If you haven't noticed yet, almost every giant corporation is trying to convince people that they are working hard to "do good in the world". The truth is, most of that is just PR. Because most of these companies have, in one way or another, developed what we call the B.E.C syndrome—which stands for Big Evil Corporation.
1. Your Company Could be Different
For you as a startup founder though, things could be different. You have probably spent a lot of time thinking of how you could build your startup on a good mission, one that aims to positively impact the world.
Unfortunately, that is not nearly enough to have a conscious brand. You need to make sure that your brand is able to properly communicate this vision to its target audience. Otherwise, there will be a vast contrast between what you and your team believe in and what people looking in from the outside will see.
If reality is inaccessible, it becomes irrelevant and opinion will ultimately take its place. At the end of the day, people will form opinions about your startup. The question is, will you have a hand in shaping and continuously correcting that opinion?
2. What Does Your Companies Name Mean?
Your startup's brand is more than just a name for a product or service that you sell for a profit. Just like how your name carries a certain feeling with it, whenever it is brought up and you’re not around, your startup’s name is representative of its actions, values, and vision.
The harder you work on communicating your brand’s vision, the more meaning you will give to your startup’s name. In the case of a lot of companies, this kickstarts a chain reaction that ends with your brand acquiring not just customers but also life-long fans.
3. A Conscious Brand is More Human
If your goal is to build a real connection with your target audience and customer base, then it helps to look at your startup’s brand as if it was a person. People can like “things” but it’s they seldomly form relationships with them. That’s because true relationships require all parties involved to be proactively engaging with one another.
Making your brand feel alive automatically anthropomorphizes your company. This is achieved by ensuring consistency and coherence between every single component that makes up your startup’s identity—from your corporate colors to your slogan and messaging.
When someone is either browsing your website or looking through your posts on social media, they should feel that they are engaging in a dialogue. If you are successful at doing this, they will feel the magical and delightful experience of being understood. As thoughts of their pain points go through their mind, your brand will visually and verbally reassure them that they are in the right place.
You need to convince everyone in your target audience, potential customers, and even random people engaging with your brand for the first time, that you are the best at what you do. Not because of the funding you’ve raised or the tech you’ve pioneered… but because of your dedication and commitment to solving a big problem. If your brand is conscious, people will not just buy from you, they will believe in you.