One of the biggest barriers to brand is the feeling that you don’t have too much money. Let’s clarify, money is important. With money in hand, there’s a lot that can be done to create awareness of the brand, invest in brand properties, developing communication with target audience, etc. However, not all startups or smaller enterprises are blessed with a fat bank balance. But that should not be the reason why they stop themselves from working on a brand positioning for themselves.
Money does not define a brand. Standing for something does. And what it is you stand for is will find meaning when it finds its DNA in the vision with which the enterprise was started.
Answer the following questions:
- Why did you choose to start this enterprise ?
- Why this idea, this product, this service and not any other?
- What makes your product different from other similar products?
- Why should customers choose you over others?
- What is the competition saying about their products and how differently from them are you positioning your product?
- What is the role that you would like to play in the life of a consumer?
Answers to these questions, will help you introspect on the kind of brand that you want to build. From these answers you will find out what it is you want to stand for. There on, make this central to the way your brand conducts itself, talks about itself, makes connections with consumers, and presents itself from a design and language point of view, and you’ll be well on your journey towards creating a brand for yourself – with or without a large sum of money to support you.