Branding Methods for Finnish Startup Companies
Tuominen, Maiju (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020091120363
https://urn.fi/URN:NBN:fi:amk-2020091120363
Tiivistelmä
Startups are known to be organizations where organizational structures or brands do not yet exist, and therefore, they have limited time to establish a brand for themselves in order to not vanish from the market. This means that branding is highly essential for startups for them to survive in the competitive market. The author believes that startup companies can significantly influence their success by concentrating on their branding from the very beginning.
The objective was to examine Finnish startups and previous literature on the topic to find out what kind of branding startup companies currently practice in Finland and what is the most beneficial kind of branding that other startup companies should also adapt.
Qualitative research was carried out because it allowed to conduct a detailed examination of the phenomenon and therefore to fully answer the research questions. Two research strategies: survey and secondary research, were utilized. The questionnaire included 11 different questions related to startup branding methods. 16 Finnish startup companies participated. The questionnaire data was then coded.
The results indicated that the strategies Finnish startup companies currently utilize are individual branding, brand name recognition, event participation, and word-of-mouth. Branding is used in recruiting. Personal branding is also utilized in some companies. Companies aim to be authentic to differentiate themselves from the competitors. Consistent content marketing and building professional image were also considered as important actions. Name and logo should be fresh, memorable, and in-line with what the company does.
The beneficial branding for startups includes concentrating on personal branding, and visual aspects. In addition, people-centricity, empowerment, and honesty as guiding values in branding can help the startups in building solid base for themselves.
The objective was to examine Finnish startups and previous literature on the topic to find out what kind of branding startup companies currently practice in Finland and what is the most beneficial kind of branding that other startup companies should also adapt.
Qualitative research was carried out because it allowed to conduct a detailed examination of the phenomenon and therefore to fully answer the research questions. Two research strategies: survey and secondary research, were utilized. The questionnaire included 11 different questions related to startup branding methods. 16 Finnish startup companies participated. The questionnaire data was then coded.
The results indicated that the strategies Finnish startup companies currently utilize are individual branding, brand name recognition, event participation, and word-of-mouth. Branding is used in recruiting. Personal branding is also utilized in some companies. Companies aim to be authentic to differentiate themselves from the competitors. Consistent content marketing and building professional image were also considered as important actions. Name and logo should be fresh, memorable, and in-line with what the company does.
The beneficial branding for startups includes concentrating on personal branding, and visual aspects. In addition, people-centricity, empowerment, and honesty as guiding values in branding can help the startups in building solid base for themselves.