How to Build a Startup Brand That People Trust, Not Just a Fancy Logo

When building a startup brand, many entrepreneurs fall into the delusion of getting caught up in the ‘extras’ things that only look good on the surface but hardly add depth to their brands. Let’s demystify some of these ‘extras’ first.

What Startups Focus On That Isn’t the Main Thing

1. Fancy Logos and Color Combination:

There is nothing bad in having a fine logo matched with a good colour combination, they matter. However, it becomes a faulty effort when that is all you focus on in your business. If you think spending millions to hire the best creative designer on a logo will make your brand successful, abeg, calm down. A logo is just a symbol; it’s not the substance. Think of it like jollof rice. The colour might draw you in, but the taste keeps you returning.

2. Social Media Followers:

Whoever tells you that having 100,000 followers on Instagram or Twitter (X) is a way to measure how well your business is thriving, is destroying your business in retrospect. Don’t get it wrong, numbers are good, but if those followers don’t trust you or engage with your brand, it’s like having a big compound with no one to gist with. Numbers don’t always translate to loyalty or sales.

3. Trendy Buzzwords:

Many up-and-coming entrepreneurs focus on superficial “innovative” or “disruptive” when they are not innovative or disruptive. The truth is, you are not what you call yourself as a startup, you are what your customers call by solving a particular problem for them. You can call yourself “the Uber of plantain chips” but if you’re not solving a real problem, it’s just bluffing for the sake of grammar.

As established before, although these things are part of branding, they are not the main thing. So, what’s the main thing to focus on when building your brand as a startup?

What to Focus on When Building a Startup

One of the foundational truths to know as a startup is that TRUST is the foundation of any successful brand. Without it, your startup is like a bicycle with no chain. It might look good, but it won’t move. Fine logos, good colour schemes, over-the-top marketing, etc. can draw your audience but what sustains them is your ability as a startup to make them trust you. Trust is what makes your audience know you, like you, and stick with you. Let’s break it down with some relatable examples.

1. Know You:

Your audience needs to recognise your brand and understand what you stand for. A sure way to make them know you is to stand for one thing. In other words, let them know you are “Plush Impression” which is known for selling female underwear. For example, everyone in the neighborhood of Tanke knows item 7 because they are consistent. Their jollof rice tastes the same every day, and they open at a particular time. They have built a reputation, and people “know” them.

By implication, this means that in building your startup brand, you have to be consistent in your message, visuals, and values. Whether it’s your website, social media, or customer service, people should recognise your brand anywhere.

2. Like You:

You might have heard it before, but a reminder never hurts – People don’t just buy products; they buy experiences and emotions. Think of any brand you patronise regularly and ask yourself why you always buy from them. You will realise that you are buying from such brands not just because of the quality but because they make you feel a certain way.

As a startup, what emotions or experiences is your brand bringing to its audience? In other words, making your audience like you means creating a brand personality that resonates with your audience. Are you fun and relatable like “Cowrywise”? Do you know how to engage your audience like “Zikoko”? Or professional and reliable like “Flutterwave”? Find your voice and let people connect with it.

3. Trust You

Trust is the ultimate goal. It’s what turns first-time buyers into loyal customers. As much as there are and will still be many competitors of similar brands, trust is what will make each of them retain their audience. Take item 7 for instance. Even with the rise of other food businesses in Ilorin, some customers still prefer item 7 because they’ve built trust over the years. They deliver on their promises.

What does this mean for you as a startup? This means delivering quality, being transparent, and keeping your word. If you promise next-day delivery, make sure it happens. If you say your product is easy to use, ensure it truly is. Trust is earned, not given.

Trust is everything. People value relationships and word-of-mouth recommendations. If your brand is trusted, people will not only buy from you but also refer others. Imagine your aunt telling her entire church group about your skin care product because it works. That’s the power of trust.

But if you break that trust, eh, forget it. It takes more time to regain a broken trust than to build it from scratch. One bad experience and your brand could become the next “trending” story on Twitter.

How to Build Trust

1. Deliver Value Consistently.

Whether it’s a product or service, make sure it solves a real problem.

2. Be Transparent.

Own up to mistakes and fix them. Don’t try to justify them. It may not end well.

3. Engage Authentically.

Don’t just sell; build relationships. Reply to DMs, ask for feedback, and show appreciation.

4. Leverage Testimonials.

Let your happy customers do the talking. Nothing builds trust like a good review from a real person.

While logos, followers, and buzzwords are part of branding, they’re not the main focus. The main thing is “TRUST”. Build a brand your audience can know, like, and trust, and you’ll survive and thrive. Remember, no matter how sweet the packaging, the content makes them return. So, focus on building that trust.

Related Post: Top Strategies to Improve Your Productivity as a Startup