Taking a substance over style approach to building your brand identity

As any entrepreneur launching a new startup knows, it can be daunting when you look around you and see what appears to be so much competition and so much noise in the marketplace. Yet there is room for everyone, and as the new entrant to the market, it’s important to find your gap and get yourself noticed for all the right reasons. It starts with building a strong product or service, one that responds to market needs. Any successful brand starts with a great product, with a clear purpose and a strong message as to why customers need it. It’s important to remember that a sustainable brand is built upon that product. You build a great product first, that’s the priority. Building a great brand comes afterwards. Remember, if your product doesn’t work and isn’t needed, then it is worthless - and so is your brand.