The Startup’s Guide to Brand Strategy

Starting a business is f*cking exciting. You’ve got ideas, big energy, a few all-nighters under your belt – and now you’re ready to show the world what you’ve built. But if you’re launching without a brand strategy, we’ve got news for you. It ain’t gonna be pretty 🫣.

You’ve worked your literal socks off to get this far. We know the graft, because we’ve lived it too. So don’t half-ar*e it now. Your brand deserves to be something you’re proud of. Something that actually does justice to everything you’ve poured into it.

This market doesn’t give second chances and if you want your brand to survive (let alone grow), you need more than a cute logo behind you. You need strategy. The kind that gives your brand substance and a shot at making it past year one.

A lot of brand strategies fail because they don’t have a clear brand strategy. 81% of people won’t even consider buying from a brand they don’t trust. And trust doesn’t just magically appear – it’s built through consistent messaging, recognisable identity, and showing up again (and again, and again). It takes 6 to 7 interactions before someone even remembers you.

This one’s for the founders, side-hustlers, kitchen-table CEOs and “f*ck it, I’m going freelance” lads out there. Your brand deserves to stand a chance. Let’s show you how to build it properly.

The Non-Negotiables of Brand Strategy

First, you need to know what a brand strategy is. It’s the plan behind the brand. The thinking that makes sure what you say, how you look, and how you show up all actually mean something – and work together. It’s how you influence what people think of you, before they decide for themselves.

It covers everything from who you are, to who you're for, to how you sound, what you stand for, and where you're going.

Life’s tough enough without trying to build a brand from scratch in the middle of it. We get it – the pressure, the juggling, the second-guessing every decision.

So here’s a bit of no-fluff, no-bull advice to get you going:

→ Brand DNA – your foundation
So here we’re talking about your proposition, mission, vision, values and tone of voice – the core stuff that defines who you are and how you show up. Strategy is the base layer of your brand. And when it comes to startup branding, you can’t just wing it. This is the clarity that shapes every decision you make – from the products you launch to the way you speak on socials.

If you skip this part, everything else falls apart. You can’t build trust, connection, or recognition if people don’t know what you stand for. And if you don’t know? You’ve already lost them. When it comes to startup branding, you can’t just wing it. You’ve got to build from the inside out.

→ Positioning that punches through the noise
You’re not just competing with similar businesses – you’re competing with everything demanding people’s attention. That means your messaging and your market position need to be clear, bold, and confident.

→ Tone of voice that actually sounds human
It needs to speak like you. So if you’re no fluff, no bull like us then show it. If you're playful and can have a bit of a laugh, let that humour shine through. Your audience wants realness. The way you speak is part of your identity – and startups who get this right from the start connect faster, grow faster, and stand out stronger.

→ A brand identity that’s more than nice to look at
Yes, it needs to look good. But more importantly, it needs to work. It should reflect your energy, speak to your audience, and be built to scale. Strategy comes first, design after.

At co&co, this is the part we live for. We don’t just make sh*t look nice. We build brands with backbone – rooted in strategy.

Building the Full Picture

Most startups build their brand in pieces. A logo from a mate. A website on Squarespace. A bio you wrote while hungover. Sound familiar? It’s totally normal – but it’s also a problem.

Brand building works when there’s a bigger picture. A roadmap. A reason behind every choice. Brand strategy pulls all the chaos into one clear direction. When we work with startups, here’s how to build a brand strategy.

Start with your Brand DNA

We kick things off by getting to the core. We run brand workshops to define your mission, vision, values, tone of voice and proposition – with questions that dig deep. This is the stuff that guides everything. This will help us get to the heart of who you are. Let’s break it down:

👉 Mission – why you exist
The real reason your business exists beyond just “making money.” What change are you here to make? What problem are you solving? Nail this and you’ve got a clear purpose to build everything else around.

👉 Vision – what do you wanna be famous for?
Think big picture. What do you want to be known for – talked about for – famous for?

Your vision gives your in-house team direction and your audience something to believe in. But here’s the catch — both of them need to be on the same page. If you think you're one thing and your customers think you're another? That’s when it all goes to sh*t.

You don’t actually decide what your brand is – your audience does. All you can do is influence that perception with clarity, consistency, and a vision worth getting behind. When your internal team knows it, lives it, and your audience feels it? That’s when it clicks.

👉 Values – how you show up
These aren’t just words you stick on a wall. These are the principles you stand by, the filters for how you behave, hire, build, and communicate. We make sure they’re clear, actionable, and true to your brand.

👉 Tone of Voice – what you say, what you don't say, and how you say it
This is your personality on paper. It’s what makes you feel real to your audience and makes your team write in a way that actually sounds like you. We’ll build a tone framework that fits your brand and flexes across platforms.

👉 Proposition – why anyone should give a sh*t
Your proposition is the answer to why you? What makes you relevant? Different? Valuable to your audience? If your messaging is all over the place then you probably haven’t got this bit nailed down. Don’t worry, we can fix that.

Research your space properly

When we say “competitor research,” we don’t mean lining up a bunch of brands that look just like you and picking a slightly different colour palette. We zoom out. Way out.

We don’t just look at your direct competitors – we look at everyone speaking to your audience. Fashion brands. Food brands. Wellness brands. Tech platforms. Cultural moments. Because your audience doesn’t live in one category – so your brand shouldn’t either.

This is how you spot:

• Messaging that’s getting tired

• Visuals that feel the same as everyone else’s

• Gaps where no one’s owning the conversation

• Emotions other brands aren’t tapping into
  
  

Real-world example: Oatly

Let’s talk about Oatly. They sell oat milk. Pretty niche, right? But their strategy didn’t just focus on other plant-based milks. They looked at youth culture, activism, indie magazines, streetwear, art direction, and the kind of humour you’d on socials. .

They didn’t just say “we’re an alternative to dairy.” They created a movement – “post-milk generation” – with copy that felt like it belonged on a tote bag or protest placard. They showed up like a cultural brand, not just a food product.

That’s what happens when you zoom out. You don’t just compete with other products on the shelf – you own a narrative your audience already cares about.

So when we do your research? We’re not just asking what your competitors are saying. We’re looking at who else your audience is listening to. The style, language, visuals and values they’re drawn to. That’s how we find what’s missing and help you show up in a way no one else is.