How to Build a Strong Brand and Network for Your Startup’s Success

As a startup business owner, you have a lot on your plate. It’s easy to get overwhelmed with the amount of things to plan for, even if it’s not your first business. That dreaded “to-do” list can be hard to manage some days. And although knocking off tasks from your list is necessary to move forward, it’s never-ending. 

One of the key tasks to get right from the start is to create a strong brand identity for your start-up. With new competitors flooding your industry every day – and established ones taking the lion’s share of the market – where does your brand fit in?

Getting the answer to this question right from the onset is one of the most crucial factors in whether your start-up has longevity and success. Here are some of our top tips to get you started in the right direction to maximise your business’ potential. Let’s go!

Branding Basics 101

Most people think of branding as a logo or colour scheme. While these are important parts of your brand (and we’ll get to these later), there is a misconception that branding is limited to these elements.

Creating a brand is about establishing a connection with people. Your brand brings out emotions in your audience such as trust, quality, exclusivity, price-point and others. It’s not only about selling a product; it’s about standing for something bigger. Good branding is about building trust and transparency with your audience. The ultimate aim of branding is to create a tribal-like following of consumers who stay loyal and true to your business and its products. 

Another way to think about it is to try creating fans instead of consumers. Just think of iconic brand names such as Apple, Tesla, YSL, Nike, Temu and Rolex; what do you picture when you think of these brands? They all serve a very different market, and their branding comes in the form of what we, as consumers, think about when we interact with these brands. 

Choosing the Right Name

Your business name is a key pillar of your brand, as it’s often the first impression you make with your audience. Your name is part of your brand identity. A great business name should resonate with your potential customers, be memorable and have longevity. 

Choose a name that is catchy and different from your competitors. Avoid anything too abstract, since your audience won’t know what your name means or how it relates to the products or services your business offers. Also think about the feelings you want your brand to evoke when consumers see your business name. 

A good business name will also stand the test of time, and allow for future growth. Take Amazon as an example – to think they started as an online bookseller, and now offer so much more. If they’d named themselves “Online Book Sales” or something similar, they wouldn’t have been able to pivot and grow their business into new markets. 

Designing a Logo That Stands Out

Your logo should be part of a well-thought out overall brand strategy. It’s not just something pretty or interesting to look at; it should hold meaning to your audience and create a feeling of connection and familiarity. 

Keep it simple, as this helps with brand recognition. A logo that’s overly busy or complicated can be confusing to customers. Use colours that represent your business’ values, such as blue for trust and green for sustainability. Your graphic designer will know about the colour wheel and what colours go best together, so rely on their expertise and guidance here. 

Another way to think about colour schemes is to observe nature – look at the colours of plants and flowers and notice how they complement each other. The colour wheel takes its cues from the colours found in our natural environment.

Also think about how your logo looks across different mediums, such as on-line, through print and as merchandise. It should look good and make sense across all mediums. 

Lastly, choose fonts and symbols that are relevant to your business. Together with your brand’s colour scheme, they should make sense to the audience and be easy to read, understand and relate to. 

Grow Your Brand through Networking

Networking is one of the most effective ways to build your brand, form relationships and establish trust and credibility across your industry. Effective networking creates opportunities to reach potential customers, investors and partners. 

Here are some tips for building your brand through networking:

Attend Industry Events: Going to a retail conference for new businesses or trade shows are the perfect platform to connect with like-minded people and potential customers. Events such as Retail Fest have opened the door to many start-ups on their way to success. These retail conferences are the perfect opportunity to meet entrepreneurs, be inspired by founders who were once in your shoes, and learn about industry trends for the future. 

Leverage Social Media: Platforms such as LinkedIn, Instagram, Facebook and TikTok are just a few examples of social media platforms where you can engage with your community and showcase your brand’s personality while sharing relevant content. A social media strategy should include a clear plan on how your brand will engage with its audience, outline the type of content and how often to upload. Think of how different audiences interact and use these platforms, and cater your content and engagement to suit the audience. 

Focus on Providing Value Through Networking: Networking is not necessarily about selling or promotion; it’s about building meaningful relationships and creating value. It’s a chance to ask questions, get to know others in your industry and learn about their needs, challenges and motivations. Retail conferences are the perfect platform for networking.

Be genuine in your interactions and avoid seeing networking as a sales pitch moment. Networking done well builds trust and ongoing relationships that thrive on mutual benefit. 

Building a Brand That Lasts

Creating a strong brand identity is critical to the future success of your start-up business. By considering how your customers will feel when interacting with your brand, you’re on your way to create the collateral that goes with it, including your logo and business name.  

Be proactive in your networking activities by attending a retail conference for startups and trade shows in your industry. Show up, be humble and genuine, and take every opportunity to build rapport with like-minded business owners and professionals. When you network to add value rather than sell, you gain trust and the opportunity to build lasting and mutually beneficial relationships. 

Take the Next Step in your Start-up Journey

Build your brand, grow your network and gain expert insights into your industry by signing up for Retail Fest Gold Coast 2025. Connect with industry leaders and be inspired to build your brand for lasting future success!