How does a disruptor make its mark?

In the second of a six-part series in partnership with Salesforce, we talk to six executives from six disruptive brands about how startups can get off to a great start.

The most important time for a disruptive startup is the first few months of its existence, where early decisions can make or break a brand.

Therefore being bold and concise with your messaging is key, according to six executives from six of the 100 Disruptive Brands, a list of companies blazing a trail in their respective sectors and compiled by Marketing Week in partnership with Salesforce.

For Eren Ozagir, founder and CEO of Push Doctor, getting favours from friends and family was absolutely crucial.

He advises: “The most important thing is time, whether borrowed time from friends or family, who are helping you move the situation on without having to get another job. You are trying to buy time for the first few years of your startup, that’s a given.”

Going out and meeting your customers early on, won’t hurt either, according to Stephen Rapoport, founder of Pact.

“What is critical is establishing empathetic two-way relationships with customers. I met our first 1,000 customers in the first month and that allowed me to quickly hone the offer and brand around their needs,” he adds.

Ultimately, avoiding over-complicated messaging will give your startup brand the best possible start.

“A lot of brands come to market with over-complicated propositions,” explains Justin Basini, co-founder and CEO of ClearScore. “You must hone it down to one sentence and make it simple. Your brand’s USP needs to be easy to follow.”

To find out more tips on how a disruptive brand can make its mark, check out the video above.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here