Importance of Branding for Startups

After 20+ years helping startups build breakthrough brands, I keep seeing the same costly pattern: rushing to market without a solid brand strategy. Even amazing products with strong teams end up joining the 90% failure club within the first five years in business often, in part, because of this easy-to-avoid pitfall. The rush to market often means skipping critical brand foundation work — like building a skyscraper on sand. It might look impressive at first, but without a solid foundation, cracks will show, and the whole thing risks collapse. Smart investors are starting to require brand strategy work upfront to protect their portfolios. Why? Because brands with no there there burn through too much funding trying to reach — and effectively speak to — their market. What gets sacrificed when startups skip brand strategy? 🎯 Clear market position  💰 Premium pricing power 🤝 Team alignment on vision 📈 Efficient customer acquisition ⭐️ Authentic differentiation Here's what I've learned: Getting brand strategy right early doesn't have to be complex or expensive. With focused frameworks, you can build a rock-solid foundations in 2-4 weeks — without typical agency bloat. For investors, it's one of the lowest-cost ways to protect and maximize portfolio value. 

Brand is one of the last business moats. Brand = Reputation. The market’s critical-mass gut-feeling about a company. What creates reputation? Everything that's perceived & judged by others over time. “When you create a brand, you’re not creating one brand—you’re creating many. Each customer or audience member has a different brand of you. That’s OK as long as you have it corralled mostly where you want it." —Marty Neumeier Building brand is a function of these components in harmony: Culture: Underpins everything Product: The core element Environments: Places people learn about the product & purchase Communications: Marketing & content This leads to: First impression conversion: Is this brand so interesting that I MUST try their product once? Perceived value: Is this more or less valuable to me than direct alternatives? Audience affinity: Do I want to associate with this brand publicly? Duration of recall: Did this brand make a mental impression on me that will last long-term? In a global market inundated w/ marketing, where product becomes commoditized—companies must answer: "why should I care or trust you?” “Getting people to pay more for the same old sh*t is not a rational thing. It’s emotional. The key to pricing power is to get people to feel strongly about your brand, to disengage the rational & make people want the thing at any price” —Les Binet —— Why Brand Matters: 95:5 heuristic: Only 5% of potential buyers who see your content are in-market to buy now. That means 95% of buyers you reach are out-of-market & won’t buy for months or years. More efficient funnel: Building the brand in the consumer's mind increases the probability that they will choose you when they are in-market, rather than spending more time in the consideration phase & potentially buying from a competitor. Creates revenue resilience: Aim for 50-70% of new customer acquisition to be generated organically—rely less on promotions & direct-response advertising to hit revenue goals. More efficient GTM: A larger “owned” audience leads to a stronger ability to lean into innovation & product diversification. Gross margin expansion: As brand builds, price sensitivity wanes, allowing for new products at higher price points & margins. Better partnerships: Ability to reach adjacent audiences more efficiently. —— 2024 Principles: No mediocre products. Pre-internet, brands could wrap mediocre products in glamorous “look & feels.” Today, mediocrity is rapidly outed. No mediocre content. Build this as a core competency—make stuff that's truly entertaining instead of sales-focused. Leadership as an angle. Dr. Squatch, MUD\WTR, NUDE PROJECT & Stan leverage their founders in content, humanizing the brand. —— Brand KPI's: -Repurchase rate YoY -% of Revenue on Discount Decreasing YoY -% Revenue from Organic Sources -Contribution Margin Lift YoY -Branded Search Lift QoQ -% Traffic from Organic Sources -Content Engagement Metrics -Reduced Price Elasticity

