Marketing for Startups: What to Build First (and What Can Wait)

When you’re launching a new business, the to-do list feels never-ending — especially when it comes to marketing. Between social media, websites, email platforms, branding, content, and SEO, it’s easy to feel like you need to be everywhere, doing everything, all at once.

But here’s the truth: trying to do it all at once usually leads to scattered messaging, visual inconsistency, and wasted time and money. At Strass Collins, we work with founders every day — and we always recommend the same thing: start with a strong foundation. Then build, step by step.

Step One: Brand Identity

Before you dive into social platforms or build a website, you need to define who you are. Your brand identity is more than a logo — it’s the core visual system and strategy that guides everything else.

This includes:

• Your logo (and supporting logo marks)

• A defined color palette and typography suite

• Visual elements like patterns, icons, or textures

• Brand messaging and tone of voice

• Guidance on how to show up consistently

  
  

Without this foundation, every piece of content you create — from your website to your Instagram posts — risks looking disconnected or off-brand. Cohesion is key. And starting with your brand ensures everything that follows is aligned.

Step Two: Website

Once your brand identity is in place, your next move should be building a website. Think of it as your digital headquarters — a place where potential clients, partners, or investors can go to learn about your business, get in touch, and take action.

Your site doesn’t need to be massive. In fact, a lean, well-designed site with clear messaging is far more effective than a clunky one with too many bells and whistles.

At a minimum, your website should:

• Reflect your new brand visually and tonally

• Clearly explain what you do and who you serve

• Include strong calls to action

• Be mobile-friendly and easy to navigate

• Include any necessary integrations (newsletter sign-ups, bookings, contact forms, etc.)

Your website is often your first impression. Make it a good one.

Step Three: Outreach Tools

With your brand and website established, now’s the time to expand your reach. This step looks different for every business, but often includes:

• Social media strategy and content creation

• Email marketing (newsletters, lead nurturing, launch announcements)

• Branded sales materials (pitch decks, one-sheets, business cards)

• Paid ads or other lead-gen efforts

By the time you get here, you’ll have a strong brand and a solid home base (your website) — which means your outreach efforts won’t just look good, they’ll actually be effective.

Why This Step-by-Step Marketing Approach Works

Startups often want to do everything right away — and that’s understandable. But launching all your marketing initiatives before building the brand behind them is like putting up a billboard before you’ve opened your doors. The buzz might be there, but if the experience falls flat, the interest fizzles.

By starting with branding, then building your website, and then expanding into outreach, you ensure that each piece supports the next. Your messaging will be clear. Your visuals will be consistent. And your efforts will compound over time — instead of working against each other.

Building a brand from scratch doesn’t need to feel overwhelming. It just needs to be intentional. With the right foundation, your marketing doesn’t have to be loud to be effective — it just has to be aligned. If you’re starting something new (or even just thinking about it), we’d love to help you build a clear, step-by-step path forward. Reach out here.