The start-up scene, both around the world and in Vietnam, is now growing stronger than ever. As the barriers to entry goes down, competition for all businesses in general, and startups in particular is increasing, and the need to differentiate become more important. One of the solutions for differentiation has always been brand building and development. Although in the past, branding and marketing activities are often neglected by start-up founders, particularly those in the tech industry, in recent years many startups have started to look at branding seriously. In fact, there are many benefits that branding activities can bring to startups, such as attracting customers through differentiation and building customer loyalty through communicating brand values. A quick glance at the more successful startups in recent years e.g. Kickstarter and Flipboard reveals how effective branding can contribute greatly to commercial success. In this paper, the necessity (or lack thereof) of brand building in startups will be discussed, and a guideline for brand building in start-up companies is developed.
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The start-up scene, both around the world and in Vietnam, is now growing stronger than ever. As the barriers to entry goes down, competition for all businesses in general, and startups in particular is increasing, and the need to differentiate become more important. One of the solutions for differentiation has always been brand building and development. Although in the past, branding and marketing activities are often neglected by start-up founders, particularly those in the tech industry, in recent years many startups have started to look at branding seriously. In fact, there are many benefits that branding activities can bring to startups, such as attracting customers through differentiation and building customer loyalty through communicating brand values. A quick glance at the more successful startups in recent years e.g. Kickstarter and Flipboard reveals how effective branding can contribute greatly to commercial success. In this paper, the necessity (or lack thereof) of brand building in startups will be discussed, and a guideline for brand building in start-up companies is developed.
