The first 18 months of the startup experience are often the most impactful in terms of how a startup is able to differentiate itself in an increasingly crowded marketplace. The decisions made around positioning, audiences, and communication in this time frame can seriously hinder or unlock future growth potential. There is a degree of emphasis and focus on funding and operations when building a startup, but brand-building as a process is just as important. A credible brand strategy gives customers the recognition they feel empowered by and the trust needed to reach a recommended solution to your business on an everyday basis. By investing in practices like customer insight, storytelling, and consistent messaging, founders can build a brand that matters and has impact.
Key Brand Priorities in the First 18 Months
1. Building from Cultural Insights
Navigating cultural contexts is crucial for a brand’s reputation. Cultural insights include the recognition that startups can reach audiences authentically and meaningfully, based on the social, demographic, and behavioral trends influencing customer choices. For example, a startup that connects with Gen Z audiences must have a tone and modality that align with conventional digital-first habits. Conversely, a company that markets to professionals may convey credibility and long-term efficacy.
Brands that understand the cultural context can change campaigns to emphasize shared beliefs, traditions, or conversations that influence consumer thinking. Startups that do not acknowledge the surrounding moments typically do not resonate; they appear impersonal and inauthentic. In contrast, brands that engage cultural relevance to position themselves in culture can transcend typical identities and products—becoming participants and relevant communities that are energized by shared meaning and belonging.
2. Establishing a Strong Visual and Verbal Identity
Startups should establish a cohesive brand identity early on. Brand identity encompasses not only the visual aspects of a brand, such as logos, typography, imagery, and color palettes, but also verbal elements, such as tone of voice and style of messaging. A mismatched brand identity confuses customers and diminishes credibility. A clear brand identity keeps the entire customer experience cohesive, so every touchpoint (like a website, social media post, or business card) provides the same impression.
This consistency builds awareness and sets brands apart from competitors; for startups competing against established brands and businesses, building an identity can be a differentiator that projects professionalism and confidence. Consistency also creates scalability: a defined identity makes it easy to expand into new markets and products while still retaining cohesion with previous work.
3. Defining the Customer Journey
Mapping the customer journey is crucial for understanding how people interact with a brand along their path to discovery, purchase, or even post-purchase. Startups should identify critical touchpoints like initial awareness campaigns, website experiences, or post-purchase follow-ups. Each touchpoint should add value to the experience, build trust, and create pathways for brand engagement.
For example, onboarding for a tech startup app should be seamless, as it provides a first impression that lasts. It could also build loyalty by being transparent with customer support and engagement. Or, even after purchasing, thoughtful things like thank-you notes or tailored recommendations for future purchases could encourage customers to return. By conceptualizing the journey as a continual cycle instead of a linear process, startups can create opportunities for long-term relationships.
- Crafting a Compelling Brand Narrative
Storytelling is one of the strongest startup weapons in the arsenal. A good brand narrative tells you not only what the company is, but also why it exists and how it offers solutions to real problems. Early-stage brands typically have strong origin stories—whether they’re technology-driven, solve a specific issue, or have a social mission—that excite consumers. Authenticity is the magic, and sharing these stories is a way to humanize the brand and make it relatable and memorable.
The story should be adaptable. As a company grows, milestones like product launches, partnerships, or entering new markets should be integrated into its narrative, reinforcing its reputation and progress. An established story aligns internal teams as well, integrating employees to address customer desires and needs. Authentic storytelling matters more than ever when people expect brands to mean something; it can be the tipping point between loyalty and apathy.
5. Aligning Strategy with Customer Insight
Intuition has a role in decision-making, but data-driven customer insights can provide start-ups with the clarity they need to evolve their brand strategy. Obtaining feedback from early adopters, analyzing patterns in customer engagement, and reflecting on competitors’ successes and failures helps build a clearer picture of what customers want.
These insights can affect everything from product design to communication, ensuring the brand remains connected to the needs of the customer. For example, a start-up may find that customers want eco-friendly packaging and position their brand around sustainability. Another start-up may find that customers are most concerned with convenience or speed and ultimately invest in designing a streamlined digital experience. By listening attentively and being willing to move quickly, startups can maintain agility in their business while also remaining relevant.
End Point
In the beginning portion of a startup’s journey, the first 18 months represent not only traction but also a launching point for long-term success. With the use of cultural insights, brand identity, customer journey mapping, brand storytelling, and strategic alignment with customer insight, startups can build a long-term brand that resonates and scales. While traction is important, prioritizing brand strategy helps entrepreneurs build equity, loyalty, stronger perceptions, and long-term resilience in competitive markets on terms that resonate with their customers.