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.