The Startup Chat with Steli and Hiten on Smash Notes

The Startup Chat with Steli and Hiten podcast.

Unfiltered insights and actionable advice straight from the trenches of startup and business life. The show hosts, Steli Efti and Hiten Shah, are both serial entrepreneurs who have founded multi-million dollar SaaS startups. Being busy CEOs of fast-growing companies, they know the value of your time and make sure you get the most out of each 22 minute episode. Tune in for new episodes every Tuesday and Friday.



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In today’s episode, Steli and Hiten tackle branding for your startup. It’s a common assumption to think branding is important for ALL types of businesses. Steli and Hiten challenge this notion and explain why certain businesses need to focus more of their attention on their branding. They explain how your “branding” is different from your actual brand and outline why your copy is the best place to start to establish your company’s voice. Tune-in to find out whether branding should be your priority and how to tap into your strengths to create your brand.

Time Stamped Show Notes:


00:24 – Today’s topic is branding

01:15 – “Branding only matters if and when the customers will care about branding”

01:41 – “Branding” is different from one’s brand

02:18 – If you’re a B2C business, branding matters more as opposed to those who are a B2B business

02:48 – Intercom didn’t care about branding until they were many years into their business

03:03 – MailChimp, on the other hand, cared about branding from the start

04:10 – Your brand only matters in the eyes of the customer

04:27 – In the SaaS world, your branding matters because of how competitive the market is


05:48 – It’s essential to differentiate from others


07:02 – Steli thinks branding will get worse within software companies

09:19 – The simplest thing you can do for your branding is work on the copy of your website


10:08 – Add some personality to your copy


10:28 – How you communicate to people is your brand’s personality

12:10 – With Close.io, instead of using generic screenshots to show samples of their content, they infuse humor

12:51 – Think about your copy and the ways you can express your team and company’s personality

13:20 – If you’re a B2B, don’t invest too much on branding UNLESS you know what you’re doing

14:44 – If you don’t have a strong idea about the kind of voice you’d like to convey or don’t have the skillset to write your copy, just use the resources you have within your team and see if you can achieve your branding goals


15:00 – Don’t spend money on an outside party to help you with your branding


15:43 – Facebook is Steli’s favorite example for branding that is simple

16:21 – Use the strengths you already have in your business


3 Key Points:


Your branding will only matter if your customers care about it.

A B2B business does not have to focus too strongly on branding.

Use your internal strengths to create your brand’s voice and personality.


The post 252: Startup Branding – Does It Matter and How to Do It Right appeared first on The Startup Chat with Steli & Hiten.

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