The 5 branding essentials you need before your startup’s logo

When you think about how to brand your startup, chances are your mind will go to the logo, the look and feel and the colour palette. But bear in mind, this is a symbol that will have to represent you forever, so it’s worth spending some time thinking about an identity for the brand first. That way, you don’t end up with a shallow generic logo, but something that reflects the spirit of the brand and will be easier for potential customers to remember. Here are the 5 things you need to think about before you start to doodle…

1. Purpose

To be a success, your business can’t just be about what you are good at, or what you are passionate about. It also has to be something the world needs. So at its heart, every brand needs a purpose: the essential reason that your brand exists, beyond making a profit - your “why”. This doesn’t necessarily mean ‘purpose’ in terms of social or environmental change. It’s just about the problem you solve, the product you create, the things that wouldn’t happen without your brand. Then craft it into a statement that sums up your brand’s reason for being. Everything about the brand should come from this, and your logo should reflect it.

2. Vision

You need an idea of where your business is heading: an ambition for how your business will shape the world. How will your brand change people’s lives? And how will your brand behave as it grows? A business without a vision has nothing for its employees to rally behind or its customers to feel proud of.  And your logo needs to fit with the vision for the business, otherwise at some point it will be wrong for the brand.

3. Values

To get the trust of your customers, you have to establish the core values of your business. Everyone’s personality is shaped by principles they live by, and a brand is no different. Come up with 3-5 values that sit at the heart of the brand. Sticking to these values will give you a consistent and convincing voice, and can differentiate you from your competitors. This might affect how your logo is drawn - should it be human, or artificial? Precise, or dreamy?

4. A promise

Your brand exists to tell customers why you’re better than the rest. And for that, you need to promise them something. Look at your purpose and think about what that means for your customers: how are you giving them what they want, and how do you deliver it differently? Your promise is the basis for your brand’s tagline, the handshake that seals the deal. So your logo will need to sit well alongside it.

5. Verbal identity

Now you know what your brand stands for, and what you’re promising people, you’ve got an idea how the brand should sound. A distinctive voice that reflects your values makes your brand human, and gives it a character. Write down some guardrails for the way your brand speaks across every touchpoint, from social posts to commercials. Keeping your tone of voice consistent helps people feel like they are getting to know the brand, turning them into loyal customers that keep coming back, and recommend you to their friends.

Once you’ve thought about all these elements, you’re in a much better place to judge the visual identity: your logo, colours and imagery. With your brand’s identity in mind, you’ll have a much better idea about what will sit right with what it has to say. So you won’t be stuck with something clunky, generic, or just plain wrong.

If you’ve got questions about how to create an identity for your brand, or need a hand with your tone of voice, logo or messaging, get in touch to see how we can help.

Funding your launch: 5 sources of finance for your startup

Some startups sink because they run out of money before they can become profitable. Your business will need money for everything from product development and hiring key staff to marketing, new equipment, office space, and managing day-to-day expenses. As well as managing cash flow proactively, it helps to secure funding.

So where can you find the funding your startup needs to stay afloat? Here are the 5 most reliable ways to secure capital.

1. Bootstrapping 

Bootstrapping means funding your start-up using your own savings, money from friends or family, or early revenue.

Pros: You retain 100% equity and complete control over your business. 

Being on the hook financially forces you to be lean, keep costs tight, and focus ruthlessly on profitability from day one.

Bootstrapping proves to future investors that you’re resourceful and that your business model is commercially viable, and won’t stay dependent on their cash.

Cons: Growth can be slow if you’re feeding in money gradually, and of course you’re personally taking on all the financial risk.

2. Startup Loans 

This is Government-backed debt financing. You’ll get free support and guidance to help write your business plan, and successful applicants get up to 12 months of free mentoring.

Pros: These schemes are designed specifically for new businesses (often under two years old) and offer favourable interest rates. They are debt, meaning you keep your equity whole.

