Branding for Startups and Small to Midsize Business

By That Good Content

Starting a new business venture is exciting, but there’s a lot to think about. Between research and development and fine-tuning your business plan, entrepreneurs need creative support to bring their vision to life.

Whether you’re pitching for investments, looking for funding, or building partnerships, there’s an important element that will help you put your best foot forward — branding.

Branding is more than a name or a logo design. It covers a whole array of elements that will act as a roadmap for your organization, leading you towards growth in your industry. Working with the right branding agency ensures you build a solid foundation.

We’ve worked with many clients starting their branding from scratch. So, let’s explore the process and elements of branding in context.

  • Brand identity
  • Brand positioning
  • Brand image
  • Brand personality
  • Brand voice


Your brand identity is a collection of visual elements that will tell consumers who you are. Establishing your brand identity starts with an exploration phase. Working with a creative agency that understands your needs and priorities will help guide you. During this phase, you deep dive into your brand to uncover the mission, value proposition, goals, and target audience to make strategic choices.

The discoveries will help graphic designers develop visual brand elements, such as color palette, graphic style, typeface and logo design. Visual identities help identify and distinguish a brand in consumers’ minds. A custom website design will be an excellent opportunity to leverage your new visuals and brand identity.


How do you set yourself apart? A strong brand positioning gives your target audience an idea of who your brand is and why they should choose you over your competitors. It will also fuel your marketing strategy. For example, is your product or service convenience-based, price-based or quality-based? These are all common positioning strategies your brand can use to compete in the market. So, your visual identity and positioning work together to help bring your brand to life.


How will your brand be memorable? First impressions matter. A solid and consistent brand image grabs attention and makes consumers want to learn more. Whether your customers are online or in-store, consistency across all touchpoints is key to delivering a positive brand experience. As a creative agency, we help build cohesive brand images with packaging design, in-store marketing collateral, signage and website design services. Every interaction with your audience is a chance to show the value of your brand and build your image.


These days, you need more than a great product to get ahead in the marketplace. A well-developed brand personality is essential to connecting with modern consumers. Think of it as a set of human attributes that helps a brand bond and communicate effectively with its target audience. For example, is your brand friendly, sophisticated, or serious? These traits will shape your brand voice,  attitude and actions. As a result, your message resonates with the appropriate consumers. Of course, this doesn’t happen overnight. Businesses trust branding experts to develop an effective brand identity, positioning and personality to attract their target market.


If your logo didn’t appear with your content, would your audience know it all came from the same brand? Your brand voice is essential to maintaining consistency across all your content creation efforts. It infuses personality and emotion into your communications, ensuring your message cuts through the noise and makes a lasting impression.

So, how do you establish a distinctive brand voice?

Start by reviewing your company’s mission and values. They should help you determine some key characteristics of your brand voice. Next, research your target audience to understand how and where to reach them. Then, create a dos and don’ts list. Figuring out what your brand is not is just as important as knowing what it is. For instance, if your brand is down-to-earth and inclusive, you can say it is not pretentious or exclusive. This exercise will start shaping your brand voice. Creative agencies are experts at leading brands through the process of finding their voice. They will develop a brand guide to ensure your teams are aligned when creating marketing materials.

Powerful branding combines visual identity, positioning and a clear voice to stand out in a crowded market. Once these elements are established, leverage your strong base for marketing and growth. So whether you’re a startup, small to midsize business, or legacy company interested in a strategic rebrand, find a branding agency to guide you through the process.


We’re an award-winning branding agency located in Montreal, Canada—a North American creative hub. For over two decades, we’ve worked with clients to create a deep connection between brands and their audiences.

Let’s talk about your branding.