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A Much-Needed Layer Of Protection For Your New Venture

A startup is vulnerable; very vulnerable.

They will notice.

They will steal and copy.

They will undercut your price.

They will be bigger and more powerful than you.

Welcome to entrepreneurship!

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Your startup has many weak areas that require protection

Despite the idea of branding being about positioning, image and voice, for new ventures branding provides something of much greater value: A thick layer of protection.

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Launching your new venture as a brand provides a thick layer of protection

With a startup product or service you may be so intrigued by its novelty or functionality that you decide to make a purchase.

With a brand you fall in love, and love is a strong word. Love does not fade easily. Once you created love, you will compete on a much higher level, one that is not about price. Your initial customers – the ones you have to fight so hard for to gain in the initial months upon launch – will quickly abandon ship for a cheaper variation, or a competitor’s added feature, if you did not make a conscious decision to invest (time and money) into the process of translating your startup into a brand at time of launch.

Branding for new ventures is first and foremost about an emotional connection, a strong immediate bond, between product/service and person (the customer). If you make that happen, you can sit back and let the competitors come your way; you are protected.

Let me know if you have questions about turning your startup into a brand, or if we can assist hands-on. You can also use our rather vast library of resources. However you go about it, start creating that layer of protection around your new venture; you will thank me later.

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