Start-ups often build businesses quickly through growth hacking, using only superficial branding (basic visual identity and logo). This can work in the short term, particularly if you have first-mover advantage, or if you’re riding the wave of a major cultural trend. But, the more competitive the space becomes, the greater the need for competitive differentiation. Which means building a meaningful brand. Unfortunately, at this point, you’ve lost first-mover advantage, and, you may be playing catch up to strong competitor brands stealing your customers.

Rather than building a business and then doubling your effort to build a brand, do both from the offset and use your brand to drive your business strategy. We’ll work through the questions you need to ask and elements you need to define to build a meaningful brand that is differentiated, authentic, distinctive and memorable, including Purpose, Values, Tone of Voice and Organising Brand Idea; how to leverage the Brand Idea to make your brand experience unique, not category generic.

Join Principals Strategy Director, Moensie Rossier as she shares her thoughts on how to build a brand, not just a business.

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