INTRODUCTION
For startups to stand out and form a distinct identity, they must focus on their branding early on. One way is to focus on the founder(s), who is/are often the face of the startup.
Here are four tips on how startup founder(s) can build their brand.
BOOK SPEAKING ENGAGEMENTS AND WEBINARS
To get in front of the right audience and position your founders as an expert, book or set up speaking engagements, both in-person and online. Start by securing opportunities locally. As your founder’s speaking resume builds up, try for regional and national events.
Also, to make sure they sound polished and comfortable, have your founder(s) go through presentation training, both in-person and virtual. For the latter, make sure they are comfortable using various platforms (e.g. Zoom, WebEx) so that they don’t encounter technical difficulties (e.g. not being able to locate the chatbox).
USE PUBLIC RELATIONS
The more media coverage your startup founder receives, the more exposure your startup will get, too. Also, getting in the media can boost user acquisition, investor interest and staff recruitment.
A smart strategy for startups is to strive for “base hits” (e.g. features in local or regional publications) before eventually going for a “home run” (e.g. Q&A in Forbes). Pitch topics need to be centered on the expertise your founder can add to a story, not about how awesome your product or service is.
Make sure your founder(s) have gone through media training so they are comfortable using your company’s messaging strategy and can handle all interview formats, including TV and podcasts.
WRITE FREQUENT CONTENT
If your startup doesn’t have a blog, consider adding one as it can demonstrate your expertise plus be used for both outbound and inbound marketing purposes.
To accomplish this, make your content informational, valuable and targeted. Example topics include lessons learned while launching the company, market predictions or unique industry insights.
Aim to post regularly, starting off once a week but ideally twice or more a week is a good goal. Some examples of content include blogs, videos or infographics–keeping in mind, the more variety, the better. If time is a factor, other team members of the startup can ghostwrite the content on behalf of the founder(s).
USE FOUNDERS IN SOCIAL MEDIA
Social media channels should also be a place to incorporate your founder(s). For example, have them participate in targeted LinkedIn groups and industry-focused tweetchats to share opinions and research on trending topics.