How to build a brand for your legal tech startup

A brand is an abstract idea that gives your company a unique identity and improves customer recognition. It communicates a company's beliefs and ideals through creative logos, memorable taglines, special goods, or first-rate services. For instance, when you think of Nike, you picture its unique symbol, durable footwear, and pleasurable shopping experience. A strong reputation, a sense of trust, and an emotional connection with customers are all goals of the brand-building process.

Do you know how you can build a brand from scratch so that you can take your startups to the next heights?

Take a look at what we suggest in the top 10 2024 branding strategies.

1) Identify your objectives and values

Establish the company's values and goals before beginning the brand-building process. You will gain a better understanding of the organization's overall goal and the steps required to achieve it as a result. Although there is no set formula, the following can assist you in defining the objectives and principles of your company:

Goals and objectives: Write two to three phrases that succinctly summarise the company's mission and long-term objectives.

Statement of purpose: Describe the effects that the items have on the clients and the steps necessary to realise the vision.

Values declaration: Establish the values and code of conduct that all employees should adhere to on a daily basis.

2) Find Out Who Your Brand's Ideal Customer Is

Businesses can better understand their potential customers and the marketing tactics that will appeal to them by researching their target market.

By creating a user persona, a fictionalised version of your ideal consumer, you may do market research in one of the finest methods possible.

This is how you make one:

• Analyze the demographics of your current clients, including their age, region, and gender. However, if you're a brand-new small business owner, focus on a certain market segment inside a niche. Instead of focusing on fashion consumers in general, for instance, seek for customers who adore antique collections.

• Investigate competing brands and analyse their clientele.

• To comprehend the demands, interests, pain spots, and behaviour patterns of your clients, do user research, interviews, and surveys.

3) Examine the competition in Industry

Finding market gaps and investigating new prospects require keeping an eye on competitors. It also enables you to learn from their triumphs and prevent future failures.

Follow this procedure to research competitors:

• Google your niche and make a list of all the companies that come up in the search results. Use competitor analysis tools instead, such as Similarweb.

• Examine their goods or services, rates, locations, and marketing tactics.

• To identify their advantages, disadvantages, threats, and opportunities, perform a SWOT analysis.

• Investigate forums like Reddit, social networking sites, and review sites to identify the key weaknesses of the competition.

• Develop better goods or services and address those problems in light of the results to gain market share.

4) Brand Positioning

A company can set itself apart from rivals by using brand positioning to create a distinctive value proposition.

Start by identifying crucial attributes and advantages that other businesses do not provide, like:

• Reasonable costs - More customers may buy things that are less expensive. Though they frequently result in lower product quality and profit margins.

• Products and services that are novel - Create creative and distinctive products rather than offering them at inexpensive prices. Even while it could require years of study and development, having few or no rivals allows businesses more leeway when determining prices.

• Fantastic services - To respond to user questions and resolve their issues, offer customer assistance around-the-clock. Offer after-sales support as well to keep up strong relations with consumers and encourage them to stick around.

• A pleasant user experience - Over the course of the entire user journey, create a seamless experience. Software developers, for instance, may create a user-friendly interface with cross-platform interoperability and transparent information architecture.

• High-end items - High-end customers typically prioritise quality over price. To appeal to this market, emphasise the product's excellent quality by demonstrating the manufacturing process, outlining the materials employed and outlining the salient features.

5) Keep up your brand's reputation

Maintaining a brand's reputation after launch is essential for the success of the company. Take into account the following advice to protect your brand reputation:

Provide top-notch service - Customers that are happy with a brand are more likely to recommend it. In actuality, 72% of users tell at least six other people about a favourable user experience.

Track brand mentionings - Search for both positive and negative comments about your brand on other websites and discussion forums on a regular basis. CRM tools are useful for tracking brand mentions on social media.

Address criticisms appropriately - React as soon as possible to criticism. Make contact with the dissatisfied client, suggest remedies, and make a payment offer to win back their trust.

6) Create Your Logo

If you're not a graphic design whiz, this element of branding a startup can be challenging. You'll probably need to hire a designer or design team, but at least you have a strong brand direction to transfer now.

Quality designers can be found on well-known freelance platforms like Upwork, but it's crucial that you provide them with everything you've produced up to this point. Don't communicate incorrectly.

Your logo should contain the terms from your brand voice and be compatible with the rest of your mood board. Let's see how Airbnb created the icon for their logo using their keywords!

7) Use Content Marketing to Establish Credibility

Create enlightening blog content after developing a website to foster reader relationships. Businesses can demonstrate their knowledge and authority on a subject through this form of material.

You should also utilize tools like Google Keyword Planner to do keyword research to determine the pain points of the target audience. Just select your industry or business specialisation, and the programme will present a list of potential keywords along with their search volume.

You may also use Google to find topic ideas and go through the recommendations, Related Searches, and People Also Asked areas. Since they are relevant for an extended length of time, keywords are advised while creating evergreen content.

8) Find Your Brand's Unique Voice

With millions of blog entries being produced every day, having a brand personality will offer you an edge. Through written content, it enables businesses to influence how audiences perceive their brands and influence audience conversion.

The discovery of a unique brand voice is one of the best strategies to build a brand personality.

The target market should be taken into account while choosing a brand voice. When writing for a business-minded audience, use a formal tone. Contrarily, adding personality and wit to your writing may appeal to readers more on a casual level.

9) Effectively Integrate the Brand Across Other Marketing Channels

Other successful marketing strategies for promoting a firm include social media, email, and search engine marketing.

• Social media - Social media sites like Twitter, Facebook, and Instagram are very popular and serve as excellent beginning points for increasing brand exposure and customer connection. Social media can be used for marketing in a variety of ways. You may, for instance, write amusing and relatable posts, respond to followers' comments, participate in trending discussions, or work with influencers.

• Email Promotion - A great approach to engage with potential customers, provide business information, and advertise a product is through sending newsletters. Use attention-grabbing subject lines when sending newsletters to boost email open rates. A strong CTA and compelling language can also persuade readers to take the required action.

• Search Engine Marketing (SEM) - Building organic traffic using SEO is a lengthy process, albeit largely free. Consider purchasing advertisement space on the ‘Search Engine Results Pages’ to hasten the procedure (SERPs). The most well-known form of paid advertising is pay-per-click (PPC), in which advertisers reimburse publishers for each click on their web adverts. Join advertising networks such as Google Adverts and display ads to draw in more customers.

10) Company Website plays an important role

Every company requires a website to build a strong online presence and credibility, both of which are essential for generating more leads.

A business website should contain the following content for optimum results:

• Homepage - In order to generate a strong first impression, the homepage should inform visitors about your business and its goods and services right away.

• About page - Describe the positioning statement, target market, and company's mission. To establish a personal connection with customers, showcase each team member's name, biography, position, and photo.

• A page for a product or service - Describe the cost structure, main characteristics, and distinguishing aspects of the good or service.

• Landing page - Businesses can encourage consumers to take particular activities, such as signing up for a free trial, receiving a newsletter, or making a purchase, by creating landing pages.

• Testimonials - Displaying favourable comments from previous and ongoing consumers will serve as social evidence. This tactic boosts consumer confidence and encourages them to purchase your goods.

We hope our top 10 strategies work wonders for the success of your startup.