How to build a strong brand for a startup? Branding Basics

posted byMuse Media Marketing11/16/2020

When creating a startup, one of the most important elements of making a strong impact as a new player in the market is branding.

Branding communicates to your audience what your business stands for and differentiates you from the competition.

In this article, we are going to discuss the important steps to building a successful brand:

Creating a Brand Personality

When creating a brand for a startup, it is important to establish a consistent tone for communication, including how the business interacts with its customers and the messages portrayed through marketing.

Think of creating a brand personality as attributing human characteristics to your startup that it will embody in every aspect of its messaging.

This not only ensures consistent messaging, but it also makes the brand memorable and credible.

Establishing the right brand personality will also help your brand resonate with its target audience, as each target market responds differently to each brand personality.

Some common example of brand personality include:

Choose a Target Market

Choosing a segment of the population that you want to target for marketing purposes sets the framework for many business decisions.

When it comes to creating a startup, specifically, product development is often guided by the needs of a specific target market. To be successful, your startup must fulfill a niche and strategically market the brand for that population.

To choose a target market, begin by stratifying the population. This can be done in multiple ways:

  • Demographically: create groups based on demographic characteristics such as age, gender, occupation, race, etc.
  • Behaviorally: stratify the audience based on their behavior, such as what drives their purchase decisions and brand loyalty.
  • Geographically: stratify your audience based on their location. For example, if your startup servers a certain community, such as an urban population, focus your marketing on those who fall in that category. What are their needs? What do they value?
  • Psychographically: satisfy your audience based on their values and personalities. This is especially important when creating your brand personality, which communicates to the audience the business’s values. You want your values to resonate with those of your target market.

Build a Brand Book

A brand book consolidates all of the important information a brand needs to fully communicate its brand and its overall message to the public.

It sets guidelines for how the brand will be communicated to an audience, from the colors and fonts for visual marketing to an outline of the target market and brand personality.

Building a comprehensive brand book is especially important for startups because it ensures that everyone on the team knows exactly how each aspect of the business needs to be presented and communicated.

A brand book can take the often disjointed and chaotic nature of startups and give them a sense of cohesion.

So, what is included in a brand book?

The first, and arguably most important, element of a brand book is the startup’s mission statement.

A mission statement communicates your purpose as a business and establishes a goal for the startup to strive for. A mission statement is the true essence of your business.

Along with a mission statement, your startup needs a vision statement that communicates the future goals and legacy of your business. It essentially answers the question, “Where do you see your business in ten years?”

The next two elements in a brand book are the brand personality and the target audience, as explained in the previous section.

Similarly, a brand book will outline the specific words used in messaging from marketing efforts to establishing understanding within the company internally. This contributes to maintaining a brand personality as well as a cohesive work environment.

Now for the fun part!

A brand book also outlines all of the visual aspects of the brand, such as graphic design .

This includes creating an original, eye-catching logo.

If your branding is successful, consumers will immediately associate this logo with your brand. Impeccable branding is what made the McDonald's golden arches and the Nike checkmark so iconic!

Finally, choose your color palette and typography.

It may seem nuanced. However, these elements remain consistent throughout all marketing campaigns, from social media advertising to the business’s website.

Keep it Consistent

If you take anything away from this article, remember that the key to successful branding is keeping every aspect of your marketing and messaging consistent.

Consistency is key to establishing top-of-mind awareness and credibility with your target market.

First, establish a target market and stick to it. You must connect with this audience and communicate with them in a way that resonates. Every aspect of your business, from product development to marketing, needs to speak directly to this market. The more niche, the better!

Second, maintaining a consistent brand personality will not only ensure your message is translated clearly but also that it remains credible and memorable.

Finally, to bring all of these aspects together, and truly create a consistent brand, create a brand book. It will function as your guide and the guide of every person that works at your company!


Creating a startup is an exciting venture filled with endless creative potential. However, building a brand from scratch is anything but simple. A successful business is much more than a great product or service. It persuades customers to become invested in the brand as a whole.

Our team and Muse Media Marking will not only help you establish a brand personality that will resonate with your target audience but will also work directly with you to create a customized brand book that is consistent, dynamic, and unique.

If you are ready to take your online advertising campaign to the next level, book a consultation with Muse Media Marketing today!

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