Overwhelmed startup founders have the natural tendency to focus on a brand’s tangible assets: logos, color, typography because they’re easy to understand. If you put your logo everywhere, it’s branded, right? I guess, but that doesn’t explain why your last marketing campaign flopped like the Kendall Jenner Pepsi ad (sorry Pepsi, but whoa boy, tone-deaf).
My agency defines a brand identity system as a long-term, permanent marketing tool that dictates your short-term marketing campaigns.
Control and consistency are the names of the game. Just as you can create visual guidelines that address color and typography, so can you create emotional guidelines for writing copy, campaigns, and social media.
Startups often forgo building a brand identity system in favor of diving headfirst into marketing. Marketing is sexy. It’s tangible. It also has the ability to utterly wreck you if you’re not fully prepared to master it.
In fact, startups rarely address developing a brand identity system in their first iterations, because they often haven’t felt that punch of failed marketing yet. They only tackle developing a stronger brand when it’s a dire need, and by then it’s much more difficult.
There’s a better way to make it out of these beginning stages armed with the right mindset to skyrocket you toward strong marketing and even stronger customer retention.