BRANDING AND MARKETING FOR STARTUPS

Abstract

Building brand trust is crucial for any startup's success, but it holds particular importance for sustainable startups operating in an increasingly competitive and environmentally conscious marketplace. This study explores the effectiveness of storytelling as a branding and marketing tool for sustainable startups. We address the research gap by examining how narrative-driven communication strategies can foster trust and connection with target audiences who value environmental responsibility. Through a qualitative case study analysis, we examine the branding and marketing campaigns of three successful sustainable startups. The case studies delve into the startups' use of storytelling elements like brand narrative, customer testimonials, and social impact initiatives. We analyze how these narratives are communicated across various marketing channels, including social media, website content, and influencer partnerships. Keywords: Sustainable Startups, Brand Trust, Storytelling, Marketing Communication, Case Studies