One of the most difficult aspects of launching a new startup is generating enough interest among the people you hope to attract to your business. Even with the perfect product and the best of intentions, startups can fail simply due to a lack of market awareness. Not only is it difficult enough to find a potentially profitable niche in the first place, but it is also a great challenge to shine brightly enough to lure customers to you rather than your competitors.
Create a Solid Visual Brand
As part of creating your startup in the first place, you will need to come up with a relevant and eye-catching visual brand. This means choosing brand colors and fonts and designing a unique logo that efficiently conveys the essential components of your business. Consider the following when making your visual brand:
- What do you want people to think when they see your brand? Come up with a few keywords that you want to summarize your business, such as ‘playful’, ‘indulgent’, or ‘reliable’. Ask yourself if you see this represented in your visual branding to guide you towards more effective design choices.
- Who is your business for? What type of visuals are successful for the brands your target market already engages with?
- Will your visual assets look good in a variety of places, such as on the shelf at the store or on your business website?
Build Up the Hype
Before you fully release your startup into the wild, create mystery by dropping hints about it. Enigmatic advertising or marketing that offers more questions than answers can increase public interest to a surprising extent. While for some businesses, the bold and in-your-face approach works best, for others, a touch of the unknown can be more enticing. For example, you could give people custom hats, so they feel compelled to research your business online.
Host a Memorable Launch Event
Kick start your business with a launch event. Invite everyone you want to engage with your startup, from potential employees and customers to investors and stakeholders. Depending on the tone of your company and the mood you want people to associate with it, you will need to plan an enjoyable occasion. Here are some important considerations to remember when organizing an event:
- Find a venue that has capacity for all invitees.
- Try the catering before your guests to ensure that it is up to your standards.
- Arrange entertainment that reflects the ethos of your brand and business.
Deliver on Promises
Startups often fail due to the fact that they set their goals too high and can’t deliver what they promise. Don’t tell people you can provide something when it isn’t possible. Be honest about what you offer and convince your audience that it is worth their while. This means steadily building the trust of a few customers in the beginning so as to build up your positive reputation. Although it isn’t a flashy gimmick, delivering on your promises is a great way for your startup to stand out.