Definitions of Brands and Startups: Starting at the Beginning

Definitions of Brands and Startups: Starting at the Beginning

As we’ve seen over the years while working with various clients, the process of creating a startup or venture and launching a product is complex and fraught with twists and turns and challenges. There are undoubtedly many important decisions to make, tight budgets to manage, unfinished products to refine, and a never-ending list of other tasks that keep piling up on the to-do list.

For that reason, it’s natural for many startups to choose not to worry about having solid brand and identity definitions from the start, thinking that it’s something that can be put off until later, without realizing that, in reality, rather than being a waste of time or resources, focusing on and investing in their brand and its defining elements from the start can be a unique opportunity to stand out right now and have a clear roadmap for the future.

By “brand definitions,” we mean knowing who we are as an organization, what we do, how we do it, and above all, why we do it. It means knowing who our offering is for and what sets us apart, distinguishes us, and makes us unique compared to others. In marketing terms, this translates to having a defined purpose, a clear, distinctive value proposition, commitments or pillars that reflect our corporate identity, a desired positioning (the place we want to occupy in the market and in our customers’ minds), and a brand personality and voice that make us unique.

By “identity,” we mean all verbal, visual, and sensory expressions that represent the brand. It includes the name, the tone and style of communication, as well as the logo, colors, photography, and illustrations, in addition to sound and scent.

Why can having these brand definitions and a strong identity be key to a startup’s success?

They provide us with a sense of direction: having clear definitions that establish who we are and where we’re headed gives us a sense of direction that helps us stay on track, facilitates decision-making, and—if necessary—allows us to adjust our course or strategy.

They provide us with a sense of direction: having clear definitions that establish who we are and where we’re headed gives us a sense of direction that helps us stay on track, facilitates decision-making, and—if necessary—allows us to adjust our course or strategy.

They allow us to stand out and compete on equal footing: as a startup, the competition is fierce and there are larger, more powerful players in the market. Understanding what sets you apart and having a strong visual identity can help you highlight your unique qualities and project a professional image so you can compete on equal footing.

They allow us to stand out and compete on equal footing: as a startup, the competition is fierce and there are larger, more powerful players in the market. Understanding what sets you apart and having a strong visual identity can help you highlight your unique qualities and project a professional image so you can compete on equal footing.

Business Impact: Building a recognizable and consistent identity across all touchpoints where your brand is present will help you run a more successful business. Customers need to see your brand 7 times before making a purchase (Forbes, 2023). Brand consistency can increase revenue by 10–20% (Marq, 2021).

Business Impact: Building a recognizable and consistent identity across all touchpoints where your brand is present will help you run a more successful business. Customers need to see your brand 7 times before making a purchase (Forbes, 2023). Brand consistency can increase revenue by 10–20% (Marq, 2021).

Attracting customers: A product or service may be professional and high-quality, but if it doesn’t come across that way, doesn’t connect with key audiences, or isn’t appealing, it won’t be competitive. People take 7 seconds to form an impression of a company, and 60% of consumers avoid companies with unattractive logos, even if they have good reviews (Crowdspring, 2024).

Attracting customers: A product or service may be professional and high-quality, but if it doesn’t come across that way, doesn’t connect with key audiences, or isn’t appealing, it won’t be competitive. People take 7 seconds to form an impression of a company, and 60% of consumers avoid companies with unattractive logos, even if they have good reviews (Crowdspring, 2024).

A clear example of how giving brand-building the importance it deserves from the very beginning is both an advantage and an investment that pays off is NOTCO, a company that, from its inception as a startup, defined its scope and objectives as going far beyond simply being just another alternative in the food industry. A brand born to “reinvent the food industry”—a purpose that has guided the development of its identity, its products, and its bold approach to communication, including its name, which gives it an international profile and lends coherence to its value proposition (Not Mayo, Not Milk, Not Burger).

All of this is accompanied by a visual identity that aligns with its ambitious purpose and an innovative and distinctive approach to development. An identity with its own distinctive and recognizable visual elements, applied consistently across all touchpoints, making it easily identifiable on supermarket shelves, in outdoor advertisements, or in social media posts. All of this has led them to become the recognized, successful, and leading brand they are today.

The call to build startups with clear definitions and a solid identity from the very beginning has been made; let’s not miss this opportunity to continue developing innovative solutions that can have a positive impact on the world, people, and society.