UNS — Digital Talkshow’ Rembug.in’ organized by the Innovation Hub (I-Hub) Directorate of Innovation and Downstreaming Universitas Sebelas Maret (UNS) Surakarta is concluded. In a concluding session that was broadcasted live through the Instagram account @uns.innovationhub, on Wednesday (9/6/2021) evening, Rembug.in discussing a topic entitled “Branding and Marketing for Startup.”
The last session of Rembug.in is lead by the Head of Secretary Girl Up UNS, Bianca Bunga Saputra, and inviting the Product Marketing Analyst at Pinhome, Girindra Mahesadzikri. Pinhome is a startup business that becomes the leader in property trading and rent. In front of the audience, Girindra Mahesadzikri stresses the importance of branding for a business, especially a startup. Further, he reveals that branding is an effort to find the uniqueness of a product or a personality. Meanwhile, marketing is an attempt to introduce and promote a product to the public.
“Branding deals with a product’s differences and uniqueness against other products. We can handle this through the tagline, copywriting, design, and identifying colors. Thus, branding is the foundation, and marketing is the tools to introduce the value to the public,” Girindra explains.
Additionally, Girindra explains that during the establishment of a startup, branding must be the main concern. Branding will determine the strategy of a startup to build communication with its market and consumers, for instance, by determining the content and the language style used within the company. If a startup does not focus on its branding and is in a hurry to find a marketing strategy, he worries that the startup will have no clear objective.
“You must first differentiate your product from the other. The fundamental part is what kind of startup you are trying to establish. This is one of branding thinking. The deeper you dig an idea, the more you will find your unique selling proposition,” Girindra reveals.
The expert in branding and marketing also reminds the participant that there are other aspects that need further consideration in marketing that deal with the current trends in social media. He admits that people working in the marketing field must be sensitive and quick to take the momentum to take advantage of trending topics to gain media engagement and awareness.
“Hence, we must set our goal first. What do we seek? Awareness or revenue? Because these are two different things. If you are focusing on awareness, you must be ready to ‘burn your money (spending a lot of money).’ Because you must not be thinking whether you earn revenue or not, but aiming to get people awareness,” Girindra concluded. Humas UNS
Reporter: Yefta Christopherus AS
Editor: Dwi Hastuti