Finding your startup's brand identity - with Arie Elbelman

* This is a shortened version of our newsletter at Meet.Capital . Every week I interview startup founders, investors, and experts on our podcast, then share the insights and takeaways in our newsletter.

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Arie Elbelman R. is an expert on brand identity. He is the owner of LEóN Marketing and a professor at LCI Barcelona. In the past, Arie gave me valuable guidance for building Meet.Capital .?

I invited Arie on the podcast to hear how brand identity differs from branding, and how giving your company a full identity, like a personality, brings clarity to communications with clients, investors, employees and other stakeholders. Arie’s 5 tips for startup founders:?

1. Human Connections Before Anything Else: Always remember that on the other side of the screen is a human being with feelings. It's essential to connect emotionally with your audience, recognizing that you are communicating with people, not machines.

2. Narrative Intersection: Build a story that aligns your brand's personality and core values with the expectations and life perspectives of your audience and stakeholders. This alignment helps in raising meaningful capital and connecting with the right people.

3. Strictly Honest Communication: Always be honest in your communications, it will make everything easier over time. Truthfulness in branding builds trust and authenticity. However, ensure your message is delivered in a pleasant and respectful manner.

4. Create Emotional Engagement: Decisions are often made on an emotional basis, even in B2B environments. Brands should strive to connect emotionally, addressing something meaningful and important to the decision-makers on the other side.

5. Never Forget to Utilize Data: Use data to measure the effectiveness of your brand strategy. Even in creative fields like branding and marketing, it's crucial to track results with data to ensure the strategies are effective and to make necessary adjustments.

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