Start up business research

Start-up businesses


If you’re launching a new business, you’re in a unique position to operate as what is often called a ‘challenger brand’. This means that you can take a look at a market sector from the outside, assess all the players, opportunities or gaps in the market and then launch your product with a brand that challenges and shakes up the conventions of the sector. It’s hard to do this once you’re established as there’s more to lose, so think carefully about how brave and ‘rule’-breaking’ your product or service can be if you’re about to launch to market.


Another benefit you may have as a start-up is that the business is likely to be small and therefore responsive and adaptable, with no existing processes that have to be changed to create a new brand. In short: you’ve got one shot to do something exciting, relatively cheaply, so go for it.
Gü: start-up brand


Gü was launched into the chilled desserts market as a premium product whose name (an invented word) simultaneously hints at a European origin and evokes thoughts of gooey chocolate or treacle.


The name and graphic black and white packaging all broke the ‘rules’ of design and branding in the desserts sector and the product consequently stands out strongly in supermarkets.


The brand has subsequently been extended with the launch of Frü, a range of fruit desserts.


https://www.designcouncil.org.uk/news-opinion/power-branding