Having completed a branding program with a beta client, I was excited to hear her thoughts. One comment stood out to me: she recognized that branding isn’t merely one of many business functions, but rather the north star that guides a startup.

So that’s quite different from how I, as a professional executive, would typically think about branding. I used to see it simply as a function. However, from a startup’s perspective, branding can play a crucial role in driving choices and should guide decision-making processes. — Jennifer Thompson

It was reassuring to hear that her thoughts aligned with mine.

But you may be wondering: how exactly does branding serve as a startup’s north star?

Allow me to elaborate…

Let’s use an example

Let’s take a look at a fictional femtech startup called MenoWellness.

MenoWellness has developed a line of menopause products designed to help women manage their symptoms.

Here’s how the company’s branding informs and guides each business function:

1. Business strategy & branding

• MenoWellness’ brand purpose is to empower women to navigate menopause with confidence and ease. This purpose helps the company determine long-term goals, such as expanding the product line to skin and hair care and reaching more women 35+ to help them start the awareness of menopause.
• MenoWellness’ brand positioning, which focuses on empowering menopausal women in their careers, is based on strengths such as effective remedies and dedication to customer empowerment, and weaknesses including limited funding and competition from larger companies.

2. Operations & branding

• MenoWellness’ brand values, including transparency, empowerment, and quality, help the company find vendors, particularly women-owned businesses, that align with its mission.
• The brand purpose empowers employees to operate in alignment with MenoWellness’ values.

3. Product development & branding

• MenoWellness’ brand positioning guides product features, such as using natural ingredients and avoiding harmful chemicals.
• Brand values also guide material and method selection, such as sourcing materials from ethical, sustainable, and women-own suppliers.

4. Finance & branding

• MenoWellness’ brand values and purpose guide financial decisions, such as prioritizing quality over cost and investing in menopause research and development.
• Defining success according to brand values and purpose helps the company remain true to its mission and vision.

5. Legal & branding

• MenoWellness’ brand values and purpose guide legal decisions, including protecting intellectual property and ensuring compliance with regulations on natural remedies and labor laws.

6. Human resources & branding

• MenoWellness’ brand values, purpose, and personality attract top talent who share the company’s mission and vision.
• Creating a higher purpose and better company culture helps retain employees and reinforce its mission of empowering women. The company also has a special program to support women employees going through menopause.

7. Marketing and sales & branding

• MenoWellness’ brand identity, including logo and packaging design, communicates brand values and purpose to resonate with customers.
• Brand values guide sales and relationship-building strategies, such as offering educational resources and fostering a sense of community among customers to raise awareness of menopause.

8. Customer service & branding

• MenoWellness’ brand values and personality guide customer communication, such as using empathetic language and having personnel who are 40+ years old.
• Delighting customers by aligning with brand purpose and personality fosters loyalty and helps MenoWellness stand out in a competitive market.

FAQ

What are the 8 major business functions in a startup?

1. Business strategy: A plan of action to achieve long-term goals by identifying strengths and weaknesses, opportunities and threats, and allocating resources.

2. Operations: Managing the day-to-day operations of the business including inventory, supply chain, logistics, production, and quality control.

3. Product development: Creating and refining products to meet customer needs and preferences, conducting research and development, testing, and launching new products.

4. Finance: Managing financial resources, tracking expenses, forecasting revenue, and creating financial reports.

5. Legal: Ensuring compliance with laws and regulations, managing legal risks, and protecting the company’s intellectual property.

6. Human resources: Recruiting and managing employees, ensuring compliance with labor laws and regulations, and providing support and training to employees.

7. Marketing & sales: Promoting and selling products by identifying needs, creating strategies, and building customer relationships for growth.

8. Customer service: Providing excellent service, resolving complaints, managing relationships, and enhancing customer experience.
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What are the interconnections between business functions and branding?

1. Business strategy & branding

• Brand purpose helps determine meaningful long-term business goals
• Brand positioning is based on strengths and weaknesses and understanding the competitive landscape

2. Operations & branding

• Brand values help to find vendors that align with your brand
• Brand purpose unifies the company’s vision

3. Product development & branding

• Brand positioning guides product features
• Brand values guide material and method selection

4. Finance & branding

• Brand values and purpose guide financial decisions
• Define success according to brand values and purpose rather than financials

5. Legal & branding

• Brand values and purpose guide legal decisions

6. Human resources & branding

• Brand values, purpose, and personality attract top talent
• Create a higher purpose and better company culture

7. Marketing and sales & branding

• Brand identity creates campaigns that resonate with customers
• Brand values determine sales and relationship-building strategies

8. Customer service & branding

• Brand values and personality guide customer communication
• Delight customers by aligning with brand purpose and personality

Hope this helps!