Startup Branding and Selling to Martians

This week I read a couple of blog posts on the topic of Branding for startups that bothered me. Both posts tried to make the same 2 points about startup marketing: Branding is THE most important facet of startup marketing Branding is about how your offering resonates EMOTIONALLY with the buyer NOT the benefit you provide. The example used was home cleaning products where the benefit was “cleaning the house” where the “branding” focus should have been “creating more family time”. This a classic example of advice that would be very good for a company in an established market but disastrous for a startup. Positioning in an established market is very different from positioning in one that isn’t. Startup prospects are starting at a different spot on the purchase path. If you are selling soap, you don’t have to worry about defining what soap is, what it does or why you might want to buy some. The biggest worry the soap seller has is differentiating themselves from the other soaps out there. Since soap is all pretty much the same it’s going to be hard to do on technical merits (although there are loads consumer products that attempt to do just that such as dishwasher soap with “breakthrough multi-chamber technology” and  toilet paper that doesn’t leave little bits behind) so getting to the intangible stuff right away might be your only hope. Most startups don’t operate in established markets – they are either breaking ground in new markets, operating at the intersection of markets, or trying to re-define a market. Selling in markets like these is a bit like...