Brand blindspots

INSIDE THE PITFALLS STUNTING STARTUP GROWTH

- DURVESH YADAV

BRAND STRATEGY is no longer a secondary option in an entrepreneurial world characterized by hyperconnectivity, digital-first consumption, and explosive disruption. In new-business firms, the brand is now the anchor point that determines how the world understands, relates to, and recalls them. Unfortunately, several digital ventures and startups are caught out by common branding mistakes that reduce long-term effects.

Confusing branding with marketing: Startups tend to confuse branding with placing advertising or social media campaigns. But branding is strategic—it forms perception through identity, tone, and purpose. Marketing is the tactical activation of that brand.

Avoidance tip: Start by defining your "why," brand promise, and tone before launching marketing efforts.