Netflix harnessed the power of the brand so that it was known for premium content across the globe. Several competitors have come and faded into obscurity (the small caveat of Disney aside), and only a few have been able to battle the behemoth. <\/p>\n\n\n\n
For younger businesses, the Netflix story is interesting and aspirational. Everyone wants to build a brand so iconic that the recognition evokes the emotional response that Netflix can. For founders who are wading into new markets, such as the US, building a brand can be even more imperative. Building a brand saves not only capital but also time for a founder when they\u2019re trying to sell their product, hire key talent or reach out to new stakeholders.\u00a0Sahil Aggarwal<\/a>, co-founder and CEO of Rattle<\/a>, a revenue automation platform, has built a distinct identity for his company among customers and the larger SaaS market<\/a>. We spoke to him to understand the essence of building a brand in the US.\u00a0<\/p>\n\n\n\n Think of all the iconic businesses you know. Chances are, their logos, colours, or some aspect of their branding will be interlinked with how you think about them. Google? The iconic four-coloured \u201cG\u201d. Apple? The half-bitten Apple. Meta? In spite of the name change, most likely the \u201cf\u201d from the Facebook logo.\u00a0<\/p>\n\n\n\n It may not be something you think of consciously, but as a consumer, a user, a business, or an observer, you are constantly soaking up different brands. When you run a business, that is how you should be thinking of presenting yourself to the market. As someone who wants to have recall and association with a great product when someone looks at your branding. <\/p>\n\n\n\n “Brand is how people perceive you. It’s your name, logo, colours, website, writing style and everything in between,” – Sahil<\/p>\n<\/blockquote>\n\n\n\n Rattle\u2019s logo is a T-Rex with a jetpack. It ticks all the boxes the founders wanted. The website colours are fun \u2014 bright green, muted yellow, and light blue. And a website revamp is on its way as Rattle caters to more enterprise customers who prefer a more \u201cserious\u201d look. <\/p>\n\n\n This is another important lesson to learn early on: keep refreshing your image according to your business and market. This is why Apple went from having a rainbow-coloured logo to a more classy monochrome and later glassy-looking logo as its products became more sought-after and a mark of luxury. <\/p>\n\n\n\n Branding is important in any geography, but especially more so in the US market, says Sahil. Consider the very famous \u201c50 shades of blue<\/a>\u201d experiment Google did to find out just which shade of blue will make users click more on online ads. <\/p>\n\n\n\n And it is not just your own brand, but those that you associate with as well. Rattle understood this early on and worked on onboarding customers that were respected brands in the US market.\u00a0\u00a0<\/p>\n\n\n\n In the early stages of business, founders naturally focus on perfecting their go-to-market strategy<\/a> and achieving product-market fit<\/a>. An important piece of achieving these, which doesn\u2019t get spoken about as much, is building your business\u2019 brand.\u00a0<\/p>\n\n\n\n \u201cBrand is a key long-term moat of your business,\u201d says Sahil. <\/p>\n\n\n\n In the early days of Rattle, the founding team identified its three pillars as people, product, and brand. Being intentional about the brand from day one helped immensely, Sahil says. But at what stage should a company look at brand building as a separate exercise? <\/p>\n\n\n\nUnderstanding brand<\/strong><\/h2>\n\n\n\n
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<\/figure><\/div>\n\n\nWhat is the benefit of branding?<\/strong><\/h2>\n\n\n\n