Starting a new business can be both exciting and daunting. There are countless decisions you need to make, but one critical decision you cannot overlook is branding. Your branding will help your start-up stand out from the competition and attract potential customers. Branding can be daunting to many, but fear not! We’ve put together a list of dos and don’ts to help you craft your brand.

Do: Define Your USP (Unique Selling Proposition) 🥇

Your Unique Selling Proposition (USP) should take a top spot on your branding to-do list. It defines your brand, distinguishes you from your competitors, and demonstrates to your target audience what makes you different.

Defining your USP involves identifying what sets you apart from your competitors and why customers should choose you. Focus on your strengths, what you do better than others, and how you can convey that to your target audience.

Sketch of a person standing out from the crowd

Don’t: Copy Someone Else’s Branding 🚫

Copying someone else’s branding may seem like an easy option, but it can do more harm than good. It can be tempting to emulate the design, packaging, or tone of voice of a brand you admire, but your brand should be unique to you.

Successful brands spend time and resources in identifying what makes them unique. Instead of copying, study successful brands, understand what makes them so successful, and implement those learnings in a way that is unique to your brand.

Picture of 2 brands side by side, one is generic, and the other is unique

Do: Consider Your Brand Voice and Tone 🗣️

Your brand voice and tone are the expressions that evoke the personality of your company. For instance, Apple’s brand voice is imaginative, while FedEx’s voice is pragmatic.

Your brand voice and tone should reflect your target audience, values, and overall tone of your business. Use this consistently across all touchpoints, including social media, website, and any other brand-associated communication.

Picture of various people speaking with different expressions and tones

Don’t: Ignore Your Target Audience 🙅‍♂️

Ignoring your target audience is a surefire way to miss the mark with your branding. Start by defining who you intend to reach, what motivates them, and what solutions they need.

From there, your branding should speak directly to your target audience and their needs. Use messaging, visuals, and tone that resonate with them and adds value to their lives.

Picture of a person reaching towards a target

Do: Keep it Simple and Memorable 🤩

One of the hallmarks of good branding is being simple and memorable. Your branding should stand out and be easy to remember. Aim for clarity, simplicity, and consistency in all aspects of your brand.

This will help you create a brand identity that is recognizable and endears your business to your customers.

Picture of a logo that is easy to remember

Don’t: Be Afraid to Iterate 🔄

Brands evolve over time, starting from your logo to messaging and products. It’s not uncommon for brands to change and iterate, especially in the early stages of development.

Don’t be afraid to change course and iterate your branding as needed. Evaluate how you can make your brand stronger, incorporate new values or cater to a different audience.

Picture of someone building and iterating on a structure

In conclusion, your branding is a crucial aspect of your start-up and should be treated with the care and attention it deserves. Define your unique selling proposition, avoid copying others, consider your brand voice, remember your target audience, keep it simple and memorable, and don’t be afraid to iterate to create the best branding for your start-up.

Picture of a launch rocket with the word "Branding" on it