Most early-stage startups don’t do brand marketing simply because they don’t yet have an established brand in the marketplace. The natural place for them to start is with product marketing. As a company becomes more well-known and expands to multiple offerings, they gradually add brand marketing to the mix.
Attaching your startup brand to a movement involves figuring out what your brand stands for. Here’s a hint – the movement isn’t called “Making me Rich.”
I’ve had a lot of branding discussions this week that were spawned from my branding rant earlier. One of the most frequent questions I get is “How do I measure branding?” and then “How much does it cost to do that?” At the bigger companies I have looked at there were two big pillars of …