Start-up business creation is a tough yet exciting endeavor. But there are many factors that come into play in a business, and often people overlook the most important element.
When you start developing your start-up, you may be focusing first on the elements of a start-up business. Every business needs three basic things: a lawyer, a CPA, and a creative (or crazy person). The first two are easy to find. It’s the third one that’s hard –and also the one people overlook.
Established and sizeable businesses know that the success of a start-up business depends on the creative element. CPA and lawyers are there to help you when you’re already successful. They manage the details.
But at the infant stage of your business, your survival depends on branding activities. It depends on your start-up business identity, logo, marketing campaign and advertising copy.
All of these aspects have to be handled by a creative person. Are you crazy enough to make your start-up work?
Identity of Your Start-up Business
So let’s start with building the identity of your start-up business. It’s about the questions to ask yourself.
What’s the value of your start-up? The thing is, you have to answer why anyone would do business with you. For a lot of people, your product would just be another in a long line of other similar products. It might even be “junk”. So why will they pay for it?
But if you 100% think that your product is something to be proud of, you’re already on track to building your start-up business.
Now define your business identity. Your name, logo and look is critical to your success. It defines the public’s perception and affection.
The “face” side is what you target at your desired market. It’s what the public sees first. So you need to refine it, improve it, and protect it!
Because the amateur mistake of many start-up business owners is that they project a different business image with every new marketing campaign. The “face” of your start-up should be consistent across all mediums. This is business equity. So don’t confuse the public by changing your image every time. Respect the identity of your start-up.
When you say “Get Us Today”, the public needs to know for sure –who is “us”? Who are you?
Competing and Marketing Your Business
Now that we’ve established how your start-up business is supposed to be identified, you now have to market your business competitively.
Get your name out there by promoting. Do everything that’s possible to get your business brand noticed by others.
It’s important to get it out there in an efficient way because people are generally busy. They usually don’t care about most of the things they see. But you have to make them care. So do everything that’s reasonable and affordable to get their attention.
The competition is also something you need to examine and adjust to. When your start-up business first started, the business market was crowded. You should use this to your advantage by looking at what your competitors are doing. Formulate a competitive strategy.
How can you be more successful? It is by offering better quality, or a lower price? Should you for an extra mile customer service? Or build your own niche to be the leader?
Whatever your competitive strategy is, translate it to your start-up business’ marketing campaign.
What the public’s perception of you determines whether or not you have a good or bad business. Much like how a good salesman in a neat suit controls perception on the personal, relationship level, and your marketing campaign will create similar effects.
Reinforce the brand and value of your start-up business with the right marketing campaign, and get your name out there fast.