Every year in the U.S. new companies are created. New ideas, technologies and business models are being constantly generated. In this fiercely competitive landscape innovation is key.
Innovation however, needs to be properly articulated: great ideas must have a voice of their own in order to be clear and trigger action. This is critical when trying to attract investors. Regrettably, many companies and startups put off creating essential marketing materials and a corporate image, because of the inconvenience and high fees of hiring a professional or agency. Others see it as an after thought, something that can be home-made or taken care of in the future.
As branding experts, we have seen many companies fail to be recognized when approaching investors, building a user base, or dealing with potential business partners
When they finally realize this competitive weakness, it is often too late.
Fadi Karam, Brand Architect and writer at Medium.com explains this clearly:
"Whenever I examine the failure or the disappointing results of what seemed to be a promising startup, I often come to the same conclusion: a poorly defined brand that led to poor marketing campaigns and consequently poor business results.
"...their founders underestimate the importance of investing the right amount of time and effort in defining the elements of the brand that will carry their business to the world."