November 2022

Mohammad Anas Wahaj | 29 nov 2022

Branding for startups begins from the early stage when founders interact with investers, build their team and launch their product. It can be a conscious or unconsious process. Even though the success of branding efforts is hard to measure effectively while building a fast-paced startup, but Daria Gonzalez, founding partner and CEO at Wunderdogs, a brand consultancy, suggests a process that startups can keep in mind while making investments in building a brand. She says, 'Start by defining very specifically what your brand should be communicating to your audience and who this audience is. This means clearly defining the building blocks of your brand, especially your positioning, tone of voice and target audience.' She suggests developing a 'brand baseline' and answer some important questions like how audience view the brand vis-à-vis competition; how the website make audience feel; what does audience feel like coming back when they first interact; is communication giving intended results etc. Comparing the answers to ideal scenarios can provide good measure of branding progress the startup is making. In addition to qualitative measurement it is also important to consider measuring branding with quantitative data by analyzing website engagement data and social media listening. Another important success measure is getting information through direct audience interactions. This can be done by talking to customers, talking to the team and talking to investors. After establishing brand baseline it is necessary to monitor branding efforts regularly keeping in view the long-term branding goals. Read on...

Forbes: How To Measure Your Startup's Branding Success
Author: Daria Gonzalez

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