Start-up branding – 6 vital questions for you – part 2

Start-up Branding: 6 Questions you Should Ask yourself.

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Question #4: Who is the BRAND CHAMPION?
Or, All Good Brands Adore a Champion

If everyone is raving about you, it tells me you have an enthusiastic, loyal, dedicated and supportive fan base. By definition, that makes them your brand champions. Guess what? They’re your best advocates. They’re the ones spreading the word about you, your brilliance, your capabilities and everything you stand for. We all need engaged, committed and passionate brand champions. In fact, on today’s New Brand Landscape, it’s tough doing this alone: You need fans, a following, support, a tribe. You get the idea here, yes?

Ask Yourself:  How easy do you make it for your tribe of fans to spread the word about you? And, how can you best help your brand champions support you? (Just as importantly, how can you reciprocate and support their efforts? This is a key to your success. This is give and take vs I give/I take. See the difference?!)

Question #5: What are BRAND GUIDELINES?
Or, All Good Brands Need to Stay On Track

Absolutely, some rules are destined to be broken. Other rules, however, come in handy and do make the world go around. In a nutshell, Brand Guidelines are designed to keep your brand on track, inspired, aligned and motivated. But they have to work for you, and match your values, vision and sense of the future…

Ask Yourself: So what kinds of guidelines are in place across your brand? Remember, consistency is key. Take a look at everything: From your brand’s positioning, language, design, identity to your strategic guidelines, tone, behavior, attitude, even your brand voice, yes. (Do you know what’s the sound of your brand voice?)

Question #6: What is BRAND REVITALIZATION?
Or, All Good Brands Need a Bit of Shaking Up

You know all those healthy drinks that promise to revitalize you when you’re, say, hung over? Well, if your brand is starting to look pale or act listless or bland  (yes, it happens), you might want to think about a bit of brand revitalization. Try looking through a different filter. Take a fresh look at the kind of language you’re using. Rethink exactly what you want to be communicating. What matters to you – and why? What’s the emotional quotient behind your words? Remember, people do not want to be kept at arm’s length anymore. They want transparency, upfront and person. Willing to do that?

Ask Yourself:  What is your message actually telling your target audience? If eyes are glazing over, it’s time to inject a big healthy dose of energy to refresh your brand. How do you really perceive your brand? (This is not a simple question. It’s not a trick question, either. But perception stands for a lot so spend some time working on this one.)

If you’re having problems here, reach out and think about a Brand Audit. Email

So are you finding yourself falling madly and helplessly in love with your brand yet?

Clue: This is really about emotional branding.If you’re a start-up entrepreneur, just remember your brand is just a feeling the world has around you and what you do. If you can get insert that in all your brand messaging on all the multi-channels out there, you’re going to be ahead of the rest of the pack. Seriously!

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Eric Winton

Director, New Millennium Business

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