Creating a strong startup brand could be easier if entrepreneurs follow the path step by step. Launching a startup is not just about having a great idea; it is about building the brand through strategic thinking and agile processes. Many people are familiar with the 4 P’s of marketing or "marketing-mix" introduced in 1953 by Neil Borden, the president of the American Marketing Association: price, product, promotion, and place. While this theory still applies to marketing efforts, even over half a century later, the time has come to reinvent the 4 P’s as they apply to startup branding. The strategists at Aveya Creative propose starting the journey to success using the new 4Ps: persona, plan, presence and popularity.
Thinking of brands as people can make a tangible difference in branding. The brand should have distinctive human attributes, such as personality, voice and visual characteristics. Name, logo, tagline, purpose statement are at the heart of a strong persona.
Being prepared for every opportunity is challenging, but not impossible. Startup brands should have a tool kit to face any opportunity across many channels, from a mobile-friendly responsive website to a customized investor pitch decks to brilliant print materials. Presenting the concept properly can mean taking the next step to funding. “Pitching is the art of communicating the brand’s personality and the entrepreneur’s passion,” says Aveya Creative Strategist Carla Brown.
These days, fame is the result of coverage in the media and being active in social media. Nothing is more effective than keeping the conversation around the brand going.