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.

------

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

Trending News

Building Houston

 
 

From enlightening talks to anniversary celebrations, here's where you need to be in August. Getty Images

This month, Houstonians have yet another good batch of in-person and online innovation events — from Zoom panels to conferences — and you and your tech network need to know about them.

Here's a roundup of virtual events not to miss this month — like demo days, workshops, conventions, and more.

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

August 4 — Bayou Startup Showcase

Join Rice University and the University of Houston to celebrate the launch of the newest startups from OwlSpark and RED Labs. The Eighth Annual Bayou Startup Showcase will have founders from Class 9 showcase their summer progress. Come listen to pitches, network and get a first look at Houston's newest startups.

The event is on Wednesday, August 4, at 6 pm. It's free and happening at The Cannon (1334 Brittmoore Rd). Click here to register.

August 5 — Ask-Me-Anything Event With Carin Luna-Ostaseski: Tackling Roadblocks as a Solopreneur

A Hello Alice alum and first-generation Cuban American, Carin Luna-Ostaseski has truly achieved the unexpected, launching her one-woman operation through crowdfunding and becoming one of the first Hispanic entrepreneurs in history to create a scotch whisky brand. During the virtual event, she'll answer all of your questions, offer tips on navigating uncharted territory in business, and share details on the newly launched Entrepreneurial Spirit Fund by SIA Scotch that's awarding $10,000 grants to small business owners of color.

The event is on Thursday, August 5, at 1:30 pm. It's free and happening online. Click here to register.

August 10 — FTE Show: Creating a Digitally Enabled Innovation Community that Works with Jon Lambert and Lawson Gow

The way entrepreneurial communities interact and collaborate today cannot keep pace with the ever increasing speed of innovation. What are best ways to leverage physical and virtual hub interactions to create a digitally enabled innovation community with that works? Join The Cannon Founder Lawson Gow and CEO Jon Lambert as they share specifics around what they are trying, where they are getting traction and where they are most challenged.

The event is on Tuesday, August 10, at noon. It's free and happening online. Click here to register.

August 10 — HealthTech Beyond Borders

This online event created to offer business opportunities and global collaboration focused on innovation and technology in medicine between companies in Chile and the United States. Join the International Summit to explore the future and impact of new technologies in the health sector.

The event is on Tuesday, August 10. It's free and happening online. Click here to register.

August 11 — Open Project Night: Building an Equitable, Inclusive and Resilient Houston

Impact Hub Houston is proud to bring you a monthly opportunity to come together to work on solutions for some of Houston's most pressing issues. Our city is full of changemakers across all ages, cultures, skillsets, and industries. This is your chance to conned and collaborate for the greater good.

The event is on Wednesday, August 11, at 5 pm. It's free and happening online. Click here to register.

August 11 — Women in AI USA: WaiACCELERATE 2021 Demo Day

Ethical leadership & business acceleration program, WaiACCELERAT USA, aims to bridge the gender gap in the industry and targets female innovators looking to start a business in the fields of AI, Machine Learning and Data Science. With the final Pitch Event "ACCELER-AI-TE!" organized in VR, we will celebrate 40+ impact and commercially-proof early-stage startups and their founders

The event is on Wednesday, August 11, at 6 pm. It's free and happening online. Click here to register.

August 12-13 — EVOLVE 2021: How AI is Transforming Industry

Join industry leaders from the world's largest and most innovative companies for this 2-day hybrid event featuring both technical and business presentations focused on the real-world value of Artificial Intelligence. Evolve will provide a unique, interactive experience where you will learn from and engage with thought leaders from across North America.

The event is on Thursday, August 12, to Friday, August 13. It's free and happening at Houston Marriott Sugar Land and online. Click here to register.

August 17 — Texas Startup Scene & Ask Me Anything with Wogbe Ofori

Are you an entrepreneur starting a new company? Recently moved your company to Texas? Want to find out how to connect with other entrepreneurs, mentors, and investors in the startup ecosystem? Join Capital Factory to hear an overview from experienced entrepreneurs, venture capitalists, investors, and community partners at Intro to Texas Startup Scene & Ask Me Anything. Get a chance to introduce yourself and ask any questions on entrepreneurship and other related topics.

The event is on Tuesday, August 17, at 2 pm. It's free and happening online Click here to register.

August 18 — Tips for Working with a Gen Z Intern

Ampersand CEO, Allie Danziger, will speak to business owners and founders on the benefits of hiring an intern for your growing business, and tips for managing a remote, or in person, intern. It has to be a lot more than just "getting coffee" in order to maximize the experience on both sides and Allie will talk through tips on clear communication, ideal assignments, best way to structure the relationship and more. She will answer attendees questions, live, and discuss real-life scenarios the aspiring professionals and business partners in Ampersand have faced.

The event is on Wednesday, August 18, at 11 am. It's free and happening at The Cannon (1334 Brittmoore Rd). Click here to register.

August 19 — LatinX in Tech presented by Accenture

Capital Factory is dedicated to increasing diversity in the tech community and making its co-working space an inclusive environment for people of all backgrounds and identities. Attendees can look forward to a keynote address from a serial entrepreneur or investor, insightful discussion sessions, a startup showcase pitch competition, and informative panels.

The event is on Thursday, August 19, at noon. It's free and happening online Click here to register.

August 25 — The Cannon + Dell Pitch Party

Calling all member startups that are fundraising or are planning to open a round in 2021. The Cannon has partnered with Dell to host a virtual Pitch Party. Prizes will include up to $10k in Dell Equipment and the opportunity to pitch in the winners round later this year. If you would like to learn more and be considered to pitch, please fill out the application here.

The event is on Wednesday, August 25, at noon. It's free and happening online. Click here to register.

Trending News