If you’re in the startup space, you know all too well about the importance of the Minimum Viable Product… aka, the MVP. But even if you’ve created that product and refined it to the point that you’re confident in finding product market fit, that’s not enough to guarantee success. A startup can have the best product in the world, but if they’ve neglected the importance of having a strong identity, messaging, and digital presence, they’re going to have a tough time attracting investors and connecting with customers. That’s why we believe so strongly in the lesser known — but majorly important – counterpart to the MVP, which is the Minimum Viable Brand, or what we lovingly call, the MVB.
What is the Minimum Viable Brand?
The MVB is one of our favorite branding and marketing approaches geared specifically toward startups. The idea is simple (but genius!): to create a consistent, foundational brand that can be refined and scaled over time. The concept goes hand in hand with the MVP in that it allows startups to quickly and efficiently launch their businesses without blowing up their budget or timeline to make it happen.
Who would benefit from an MVB?
At Brands X Humans, we believe there are two types of startups for which the MVB isn’t just something they could benefit from — it’s imperative to their success.
Pre-launch, pre-revenue startups
A Minimum Viable Brand allows pre-launch and pre-revenue startups to create a strong brand identity that resonates with potential investors and future customers. By starting with a core set of values, competitive positioning analysis, brand messaging guidelines, and a visual identity, startups can create a focused brand that communicates who they are and what they stand for — without sinking untold amounts of time and money they simply don’t have… yet!
Maybe you’ve launched with your MVP, but you’re not getting the traction, interest, or investments you need to get to the next level. This might be because your business lacks a foundational, identifiable brand for investors and customers to connect to — or, if you have a brand, it may need a pivot. For early-stage startups, the MVB can help businesses establish themselves in a crowded marketplace, build trust and credibility, differentiate themselves from the competition, and get set up for long-term success.