Brand Marketing Leaders: here’s a news flash from someone who used to wear your shoes. When I left the big CPG world for a fast-growing private company, a LOT was different: the resources (skinnier), the free food (scarce) and the juggling (more intense.) But (and here's the news): 𝘵ℎ𝘦 𝘪𝑚𝘱𝑜𝘳𝑡𝘢𝑛𝘤𝑒 𝑜𝘧 𝘤𝑟𝘦𝑎𝘵𝑖𝘯𝑔 𝑎𝘯𝑑 𝑒𝘮𝑝𝘭𝑜𝘺𝑖𝘯𝑔 𝑎 𝑝𝘳𝑜𝘢𝑐𝘵𝑖𝘷𝑒, 𝘵ℎ𝘰𝑢𝘨ℎ𝘵𝑓𝘶𝑙 𝑏𝘳𝑎𝘯𝑑 𝑠𝘵𝑟𝘢𝑡𝘦𝑔𝘺 𝘢𝑛𝘥 𝘱𝑜𝘴𝑖𝘵𝑖𝘰𝑛𝘪𝑛𝘨 𝘸𝑎𝘴 𝘵ℎ𝘦 𝘴𝑎𝘮𝑒. Believe me, I get it--when you’re running🏃fast and lean, keeping all the ⚽s in the air, you might not see the future-facing brand-building stuff as quite as urgent as what's blowing up TODAY. It's easy to think "In my 25-hour day ⌚, is this REALLY something I need to tackle right now?" I’m here to tell you Yes. Yes it is. Regardless of company size, team depth or budget, nailing your brand's positioning, aka, it's reason for being, is far from optional; 𝙞𝙩 𝙖𝙘𝙩𝙪𝙖𝙡𝙡𝙮 𝙨𝙚𝙩𝙨 𝙩𝙝𝙚 𝙛𝙤𝙪𝙣𝙙𝙖𝙩𝙞𝙤𝙣 𝙛𝙤𝙧 𝙨𝙪𝙨𝙩𝙖𝙞𝙣𝙖𝙗𝙡𝙚 𝙛𝙪𝙩𝙪𝙧𝙚 𝙜𝙧𝙤𝙬𝙩𝙝.  Here's 5 reasons Positioning your Brand Effectively Matters 🎯: ✅𝗬𝗼𝘂𝗿 𝗯𝗿𝗮𝗻𝗱 𝗶𝘀 𝘁𝗵𝗲 ❤ 𝗮𝗻𝗱 𝘀𝗼𝘂𝗹 𝗼𝗳 𝘆𝗼𝘂𝗿 𝗰𝗼𝗺𝗽𝗮𝗻𝘆. A strong brand has roots far deeper than a logo, color scheme and catchy tagline. It's the way customers perceive you, connect with your values, and remember you. ✅𝗔 𝘄𝗲𝗹𝗹-𝗰𝗿𝗮𝗳𝘁𝗲𝗱 𝗯𝗿𝗮𝗻𝗱 𝗽𝗼𝘀𝗶𝘁𝗶𝗼𝗻 𝗶𝘀 𝗮 𝗗𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁𝗶𝗮𝘁𝗼𝗿. In a crowded or fast evolving market, carving a distinct identity that resonates with your target user will help that person cut through the noise to find you…it’s meant to be! ✅𝗖𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝗰𝘆 𝗯𝘂𝗶𝗹𝗱𝘀 𝘁𝗿𝘂𝘀𝘁 𝗮𝗻𝗱 𝗰𝗿𝗲𝗱𝗶𝗯𝗶𝗹𝗶𝘁𝘆. Using your message platforms to constantly reinforce your brand's rightful place in the consumers' world will create loyal advocates, not just dabblers. ✅𝗧𝗵𝗲 𝗖𝗹𝗮𝗿𝗶𝘁𝘆 𝗚𝘂𝗶𝗱𝗲𝘀 𝗖𝗵𝗼𝗶𝗰𝗲𝘀. A clear brand strategy serves as a compass to guide you with the daily litany of choices and decisions and keeps you on the right path, from new products to marketing campaigns, partnerships or channels. It’s a short-term win that also pays dividends down the road. ✅𝘽𝙧𝙖𝙣𝙙𝙨 𝙄𝙣𝙘𝙧𝙚𝙖𝙨𝙚 𝙑𝙖𝙡𝙪𝙚. There's ample evidence in the History of Marketing that a strong brand can increase the perceived value of your product and command a higher price. It’s literally called Brand EQUITY! 𝙒𝙝𝙖𝙩 𝙎𝙩𝙚𝙥𝙨 𝙬𝙞𝙡𝙡 𝙮𝙤𝙪 𝙩𝙖𝙠𝙚 𝙣𝙚𝙭𝙩 𝙩𝙤 𝘽𝙤𝙡𝙨𝙩𝙚𝙧 𝙔𝙤𝙪𝙧 𝘽𝙧𝙖𝙣𝙙?   if you're ready to build or refine a strong brand foundation, Let's Talk! -------- 💡 I'm Elizabeth, and I help marketing leaders use business and consumer insights to expand brand reach, relevance and market performance. 📮DM me to talk Strategy, Trends, and fueling Insight-driven Growth for your brand. #brandstrategy #brandpositioning #brandbuilding

