4 Tips to Think Like a Big Brand Before Becoming One
How long would it take to throw together a pop-up tent? Given how fast, flexible, and cheap it is, probably 15 minutes. When a storm hits, this method only proves to be a structure built on sand.
Business growth is somewhat the same. Startups that make it big one day are all about building skyscrapers, not easy-peasy pop-up tents. They spend time on deep foundations, strong frameworks, and robust safety systems.
North America is a fertile ground for startup activity. Could you tell that 15% of the US population is involved in startups? That's some tough competition right there. In case you weren't aware, 90% of startups fail!
Why? A major reason is a restrictive mindset. You want to think big before you go big! It will help you future-proof your startup and attract better customers, even investors. So, how to make it happen? This article will share the ins and outs of thinking like a big brand before you become one.
Build Trust Like Your Life Depends on It
Startups cannot afford to look at trust as a warm, fuzzy buzzword. It’s the currency you trade before earning a single cent. Customers will even be willing to forgive missteps when they trust the brand. That’s the tricky part; unlike beta sign-ups and ad clicks, you cannot purchase trust.
Sadly, studies show that there’s a widening gap in how executives treat consumer trust and how the latter sees it. The answer lies in earning trust across several dimensions. Big brands treat trust as a must-have, not a nice-to-have. Think Apple, Dyson, or Toyota: customers trust these companies’ products because the brands deliver reliably, each time.
Reliability for the consumer reduces the mental load of purchase decisions. What can startups take from that? Don’t launch a product or an upgrade until it works across multiple trials. In case of any glitches, get the issue fixed fast.
Moreover, do not overlook the invisible details that shape perception. Did your site crash? Was a customer concern handled without empathy? You must go beyond conversion rates and make integrity your topmost priority.
Trust is your growing startup’s lifeblood, and here are ways to earn and retain it:
Be radically honest with investors and stakeholders, even when it’s hard. Own the issue, explain your corrective plan, and follow through.
Make prompt customer service a superpower, not an afterthought. Reply to customer queries like a real person, not a script.
Underpromise (if you will), but always over-deliver. Never exaggerate a product. Deliver what you say you will and then go a step further.
Don’t just protect data, show your customers that you do. Let them know about your security systems.
Think in Terms of Decades, Not Launch Weeks
When a startup is just launched, the first few weeks can feel like a whirlwind. You’re busily focused on early sales, launch-day metrics, and press coverage. There’s nothing wrong with that, but the excitement shouldn’t wane. Big-brand thinking zooms in on a much broader horizon: decades, not launch weeks.
One major example would be the need for Corporate Social Responsibility (CSR). Brands that genuinely embrace CSR create trust by:
Reducing environmental footprints
Supporting community well-being
Ensuring ethical labor practices
When neglected, even legacy names are not immune to a loss of credibility. The higher you climb, the harder you fall, right? Think about the intense public criticism that 3M and Chemours suffered because they failed to disclose the dangers of PFAS.
Per- and polyfluoroalkyl substances are toxic chemicals that have been used to manufacture Aqueous Film Forming Foam (AFFF) for decades. When firefighters and veterans began filing lawsuits and VA claims for exposure to AFFF, there was a major shift in public awareness and regulatory standards.
TorHoerman Law shares that legal accountability has pushed companies across industries to reevaluate their practices. Since PFAS are to be banned soon, and they have been used in almost every industrial sector, the implications will extend beyond chemical companies.
Startups that want to stay relevant in the long haul must take action now. This is just one example, but the principle of thinking in decades will remain as it is. So, build a strong ethical foundation, invest in sustainable practices, and prioritize lasting value over quick wins.
Design With Intention, Not Imitation
When startups get it wrong, they start copying successful big shots. Thinking like a big brand does not mean imitating Apple’s marketing strategies. You will be tempted to take the easy way out and mimic what’s already working. See it as the trap that it is and design your products, services, customer experiences, etc., from a place of intentionality.
In a survey, 7 in 10 respondents stated that they purchase from brands that reflect their personal values. Shared values are among the top factors impacting customer loyalty. This means every choice you make should be rooted in your own mission and values, not someone else’s. When imitation takes the lead, you risk:
Confusing your audience about who you are as a brand
Struggling to hold a distinct position in an overcrowded market
Building a company other than your own
Customers can smell inauthenticity a mile away, so make intentionality a habit. Take the example of a women-led wellness startup like LOLA. It stands in a class of its own due to an intention-driven product line. Here are the key takeaways to consider:
Every product and visual element of the brand reflects its personal mission to de-stigmatize puberty, acne, and menstruation.
