Can creative investments in branding and content really boost revenue and attract investors for AU startups?
Toby Edwin
September 8, 2024
7 minute read
Research Report
For most Australian startups, the early phases are characterized by an intense focus on product development, market validation, and securing initial funding. Understandably, these priorities often overshadow investments in creative—branding, content, and design—which are frequently viewed as secondary to the core operations of the business. However, this approach underestimates the strategic value of creative. Far from being a cosmetic addition to the business, creative serves as a powerful catalyst for both growth and differentiation, especially in competitive startup ecosystems.
Creative investments, when integrated early into a startup’s strategy, do more than enhance aesthetics—they amplify the business’s value proposition, foster emotional connections with customers, and provide a critical edge in attracting investors. As Australia’s startup ecosystem continues to expand, with more players vying for both market share and funding, the ability to communicate a coherent and compelling brand narrative can set a startup apart, driving both short-term traction and long-term sustainability.
Australia has experienced a rapid acceleration in startup activity over the past decade. Cities like Sydney, Melbourne, and Brisbane have become centers of innovation, attracting entrepreneurs across diverse sectors—from fintech to healthcare to software. This expansion has brought with it an influx of venture capital, increased access to accelerators and incubators, and a growing pool of entrepreneurial talent.
However, with this growth comes heightened competition. Startups today face more competitors, both locally and globally, and the race to capture attention, investment, and market share is fiercer than ever. In such an environment, creative plays an outsized role in a startup's success. While strong products are essential, the ability to differentiate through a well-executed brand and cohesive creative strategy is increasingly what separates the startups that gain traction from those that struggle to stand out.
While product differentiation remains fundamental, it alone may not be enough in today’s crowded markets. Creative acts as an amplifier, taking a startup's unique value proposition and translating it into something both memorable and meaningful to its target audience. Startups that fail to invest in creative early risk blending into a saturated landscape, where even the most innovative products struggle to gain visibility.
Branding is not merely about a logo or design elements. It is about establishing a narrative that captures the essence of what a startup stands for and why it matters. This narrative should be woven through every aspect of the business, from the product experience to marketing and customer engagement. For instance, Koala, the Australian mattress company, used creative to communicate simplicity, comfort, and convenience in a way that resonated deeply with their audience. While the product itself was well-designed, it was the brand’s minimalistic, witty messaging that elevated Koala above competitors, contributing directly to its rapid revenue growth.
Creative investments directly influence a startup’s ability to drive revenue. At its core, branding is about trust—when a customer trusts a brand, they are more likely to engage, purchase, and return. Studies consistently show that customers prefer to buy from brands they recognize and feel connected to. Strong creative initiatives help startups build that connection more quickly, shortening the time between initial interest and conversion.
In early-stage startups, where resources are often limited, every decision counts. While it may seem counterintuitive to allocate resources to creative when product development or scaling operations demand attention, the return on investment (ROI) from creative can be substantial. A well-executed brand and content strategy can accelerate customer acquisition, improve retention, and drive organic growth—critical outcomes for any startup.
Consider Afterpay, an Australian fintech company that revolutionised the “buy now, pay later” space. Afterpay’s branding wasn’t just about communicating its product; it was about creating an identity that made financial flexibility feel accessible and consumer-friendly. Their creative efforts helped establish trust in a market where consumers are often wary of financial products, contributing to Afterpay’s massive growth trajectory and positioning the company as a global player.
For many early-stage startups, investing in creative can seem daunting, particularly when budgets are tight. However, strategic and scalable creative investments can deliver outsized returns, even on modest budgets. The key is to focus on the areas where creative can provide the most leverage, allowing startups to create a professional and cohesive brand presence without overspending.
The foundation of any creative strategy is a well-defined brand identity. Before investing in visual design or content, startups must articulate their core values, mission, and target audience. A strong brand identity provides clarity and consistency, guiding all creative decisions and ensuring that messaging resonates with both customers and investors.
Content is one of the most effective ways for early-stage startups to establish authority and build an organic following. High-quality content not only educates potential customers but also demonstrates industry expertise. By creating valuable, relevant content—whether through blogs, videos, case studies, or social media—startups can cultivate trust, increase brand visibility, and drive inbound traffic, all of which contribute to revenue growth without the need for significant advertising spend.
In today’s digital-first landscape, a startup’s website and user experience (UX) are often the first touchpoints for potential customers and investors. Even without a significant budget for design, it is essential to ensure that these elements reflect professionalism and user-friendliness. A poorly designed website or clunky UX can undermine even the best products, while an intuitive and visually appealing interface can enhance customer perception and engagement.
Creative not only helps startups build customer relationships but also plays a crucial role in attracting and retaining investor interest. Investors are increasingly looking beyond product features and financial projections—they want to understand the broader narrative of the business. A strong brand indicates that a startup has a clear vision, a defined market position, and the capacity to scale.
A well-executed creative strategy signals to investors that a startup is more than just a product—it’s a company with long-term potential. Branding that conveys professionalism, clarity, and coherence can bolster investor confidence, making it easier for startups to secure funding. This is particularly true in Australia’s venture capital environment, where startups are competing not only on product innovation but also on marketability and scalability.
The challenge for many startups is determining how much to allocate to creative. While there is no one-size-fits-all approach, research suggests that early-stage startups should allocate 10-20% of their initial budgets to creative efforts. This investment, though significant, can have a compounding effect as it sets the foundation for brand recognition and customer loyalty.
Under-investing in creative early on can result in weak messaging, inconsistent branding, and a lack of differentiation in the market—issues that are costly to fix later. Conversely, a well-executed creative strategy from the outset enables startups to build a strong, consistent brand presence that supports long-term growth.
Several Australian startups have successfully leveraged creative investments to distinguish themselves and drive revenue growth. Canva, for example, built its entire brand around design simplicity, making it accessible to users worldwide. Its branding and user-friendly interface played a significant role in its rapid growth, helping the startup secure funding and eventually achieving unicorn status.
Another example is Afterpay, which uses clean, consistent branding to communicate trust and ease of use in the competitive fintech space. By prioritising branding, Afterpay quickly gained consumer trust, which helped it expand internationally.
These startups demonstrate the power of creative investments in driving growth. Canva and Afterpay both focused heavily on creating simple, intuitive experiences for their users, supported by cohesive branding. This approach not only helped them stand out in their respective markets but also positioned them as trustworthy, user-friendly companies, increasing customer retention and revenue.
Many startups avoid branding because they believe it’s expensive and offers no immediate return. However, this is a short-sighted view. While professional branding may seem like a large upfront cost, the return on investment can be substantial. A strong brand attracts customers, investors, and even employees, giving startups a competitive edge.
Startups often prioritise immediate survival over long-term success. This mindset leads to the underfunding of creative strategies that could offer significant benefits over time. The key to overcoming this paradox is recognising that branding and content aren’t just for big companies—they are essential tools for any startup looking to build a lasting presence.
In Australia’s dynamic and competitive startup ecosystem, creative investments are no longer optional. Startups that prioritize branding, content, and design early in their development are better positioned to stand out in crowded markets, build trust with customers, and attract investor interest. Creative, when utilized strategically, doesn’t merely enhance aesthetics—it drives growth, fosters loyalty, and supports long-term success.