The way I think about it: brand is your reputation. 
 Brand is not your logo. Not your website colors. Not the font that agency carefully selected. "Doing brand marketing" is not billboards. 
 "Doing brand marketing" does not mean just doing a bunch of stuff you can't measure. 
 Brand is about building your reputation. 
 And when you have a good one: 
 • Products sell faster • Partners want to work with you • Top candidates reach out first 
 I think "investing in brand” means actively shaping how people perceive and talk about you when you're not in the room. Here's how you can build brand: 
 1) Thought Leadership and Content 
 • Consistent, high-quality content: Articles, LinkedIn posts, podcasts, and videos that educate, challenge, and provide real insights. 
 • Founder-driven storytelling: People trust people, not faceless brands. Get your CEO and execs creating content that shares vision, expertise, and conviction. 
 • Deep, original research: Publish unique reports, data insights, or case studies that establish you as a category leader. 
 2) Customer Experience & Advocacy 
 • Deliver on promises: The best brand strategy is a great product and great support. Nothing destroys brand faster than failing customers. 
 • Turn customers into advocates: Case studies, testimonials, referrals. Make it easy (and rewarding) for customers to talk about you. 
 • Build community: Real engagement happens in communities, not just social media. Create a space where your customers connect, share, and get value. Or here on social, that can be community too. Doesn't have to be a walled community. 
 3) Brand Awareness & PR 
 • Earned media: Get written about in industry publications. Appear on podcasts. Get featured in newsletters. Or focus on social if (like most industries today) that is where the discussions are happening. 
 • Strategic partnerships: Partner with known, trusted brands and influencers to borrow their credibility. 
 • Memorable experiences: Events, webinars, and live activations that make an impression beyond just digital content. 
 *** 
 Take this definition and then think about what does it really mean when you say "We're investing in our brand this year" ?? 
 It doesn't mean just go do a bunch of marketing you can't measure...

You can copy almost every part of a startup’s marketing strategy in a couple of weeks, but you can’t copy their brand. Remember that. Marketing tactics are easy to duplicate. You can copy ad campaigns, social media posts, content marketing, and SEO tricks. But the one thing you can’t copy is a brand. A brand is more than a logo or slogan. It’s the emotional connection with your customers. It’s what makes you unique. While you can mimic tactics, you can’t replicate the authenticity, values, and experiences that make a brand special. Building a strong brand takes time and real effort. It’s about always delivering on your promises and creating positive experiences. It’s about building trust, loyalty, and a sense of community. Your brand is your most valuable asset. It’s what makes customers choose you over others. It’s the story you tell, the relationships you build, and the reputation you earn. A strong brand can turn customers into fans. To build a strong brand, be real. Stick to your mission and values. Make sure every interaction reflects your brand’s personality. Engage with your audience. Tell your story. Building a strong brand doesn’t happen overnight. It takes dedication and time. But the payoff is worth it. A strong brand sets you apart and leaves a lasting impact.

