How Brand Strategy Influences Your Business Launch
Every entrepreneur faces the same big question: Should I start my business first and then look for customers, or should I find customers first and build my business around them?
The truth is, launching a successful business isn’t just about having a great idea. It’s about having the right brand strategy—a plan that ensures your business attracts the right customers from the start. Let’s break down the best approach and how you can use brand strategy to set yourself up for success.
Why the “Build First, Find Customers Later” Approach is Risky
Many businesses follow the traditional model: develop a product or service, launch it, and then try to find customers.
Big companies like Apple can afford this approach because they already have a strong brand strategy and loyal customers. But for small businesses and startups, this is risky. You could spend months (or years) developing something, only to realize that nobody actually wants it.
A failed product launch can waste time, money, and energy. That’s why a strong brand strategy should start before you build the business.
The Smarter Approach: Find Customers First
Instead of creating something you hope people will buy, why not test the market first? This ensures that there is real demand for your product or service before you invest too much in developing it.
A great example is Dropbox. Before building their cloud storage service, they released a simple explainer video showing how it would work. The video went viral, and thousands of people signed up for the waiting list—proving that customers were interested before they even launched.
By finding customers first, you:
✔ Validate your idea – Ensure that people actually want what you're offering.
✔ Save money – Avoid wasting resources on a product that won’t sell.
✔ Refine your brand strategy – Shape your brand messaging, positioning, and customer experience based on real feedback.
How to Use Brand Strategy to Find Customers Before Launch
If you’re wondering how to find customers before launching, brand strategy is your answer.
Here’s how you can do it:
Define Your Target Audience – Identify exactly who your ideal customers are and what problems they need solved.
Create a Brand Story – Communicate why your business exists and how it uniquely helps your audience.
Build a Simple Landing Page – Set up a website explaining your idea and collect email sign-ups to gauge interest.
Use Social Media to Build a Community – Start engaging with potential customers, sharing content, and gathering feedback.
Test with Pre-orders or Crowdfunding – Platforms like Kickstarter and Indiegogo help you validate demand before you invest in full production.
The Best of Both Worlds: A Balanced Approach
The best businesses don’t just launch blindly or wait too long to start. Instead, they use brand strategy to balance both finding customers and developing their business idea.
A great example is Tesla—they announce new models years before they’re built, allowing customers to pre-order and validate demand. This approach ensures that when they finally launch, customers are already lined up to buy.
By combining customer research, brand positioning, and strategic marketing, you minimize risk and maximize success when starting your business.
Final Thoughts: Your Brand Strategy Should Come First
If you want to build a business that actually attracts customers, start with brand strategy—not just a product.
Instead of guessing what people want, listen to your audience, refine your brand message, and build a community before you launch. This approach not only increases your chances of success but also helps you create a brand that people truly connect with.
Looking to craft a winning brand strategy? Cham8ion Investments can help! Visit our website to schedule a free consultation and start building a brand that attracts customers before you even launch.