On brand

3 best practices for creating a business that resonates with clients

Creating a company strategy might not be as easy as it looks. Here are three things to think about before you dive in. Rawpixel.com from Pexels

In theory, creating a company from scratch should be easy, right? Your startup identifies a gap in the marketplace and develops a product or service that directly addresses the need. The target audience immediately sees how your company fulfills their specific concerns, and you start to turn a profit. Voilà!

If only the real world was so simple. No matter how world-changing your product or service might be, if your customers have never heard of it or you, they won't be buying any time soon.

Below are three important things to consider when building a company to stand apart to investors, customers, and the media.

1. Have a great name

Don't get cutesy — get clever. You want your company name to be memorable and easy to spell. This is important for both your audience and the Internet, because if people can't find you, they also can't refer you. We like it when your name actually means something — as an example, "Integrate" is indicative to the way we work with our clients and also essential to our company culture. Everything is integrated.

Once you have a few ideas, narrow your list down to your top three and start the research to make sure no one else uses them. Additionally, you want to check different domain names to see what's available and to ensure you have no immediate competition. The key exception is a company using a similar name, but in a different field and in a different region; e.g. your Houston marketing agency can have the same name as a London law firm.

Once you choose your company name, secure a unique domain for your website, including all related variations of your name to discourage people from finding the wrong company. You should also be sure to stay away from hyphens and special characters — Google doesn't like punctuation marks.

2. Stay true to your values

A crucial aspect of determining what your product or service does, lies in hashing out exactly how and why your company exists. How will you meet the needs of your core audience better than the existing market players? At the start, you need to be clear about who you are — and who you are not. Your company's brand values should be lived out daily by leadership and employees, and company culture should directly reflect company values.

3. Create and deliver value

Hopefully, the product or service you created will be valued by the targeted audience, but you also need to develop unique messaging about the product and your brand to connect with that audience. You must always craft relevant content that addresses exactly how it will make a difference in their lives.

This process begins and ends with telling a relatable story. Just like any good author, you have to show and not tell — people don't want to hear about your product, they want to hear about themselves and how their lives will be changed by your company and product.

As an example, Integrate has a client who provides financial services exclusively to restaurants. The company places high value on personal interactions, strong internal processes, and big data insights. But instead of trumpeting what they do compared to a generic big-box competitor, they showed establishments exactly how the company could assist with their liquor licensing concerns and exactly how various restaurants changes their businesses with this service. Case studies, infographics and video testimonials put the content in relatable terms that changes the narrative from a "push" to a "pull" type of message.

At Integrate, we believe in a completely integrated marketing approach, sharing our clients' stories wherever their target audiences may be, whether it's online, in the real world, or a specific combination of the two. The most important thing: connect with consumers in ways that are meaningful to them, and don't waste money on ineffective channels just because "everyone else is doing it."

For your startup to find success, you must take the time to create a worthwhile story. When you secure a recognizable name, surround it with tangible values, and connect your customers to meaningful content, you can quickly grow your business and drive meaningful results to your bottom line.

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Allie Danziger is the founder and president of Houston-based Integrate Agency, which focuses on digital marketing and public relations.

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Building Houston

 
 

Here's your one-stop shop for innovation events in Houston for December. Photo via Getty Images

Houstonians have yet another good batch of in-person and online innovation events, and you and your tech network need to know about them.

Here's a roundup of virtual events not to miss this December — like pitch nights, workshops, conventions, and more.

Note: This post might be updated to add more events.


December 1 — 2022-2023 UH Energy Symposium Series

The Division of Energy and Innovation, along with the UH Center for Carbon Management in Energy, are hosting a day-long symposium to discuss pathways and solutions to make Texas carbon neutral by 2050. UH experts and energy industry partners will serve as panelists to discuss the drivers, opportunities, and challenges for change, and more.

The event is on Thursday, December 1, from 9 am to 7 pm, at University of Houston (Houston Room - University of Houston Student Center South). Click here to register.

December 5 — Pumps & Pipes: Ion to Infinity

Highlighting innovations in Web3, Artificial Intelligence, Extended Reality, and Robotics, attendees will hear from visionaries across medicine, energy, and aerospace who are developing and launching technologies in these fields.

The event is on Monday, December 5, from 8 am to 3 pm at The Ion. Click here to register.

December 6 — Softeq Venture Studio Demo Day

The Softeq Venture Studio's 2H 2022 cohort is the largest yet with 22 member companies, which brings the total portfolio to 49 companies. This cohort includes entrepreneurs from several global locations as diverse as the United Kingdom, Iceland, Mexico, and Peru. In this capstone event, founders have three minutes each to present their pitch deck, demo their product, outline their ask, and answer questions.

The event is on Tuesday, December 6, from 8 am to 3 pm at The Ion. Click here to register.

December 7 — Houston Veterans In Residence Showcase

Bunker Labs’ Veterans in Residence Showcase is a nationwide event, celebrating over 500 veteran and military spouse entrepreneurs launching their startups and businesses.

The event is on Wednesday, December 7, from 6 to 8 pm at Sesh Coworking. Click here to register.

December 8 — 8th Annual SWPDC Symposium on Pediatric Device Innovation and Business Meeting:

The 8th Annual SWPDC Symposium on Pediatric Device Innovation and Business Meeting will feature the keynote presentation "Non-Dilutive Federal Funding for Pediatric Device Startups" by Michael Heffernan, Director of Research & Technology at Fannin Innovation Studio.

The event is on Thursday, December 8, from 4 to 7 pm, at the Queensbury Theatre. Click here to register.

December 8 — HAN Holiday Party

Join the Houston Angel Network for their annual party.

The event is on Thursday, December 8, from 6 to 8 pm, at Postino City Centre. Click here to register.

December 10 — TXRX Holiday Make-a-thon

Get your festive fun on by participating in one of our hands-on workshops. Learn more about how we make through our live demos.

The event is on Saturday, December 10, from 3 to 6 pm, at TXRX. Click here to register.

December 13 — Future of the Houston Region

The reimagined Future of the Houston Region event features one of the fastest-growing areas in the Houston region - Montgomery County. Conversations will be focused on the county’s rapid growth, business developments within the area, future plans of expansion and its overall importance to the region.

The event is on Tuesday, December 13, from 10:30 am to 1:30 pm at The Woodlands Waterway Marriott. Click here to register.

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