branding for startups

What Emotion are you selling?

Over the last 25 years I’ve helped 100’s of startups get off the ground and find their voice, and this is one of the first things I ask every startup…. What Emotion are you selling?

Immersed in bringing a new product to life and all the complexities that are involved, startups often fail to ask, “what emotions are we selling?” The functional benefits of the products will be well known and well communicated but not so much the emotional benefits. It’s important because great brands are not just good at solving functional problems but emotional ones too. When you buy their products you are not only buying tangible benefits [functional] but intangible benefits [emotional] too.

To uncover your startups emotional benefits, go back to the beginning. Ask yourself how you felt about things at the start. This will be different for everyone. It could be some kind of frustration, a big vision, or perhaps you had an epiphany or there was catalyst or…. Also ask yourself, what were the values that have guided you on the way. Was it a desire for more transparency, a concern for a group in society or perhaps it is just simply a love for something… Lastly ask yourself what are the broader societal issues you are concerned about and how do they fit with your brand.

That should get you started.

To find out some of the many other ways you can uncover the emotional benefits your startup is selling and the myriad of ways to bring it all to life, get in touch: