Your Startup is Losing Customers if it Isn't Being Branded This Way

Photo: Tima Miroshnichenko/Pexels

Creating concepts to connect with consumers. That is, and always will be, my definition of marketing. Despite being classified as a practice, marketing could easily be considered an art form; because it most certainly is an artistic expression.

When you consider the amount of brands that are all vying for the undivided attention of the same core audiences, creating the concepts which connect most with consumers truly is an art form.

Akin to a great novel, poem, or performance, great marketing strategies captivates consumers and compels them to eventually take desired actions.

Branding, which is one of the most important aspects of the art form, plays an enormous role as it pertains to connecting your company with consumers emotionally. Woefully, if your startup isn’t being branded in one particular way, although it’ll still be an artistic expression—the expression will fail to connect with many of its target customers.

Be sure to brand your startup this way 

Eager to present their product to the public and attract customers, brands, especially startups, often make the mistake of coming off as if they’re chasing customers when it comes to their marketing communications. 

The reason why that is such a mistake, is because instead of attracting customers as intended—in most cases, it often has an adverse effect on a brand’s sales by putting off customers.

As author Robin S. Baker says, “Chasing repels. Focus on embodying the energy you wish to experience more of, which will allow you to attract.” The most successful brands attract customers not by chasing them—but instead, rather by focusing inward; highlighting their differences. 

3 effective strategies to highlight your brand’s differences

Consumers are drawn to brands that uniquely appeal to their interests. They are also attracted to brands that are unapologetically themselves. In lay terms, people are drawn to brands with proud cultures and strong identities that share their particular worldview. 

“When you embrace and celebrate who you are, you attract the people who are destined to be your most loyal customers.” Writes author and branding expert, Denise Lee Yohn, in her book, What Great Brands Do: The Seven Brand-Building Principles.

In the book, Yohn advises brands to establish meaningful and lasting differentiation by pursuing one or more of these three chief strategies:

• Be first - Make your competitors appear as followers by being the first to do it.

• Own an attribute - Focus on a feature your competitors aren’t emphasizing.

• Specialize - Who doesn’t admire an expert? Position your brand as an expert in its particular market. 

If your startup isn’t being branded in a way that lays claim to at least one (the greatest brands lay claim to all three) or more of these three chief strategies—you’ll lose innumerable customers to your competitors who are applying them. 

Final thoughts

As long as your startup is still in business, it’s never too late to make a necessary pivot. The key to connecting with consumers consists of conveying: what sets your brand apart from all others, what it stands for, and most importantly—why consumers should care. 

If you’d like for a marketing firm to help your startup attract new customers by doing all of the above, contact us today to schedule a complimentary client consultation!