If you ask me what the hardest part of marketing is, I’ll answer in a heartbeat: branding. Not the kind you see on mood boards-logos, colour palettes, slick typography. Those are just the tip of the iceberg. Real branding is about what lies beneath - the stuff that makes your company unforgettable, even if your features get copied tomorrow.

Beyond the Shell: Why Features Aren’t Enough

I’ve lost count of how many times I’ve sat across from founders, asking, “What makes you unique? Why should anyone care about your brand?” The answers are almost always the same: “We have feature X, feature Y, and feature Z is coming soon!” That’s great… until your competitors roll out the same features a few months later. With AI accelerating development, big tech can out-code most startups in weeks. So, what’s left when your product parity vanishes?

Here’s the truth: Features are easy to copy. Brands aren’t.

What Branding Really Means

Branding isn’t just what you say about yourself. It’s what others remember about you. Think Apple. If I say “Apple,” what comes to mind? Sleek. Modern. Reliable. Expensive. Stylish. Now, list the top five iPhone features. Camera, screen, battery… but you can find those in Samsung or Google phones too. The difference? Apple’s brand runs deep - it’s an emotional connection, not a list of features.

The Startup Branding Trap

Startups often fall into the “feature trap” - believing that a unique feature is enough to stand out. But differentiation isn’t only about having unique features. It’s also about being meaningfully different. That means:

• Knowing your why - the reason you exist beyond making money.

• Crafting a brand personality that can’t be cloned.

• Building an emotional connection that makes switching feel like a betrayal.

How to Build a Brand That Sticks

Here’s what I’ve learned working with startups:

Find Your Real USP: Your unique selling proposition isn’t just a feature; it’s the core of your brand’s distinctiveness. What problem do you solve better than anyone? Why does it matter to your audience?
Tell a Story: Brands like Airbnb and Warby Parker didn’t win because of features alone. They built emotional stories-belonging for Airbnb, affordable style with a mission for Warby Parker.
Own Your Voice: Your brand’s personality - humor, boldness, warmth - should be unmistakable. Think Wendy’s on Twitter, or Patagonia’s environmental activism.
Create Emotional Recall: Your brand should make people feel something. Nike’s “Just Do It” isn’t about shoes; it’s about empowerment.
Be Consistent: From your name to your visuals, every touchpoint should reinforce your identity. Make it easy for customers to remember and recognize you.

Why Branding Is Your Moat

Features can be cloned. Prices can be undercut. But a brand with soul - a brand that stands for something and connects emotionally - can’t be copied overnight. That’s your moat. That’s how you build loyalty, command higher prices, and weather the storms of competition.

Final Thought

If you’re a founder or marketer, don’t just chase the next feature. Dig deeper. Ask yourself: If my features disappeared tomorrow, would my audience still remember me? If the answer is yes, you’re building a brand that lasts.

From Pretty Logo to Powerful Brand: What Every Startup Needs to Know