Four easy steps to take your startup from zero to hero

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No one is you and that is your power

The lovely thing about companies is that just like fingerprints, zebra stripes, and Dr. Phil episodes, no two are alike. Businesses might focus on the same community, area or audience (we will get into this soon) but their brand identity will still differ immensely due to the internal factors. So, how do you find out who you really are? Unlike your own identity, brand identity is actually fairly easy to figure out thanks to The Kapferer Brand Identity Prism. It breaks it down into six elements, divided in half with three of them being external and the other three internal factors. All of those together will help you to use strategic positioning to build a brand that reflects your core values to your followers. Let’s take a closer look at the questions you should be asking to nail the prism:

  • Physique – What is the visual representation of your brand?
  • Personality – What is the character of your brand?
  • Relationship – How do you communicate with the audience?
  • Culture – What are your brand values?
  • Reflection – Who is your audience?
  • Self-Image – How does your audience see itself?
As an example, we made our own prism using our client PAUSE Fashion Hub. Marketing professors, eat your heart out!​

Find Your Pack​

There’s a tiny piece in all of us that secretly wishes to be liked by everyone and that will most probably translate through to your startup as well. Don’t listen to that voice, it’s lying. Finding your target audience is a crucial step towards a strategic and successful branding plan, as a matter of fact, 70% of brand managers believe that building an audience is more valuable than direct sales. Fortunately for you, there should be a good understanding of your own identity by now which will make pinpointing your follower group much easier. We briefly touched on the subject of finding your audience while discussing the Brand Identity Prism, but now it’s time to dive into the topic a little deeper. Here are some questions by Ellory Wells that will surely push you in the right direction:
  • Who do you want to work with?
  • Who needs to hear what you have to say?
  • Who will benefit the most from your message?
  • Who do you relate to?

No pain, no gain​

Imagine this, you’ve done some soul searching, found your better half, somehow figured out what they like about you… and now you have to start intentionally looking for problems. Sounds awful, right? It’s not as bad as it sounds. Doing research on what your audience wants, and more importantly, needs will help you put together a kick-ass strategic Customer Profile. Broken down into three categories, the Customer Profile identifies your audience’s deepest wishes and fears that come in handy when developing your brand as well as your product.
  • Gain – What kind of an outcome are they hoping to achieve and how would they benefit from it?
  • Customer Jobs – What are they trying to get done in their work and personal lives when dealing with a problem?
  • Pains – What are the bad outcomes or risks that they are afraid of?

Deliver the Solution​

This is where the fun starts. Finally, you get to start creating your strategic value proposition using content, PR, marketing – all of that thanks to the knowledge you’ve just accumulated about yourself and your audience. The wishes, missions and pain points that they have will help you improve your product and branding to create a strategic and consistent message that will help you in the long term. A good way to start off this process is to create a Brand Positioning Statement. Now this is not a tagline to preach to your followers but more of a mantra that you need to remind yourself when making marketing decisions for your business. It depicts your promise to your target audience within your market, created from their needs and the company’s own values. Knowing your brand identity will take you far, but remember, startups, their market and their followers all evolve. In order to keep generating returns in the future, you have to stay alert and see how those changes influence your identity. Forget about “why?” and focus on “how?” by asking the questions we’ve shown you and keep educating yourself on the topic. If you need a more hands-on approach, get in contact with us to get your brand positioned by the PRLab Hub professionals.
Published: 03/04/2019