Branding and Startups

As a growth marketing strategist who’s been working with B2B tech companies for over 10 years, I notice a lot of commonalities in mindset.

One of those common thought patterns is about branding. I’ve noticed that many startups are seemingly “allergic” to branding. It’s almost like a dirty word. I want to change that.

Branding is accessible for startups. By changing your mindset about branding, you can get in front of your audience without worrying about buying their information. As B2B companies, particularly ones with Series B funding, we want as many eyes and ears to see and hear your contact as possible, regardless of whether that audience is ready to make a purchase.

I’ve seen so many companies be concerned about getting potential customer information—whether it’s getting people to fill out forms or gathering whatever data they can—that they forget about the importance of building awareness.

People need to know who your brand is in your category. They might not be ready to purchase yet, but even if they’re in a research phase, a compelling piece of branded content can put you in a competitive position when that customer is reading to buy.

So, long story short, rethinking branding for your startup. It’s more important than you think.