LOLA does not try to mimic luxury personal care brands. It uses relatable education-first marketing strategies that speak directly to Gen-Z and millennials.
The brand further displays authenticity by being 100% transparent about ingredients, testing, and even sourcing.
LOLA considers its impact on society by donating a portion of its profits through the LOLA Gives Back initiative.
Always Act Like You’re Being Watched (Because You Are)
In a digital age, your startup will never go offstage. From social media responses to public controversies, every move is visible, searchable, and even screenshottable. You need to have eyes even on the back of your head. This isn’t a fear-based awareness, but one that should evoke accountability, integrity, and consistency.
A 2024 study discovered that 78% of customers agreed that a brand’s social media presence was a key factor in determining trust. The figures go as high as 88% among Gen-Z buyers. A single bad review or negative comment can take a lifetime to recover.
A brand flourishes when more and more consumers can trust that it does not wear two faces. When you act like you’re being watched, even as a startup:
You attract more intentional partners, press, and customers.
Your company culture becomes one where responsibility flows naturally.
Consider how Jessica Alba’s The Honest Company startup took off. She started the brand to promote transparency in an industry filled with vague labels and hidden chemicals. From day one, her team acted like their products would be scrutinized by parents, regulators, and health-conscious communities.
Gradually, the 100% ingredient transparency, customer-centric policies, and accountability culture paid off. Today, The Honest Company has evolved into a publicly traded enterprise that fledgling brands can look up to.
Startup numbers are rolling unhinged each year. In 2024, 1.7 million business applications were made. Out of those, 49% were headed by women. It’s promising to see the fairer sex keeping up with its male counterparts in the business world.
However, the only way to become a lasting force is to ditch the myopic view. Big brands did not become one overnight. Much intentionality, innovation, and integrity went into the process. Adopt a big-brand mindset now, and watch your meager beginnings turn into a business that stands the test of time.
FAQ
Why should startups think like a big brand early on?
Adopting a big-brand mindset allows startups to build a strong foundation, attract quality customers, and gain investor trust. Thinking strategically from the beginning, focusing on long-term goals, authenticity, and accountability, can drastically increase a startup's chances of becoming a sustainable, recognizable force in the industry.
How can startups build trust with their audience?
Startups can build trust by delivering consistent quality, communicating transparently, and addressing user concerns empathetically. Measures like robust customer support, data security transparency, and over-delivering on promises create loyal, trusting relationships, even in the early stages.
What does "thinking in decades" mean for startups?
"Thinking in decades" involves planning beyond short-term launch metrics and focusing on sustainability, ethical practices, and long-term value. By considering the broader impact of their actions, startups can align with their audience’s values and create a brand that evolves successfully over time.
Why is design intentionality crucial for startup success?
Intentional design reflects a startup's unique mission and values, which customers find relatable and trustworthy. By avoiding imitation and creating authentic experiences, startups can establish a distinct brand identity and foster meaningful audience connections.
How does acting accountable benefit a startup's image?
Startups that act accountable, acknowledging errors and demonstrating transparency, immediately inspire trust and credibility. In a connected world, where every action is scrutinized, consistency in behavior fosters a positive and long-lasting brand reputation.
What role does corporate social responsibility (CSR) play for startups?
CSR initiatives like environmental sustainability and ethical labor practices show customers that a startup values more than profit. These efforts build emotional connections with audiences, increasing loyalty and fostering a brand that stands out from competitors in the long run.
How can startups leverage authenticity for growth?
Startups that prioritize authenticity ensure their products, marketing, and values align with what they stand for. This creates consistency and builds alignment with consumers who want to support businesses that genuinely reflect their ideals and solutions.
Why should startups be transparent about their operations?
Transparency about operations, from data security to product sourcing, fosters trust among customers and investors. It assures stakeholders that the brand is forthright and reliable, which is essential for long-term credibility and success.
What are the risks of imitating big brands?
Imitating successful brands can dilute a startup’s identity, confuse customers, and prevent genuine brand-building. Instead, startups should focus on intentional innovation and solutions rooted in their unique missions to ensure distinct positioning in the market.
How do startups benefit from always "acting watched"?
Assuming every action is under public scrutiny keeps a startup accountable and consistent. This approach builds a trustworthy, professional image, making it easier to attract partners, customers, and investors while fostering lasting business integrity.
About Author
Deepika is a curious content creator, passionate about exploring a variety of niches, from lifestyle to wellness and marketing. With a deep appreciation for classical beauty, her free time is spent immersed in the world of fine arts and historical novels.