Opinions of contributing entrepreneurs are their own.
Several years ago, I found myself representing an Israeli startup while meeting with an investor in the United States. The meeting took place at the New York World Trade Center, on the 50th floor, with an investor who had a reputation for being tough but fair. When I pitched the startup, I felt the investor was not impressed. He kept a serious look on his face and when I asked him if he had any feedback he replied “I can tell you what I really think but are you sure you want to hear it?” I nodded, eager for constructive criticism that could help improve the startup.
The investor did not hold back. He told me the company seemed like fiction and based on his analysts’ assessment, much of the information shared was inconsistent or incorrect. He pointed out that the data shared was not reliable, that the founders’ LinkedIn profiles had not been updated, and that they were not linked to the company’s story. He went on and on, highlighting every detail that was wrong
At first my ego jumped in: “How dare he! The company is valid and respected!” But after a split second, I was embarrassed because he was so right. Their material did not show how successful the company is. As the meeting progressed, I realized that this meeting was a gift. It was a valuable learning experience that taught me many lessons that I took with me for my future work with startups.
The most important lesson I learned was that your personal and startup brand can get you in or out of the deal flow without anyone knowing why. From that day on I committed myself to always pay attention to personal and startup branding, because a brand can make or break a deal.
Related: Ready to Start a Business? Before you start spending, think about the branding strategy.
How to reflect your brand’s credibility
To help you brand your startup or founder, here are a few tips I’ve learned over the years:
- Manage your message. First and foremost, it is important to establish and master your own message from day one. Ask yourself that important question: What do you want your audience to know about you as a founder? Share parts of your journey (personal and professional experience) on social media and make sure to collect connections on LinkedIn from your industry. Use these platforms to showcase your expertise in your field, thought leadership, and your company’s vision through different types of posts. Make sure to keep your LinkedIn profile up-to-date and relevant to your current position. It’s also important to use the same name and photo across all social media accounts for consistency and easy recognition.
- Consistency in startup messages. Next, as data and numbers can change quickly, especially with early-stage startups, make sure company information and messaging is consistent across platforms and marketing materials; from your one-pager and deck to your website, business card and company profile on LinkedIn and of course the verbal pitch. This includes having a consistent slogan, sharing relevant numbers and statistics, and maintaining visual consistency across all materials. This is important because it helps build trust and credibility with your audience.
Related: 4 Startup Branding Trends That Are Succeeding
- Your value and appreciation. Highlighting credits that can increase your value and the startup’s valuation is also crucial. This includes highlighting existing investors, board members, clients, accelerators, relevant service providers (i.e. one of the “Big 4”) and previous experience and achievements of the founding team. This is important because it shows that you have a good track record and that your business is backed by reputable individuals and organizations. It can also, in some cases, increase your startup’s valuation, or at least its perceived value.
- Get in touch with reputable authorities in your industry. Associate yourself or the startup with relevant people, organizations and agencies in the industry. Choose your surrounding agencies wisely, such as members of advisory boards, law firms, and CPAs. Initiate events or projects with industry leaders. If you or your startup have been featured in the media, feature those media logos on your marketing materials and make sure you attend relevant industry events and even write for reputable publications. By doing so, you can tap into the networks and reputations of these organizations and individuals, which can open doors and increase your company’s visibility and credibility.
Building a strong startup brand is a supportive action that helps to stand out and create an advantage in the competitive world of startups, especially around sales, fundraising and even hiring. It should also be done professionally and authentically to elevate the company and not create the opposite effect. By following these tips, you can start building a personal and startup brand that can open doors and support your growth.
