Start-ups need branding too

You’ve got this product you believe is visionary. You want to start a company and bring the product to market and “change the world.”

A word of advice: the greatest product in the world still needs a brand behind it.

When starting new companies, entrepreneurs so often put branding on the back burner because they’re way too focused on the logistics of launching their business. What startups fail to realize is that branding is key to a fledgling company’s long-term future.

Your brand defines who you are as a company and what you stand for. It’s not simply a logo or a tagline, it’s the sum total of values that define the organization—your mission, purpose and the values you want to convey to your customers. Today more than ever, customers don’t just buy products. They “buy into” companies brands whose values and mission they share.

The most successful brands—Starbucks, Nike, Apple, etc.—all have identities that extend far beyond their product line.

When you’re just starting out is precisely the time to establish your values, your goals and your long-term identity. It’s a foundation to build on, a platform to guide the kind of employees and customers you’ll attract along the way.

So if you’re startup, think of your brand—not just your product — as ground zero.