Building Brand Awareness Before a Startup Launch
My client is a financial modelling software company that is currently in pre-launch.
Since 2024 I’ve been their retained PR consultant, working with the senior marketing leader each month to build awareness and credibility, while the product is still being developed.
For most startups, this stage presents a challenge. There are no product launches, customer announcements or company milestones to generate regular media coverage, yet it’s often the most important time to start building trust with potential customers, investors and future employees.
My Approach
Instead of waiting for launch, I’ve built an ongoing digital PR strategy around the expertise of the founder. Each month, I identify opportunities to turn founder expertise, market trends and original data into stories journalists genuinely want to cover.
This includes:
- Expert commentary on business planning, AI and finance
- Opinion pieces tied to the news agenda
- Original data analysis
- Features and thought leadership
- Reactive media opportunities
- Stories based on challenges facing SMEs
The aim is to position my client as an authority in its sector long before the product reaches the market.
Results So Far
Although my client remains in pre-launch, the strategy has already secured coverage across business, finance and technology publications, helping establish the company as a credible voice in planning and forecasting.
Coverage has appeared in titles including:
- The Times
- Prolific North
- Entrepreneur UK
- InternetRetailing
- PQ Magazine
- IT Brief UK
- CFOtech UK
- Yorkshire Post
Alongside brand awareness, the campaign has generated high-quality backlinks, strengthened my client’s search presence and ensured the company is already building recognition with its target audience ahead of launch.
Why This Matters
One of the biggest mistakes startups make is waiting until launch before investing in PR. By that point, they’re starting from scratch.
Building authority takes time. Journalists want expert opinions, useful insights and original stories, not just product announcements.
By consistently uncovering stories from the founders’ expertise and what’s happening in the wider market, we’re ensuring my client is already earning attention and trust before the product is available.
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