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Building a start-up’s identity

May 10, 2015

A start-up is a brainchild of a visionary who has a creative idea that the entrepreneur firmly believes in. Unless that idea is communicated effectively to clients, employees and vendors, it won’t reach its logical purpose. For most start-ups, however,this is a challenge.

What’s the benefit proposition
It’s a good time to be a start-up today, but with the number of start-ups today increasing every minute, you need to stand apart from the crowd. For that, above all, you need to communicate the right idea in the right manner. Most start-up founders, especially those working in tech, pay too much attention to the technical aspect of their product, working under the impression that people will be able to understand their product the same way they do. This approach needs to be corrected because for a layperson, the technology behind the idea is of no consequence—it’s the benefit that matters. And that benefit needs to be communicated in the simplest way.

Research, then communicate
The cut-throat competition in today’s scenario influences an entrepreneur to focus more on the originality of the product and to only look at his perspective, whereas, the ideal thing to do is to take the feedback of your most valuable asset, your customers. To get this feedback you to need to take your product out in the open and beready to face the good and the bad. This will help you learn in many ways. Also, for effectively communicating the message you need to be clear on what exactly you want to achieve from the communication. An in-depth knowledge about your competitor in the industry is equally important. Unless you know what is out there and how others are doing it you will not be able to serve your purpose best.

Here are some things to keep in mind when communicating about your product:

• Be clear on your messaging / aim
• Tell a story in the simplest manner
• Utilise the social media abundantly, it’s the easiest and direct mode of communication to the audience
• Focus on the positioning and branding of your product
• Be quick to respond and open to feedback
• If you are not confident, you may seek help of a medium or industry expert who can communicate your message for you.

Get these basics right, and you will be on the path to a successful venture.

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