Book Excerpt: Go Start-Up by Karan Kashyap

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Below, we share an excerpt from the book on how start-ups can use powerful tools such as branding and communicating values to grow and scale. How a start-up raises money based on its brand perception and the value it provides to its customers are the key indicators of raising capital.

Recently, we got a chance to read the book “Go Start-up” by the author Karan Kashyap. We thoroughly enjoyed the book and hope that you would also enjoy the book and gain valuable insights if you are also planning to build your own start-up.

Go start up by Karan Kashyap

Order your copy of the book here – Amazon

Here’s an excerpt from the book:

Branding

A fine-tuned system of values and culture will influence a start-up’s products and will persuade customers to buy its services. It will impact what you build, how you build it, how you interact with employees, and how you talk to your customers. As most of the successful start-ups today realize, advertising can only create and push your brand to a limited extent; in the long run, the only way to establish a resilient brand is by investing time in defining and promoting the start-up’s values and culture system,

As nowadays employees are more sensitive to work environments and give higher importance to questions such as ‘Am I enjoying my work?’ or ‘Does this brand suit me?’, start-ups use various methods, such as testimonials and social media, to advertise stories in support of their work culture and environment, which directly affects the motivation and loyalty of employees.

A fledgling company’s brand reputation is a result of the quality of its team, mentors, the vision of founders, along past success stories of founders’ previous ventures. As the first round of money is largely driven by a start-up’s brand perception, to successfully raise capital, a founder must especially pay attention to how their company is perceived. A reputed and trusted brand offers benefits that go beyond fund-raising; it drives sales and revenues because customers often buy into your company’s name before they buy your product.

Organizational Values and Culture in Branding
Organizational Values and Culture in Branding
Quote on branding by Arijit Ray, Co-founder, Paperboat Brandworks

Communicating Values

An effective medium of communication, such as emails, office interior decorations, and videos on YouTube, can empower entrepreneurs to relay the intended message for the outside world, including the employees. You can choose Twitter, Facebook, and/or Instagram to share stories of your culture. Or even list bonuses in the salary structure of your workforce to emphasize the necessary traits and actions expected out of employees. As leaders, you are the linchpins of your culture. According to Preeti Kaul, People and Culture Head upGrad, “It is not just about creating vision documents and sharing them with your employees. Actions speak louder than words, so making conscious efforts to live the chosen values during the hustle and bustle of the daily work routines, is crucial. Whether it is a team meeting, a one-on-one discussion, or an event at large, make sure to restate and reinforce the message through your actions. People need reminding.”

For a more effective mode of communication, founders must share with everyone what they value, and make sure they actively follow through by acting upon it. They can even develop their very own unique way of communicating the company values. For instance, Bengaluru-based Intuit, a provider of financial management solutions for small businesses, believes in vibrant workspaces to keep its employees on their toes. The Intuit Values Wall is located at the entrance of their office. “Every day, when I walk past this, I am reminded of our unique culture that sets us apart from other companies. The values don’t tell us how to ‘deliver awesomely’, they tell us why we do,” says Anshuman Kumar, Director—Global Brand & Corporate Communications, Intuit.

Excerpt published with permission from Fingerprint Publishers, and Karan Kashyap.

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