have to do all these activities? To inform, work with social media, communicate, collect feedbacks, prepare a story?!?

startup branding funnel

Unfortunately, the answer is YES, you have to do it, to hack your growth or even survive. With all changes described abovethat affect customer behavior, you need to start managing your brand. Today, whatever you do it, or don’t do it, leaves an impression, a message to you potential customers! A message whether you “care” for them and their experience, or not, because they mostly want to be engaged, informed, and heard. They want to co-create your brand! So branding has become dynamic, and long ago evolved from initial visual elements and simple advertising, to the level of relations that need to be managed. Because relations are not static! So to brand or not to brand it’s not more of an option. Branding is simply  happening all the time, irrespectively of your activities, and it’s just a matter whether you manage this process or not!

OK, let’ start branding! But how to do it? Where to start?

Well, we have developed an easy- to-follow framework, or even a better tool, we named Startup Branding Funnel, shortly SBFUNNEL that will help you to understand, develop, implement and maintain strong brands that deliver a unique customer experience. You will need to start actively manage your brand, from the vision onwards, if you have not started your business yet. The core of everything is still a good product that fits to the market, but this is not enough for today’s success. You might help yourself with the lean methodology to develop it, but you need to go further and develop your brand market fit; including a story, that will reflect your unique advantages, and be evident in your visual elements. Then you need to spread it within the company, communicate it to your customers, and deliver your product to customers. All the time you need to validate and evaluate the elements with customer’s experience and feedbacks. You might use different metrics for this. And this is a never ending story, since you might get new competitors, trends in your industry might get changed or your customers  change some preferences, which will force you to adapt or even change some elements of your brand. Try to use our SBFUNNEL for developing, implementing and maintaining your brand. We are sure it might help you to hack your growth. Good luck and give us a feedback how you are doing!

startup branding funnel

P.S. Why a FUNNEL?

To remind you that relationships (and brands) mean two perspectives of the same coin. The narrow, customer’s perspective, that is focused on the unique experience he gets by using your product from the first moment he gets in touch with it and yours, entrepreneur’s perspective, a much broader one, which includes all the organization’s activities, such as technology, finance, marketing and others, that customer’s don’t care about, when they buy, use or recommend your brand.

Leave a Reply

Your email address will not be published.

Popular

Tech

Croatian airt has an API that will enable all developers to use AI without a hitch

Croatian AI startup airt that applied for a global patent protection of their algorithm in July, surprised us with another news at the Infobip Shift conference – their platform can now be used and implemented by developers as well.

Internet marketing

Developer in a marketing hell (based on a true story)

After half a year of ups and downs, mysteries and HEUREKA moments trying to understand what 'ad groups' are and what do 'keywords' have to do with ads, I am finally confident enough to say that I know what a complete ad group should look like. At last, I pull the trigger that creates 20,000 ad groups with keywords in one hour.

Startups

SofaScore’s CTO: From student to expert who scaled a solution for 20 million users

You will not learn how to handle 20 million users at any college and few developers have the opportunity to do so. For SofaScore's CTO Josip Stuhli, who does just that every day, the first and biggest challenge was optimizing their own "machinery" to work better than Amazon's cloud.

What you missed

Startups

Mate Knezović: How I convinced my mother and my clients that agrotech is the future

From a software user, he became an investor, and from an investor – a manager. Today, Mate Knezović is the COO of agricultural production management software AGRIVI. But it’s easy to win over the younger generations with technology, what about the older ones – have circumstances changed in the last couple of years?

Careers

She’s a technical writer at Infobip, and her hobby is learning about emergency medicine

Writing technical documentation, researching medicine, and the pandemic caused by the coronavirus, might not sound... related, but Infobip's Sara Tilly has been combining them successfully for a long time. How does this approach to learning help her in her current job?

Startups

Travel companies need to free up time for customer-centric activities – through digitalization

Are travel companies aware of the need to change and why this time it is imperative, how should they plan their digital transformation and what benefits should they expect from it? We sought answers from Iva Vodopija, Head of Sales Operations at Lemax, a travel Software-as-a-Service company from Croatia.

Tech

Croatian airt has an API that will enable all developers to use AI without a hitch

Croatian AI startup airt that applied for a global patent protection of their algorithm in July, surprised us with another news at the Infobip Shift conference – their platform can now be used and implemented by developers as well.

Startups

What can international teams gain from Croatia’s first AI incubator?

In February of this year, Croatia got its first incubator for ventures working with AI, machine learning and data analytics. Sixteen startups already joined!

Startups

A day in the life of a Game Designer at Nanobit

What does a game designer actually do and how does that tie in with the world of mobile games? Allow me to explain.