MAD Contributor-Freak Carrie Schuessler wants your brand to start out right.
You’ve put money into a facility, insurance, equipment and inventory. But if that’s all, your start-up isn’t ready to… well… start up. You’ve forgotten branding. It’s as if you’re about to publish a book without a cover. No matter the incredible content, why would anyone pick it up off the shelf?
Branding answers these key questions:
- What do you offer?
- How is it different from the competitor?
- What promises are you making your customers?
- What is your company’s “voice?” Quirky? Formal? Off-beat or straight-laced?
In his article for Entrepreneur, The Basics of Branding, John Williams writes,
Are you the innovative maverick in your industry? Or the experienced, reliable one? Is your product the high-cost, high-quality option, or the low-cost, high-value option? You can’t be both, and you can’t be all things to all people. Who you are should be based to some extent on who your target customers want and need you to be.
But why make branding a focus at the earliest stages of your firm’s launch? Why not focus on the nuts and bolts of the operation before delving into elements like logo design and packaging? In her article How Important is Small Business Branding Really? Jessica Bosari of Forbes writes,
Brand recognition is vital in securing business; a buyer can’t purchase your product if he can’t remember who you are or how to find you. The best companies are those whose brands are easy to remember and instantly recognizable.
How much should a start-up spend on marketing? The Small Business Administration recommends spending anywhere from 3 to 8% of projected gross revenues on advertising and branding, although many retail firms may need to spend as much as 20%.
We know what you’re thinking. Money is already tight. You can’t incorporate branding and advertising as part of your start-up company’s budget. But think again. At The MAD House we specialize in this very service at a very competitive rate. By hiring freelance talent from giant national agencies, we can put together an impressive branding campaign to suit any budget. Contact us today to get started!