Set Your Startup Apart with creative design
Imagine you had a job interview with your dream company or perhaps a meeting with a dream client. You know you have what it takes to do the job! You’re qualified, you can offer exactly what they are looking for. But you realize on your way to the meeting that you forgot to change out of your old, stained pajamas. All of a sudden it doesn’t matter who you are and what you can do, if you don’t dress for the job, you’ve made a bad first impression.
Your brand is your business’s personality, and your visual identity is its wardrobe. You might have all the right chops as a company. You might even know your brand positioning, but without the right visual assets, you’ll fall flat. It's all about crafting a memorable first impression, and here's how design can make that happen:
First Impressions Matter.
Your logo is often the first thing people notice about your brand. It should be a visual representation of your company's essence and be design in such a way that it appeals to your ideal clients. Logos aren't just random shapes; they tell a story and teach your audience about who you are. A good logo is simple, versatile, and instantly recognizable. It helps you stand out from your competitors and reach your audience.
Consistency is Key.
Once you have a logo and a set of brand colors and fonts, use them consistently across all your marketing materials. This builds a sense of familiarity and trust with your audience. Take a look at Coca-Cola; their iconic red and white branding is instantly recognizable worldwide because they use their branding consistently. You’re not seeing one set of typefaces and colors on the website, something totally different on the product, and some third thing on social media. You have to use your brand assets consistently if you want to build that familiarity with your brand.
Tell a Story.
Good branding tells a story. It conveys the values and personality of your brand. It’s not just about the product or service you offer, but more about the problem you solve for your client. How are you the solution to what they are looking for? Think about how Fuji and Liquid Death market to different audiences even though they are both selling water. The way you choose to position your brand and develop your visual assets matters.
Stand Out.
Do you want the good news first or the bad news? Let’s get the bad out of the way. Only 80% of startups survive the first year¹. Yikes! But the good news is that your brand's visual identity can be the differentiator. Consider Slack, the team communication platform. Its use of vibrant colors and playful illustrations sets it apart in a market dominated by more serious corporate software and brought what was once a startup up to competing with Microsoft, which had 34 years of experience on Slack!
Be Prepared to Evolve.
Your branding isn't set in stone. It can and should evolve with time to reflect changes in your business and the industry. Take a look at Starbucks; they've transitioned from their original brown logo to a more contemporary green, adapting to evolving tastes and trends. But because they had strong branding to begin with, they were able to adapt their logo while keeping the same brand recognition.
Prioritize User Experience.
Your website is often the first point of contact with your audience. It should be visually pleasing, easy to navigate, and responsive. A cluttered or outdated website can deter potential customers. Squarespace, for instance, excels at user-friendly design, making e-commerce accessible and appealing. Hiring a great designer is another great way to ensure that your website is a good representation of your brand and helps you reach your audience and hit your goals.
Design with Mobile in Mind.
In today's mobile-centric world, you have to ensure your website looks and functions seamlessly on smartphones and tablets. This enhances the user experience and can significantly impact your business's success. Mobile-friendly design can boost user engagement and ensures your visitors don’t just close the site as soon as they visit.
Show, Don't Tell.
Use visuals to convey your brand's values and messages. For instance, if your startup is eco-conscious, incorporate environmentally friendly design elements in your branding. Patagonia, the outdoor clothing company, not only talks the talk but also walks the walk with nature-inspired visuals.
Be Authentic.
Be true to your brand. If you're a quirky, fun-loving startup, let that shine through in your design. Don't try to be something you're not. Warby Parker, the eyewear brand, maintains a playful and approachable design to reflect their mission of making glasses more affordable and fashionable.
Keep it Simple.
Don't overcomplicate your design. Simplicity often speaks volumes. Take a look at Google's logo. It's clean, uncluttered, and instantly recognizable. There is a design rule referred to as the Piccolino Test that basically states your logo should still be clear even when it’s reduced down to an inch or two wide. If it’s not clear what’s in your logo or who you are, your logo is likely too complex. Simplicity can make your brand more accessible and memorable.
In a world where 5 million new businesses start every year², creative design is your secret weapon. It's the art of telling your unique story and capturing the essence of your brand in a visually compelling way. Remember, your branding is your handshake with the world. Make it firm, memorable, and uniquely yours.
As a professional graphic designer and artist, I've seen firsthand how creative design can set startups apart. So, embrace the art of branding, invest in design, and watch your startup flourish as it stands out in the crowd. Your brand's visual identity is the canvas upon which your startup's story is painted. Make it a masterpiece!
¹ “Survival of Private Sector Establishments by Opening Year” Bureau of Labor Statistics.
² “How Many New Businesses Are Started Each Year? Data Reveals the Answer.” Commerce Institute
Kendra Sanchez is a designer and artist with over a decade of marketing experience. If you’re looking to brand your business, build a website, develop marketing assets, or get creative consulting, we’d love to help!
