Branding: Before or After Raising Money?

That’s it... You want to start, your project is fresh but without a little help it’s complicated. You need a fundraiser to fund it and be serene. To do this you must convince investors to take part in your project and thus benefit from many advantages such as: Invest in marketing, pay for the services of an agency, hire a marketing team, do research and development... and so on. But when do we raise that money? 

We are here to help you answer them!

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Why is the branding so important? 

You are entrepreneurs and among the many things to think about you do not know where to start after starting your startup. Look, during a dating, the first step before the person engages with you is to introduce themselves, until then we are in agreement? We want to know: Who are you? Where do you come from? What is your interest? Your look, your posture, your way of speaking... everything is analyzed! This is your first impression that we will remember. For your brand, well... it’s the same. It’s up to you to be smart and present yourself in your best version, as if you were going on that famous first date. The point is that you make a difference and are reminded. 

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Here are the key points for a successful first date, uh... for a successful brand: 

Market trends: Keep a competitive eye on your market to be up-to-date with new trends, likes and dislikes. Tops and flops.

Mapping: Draw a map to identify opportunities to exploit. 

Brand positioning: Where do you stand in relation to the market? Once you know where you are, you will be able to more precisely know who you want to target. 

Creative Strategy: Define your target, for this make a persona can help you better understand who they are.

Design: Your logo and visual identity must truly reflect who you are. It’s up to you to make a difference and not just be an old memory, so be authentic and unique. By knowing your audience better you can adapt your design according to what they might like. Play on tone and voice, your colorimetry, your typography, and most importantly, your message. 

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Because a (brand) image is worth a thousand words, be convincing to your investors

You want to create your brand image before a fundraiser, here are some points to see. Today, investors are not there to buy promises. What they want is evidence. It can be sales, active users, or even a concrete Proof of Concept (POC). But guess what? A well-done branding can be proof of traction. Yes, you read it right!

A well-designed logo, a neat visual identity, and a clear communication strategy show that you have thought about your place in the market. You’re not just here in "amateur" mode with a hasty logo on Canva. No, no. You are a serious company, ready to take your place in the arena. The investors are going to look at this in a new light and say, "Okay, this team has it. They know what they’re doing. I’m buying!"

With effective branding, you reassure your investors. This will allow them to better understand you and see who you are targeting, among other things, be part of the project and not just fund it. The goal is to make a difference, that they tell themselves why support you more than another project? It’s not just a matter of saying you have a great idea, but that you’ve already laid the foundation for a solid growth strategy. You know how to address your audience, you have a unique voice, and your message is already spreading. This builds confidence and reassures those willing to invest.

‍To remember: 

Creating your brand image before a fundraising, will allow you to obtain it more easily and quickly since you will already have enough to convince your investors to follow you in your project. With an identity already more or less settled, they will be more motivated to reach out to you to develop it.  

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Investors have turned their seats and are convinced but what to do with this fundraising? 

You want to do your branding after? All right, we can talk about it!

You’ve been able to convince investors to get the fund of what is called Venture Capital, which finances startups with high growth potential, in exchange for a share of the company’s capital as return on investment. This precious sum of money and propel your project to new horizons. But once the money is in the pocket, what to do with all this? 

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The temptation is to run at full speed and start spending without thinking. But wait a minute! Before you dive head-first into marketing spending, take a break and think together about one crucial point: branding after fundraising. Yes, there are some significant benefits to waiting a while before embarking on this creative adventure. Here’s why. 

Fundraising is a bit like finding the key to the safe. You now have a big budget to work with the best. Why settle for a basic solution when you can have high-end? With funds in your pocket, you can collaborate with prestigious branding agencies, those who know the trends, visual codes and will offer you an exceptional visual identity. This is when you can afford to have a creative team of experts who will think about everything. This is an opportunity to put the package to build a strong and impactful image from the start.

Also note that you have a little more room for manoeuvre. You are no longer in "fire at will" mode, trying to burn the steps to attract customers. No, you can finally take a moment for strategic thinking. And believe me, these extra months of reflection will pay off in the long run. 

Maturity is earned with experience, and after a few months of launch, you will accumulate. You now have a better idea of what works and what doesn’t work for your audience. By listening to market feedback, analyzing the performance of your first campaigns, you will be able to adjust your identity with concrete data.