Cons: You have to repay the money with interest, and you have to meet certain criteria to be eligible.

3. Crowdfunding 

Crowdfunding is where you raise funds directly from the public via online platforms. 

It can be rewards-based, where you offer backers perks or the product itself. This is great for product-based startups.

Or it can be equity-based, where you give up small shares to many investors. This is better for service-based startups where you haven’t got a physical product to share, including those based on AI / tech / SaaS. Instead of giving them a discount on your product, you’re offering them a share of future profits.

Pros: You build a massive community of brand advocates before you’ve even fully launched. As well as a way to finance your startup, it’s also a  massive market validation exercise.

Cons: Crowdfunding is a popularity contest. You need a compelling pitch to convince hundreds of people to get on board.

4. Angel Investors

These are your high-powered business champions. Wealthy individuals who invest their own money in early-stage businesses in exchange for a share of profits.

Pros: Angels bring more than just cash; they offer invaluable mentorship, industry contacts, and experience. They’ve been there and done it; they know what it takes to succeed.

Cons: Angels are experienced business people, so they’ll drive a hard bargain. You’ll have to give up a meaningful stake in your company, and they might want control over key decisions.

To win over hardened investors, you’ll need a really professional pitch. They need to see a big brand in the making.

5. Grants and Accelerators

These are great sources of funding, because they often provide capital or resources without taking a slice of your business.

Grants: Funding from government bodies or local initiatives for specific purposes like innovation or research. You don’t have to pay them back.

Accelerators: Structured programs like the Nat West Accelerator in Bristol that offer resources, mentorship, office space, and sometimes a small initial investment in exchange for a small amount of equity.

Pros: You retain 100% equity, and being accepted into a prestigious program is a huge boost to your credibility.

Cons: Both grants and accelerators are extremely competitive. You have to submit an application that clearly communicates your purpose, strategy, and potential impact.

Launch Ready

The best funding plan might be any one of these methods, or a mix of them, depending on where you are in your growth journey. You might want to stagger your growth, starting small before moving on to the next stage of funding.

When it comes to investors, lenders, and backers, they all want to invest in confidence and clarity. They back the brands that look like they’ve already made it.

Get in touch and let’s have a chat about making your brand look good in front of investors, so your business is ready to take the next tide.

Nail Your Colours To The Mast: A Brand Palette For Your Startup

Starting a business is exciting. You’ve got the product, the business plan, and you’re keen to go full steam ahead. So, how do you go about choosing your brand colours?

This decision isn’t just about picking your favourite shades. The palette that represents you is a strategic choice that affects how people feel about your business, what they remember, and whether they trust you.

Colours are your signal flags

Big brands know that colour is an instant visual cue. It’s non-verbal, universal, and incredibly powerful. If you think of a fast food chain, a supermarket or a football team, straight away you’ll have a colour in mind.

As a startup, your goal is to build immediate recognition and a sense of trust. Your colours are fundamental to achieving that; it’s important to have a consistent, recognisable palette for your brand.

You will need more than just a single shade: a primary colour and, often, a set of secondary and accent colours. This combination has to work together everywhere, whether it’s on your business card, website, advertising, or social media.

Charting your brand personality

Picking a colour is not just about shouting louder than the competition, or finding something that is unusual. Being distinctive is a good thing, but before anything else it needs to be true to your brand personality.

Ask yourself: What does my brand feel like?

Do you want your brand to project trustworthiness and reliability?

Do you want it to feel passionate and exciting?

Does your startup need to be calming, natural, and focused on wellness?

Or do you want to feel sophisticated, exclusive, or elegant?

Your colour choices have to align with this core character. You need a palette that is true to the ethos of the brand.

Navigating colour psychology

From the oppressive blocks of Rothko to the design of hospital wards, the power of colour is something people have always tried to understand.

