{"id":42422,"date":"2023-10-20T15:21:06","date_gmt":"2023-10-20T15:21:06","guid":{"rendered":"http:\/\/startupsmart.test\/2023\/10\/20\/creating-a-brand-from-scratch-startupsmart\/"},"modified":"2023-10-20T15:21:06","modified_gmt":"2023-10-20T15:21:06","slug":"creating-a-brand-from-scratch-startupsmart","status":"publish","type":"post","link":"https:\/\/www.startupsmart.com.au\/uncategorized\/creating-a-brand-from-scratch-startupsmart\/","title":{"rendered":"Creating a brand from scratch – StartupSmart"},"content":{"rendered":"
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Thousands of entrepreneurs launch a new brand every year in Australia. Of those, some will flourish, but many others will fail dismally. How do you ensure that you create a brand that will stand the test of time?<\/p>\n

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Many entrepreneurs in the launch phase of a new business wrongly believe that a logo is the same thing as a brand, but that certainly is not the case, says Andy Bateman, CEO of brand agency, The Leading Edge.<\/p>\n

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In fact, a brand could best be described as how your businesses dresses, looks and behaves to the outside world, he says.<\/p>\n

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\u201cCreating a brand is more about a definition of how your business behaves than anything else. A good brand can differentiate your business from the market, while a poorly defined brand can easily get lost in the clutter,\u201d Bateman says.<\/p>\n

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The first step to launching a brand is to research the market, find out who your competitors are and what motivates consumers to buy particular brands within the market, he says.<\/p>\n

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\u201cConsumers make decisions on what to buy based on several things,\u201d advises Bateman.<\/p>\n

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\u201dYou need to consider what those criteria are so that you know what makes them pay more for one product over another. That can help you define what your brand will look like.\u201d<\/p>\n

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Alisha Jade Dunsford has launched brands for numerous small businesses. The creative director of AJD Design says keeping it simple is the key to brand consistency.<\/p>\n

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\u201cDon\u2019t be tempted to overload yourself with brand assets,\u201d she says. \u201cToo many colours, fonts, images and graphic devices will only confuse your message and adds complexity to your brand.<\/p>\n

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\u201cInvest in a basic style guide and document templates which will help you and your staff control the visual presence of your brand.\u201d<\/p>\n

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Jo Harvey launched organic bamboo baby clothing brand BabyJo three years ago, trademarking a panda as part of her logo.<\/p>\n

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With a background in hospitality management and no experience in marketing, she admits launching a brand was a steep learning curve for her.<\/p>\n

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She says: \u201cI\u2019ve become known as the Panda Lady, which has really worked in my favour. People remember my brand.\u201d<\/p>\n

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Tell your story<\/h2>\n


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Entrepreneurs should consider defining their brand by telling its unique story, Dunsford advises.<\/p>\n

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\u201cCreate a compelling story that people will want to be a part of and will actively spread the word about,\u201d she says.<\/p>\n

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Nudie Juice, Bloom Cosmetics and Goodness Superfoods have done this and it\u2019s worked well for the success of their brands, she says.<\/p>\n

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\u201cRely on your branding to capture people\u2019s attention through your story and couple this with your great product or service; and sales will naturally follow.\u201d<\/p>\n

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Sharing her story has worked for Samantha Molineux, who launched an organic skincare business, Lily Loves Pearl, five years ago.<\/p>\n

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\u201cThere were so many brands in the market at the time that all sounded quite similar and I didn\u2019t want to get lost in the clutter, so I tried to find a name that people would remember,\u201d she says.<\/p>\n

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\u201cGrowing up it wasn\u2019t unusual for me to be sitting around the kitchen table with my Gran Pearl and Aunt Lil, who would be cooking up their own skincare products in the kitchen using natural, effective ingredients. Something around that was an obvious choice.<\/p>\n

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\u201cIt works so well because people remember my story. It also brings some connection and authenticity to our customers.\u201d<\/p>\n

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The cost of a brand<\/h2>\n


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What about cost of creating a brand for your business? According to AJD\u2019s Dunsford, start-up branding shouldn\u2019t cost the earth.<\/p>\n

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\u201cBegin your business with the absolute essentials in mind \u2013 a well-designed logo that captures the uniqueness of your product or service, a matching business card and a considered web presence,\u201d she says.<\/p>\n

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To have all three professionally designed should cost around $2,500 to $3,000, she says.<\/p>\n

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Melbourne\u2019s Trout Creative Thinking will walk a start-up business through a considered brand creation process around brand promise and the creation of a slogan, which director Carlo Tarquinio says Trout would charge between $10,000 and $20,000 for.<\/p>\n","protected":false},"excerpt":{"rendered":"

Thousands of entrepreneurs launch a new brand every year in Australia. Of those, some will flourish, but many others will<\/p>\n","protected":false},"author":2,"featured_media":60339,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[13,1],"tags":[],"_links":{"self":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/posts\/42422"}],"collection":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/comments?post=42422"}],"version-history":[{"count":0,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/posts\/42422\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/media\/60339"}],"wp:attachment":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/media?parent=42422"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/categories?post=42422"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/tags?post=42422"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}