Discovering identity and brand formation in a startup: A case exploration

Abstract

The value of corporate brands is widely recognized and there is a well established body of literature delving into the subject. Yet, whereas a great majority of European firms consists of small- and medium-sized enterprises (SMEs), the research focus has traditionally been on large multinational companies. Furthermore, startups form a special type of a SME in which corporate identity and brand is even less researched.

This thesis studies corporate branding in the context of a startup and explores the subject through a case study approach. The work was undertaken in cooperation with a Finnish startup Jalo Helsinki Ltd., and the aim was to answer the following research questions: What are the case company´s identity and brand like? How are the identity and brand of a startup revealed and created?

The project consisted of three phases: literature review, research on the case company´s identity and brand and synthesis of the actual brand manifestation for the firm. The aim in the literature review was to provide a theoretical framework to support the process and especially the research phase. Here corporate identity and branding was looked into both in the context of large companies as well as in regard of SMEs and startups. The research part, including data gathering and analysis, aimed to reveal the company´s identity as well as its intended and perceived brand character. The primary method used was conducting semi-structured interviews, but also other company-related materials were studied. Finally, from the gathered information the company´s first brand definition was formed. The resulting guideline defines the central distinctive features of the case company in written form. This definition, then, can be used as a basis and guideline for further brand building activities and brand communications within and outside the company.

As identity and brand building in startups is studied here through a single case study, the findings and methods used cannot be generalized without further validation. But, the project sheds light on the subject from a new, explorative perspective and brings up practical questions related to branding especially in startups. Also, this work suggests that the skills of a designer, such as intuition and the ability to solve multifaceted problems, could be useful in brand building efforts in the context of small companies.