As a partner at Fahrenheit Studio, I have worked with a number of companies who are in transition. Most of our clients have been around and are looking to improve how they are perceived. They’re interested in boosting sales or making their company more attractive to a prospective partner, investor or buyer. Startups today, on the other hand, often shun branding as an ancillary expense reserved only for the well-funded or profitable ventures.
In today’s “shark tank” environment, startups are vying for investment capital, recognition and credibility in crowded, muddy waters. But if they all use the same sales pitch, $300 logos and website templates, it becomes a blur to their audience or potential investors. Your idea might be revolutionary, but if you aren’t noticed and you don’t seem any different from other entrepreneurs, why should anyone care?
Galileo Galilei is commonly credited for inventing the telescope, but he did not. Ever heard of Hans Lipperhey? He did invent the telescope, but Galileo was a great orator and went in front of the Venetian senate to explain how the telescope could be used to connect with incoming trade ships and be used by the navy for defense. Galileo told the telescope’s story and showed everyone how it was relevant.
If you want to be noticed, you will have to tell a story and project an image that stands out and resonates with your market or potential investors. Branding offers startups an edge that will help you get noticed and convince people that you have credibility and that you’re an important and valuable venture.