To remember: 

The cards are in your hands, you no longer have excuses to take care of your brand image. But be careful, do not rush headlong and play your game well. You have the opportunity to boost your startup by collaborating with an agency of professionals who will know how to implement a solid marketing strategy. It’s up to you! 

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Before or after, don’t miss the branding 

So you will understand: branding is NOT NEGOTIABLE. Whether you decide to tackle it before or after fundraising, it is an essential stage of your development, whether in any tech sector (biotech, fintech, SaaS, AI...) or others. Skipping this step is a bit like wanting to build a house without plans: it may fall apart.

Branding is what will make you stand out in a saturated market. And it’s not just a nice logo that will make the difference. It is a clear strategy, strong positioning and consistent identity that will help you make a difference. If you don’t, who will notice you? Because we all know that in the startup world, anonymity is death. You want your brand to be memorable, to make it a story, right? So, take the time to build a solid branding with a well thought out strategy.

To remember: 

So, before you go to war with your freshly raised funds, make sure you have a concrete branding strategy. Because after all, if your brand is not well built, who will care?

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Some examples that can inspire you

Deel: this is the right “deal” between a pro and a cool brand image

Deel is a bit like this colleague who is both super pro and super nice, and who knows how to make complex things much simpler. Imagine a remote talent management tool that is not only effective, but also friendly. A fluid, modern and at the same time highly professional branding. This is what makes Deel a true leader in global team management.

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No wonder they have managed to make their mark in such a competitive sector. The positioning of Deel is above all the promise of a simple, effective solution. It speaks to investors and clients who want to do things easily, but with clarity and professionalism.

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Shares.io: Investment accessible to all

Here is another example that has made a name for itself by focusing on simplicity. Shares.io, a collaborative investment platform, hit home with its minimalist visual identity. The idea? Make investment accessible to all, especially novices. But how? By simplifying the user experience as much as possible, without sacrificing the essence of what they want to offer: transparency and accessibility.

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Their positioning: to make the investment simple and without headaches. This does not mean that the product is basic, but rather that it is designed for those who want to get involved in the world of finance without being overwhelmed by technical terms. Their visuals are both soothing and intuitive, a real invitation to take control of your investment without stress. This is how clear branding and an inclusive vision can revolutionize an industry, while attracting a clientele that seeks simplicity first.

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Coltac Therapeutics: The brand in the technology sector

You are in the biopharmaceutical field, you tackle medical research, and your branding must shout innovation while focusing on reliability. This is exactly what Coltac Therapeutics has done. Their visual identity is sober but striking, with colors that breathe scientific rigor, and professional typographies that reinforce their credibility.

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Where Coltac has made a point of honor is on its positioning: innovation and precision, in a sector where every detail counts. Their simple but strong visuals convey an image of expertise, attracting investors from the medical sector in search of effective and high-potential solutions. It’s not just a nice logo, it’s a branding that exudes reliability and innovation, two essential qualities for a life sciences company. If you want to capture the attention of investors looking for projects that really make a difference, Coltac understood that visual rigor was as important as the quality of research.

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Heritages.io: A perfect balance strategy

Heritages.io, you see the genre? Subtle mix between tradition and innovation. They operate in an ultra-traditional sector: wealth management. But here it is, the branding of Heritages.io shows that you can combine the stability of heritage with the audacity of innovation. Their visuals are a bit like well-cut jewelry: elegant, simple, but with that modern touch that makes them current.

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Their strategy? A perfect balance between safety and innovation. The colours are carefully chosen to convey a message of stability, while their modern visual identity links to a more innovative offering. They are aimed at clients who want to invest with confidence, but with a contemporary approach. This branding is an invitation to discover a new way of managing your wealth, while having a guarantee of security. Result: Heritages.io has established itself as a key player in a market that is rapidly changing.

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Conclusion:

You will understand, no project can see the light without branding so invest in it to open your startup to opportunities. You can get a large fund raising that can propel your project either before or after the creation of your brand image. It’s up to you to decide which option is best for you.

At The Bract, marketing agency for more than 5 years, we accompany you in each of your projects with customized strategies. The agency is composed of professionals in branding, website creation, SEO... and is present in Tel Aviv, Paris, San Francisco. So do not hesitate to contact us we will be there for you.