The Role of Entrepreneurs in Developing Corporate Brands for Start-Ups

Abstract

This article focuses on the methods that comply with decisions made in the early stages of start-ups regarding corporate culture, corporate behaviour, company design, and corporate communication. Due to the fact that internal processes and procedures are still being developed, Ethiopia's new commercial enterprise operations provide a unique setting in which to gain experience with company branding. Because there are not enough studies that are primarily founded on empirical evidence and that focus on this region, the purpose of this study is to fill this gap in the existing body of knowledge by disseminating the findings of an approach to qualitative research. The findings shed light on how commercial enterprise proprietors can increase the company identities of their businesses by highlighting the fundamental difficulties that are the result of the special conditions that have been present in recent ventures. This study makes a contribution to cutting-edge knowledge by focusing on the most important traits of an entrepreneur at an early stage in building a business brand.