Branding For Startups - It Can Be Difficult

Most times, branding advice is intended for more established companies. Many articles discussing branding successes only focus on large companies, too. Startup branding cannot compare to the same metrics as the mega companies. It is different because your audience will have no recognition or emotional attachment to your brand because they have never heard of you.

Set Your Baseline

The very first thing you should do is to determine what success for your brand looks like. Set metrics and be sure they are meaningful. Define exactly who your audience is and how you plan on communicating with them. Your brand positioning should answer these questions:

  1. How does your audience see your brand in comparison to the competition?
  2. What are your strengths and weaknesses in comparison to the competition?
  3. How does your website make your audience feel?
  4. Do you interact well with your audience?
  5. Is your communication strategy effective?

Get Technical

Quantitative data does not always fully encapsulate how your branding is performing. There are several metrics that can give you a good idea of what is successful, but there are always areas that cannot be translated into hard data. Understanding the following metrics will help give you more context with how your branding is performing:

  • Website engagement
  • Social media listening

Get Personal

The most valuable information often comes from meaningful conversations with your consumers. When planning conversations, it is important to consider all of your audiences.

  1. Talk to customers
    • You can talk to your customers through interviews or surveys. This strategy gives insight into what your audience thinks about your business and why they may think this way.
  2. Talk to your team
    • Emphasizing employee alignment is crucial to the success of your brand. It is important to have everyone on the same page and understand the mission and vision.
  3. Talk to investors
    • When you present your ideas to investors, you must highlight your business’s strengths and exemplify why they should invest.

Stay For The Long Term

Sometimes it takes time for companies to understand that branding success is measured over a long period of time. Branding aims to create a sustainable image and positive association with your company that will stick in the minds of your customers.

Read more about Measuring Branding Success at

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Tom Foerstel : Founder & President

Tom Foerstel

Founder & President

Growing up in the San Francisco Bay Area in the 60’s, Tom developed a strong desire to create positive change for people and planet.


He went on to pursue his passion for art and design at Art Center College of Design in Pasadena, California, and worked for design firms in Southern California before moving to Boise, Idaho in the early 80’s. Foerstel Design opened its doors in 1985. Since its inception, the firm has cultivated a bold, happy, forward-looking team focussed on creating distinct and effective work on behalf of their clients.


An integral part of Tom’s philosophy is giving back to the community in which he lives — a company cornerstone that drives Foerstel’s long history of providing pro-bono services to local non-profit humanitarian and arts programs.


One of Tom’s proudest personal achievements is his ability to say Supercalifragilisticexpyalidocious backwards.