Let’s take a deeper look at the different psychological impact of colours. (Bear in mind that they can mean different things in different cultures; do some research if your audience is international.) Here’s a quick breakdown of the main themes:

Blue
Trust, stability, logic, intelligence, calm
Common Industries: Tech, Finance, Healthcare, Insurance

Red
Passion, urgency, excitement, energy, action
Common Industries: Food, Automotive, Entertainment

Yellow/Orange
Optimism, warmth, energy, friendliness, creativity
Common Industries: Food, Leisure, Education, Creative Services

Green
Growth, health, nature, serenity, balance
Common Industries: Wellness, Environment, Finance (wealth)

Purple
Wisdom, luxury, spirituality, creativity, fantasy
Common Industries: Beauty, Premium Products, Education

Black/White
Sophistication, authority, modernity, elegance
Common Industries: Fashion, Art, High-end Technology

When choosing your palette, think about the emotional engagement you want to create. You're telling a story, and the colours are the atmosphere of that story.

Building a shipshape system

Around your primary colour, which you’ll use most often, especially in your logo and key calls to action or headlines, you’ll need secondary colours to provide graphic backgrounds, supporting elements and highlights.

We often recommend focusing on a simple three-colour structure. You can use colour theory to build two secondary colours onto your hero colour with the colour wheel.

Your primary colour is the main colour associated with your brand. This should be used most often, especially in your logo and key calls to action.

Your secondary colours are complementary or contrasting colours used for supporting elements, like subheadings, graphic backgrounds, or large areas of a web page.

Anchored in legibility

Your brand needs to be easy to understand, so your colours need to contrast properly. For instance, yellow text on a white background won't pass the legibility test.

Look out for colours that clash - they can visually "vibrate" and cause eye strain.

It’s also worth testing your palette across different media:  The colours on your screen (RGB) have to be correctly translated to print (CMYK) and web (Hex codes). If you have merchandise, it’s often difficult to match custom colours across items.

Hoist your colours

A well-chosen palette is a strategic decision that helps all your marketing work harder and ensures your brand is powerful and consistent. Get in touch to see how we can work with you to shape your brand personality and find the right palette to match it, so you act like a big fish from the word go.

(Image: Sophie Brocart / Unsplash)

The Power of Tone

Think of a smoothie brand.

If you thought of innocent, chances are you have been seduced by their tone of voice. Witty, playful, down to earth and natural.

They spend a lot on advertising, and their headlines are fun. But it’s on the pack where it really works hardest to convert customers. In a place where the text used to be informative, factual and dry, we are greeted with surprising, engaging conversation. It feels like it’s coming from a person, not a corporation.

The innocent tone was such a stunning success that since they pioneered chatty packaging, we now see it everywhere, and it’s become expected. Every brand wants the sales boost that engagement can bring. But it’s not always relevant. For innocent, being natural is at the heart of the brand. It’s there in their philosophy, and in their brand values. The ethos came first, and it has been carried through into the name and logo.

A brand called innocent (even with a brilliant logo) whose tone of voice was businesslike, logical and cold wouldn’t have the same impact. So it’s clear which way round the equation should go for startups: establish the values of the business and use them to define a personality, then worry about the name and the logo later.

Because if people aren’t listening, they’re not going to remember your name.

Why brand building is more important than sales.

It’s easy to get seduced by the siren song of sales. Especially in the digital age, when clicks can be measured and leads can be tracked. And when you’ve just started to grow your business, it might seem like sales are all that matter.

LinkedIn’s 2023 B2B Marketing Benchmark report showed that brands would rather spend their money on social media advertising than brand marketing, even though they realise its value to long-term growth.

There’s a problem with this, though. Sales activations bring short-term gains, but then sales return to the previous level almost as soon as the activation finishes. In the words of Peter Drucker, “Long-term results cannot be achieved by piling short-term results on short-term results.”

