How startups create a brand experience

The positioning of companies should not be underestimated today. The right positioning is just as relevant for startups as the brand experience. Due to their high flexibility and dynamics, start-ups can create a unique brand experience that would not be imaginable in a traditional corporation.

Whether the user experience on the website, at events or in product use, a young company manages to emotionally charge its still unknown brand, it becomes more and more interesting for the customers.

Apple has always been a pioneer in recent years. Although the corporate image is changing, it has inspired customers at every point of contact in the past. From their products, the stores to the unpacking of the products. Every touch with the Apple brand has been an experience and has excited through its simplicity and high quality.

Startups can cut themselves a slice of this process. They have to think early about which brand touchpoints there are and how they can inspire customers at every point of the customer journey. They need to use their brand experience to optimally identify the problems and challenges of later consumers and be the only solution in a confusing market.

All startup campaigns are about reaching the right audience and reaching them in the right way.


Ways to a brand experience

On the way to your own brand experience you have to consider certain steps in your marketing strategy:

Identification of the target group
The first step is to identify the future and current consumers. What is on their mind in everyday life? What keeps them awake at night? What pain points are there that a startup can help? These elements have to be identified in order to be able to react optimally to them later in the customer journey.

Travel of the customer
The Customer Journey shows which contact points the consumer has with the brand. This customer journey includes all points of contact, both online and offline. Pain-Points and possibilities of the customer speech are to be identified and optimized here.

Design of an experience
Once the fields of action have been identified, one can be prepared to face them. With an emotional address and a communication campaign that focuses on the added value of the product and the advantages for the customer, brand experiences can be optimally designed.


Startups need to be particularly creative here. But a brand experience does not have to cost a lot of money. One only has to identify the weaknesses of the competitor and further strengthen the brand experience in these areas. In the end, it is not a question of being the “first-in-mind” brand, but of only becoming better and more unique in positioning than the competition is.

Alexander Pinker
Alexander Pinker
Alexander Pinker is an innovation profiler, future strategist and media expert who helps companies understand the opportunities behind technologies such as artificial intelligence for the next five to ten years. He is the founder of the consulting firm "Alexander Pinker - Innovation Profiling", the innovation marketing agency "innovate! communication" and the news platform "Medialist Innovation". He is also the author of three books and a lecturer at the Technical University of Würzburg-Schweinfurt.

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