One of the biggest challenges of startups is to gain more visibility. The visibility of your start-up leads to potential customers becoming aware of you. But even if you are already a whole step further and can already call yourself a scale-up, it is often the desire to gain more brand awareness.
Ways to gain more visibility
Depending on what stage you are currently in with your startup, there are many ways to become visible. If we want to start with the basics, the first question would be what makes you and your startup really different? This could be your business idea or the position you want to take in the market. As soon as you differentiate yourself and do something different than your competitors, you automatically become visible.
But what other ways are there? Through your positioning, you can also communicate differently and send your brand message to the right customer target group so that you become visible to them. In addition, you can run large advertising campaigns to make your brand better known. However, this route is difficult to implement for many startups due to budget constraints. So what to do? The answer: build a community.
Build a community behind your brand
The most sustainable way to become visible with your startup is to build a community. Even if you are still in the beginning, you should do this right from the start. Big and well-known brands in the world all have a large and loyal community behind them. This community is a fan of your brand, lives it and tells others about it. They will even defend it if someone talks bad about it.
Of course, this process takes time and that’s why it’s even more important to start now. Because your community decides what your brand means to them and will help you gain more visibility. If you are already scaling up and have a community, ask yourself how you can strengthen the bond even more. If you are at the very beginning, create a brand strategy with the goal of building a community.
You can use Marty Neumeier’s brand ladder, which we described in this article, to get a sense of how your brand is evolving. Each step in the ladder describes which stage your customers go through and which are necessary to create a community.
You need more visibility?
If you need more visibility or want to achieve more brand awareness with your scale-up, we are happy to support you. Our Brand Strategy Sprint is designed to develop a brand strategy that will result in a strong and loyal community in the long run. Book an appointment right here and let’s talk about your current situation and goals.