The biggest mistake growing companies make?  Ignoring their brand voice. Here’s why you should care about it: ⇾ A disconnected voice confuses customers. They won’t know what you stand for. In a world full of options, clarity wins. ⇾ Inconsistent messaging hurts trust. If you’re all over the place, how can anyone believe in you?  One message, clear and strong. ⇾ Bad branding wastes money. You could be paying for ads that never land. Why?  Because your identity isn’t clear enough. The best businesses know this: Apple?  Sleek, clean, and confident. Nike?  Bold, motivational, always about the hustle. Airbnb?  Welcoming, human-centered. Red Bull? Thrill, adventurous. This is what you should aim for. Consistent, authentic, and memorable branding that speaks directly to your audience. You don’t need a huge budget, just a strong brand identity that resonates. ✅ Nail down your brand voice.  ✅ Stay consistent across all touchpoints.  ✅ Don’t waste resources on ads if your brand doesn’t speak clearly. It’s the little things that create big connections. Don’t skip them. #marketing

Hey there, fellow hustlers! We've all been there: burning the midnight oil, frantically chasing that first big deal. But it's not just about building fast – it's about building to last. In the startup galaxy, fuelling the engine with just code and caffeine won't cut it. What is needed is a navigation system, a map to chart a course through the treacherous field of customer acquisition. That's where marketing comes in, and not just as an afterthought. Marketing is an invisible hand, whispering wisdom even before your first pitch deck. It's about understanding your customers like family, not just target demographics. It's about building a brand that resonates, not just one that pops out in a sea of sameness. Remember those ancient Hindu scriptures? They tell us that Bhrama creates, Vishnu preserves, and Shiva transforms. While Bhrama is the builder, marketing is the mighty Vishnu. It's the shield that protects your creation, the force that sustains it long after the initial buzz fades. Here's why young CEOs need to ditch the "marketing later" mentality: • Investors crave long-term vision, not just a quick burn. The business needs to be more than just a hustle, but a brand that customers love and competitors fear. • Marketing isn't just flyers and ads. It's understanding your customers' deepest desires, their buying tics, and their "why and how." It's crafting a narrative that resonates, that makes them champions of your cause. • It's not a cost, it's an investment: Building brand awareness and customer relationships early on is like planting seeds for future harvests. It attracts talent, fosters loyalty, and ultimately, makes that growth a lot smoother to snag. Embrace the power of marketing, not as an afterthought, but as your co-pilot. Here's how: • Start small but start now. Craft a brand story, one that's authentic, aspirational, and uniquely yours. The story does not have to be big, but it needs to be heartfelt, and it needs to be told.  • Befriend data, not just revenue. Understand your customer demographics, their online behaviour, and their pain points. A data-driven feedback loop steers your product development, customer service, and even your company culture in the right direction. • Build a community, not just a customer base. Listen, engage, educate. In this order. Do not fall in love with your voice but hear and analyse what the customers are trying to tell you. Your customers are your brand ambassadors and also your worst critics.  Remember, Bhrama built the world, Vishnu preserved it, and Shiva transformed it. Build, preserve, and transform with the power of marketing. It's not just a department, it's your startup's soul. #startuplife #marketingmindset #whitespace P.S. Want more marketing magic? Drop a comment below with your biggest marketing challenge, and let's brainstorm some solutions!