And that’s where brand marketing comes in. By establishing trust and recognition with your audience, sales build more reliably. People rely on their emotions more than their rational mind most of the time, and if they’re not actually looking to buy something, they block out rational product messages. But emotional messages sneak in under the radar, in something Daniel Kahneman called ‘emotional priming’ - then when it comes to making a rational decision, the conscious mind just rubber-stamps what you’ve already decided. “You like what you see, believe what you hear, trust your intuitions and feel that the current situation is comfortably familiar.”

The best way to grow a business is to combine brand marketing with sales promotion, as outlined by Les Binet and Peter Field in their study covering 30 years of marketing effectiveness data.

By combining short-term and long-term strategies, businesses can get a much bigger ROI than concentrating on sales alone: BCG’s research suggests that companies with strong brands show a 74% higher return on their brand marketing investment, and hold a 46% larger market share, than weaker brands.

The common wisdom is that the right ratio is about 60:40 - 60% of spend on brand building (LinkedIn & social media, sponsored content, thought leadership, content marketing and email marketing) and 40% on sales activation (Google, SEO, Google Ads, retargeting, value proposition, email marketing).

So think like a catamaran, and take a two-pronged approach that gives you more stability and speedier growth.

10 ways for your startup to attract and keep customers

Launches are happening all the time: in 2025, Bristol saw 266 startups, making it the 5th strongest ecosystem in the UK. But being a small business is tough: in 2024, 23,872 UK businesses went down with all hands.

That’s actually an improvement on 2023, which shows how challenging things are for businesses starting out. So how can you find customers, and keep them? Here are ten ways to keep your head above water:

1. Have a website - and make it SEO friendly.

No matter how small your business, it’s important to be online, so people can find you and get an idea of what you are offering. 

Your website should run well on mobile - most people, especially younger people, are using their phones rather than a laptop. 

And it should be optimised for search engines. Not just populated with search terms, but with broader appeal to your audience.

AI-powered search means potential customers don’t even have to be looking for specific products; they can ask a question and their AI will direct them to your website, if it has relevant, helpful information that they are looking for. So think about what problems they need to solve, and try to give them the answers, along with some information about why your product or service can help. (A bit like this article…)

2. Be sociable.

Pick your social channels and make sure you’re active there. Choose the places where your audience hang out - it’s pointless spending energy talking to the wrong people. But if you are present in the right media, it means you can jump on topical stories and say something which your customers will notice and remember.

3. Start a newsletter.

Email marketing is still effective, and has the advantage of a pre-selected audience. People who have allowed you to collect their details have already shown interest in what you’re doing. Devise a lead magnet to build a contact list for newsletters and promotional emails. 

4. Make sure your message is tight.

Of course, I’m bound to say this, but having powerful, consistent messaging is key to growing and maintaining your customer base. Research your audience, and make sure you are addressing their problems and offering them what they want. Then line your identity behind that message and deliver it consistently to establish yourself in the mind of your target. Get in touch to see how we can help with everything from brand identity to messaging frameworks. 

5. Make a splash.

If it makes sense, think about getting involved with local community events.  Look out for local events which are relevant to what you do, and to make sure you aren’t just wallpaper, find an angle that makes your contribution meaningful. Giving back to the community wins people over, and gets free publicity in the local press.

6. Give them a deal.

Everybody loves a bargain. An offer is a great way to convince people to try what you’re selling, and you can double down on it by letting buyers pass on savings to a family member or friend. Referrals have trust baked in, so they are more likely to land well.

7. Make your relationship rewarding.

You can reward your customers with more than discounts. The customer experience is vital - both before, during and after their encounter with you. A satisfying transaction leaves people more likely to recommend you and to come back. On the other hand,  poor customer service can be the kiss of death - social media means word gets around at the speed of light. So it’s important to listen to your customers and respond quickly and sympathetically to any problems they have.

8. Network.

Building a network of contacts is really helpful. You can find partners in related fields to collaborate with, find funding, get support and advice, and be inspired by successful businesses. Look for local networking events on meetup or eventbrite; I have really enjoyed the friendly support of local entrepreneurs at https://www.coastalnetworkers.co.uk/ in Clevedon. Contacts can help you find leads, and help you sharpen your elevator pitch so you convert opportunities better.

