Don’t Follow the Pack: Making Brand Choices Before Launching To Truly Differentiate Your Platform
[ Written by: Christine Creamer ]
“That’s cool–but what does it actually do?” was a recent question one friend asked me when hearing a panel about fashion technology startups. Have you had similar conversations lately about a new platform on which to contribute style advice, hear from celebrities, or buy emerging fashion finds? It does seem that style-focused digital platforms are launching like (glossy) popcorn everywhere you turn, which can be overwhelming for both the audience who wants to participate and for the entrepreneur seeking to launch. So how does an emerging platform differentiate from the pack of fashion and style-focused startups to stand out as an exciting and user-friendly site on the tips of every fashionista’s lips?
After covering the basics of developing a great team, seeking out sustainable funds, and honing your basic concept, here are a few basic branding-focused tips below:
*Pay attention to things outside of fashion, such as the economy and trends in media communication. No one has a crystal ball to predict a trend in what startup will actually pop next (even analytic reports fall short), but since the exponential growth factor in the startup space is variable, the more informed you are about the economy and trends in consumer behavior, the more you’re going to know where to steer your startup (such as why a recession-friendly platform for swapping clothes works when people are out of work or how to deal with a luxury-starved market). With regard to communication, look at how other sites and media outlets are speaking, to help hone your company’s voice. I will never forget the client who told me two years ago that “super cute” was something she would never say in copy, and I’ve since read that phrase on way too many blogs to the point where it literally has no impact. Make sure you are looking to what is already overused and differentiate.
*Take your business plan seriously (even if people tell you it doesn’t matter). If you know who your current direct competition is, make sure you look closely at how they consistently market themselves. Do not use the same phraseology on your copy–create a different angle, tell a different story, and be more or less daring in your communication. If Facebook had just simply imitated Friendster, what do you think would have happened? The worst thing you can do as a founder is to simply replicate the tone and the platform while relying on your network.
