Building a startup from the ground up in Malaysia: An entrepreneur’s guide to branding and reputation

Branding for startups in Malaysia is crucial for standing up in a competitive and culturally diverse market. Malaysia looks to be the future startup hub in Southeast Asia. The Malaysian government has been supporting startups and has also shown its interest by developing the Malaysian Startup Ecosystem Roadmap (SUPER) from 2021 – 2030 to make this plan a reality.

Thanks to the enactment of this roadmap, Malaysia has been able to climb to the top 20 of the Strong Starters Ranking as per the Global Startup Ecosystem Report 2023 (GSER 2023). The recognition from GSER has encouraged early-stage startups to establish their operations in Malaysia. Moreover, the recent AWS investment of USD 6.2 billion in Malaysia is set to add further impetus to the burgeoning tech startup ecosystem.

However, despite the overwhelming benefits of beginning in Malaysia, most entrepreneurs need to learn the right balance between branding and reputation leading to a halt to their progress. In the year 2024, 77% of consumers rely on brand recognition to make purchasing decisions. 

Entrepreneurs who aim to capitalise on the consumers’ reliance on brand and reputation should look to improve and strengthen their brand power. Companies with strong reputations attract more skilled workers allowing them to charge a premium on the product or service they are selling. A reputable brand is also a sign of longevity and security for both customers and employees alike. When an employee works and stands for a strongly branded business, they will feel a strong sense of satisfaction to stay loyal to the brand, effectively reducing employee turnover and training costs.

This guide introduces the essentials of branding and reputation, allowing businesses to strategise their approach to building a strong and reputable brand to develop a stronger relationship with their customers.

Differentiating reputation and branding for startups in Malaysia

What exactly are the differences between reputation and branding for startups in Malaysia? To put it simply, a brand is how a company communicates and presents itself to the world. While reputation is how the general public perceives the company. It could be said that the brand is the message that the company wants to communicate and reputation is the audience’s response towards it.

Branding for startups in Malaysia

Why is branding for startups in Malaysia important?

Branding for startups in Malaysia is a very powerful concoction of the marketplace that manifests immense value for startups and individuals. Branding gives businesses an identity, making it more memorable, therefore encouraging consumers to be more inclined to purchase your products and services as compared to your competitors. This also opens up multiple avenues for marketing and advertising where the outreach of the marketing and promotional efforts will be down to the strength of the branding. This makes branding one of the most important assets of the business.

Developing an identity

There are several strategies for developing a strong brand identity. Some of the strategies include:

Being consistent

In Malaysia, consistency is especially vital. Companies are heavily encouraged to use the same colours, logos, and styles that the company has been using to associate with their brand. Being consistent allows consumers of the brand to easily associate the actions of the brand with the brand itself.

Being unique

Developing a strong unique selling proposition (USP) aids in the formation of a brand identity. The foundation of the brand relies on having a USP that is different from the respective competitors. Distinction is key to achieving a strong brand identity.

Understanding your target audience

Startups should look to creating a buyer persona to more effectively identify their target audience. The persona helps to pinpoint the ideal customer for their company, inclusive of the customers’ needs, goals, and behaviour. By leveraging this information, businesses will grow significantly in their life cycle and develop a more meaningful and engaging relationship with their customers.

Incorporating your brand voice

Once the target audience has been identified, your company can start developing the brand’s identity and voice. You can showcase your brand by letting customers know the company’s values and what they represent. The company should then convey the message in a communication style that connects and engages with customers.

Developing a strong business reputation with PR

Having an increased service quality with consumers

When businesses prioritise responsiveness and timely responses, the overall service quality increases and this can be a key factor to consider for branding for startups in Malaysia. This enables customers to foster loyalty to the brand, increasing the trust they have towards the brand. This causes a significant uprise in customer satisfaction towards the brand. By making customer service a priority of the company, pleasant customer interactions not only enhance customer satisfaction but also serve as a powerful initiator for positive word-of-mouth effect, creating an organic and influential channel of marketing effort.

Crafting a compelling story 

Consumers are more likely to connect with brands that have a story behind them. Professionals in the PR landscape are skilled in crafting a compelling brand narrative which helps resonate with the target audience.  A successful brand story will have a snowball effect causing a steady increase in the customers’ trust, positively influencing the reputation of the company.

Reputation management is key to branding for startups in Malaysia

It is important for entrepreneurs to have preventative measures and saves in case of potential repercussions from unexpected risks and hazards for their companies. A preventative measure like employee advocacy provides empowerment to the employees’ voices, ensuring their voices are heard. Companies can opt to provide training and resources to effectively communicate the company’s values and mission. A fail-safe like crisis management helps manage and tries to repair any potential reputational risks the company may face. By acting swiftly and transparently to any negative publicity, the company can minimise the damage done to its reputation.

Connecting reputation and branding for startups in Malaysia

The reality is, there’s no magic formula for running a successful business. It takes a significant amount of commitment and steadfastness to establish a strong brand identity and an even more robust reputation. Over time, startups that invest wisely in their company’s success are essentially laying the groundwork for a significantly prosperous business journey. By following the insights shared in this guide, entrepreneurs can take the first steps in branding for startups in Malaysia and pave the way for a successful startup entry into the Malaysian market.

If you want to understand how you can effectively manage your startup’s brand and reputation, or learn more about how PR can add value to your brand, drop us an email at hello(a)syncpr.co.