A leading law firm wanted to position itself within start-ups and scale-ups, a brand new entrepreneurial segment To meet this objective, they decided to create an umbrella brand* separate from their main brand, specifically focused on this fast-growing market segment. The new brand, called Start You Up, aimed to offer specialist legal services tailored to the needs of start-ups and scale-ups.
With Start You Up, we worked with the law firm August Debouzy to develop a strong brand strategy and a distinct identity matching the expectations and needs of start-ups and scale-ups.
The choice of the name ‘Start You Up’ reflected the brand’s aim to support and guide entrepreneurs through the start-up and development of their businesses. The name was both catchy and evocative, and clearly communicated the firm’s specialism in this area.
To promote the Start You Up brand and attract start-ups, we deployed a social media strategy. We organised a competition, using videos to pick the interest of start-ups and encourage them to take part. This fun and engaging approach has attracted an increasing number of participants each year.
The competition has been a success, attracting an increasing number of new participants yearly. This has enabled the law firm to position itself as a preferred partner for start-ups and scale-ups, reinforcing its reputation and expertise in this specific field.
This initiative has enabled the firm to diversify its client portfolio and position itself as a leader in providing support for start-ups and scale-ups.
Over time, Start You Up has become a benchmark for entrepreneurs seeking legal advice and support for the development of their start-ups.
*An umbrella brand is a distinct brand created by a company to target a specific market segment or to offer differentiated products/services. It is usually developed to meet specific needs, attract a new customer base or position itself in a particular market. It may have its own visual identity, name, values and communication strategy, while still being linked to the parent brand.