The biggest hiring mistake you can make in 2025? Hiring a marketer just because they have big logos on their resume. We've all seen it happen so hear me out... My friend Peep Laja shared a new study from Tracksuit this week and found that as brand awareness increases, performance marketing conversion rates improve by 186%. That’s 2.86x more efficient ad performance when buyers know who you are. No surprise in B2C. But this dynamic hits just as hard in B2B—and maybe even more so since you aren’t buying a t-shirt but a $30k piece of software. But here’s the thing—I’m not writing this to rehash the tired “brand and demand work better together” narrative. That horse is dead and beaten. What I want to talk about is this: Growth marketing at an unknown company is a lot harder than doing it at a brand everyone knows, actually about 2.86x harder. I know this first-hand. If I’m being honest when I was running growth at G2, driving growth was easier. Everyone had heard of us. They knew the category. Knew the brand. My work wasn’t about education or convincing—it was about optimization and driving action. Fine-tuning hooks, running tests, improving performance. Scaling up to match the growth of the company. But rewind to my days at a tiny Series A startup? Totally different game. We had zero brand recognition. We weren’t in a clearly defined category. And no one had any idea who we were, let alone why they should trust us. And that’s what makes growth at a scrappy, unknown company so brutally hard. When you’re marketing from zero, every campaign has to pull triple duty: 1. Educate: Explain what your product is and why it exists 2. Build trust: Convince people you’re legit and credible 3. Drive action: Create urgency to take the next step At a known brand, you can skip straight to #3. That’s a luxury. When you’re unknown, every single touchpoint - your ads, your homepage, your outbound messaging has to do all three. Which means every impression is more expensive, every click-through is harder won, and every conversion takes more effort. So here’s the advice part, especially for founders: Next time you’re hiring a marketer, don’t just go straight for the resume that says Salesforce, GONG, or Hubspot. Sure, they’ve seen scale and are probably super talented. But unless they were there in the super early days, they haven’t had to build from scratch. If you’re early-stage, look for someone who’s done a lot with a little. Someone who’s built awareness, trust, and demand simultaneously, because that’s what early-stage growth really requires. Big brand marketers know how to optimize. Scrappy brand marketers know how to survive. And survival is the first step to scale. Shout out to all my scrappy marketers!

Imitation may be a form of flattery, but if you're imitating someone else's brand, you might harm your company more than help it. Marketers, especially those who live in startup land, make this mistake all the time—they emulate something they see a big brand doing, assuming that if it works for that brand, it will work for theirs. What exactly could go wrong when you imitate? + You might be copying a version of something that isn't working. Big brands are established. When they take wild risks, it's possible the thing you're imitating isn't doing anything for them, but it doesn't matter in the scheme of things. Without your brand equity, you could sabotage your growing company. + Big brands can say bold things smaller brands can't because they've built a broad audience that knows and trusts them. Think about it. Coca-Cola can keep it simple with an ad saying, "Enjoy." Because you know Coke, that ad evokes joy and makes perfect sense. If your new tech brand that nobody knows yet says, "Enjoy," it won't work. You still need to earn your stripes. So what can you do? Smaller companies should invest in understanding what makes their customers tick. Lean into your niche. The perk? You'll be able to have an opinion and say unique things big brands can't say because their customer base is so broad. Understand yourself. Understand your audience. Get to know one another and share that story with the world. Being yourself will pay off and customers will get to know you for who you uniquely are. When you're just getting started, there isn't anything more valuable than that.

Founders/CEOs who say, “Branding belongs to marketing," they’re overlooking a vital truth: Branding is the voice of vision, not a checkbox for marketing. With this mindset, your brand becomes just another chore—not the driving force of your growth. Truth is, strong branding starts inside out. It’s an active investment company every day to stay relevant across decades (if not centuries). Because “brand” is more than pretty brand assets. It's the meaning people attach to you. When founders step back from branding, they miss out on: → Setting a clear direction → A brand that mirrors their bold vision → A tool that propels the entire company forward To prioritize brand across your organization: → Make branding a daily priority, not a side project → Involve your leadership, not just marketing → Choose partners who see beyond strategy into revolutionary ideas → Stay actively engaged to keep the brand connected to your vision Branding needs a visionary leader—a voice that can see the horizon and rally the company toward it. Marketing amplifies your message… …but visionary leadership protects it. wearemotto.com