Daigo Smith, co-founder of Loveflutter, has written a piece for the Guardian on the importance of tailoring a brand to the landscape of the market it is competing in.
London-based Loveflutter launched last year and used its Quirky-Interesting brand to differentiate themselves, and their entrance test to make sure this brand received attention.
As Smith says: “Loveflutter’s challenge was to enter a mature industry dominated by a handful of established online dating brands with huge advertising spend.
“How could we compete as a bootstrapped startup with zero marketing budget?
“We needed a clear brand identity to grab the attention of an audience saturated with high brand recall of industry incumbents.”
It is becoming a tougher job to stand out in this industry – especially with the current influx of dating apps – but Loveflutter achieved this, and importantly made sure that their marketing was bolstered by a creative brand and intuitive technology.
Read Smith’s excellent piece here, and go to our homepage to read further insights from him in our 2013/14 Industry Report.