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Launching a startup, especially in the fast-moving world of biohealth or biotech, can feel like you’re building the plane while flying it. There are countless moving parts, but there’s one thing you cannot afford to get wrong: your brand. Your brand is more than a logo, color scheme, or fancy tagline. It’s the story you tell the world, and more importantly, it’s the story your customers believe about you. It’s the promise your brand makes to your customers. From day one, your brand sets the tone for how your company will be perceived, trusted, and remembered. But here’s the challenge: you know who you want to be when your company grows up, but how do you get there without losing sight of your vision? The answer: Begin with the end in mind.
At Huston Design, we guide startups to craft brand stories that aren’t just visually compelling—they’re clear, cohesive, and built to connect. Whether it’s brand strategy, website design, or digital graphics, we’ve seen firsthand how starting with a solid brand story can lay the groundwork for future success.
If you’re a startup, don’t shortchange the branding process. Resources are tight, but your brand is a one-time shot to make a lasting first impression. Here’s the framework we use to help our clients, inspired by the StoryBrand method from Donald Miller (with our own twist).
The Brand Story Framework
Building a brand story isn’t rocket science, but it does require intentionality. The following framework will walk you through every step—from identifying your target audience to showing them what’s at stake if they don’t engage with your brand.
PERSON – Who Your Brand Should Matter To
The hero of your story isn’t you—it’s your customer. Whether it’s researchers, healthcare providers, or patients, your brand exists to serve them. Clarity here is critical.
Ask yourself:
- Who is the person that will benefit the most from what we offer?
- What are their pain points, goals, and challenges?
- How can we make their life better?
Define your audience and get specific. You’re not here for everyone. You’re here for the people who need what you offer.
PROBLEMS – The Challenges Your Customers Face
Next, get clear on the problems your customer is facing. Problems drive action, and if your brand doesn’t speak to their struggles, it won’t stick.
There are three types of problems you need to address:
- External Problems: The practical, surface-level issues (e.g., navigating regulatory environments in biotech).
- Internal/Emotional Problems: How those external issues make your customer feel—stressed, overwhelmed, unsure.
- Philosophical Problems: The bigger picture—what’s at stake? What’s just plain unfair? Philosophical problem statements often start with “It shouldn’t be that…” or “I deserve to …”
Your brand must acknowledge these layers to resonate deeply. Show that you understand not only their practical challenges but also how those challenges affect their daily lives and bigger purpose.
PROBLEM SOLVER – How Your Brand Solves Their Problems
Here’s where you step in as the guide. Your role isn’t to be the hero but to help your customer become the hero. Position your brand as the trusted advisor with the right tools, services, or insights to solve their problems.
For example, if you’re developing breakthrough diagnostic tools, your messaging should focus on how your tech simplifies complex procedures, empowers healthcare providers, and ultimately saves lives.
Remember: it’s about how you help them win, not about you winning.
PLAN – How They Can Engage with Your Brand
Your customers need a clear, actionable plan for how to engage with your brand. Think of this as their roadmap to success.
Here’s what that could look like:
- Step 1: Discover your brand (through marketing, content, etc.)
- Step 2: Connect with your team (schedule a consultation, demo, etc.)
- Step 3: Solve their problem (engage with your product or service)
Keep the steps simple and clear. Complexity kills action.
PUSH – Calling Your Customers to Action
Now that you’ve shown them the plan, it’s time to give your customers a push. They need a clear, compelling call to action. Don’t assume they’ll take the next step without a nudge—tell them what to do next.
For a biotech startup, your CTA could be as direct as, “Request a Free Demo Today” or “Book a Strategy Session.” Make it prominent, make it easy, and repeat it often.
PROGRESS/PROSPERITY – The Positive Outcomes
Here’s the exciting part: showing your customer how their life will improve with your help. What will their world look like once they engage with your brand?
For example, you could highlight how your technology reduces lab time, accelerates research breakthroughs, or delivers life-saving treatments faster. Whatever the benefit, paint a vivid picture of their new reality.
PERIL/PITFALLS – What’s at Stake?
On the flip side, you also need to show them what happens if they don’t take action. This isn’t about scaring them—it’s about making the stakes clear.
What challenges will they continue to face? How might they fall behind competitors, waste time, or lose opportunities? Sometimes, the potential consequences can be even more motivating than the benefits.
PROMISE – The Transformation You Provide
Finally, your brand needs to deliver on a promise. This is the transformation you offer—a clear before and after for your customer.
For a biotech company, it could be a promise of faster innovation, more efficient solutions, or improved patient care. Whatever it is, be specific about how your brand will take your customers from where they are now to where they want to be.
Your promise is what differentiates you from the competition. Make it compelling.
Don’t Shortchange the Branding Process
Building a startup is no small feat, and your brand is a critical part of your long-term success. You get one shot at making a first impression—so make it count.
By following this brand story framework, you’ll create a brand that connects with your audience on a deeper level, solves real problems, and stands out in the marketplace.
If you want to get started on building your brand story, we’re here to help. Schedule a brand strategy session with our team, and we’ll guide you through the process step by step. Your future brand starts here.