9. Advertise.

Google ads and paid ads on social media platforms can be really helpful for targeting specific demographics, and for finding out how your business lands with different audiences. At a local level, flyers, local newspaper adverts and radio can be effective if they suit your offering. 

It’s tempting when you’re paying for space or time to try and fit everything into your ads, but stick to a simple, easily communicated message and don’t dilute it with too many details. If you give people too much to juggle, they won’t catch any of it!

10. Stay positive!

The pressure to convert sales every day can be overwhelming. Take time to remember why you got into this in the first place, and to enjoy building your own business. Sales is a confidence game, and your customers will pick up on your enthusiasm. You’ve got this!

It seems like a lot of work, but it’s a sad fact of life that to keep your company afloat, you need to be constantly fishing for new business. If you’d like an informal chat about how your brand can work harder to help, drop us a line.

It’s not about you*.

As a startup owner, your business is your dream.

You came up with it, shaped it and put it out into the world. It’s personal. 

So it’s tempting to treat the brand like an extension of your self: a mouthpiece for what you want the brand to say. A broadcast medium.

The most important thing to realise about your brand is that it doesn’t really belong to you. To succeed, a brand has to be a listening medium.

It’s got to be based on the needs of your customers. Shaped around their dreams, and talking to them in a language that they understand. 

81% of consumers need to trust a brand to buy from it, and increasingly, sales rely on recommendations from friends and family.

So if anything about your brand means something to you, but not to your audience, it’s not doing its job, and your business won’t feel relevant to them.

That goes for everything from the name, to the choice of influencers.

The importance of your brand is even greater when you receive feedback - it can be useful that it’s the brand responding, not you! It’s a valuable buffer, and it can give you an angle to turn a negative into a positive, as Astronomer showed brilliantly recently.

So unless you’re selling to people just like you, take a careful look at what your brand is saying, and how it’s saying it.

The best brands give their customers what they want. Whether you like it or not.

*Unless you’re talking about personal branding, in which case, er, it is.

Why growing businesses need to act like big brands

Britain is a country of entrepreneurs: 846,000 new businesses were floated last year alone.

And in the South West, more than 8% of the population has launched their own startup, making it the top region in the country for entrepreneurs. What’s more, Bristol has been judged the country’s second best city to start a business in 2025.

But with so many startups, competition is fierce. For your business to gain a foothold, it has to be memorable and popular. Leading on price won’t win the day - thin margins make it difficult to grow, and a focus on price can damage a brand’s reputation.

So, even in the hectic days right at the beginning, it pays to take the time to get it right.

The temptation is to think of a snazzy logo and decide what colour it should be, and call it a day. But the foundations for solid growth need to go deeper.

Big brands spend a fortune making sure they look the same everywhere they appear, so even if you are on the other side of the world, you recognise them. But that’s not all. They make a big effort to sound and behave the same everywhere too, so you know exactly what to expect from them. Red and yellow may make you hungry, but it’s the way McDonald’s behaves that is the real driver behind its popularity. 

The brand has emotional power.

Coke is joyful. Nike is powerful. Even Amazon, which is based on efficiency and cost, goes out of its way to woo its customers with consistent emotional messaging, to keep them coming back.

That’s why global brands have brand guidelines (or brand books, or even brand bibles!) that lay out not just how they look, but who they are and how they speak. 

When you’re starting out, they don’t need to be hundreds of pages long. Just clear and honest, so you can be consistent. In any new relationship, it’s unnerving when a partner says something out of character, and it’s the same with new customers. Stay true to your personality, and the trust will grow.

A study by Lucidpress showed consistent brand presentation across all platforms can increase revenue by up to 23%. That’s the sort of growth that can really make the difference.

To find out how Slipway can apply big business thinking to your brand, get in touch and let’s have a chat about leaving the other 845,999 new companies floundering in your wake.