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What I Learned from Developing Branding for Airbnb, Dropbox and Thumbtack
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What I Learned from Developing Branding for Airbnb, Dropbox and Thumbtack

First Round Review
First Round Review, 2016
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Editorial Rating

8

Qualities

  • Innovative
  • Applicable
  • Well Structured

Recommendation

When starting a new company, it’s tempting to want to sell your product to everybody. But targeting every consumer isn’t only impossible in terms of company resources, but it also makes for an ineffective marketing strategy, according to Silicon Valley branding expert Julie Supan – the mastermind behind YouTube’s meteoric rise to success. In an exclusive interview with First Round Capital, Supan explains why every start-up should get to know its “ideal user” before starting to promote its product. getAbstract recommends her insights to marketing and branding professionals as well as to leaders of young start-ups. 

Take-Aways

  • Before launching a new business, narrow down your core customer base by identifying who will benefit from your product the most.
  • Identify your “high-expectation customer” (HXC) – a person whom your target demographic will look up to and consider trustworthy.
  • Let your HXCs help spread the word about your product – either in person or through their personal statements about the product.

About the Author

First Round is a venture capital firm that provides early-stage funding for technology companies.

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