Focus is Key: The 3 Main Objectives of Branding Your Startup

Image: ChatGPT (2026)

During the initial stages of starting a business, most entrepreneurs, like yourself, already have a clear understanding of the purpose of the core functions of business practices like: sales, marketing, inventory, staffing, and distribution. 

And why wouldn’t you? In all likelihood, you’ve only been taught about the intricacies of those practices by professors and business books since the day you began seriously considering founding a business.

An aspect of business that isn’t nearly emphasized enough to first-time founders; is branding. What is it? What’s its purpose? Why is it so important? Let’s get into it! If no one's ever told you before, these should be your three main objectives when branding your startup.

Declare distinction

I often say that great brands are a lot like great friends, over time, you know exactly what to expect from them; because they are consistent and reliable. Also, similar to great friendships, we tend to favor certain friends for their distinctive personalities, attributes, and values.

From the very moment that you decide to create a startup, you should also begin the process of conceptualizing ways to declare distinction from all competing brands in the market; so that you could position your brand to become most appealing to the consumers you seek to serve. 

Become the first… or at least in the top 3

More so than anything, the primary goal of any brand should be to eventually reach top of mind status whenever your target customers want or need a solution to a particular problem. 

Whether it's a want or need for things like: food delivery (e.g. DoorDash). A want or need for new outdoor apparel (e.g. The North Face). Or perhaps a want or need to download a fitness app (e.g. MyFitnessPal); you always want to position your brand to be the go-to for those looking for the products or services your brand has to offer.

Nevertheless, if you cannot become number one in the mind, an adequate consolation prize would be to reach “top three” status.  As author and brand strategist Tisha Oehmen writes in her book, Finding Brand: The Brand Book Tutorial, “The purpose and goal of branding is to get your business into the “top three.”

Oehmen expounds, “You want your business to be on someone’s consideration set when they’re ready to go out for dinner, buy a new car, or find a new insurance agent; you want your business to be thought about.”

Touch the heart 

Although this may be difficult for some… let’s just call them frugal shoppers, to believe; people do not fall in love with brands because of their low price points. People fall in love with brands because they resonate with their emotions in other ways. 

In other words, it'a all about how the brand touches their heart.

Whether it’s a heartfelt Coca-Cola ad that airs during the holidays, a Nike brand ambassador who makes people believe they could fly, or an Old Spice commercial that makes people laugh; in order for consumers to fall in love with your brand—you must first touch them in a profound way. 

Lastly, always remember, whenever you could touch the heart, the pocketbook is soon to follow. 

Conclusion 

By understanding the main objectives of branding, as with every other important aspect of business, you could now properly prioritize branding to help your startup reach its ultimate goals. 

If you would like further help branding your startup so that it could appeal to its ideal audience, contact us and schedule a complimentary client consultation with us today!