How Software Startups Can Build Strong Virtual Brands in 2026
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Building an online brand strategy is critical for any software company starting today, especially admidst COVID-19. The reality is, for most products, the vast majority of new business is created online - but it's not just about your logo or colors.
To build a successful online brand, your team need to identify and understand who you are and what you do for them. There are a couple of really important steps that you need to take to do this, and some things that are good to be aware of, which we share below.Define & understand your brand differentiation
Above all else, you need to know exactly who you are, and take the time to articulate who your business is, what you stand for, and the problems that you solve for your customers. Once you know who you are, you need to narrow down your customer base to as small a segment as you possibly can. The reason for that is two-fold. One is that very small segments tend to interact within themselves as communities, so they can refer others to you. It also means that it’s easier to build brand awareness within a smaller community. One of the biggest mistakes startups do is to cast their net really wide. They hope for any business rather than just the right businesses. When you do that you don’t actually develop a brand because you're trying to solve too many problems for too many people. What you need to do is forget the rest of the world. Ultimately, a very tight and focused brand strategy is a far more successful route to market than trying to sell to everybody.Hone in on your customer's needs and pains
Rather than thinking about the millions of businesses out there, focus on who you are honestly selling your product to. It could be geographical, by function, by vertical; the smaller your target market, the more effective your brand strategy will be overall. Get to know your customers by asking yourself some key questions:- How do they think?
- What do they do?
- What problems are you solving for them?
- Why would you be important to them?