Startup brand consultant Arielle Jackson shares her foundation pillars for a strong brand. Trusted by First Round Capital and its network of startups, Arielle works with up and coming brands as they establish themselves in the market.
A strong brand is more than just a logo or tagline. It is the result of careful consideration and development of three key elements: purpose, positioning, and personality. These three elements work together to create a cohesive and resonant brand that can make a positive impact on the world and stand out in the minds of consumers. A rock-solid brand strategy can also supercharge your company's growth plans.
Purpose refers to how a company aims to make a positive impact on the world. It is the reason for a company's existence beyond just making a profit. A company with a strong sense of purpose is more likely to have loyal and engaged customers who are drawn to the brand because of its values and mission. Patagonia is a great example of a brand with a strong sense of purpose. The company's mission is "to use business to inspire and implement solutions to the environmental crisis." This purpose is reflected in Patagonia's commitment to sustainability, including using recycled materials in its products and supporting environmental conservation efforts.
Positioning is how a company is perceived in the minds of consumers in relation to other brands or products. It is important for a brand to establish its positioning in the market in order to stand out from its competitors and attract its target audience. Patagonia has positioned itself as a leader in the outdoor industry by focusing on high-quality, durable, and sustainable products. In addition, the company has cultivated a strong brand personality and reputation for environmental activism, which sets it apart from other outdoor brands that may not prioritize sustainability. Brand positioning is similar to product positioning but requires different approaches to competition and audience attention.
Personality is the unique character or tone of a company, which can be expressed through language, messaging, and design. A strong brand personality can help a company differentiate itself from its competitors and build an emotional connection with its audience. Patagonia has a strong personality that is reflective of its purpose and values. The company's messaging often focuses on environmental issues and encourages its customers to take action to protect the planet. In addition, Patagonia's design aesthetic is simple and functional, reflecting its focus on practical outdoor gear.
Startup brand strategist Arielle Jackson believes that it is important for startups to take the time to clearly define and articulate their purpose, positioning, and personality. She recommends a set of exercises that can help founders create a long-term vision for their company, establish a foothold in their market over the next 18 months, and develop a consistent voice and personality. These exercises can be effective at all stages of a startup's growth and should be revisited and updated regularly as the company evolves.
Jackson cites Patagonia as a great example of how purpose, positioning, and personality can work together to create a strong and cohesive brand that resonates with its target audience. By clearly defining its purpose, positioning itself as a leader in the outdoor industry, and cultivating a strong and consistent brand personality, Patagonia has built a successful and influential brand that is admired by consumers and respected by its competitors. If you are looking to develop a strong brand for your startup, consider taking the time to work through the exercises recommended by Jackson and regularly revisiting and updating your company's purpose, positioning, and personality.
You might also like
The 3 Marketing KPIs Every Marketer Should Know
How to Build a Growth Team
Growth vs Marketing: What's the Difference?
How to Build a Growth Marketing Plan in 2023
Be the first to know what's new on Maven
Contact support: email@example.com