Managing a start-up brand from founder competence and nets

Abstract

This Master’s degree thesis research studies the phenomenon of branding in a start-up context through the concepts of brand orientation, branding activities, brand design and brand identity. An especial focus is placed on how founder and employee traits such as reputation can be managed into the start-up company brand. Branding and rebranding are processes that most organizations have to go through at some point of their life cycle, regardless of their size. Start-up companies represent organizations where no organizational structures or brand exist, and need to establish a corporate brand in a short time in order to not vanish from the market. This presents challenges unique to start-up branding and makes it clear that the topic holds a high importance. However, there has been relatively little research done on start-up branding for now. Branding as a strategy is examined in more detail through the aspects of brand orientation, branding activities, design and identity. By inspecting these elements through the perspectives of the interviewees, a better picture of the company successes and failures can be formed. While the case company is a singular example of a start-up on a very specific field, certain conclusions can be drawn. Though limited to the case company, the success in brand design and branding activities through brand orientation and brand identity development can be assumed to be applicable to other start-ups either in the Finnish market or in the technology service industry.