Many people often ponder the definition of a “startup.” Is a startup just a company that is only just getting going, or is it something that has the potential to grow into something that changes the lives of millions of people? Unless you’re the new McDonalds, it’s unlikely that your startup restaurant is going to change the world. But if you’re a new internet company or artificial intelligence outfit, then you just might.
The problem for many startups in the latter category is that they lack distinctiveness. On the one hand, they’re offering an innovative product, but on the other, their branding is confused, and they’re having little impact on consumers in the real world.
The good news is that there are plenty of ways that you can make your startup more distinguished, even if your product is technical. You don’t have to be another “.bit” or “.tech” enterprise: you can be something unique, like Google or Apple
Create A Brand Story
Speaking of Apple and Google: what is it that these companies actually do? The answers seem obvious until you think about them for a little while. Yes, Google is a search engine, but it’s also a server company, a marketing company and an artificial intelligence company. Google, it seems, is all things and yet most people have a pretty good idea in their heads of what the company does. The same goes for Apple: it’s not just a consumer electronics company. It’s got its fingers in all sorts of pies - everything from autonomous cars to music downloads.
What makes these companies special is the fact that their branding is consistent, even though they offer a wide range of different products. Whenever you see an advert for either company, you immediately recognize it as such. The language is the same, no matter what’s being advertised, making these companies instantly recognizable. In other words, they’re so distinctive that it probably wouldn’t matter if they started selling branded holidays or Google Pizza.
Be An Individual
One of the issues that legal professionals like Xavier Morales have to deal with all the time is trademarking. A company will set up a business, think that they’re unique, only to find out that somebody else is already using their name. This occurrence is actually so common that there are now full-time services out there to help start-up owners avoid infringing on anyone’s trademark.
Nobody likes a copycat, so don’t be one. Find a marketing language that’s unique to you. People will soon get used to it, and when they do, you’ll be instantly recognizable, no matter where you advertise.
Quirky Can Be Confusing
Think being quirky is an advantage? Think again. It turns out that being quirky rarely works for companies outside of particular niches. Usually, it just makes your customers confused. They come looking for a professional service and end up getting something weird they didn’t expect.
A much better approach is to make yourself into the leading authority on a particular subject. You want to be the go-to business for a particular problem in the real world.
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