The Latest Trends in Corporate Branding for Startups

By Mariliana Fotopoulou Wednesday, August 12, 2020

Startups are the underdogs when it comes to business innovation and technological advancements. For years, startups have been rethinking and laying the grounds for better customer engagement platforms, reshaping corporate branding strategies, and being able to quickly adapt to an everchanging market.

With all the challenges brought forth by the COVID-19 pandemic, startups can reevaluate how the future of business and its underlying elements will be.

Building a solid brand is what sets startups aside from its competitors. Localized efforts and the need for constant technological innovation has given startup businesses the edge to become key players in the world of business.

The Modern Startup Business

Online and digital trading has made it easier for new startups to find their feet. This can be a great turning point for some small businesses as the world faces challenges related to the current COVID-19 pandemic.

As with all new businesses, location and having a point of operations are important. Recent statistics revealed that 69% of small businesses start from home. Additionally, it has become more prevalent for 10% of homeowners to start a new business as they feel more financially stable to venture into the world of business.

Low startup funding, cheap operation costs and a work from the home environment has made it possible for nearly 30% of small business owners to feel that now is the best time to expand, according to the National Federation of Independent Business.

Although the modern startup business has changed its appearance from the past, many elements have contributed to its long and prolific existence – even for 2020’s gloomy economic outlook.

Corporate Branding in the Startup World

Corporate branding is as important as the business itself, as it represents the company, what it sells, and everyone involved in the value chain. The use of online forums, social media channels, and websites has quickly caught on, making it easier for startups to reveal and establish a well-worth brand.

With growing demand, and more frequent online shoppers and social media users, there are some key components small business owners can regard before launching.

Having the Perfect Logo Works Every Time

Graphic designers alike know all the branding and designing trends one should take into consideration before creating an authentic logo. Modernized and minimalistic trends have flooded our online world, with businesses creating more streamlined, and boldly minimal logos.

Although a startup will not necessarily have the additional funds to pay an expensive graphic designer, many have found success in using platforms such as Canva, Wix, BrandCrowd, and Squarespace. These platforms offer startups the initial launch, allowing business owners to custom build their logo as they please.

Keep in mind that these websites have some great tools and functions, but do not garner the freedom of expression like that of qualified graphic designers. Logo making tools are becoming more widely used, with the niche quickly catching on for businesses looking to spend less on design and more on the plurality of the business.

Corporate Design

After taking some time to design the perfect logo, the next step is to rethink and use creative innovation to establish the perfect corporate design. These elements make it possible for business owners to decide on packaging designs, color schemes, and the overall look and feel of the business. Combining certain design elements from the physical product or service with an opposite can deliver a set of valuable features.

Be unique in your choices, customers and shoppers love it when businesses look at every detail in the business. From branded take away cups to more personalized shopping experiences online, it can be seemingly worthwhile to establish your corporate design relatively early.

Personalization Makes Businesses Human

Putting a face or perhaps deeper emotion to your startup can help your target market feel more comfortable with your business. Younger generations, especially millennials and Generation Z, are looking for brands that they can relate to on a deeper level. Personalizing some features of your product designs, packaging, and trade will make your startup business more approachable and giving it a humanized element.

Be Social

Many entrepreneurs, business leaders, and mentors have shared the great power of social media. Using as many social media channels as possible can help your startup catch wind, ensuring each of the selected channels and platforms suit your business, what it’s selling or trading, and where your target market spends most of its time online.

Building a unified marketing strategy that will work for your business puts you ahead of others. Modern advertising has become cheaper as well, with social media platforms like Facebook, Instagram, TikTok, and others offering business owners the ability to advertise and market their businesses to users. With this, it is also possible to select your desired target group, making it somewhat more personalized.

Influencer Marketing

This might not be possible in the initial phases of the startup process, but influencer marketing has been making some businesses a lot of money. With an extensive online following and lucrative networking channels, influencer marketing can be a great way to get your brand more noticed. If you know of a famous friend with a sought-after social media profile, it might be a good idea to associate your brand with them.

Be the Brand People Want to Associate With

Whether it is using recycled materials for your packaging, or supporting a charitable cause – be the brand that people can respect and want to support. Yes, having a human and ethical touch is what our consciousness strives towards, but in the world of business, it’s easily forgotten. Ensure your business is making a social and communal impact, being a pivotal figure for those seeking out originality and authenticity.

Final Take

It’s not that hard to be different; it takes time to establish a corporate brand and identity that works for both the business and its supporters. Get to know your customers, who they are, and what they are looking for. Build a brand for your clients that reshapes traditional thinking.

About the Author


Mariliana Fotopoulou

Mariliana has an MSC in consumer analytics and business strategy. She has a special interest in fast-moving industries and big data.

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