Crafting Startup Brand Identity and Positioning in the Information Technology Arena

The research aims to map the key elements of startup brand identity and analyze positioning strategy to overcome challenges in the development of startups in information technology (IT) arena. The focus of the study is on exploring how IT startups create identity and position themselves in the market, as well as identifying the specifics of these processes. In addition to the theoretical framework, the paper includes a case study of the startup Match IT – an application for connecting IT companies and job candidates. Match IT was founded in response to observed issues in recruitment, selection, and connection between IT companies and candidates. Regarding the key elements of startup identity, the research demonstrates that a startup’s identity can be dynamic and adaptable, shaped in interaction with users and aligned with their needs. In the case of positioning, startups should rely on building relationships with users through product functionality and benefits, thereby differentiating from competitors.