Building Your Startup Brand With Effective Messaging
 

Building Your Startup Brand With Effective Messaging

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A company's brand is their reputation, and nothing is more important than reputation. Learn how to promote your business with effective messaging, one of the most essential pieces of any brand. Slides ...

A company's brand is their reputation, and nothing is more important than reputation. Learn how to promote your business with effective messaging, one of the most essential pieces of any brand. Slides taken from a class taught by Natalie Nathanson, President and founder of Magnetude Consulting. Learn more from the experts by visiting http://intelligent.ly

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    Building Your Startup Brand With Effective Messaging Building Your Startup Brand With Effective Messaging Presentation Transcript

    • Build Your Startup Brand with Effective Messaging NATALIE NATHANSON @_Magnetude
    • Make  a  Name  for  Yourself:  Building   your  Startup  Brand  with  Effec>ve   Messaging  &  Posi>oning Natalie  Nathanson August  2013
    • Building  your  startup  brand
    • What  goes  into  a  Startup  Brand?
    • A  bit  about  me…
    • Agenda:  Messaging  to  Build  your  Startup  Brand • Overview  of  Messaging • Key  Elements • Tone  &  Voice • Unique  Value  ProposiHon • Taglines • PosiHoning • Bringing  it  Together  -­‐  Messaging  frameworks
    • Why  is  messaging  important?
    • Why  is  messaging  important? 1. ArHculates  your  unique  value  proposi>on  –  what  you   do  and  why  you’re  beOer  than  your  compeHHon
    • Why  is  messaging  important? 1. ArHculates  your  unique  value  proposi>on  –  what  you   do  and  why  you’re  beOer  than  your  compeHHon
    • Why  is  messaging  important? 1. ArHculates  your  unique  value  proposi>on  –  what  you   do  and  why  you’re  beOer  than  your  compeHHon 2. Makes  sure  you  are  communicaHng  your  value  in  your   customer’s  language
    • Why  is  messaging  important? 1. ArHculates  your  unique  value  proposi>on  –  what  you   do  and  why  you’re  beOer  than  your  compeHHon 2. Makes  sure  you  are  communicaHng  your  value  in  your   customer’s  language 3. Ensures  all  stakeholders  clearly  understand  what  you   do  -­‐    investors,  potenHal  customers,  partners
    • Why  is  messaging  important? 1. ArHculates  your  unique  value  proposi>on  –  what  you   do  and  why  you’re  beOer  than  your  compeHHon 2. Makes  sure  you  are  communicaHng  your  value  in  your   customer’s  language 3. Ensures  all  stakeholders  clearly  understand  what  you   do  -­‐    investors,  potenHal  customers,  partners 4. Provides  you  with  a  guide  for  consistent   communica>on  –  parHcularly  important  for  a  startup!
    • To  develop  your  startup  brand… Your  messaging  should  answer: 1. What  do  you  do? 2. For  whom  do  you  do  it? 3. Why  is  it  unique? 4. Why  us?  
    • What  do  they  do? For  whom  do  they  do  it? Why  is  it  unique? Why  them?  
    • To  do  this  you  must… • Know  your  target  customer • Know  your  ecosystem/compeHtors • Know  how  you  compare
    • § Messaging § Tone  &  Voice § Unique  Value  ProposiHon § Taglines § PosiHoning/Market  SegmentaHon § CompeHHve  Advantage Terms  to  Know
    • Tone  &  Voice:  Verbal  Branding
    • Tone  &  Voice  Impacts  a  Startup  Brand What  different  brands  did  these  3  companies  develop?
    • Tone  &  Voice  Impacts  a  Startup  Brand
    • Tone  &  Voice  Impacts  a  Startup  Brand REI:  “At  REI,  we  love  to  get  outside  and  play,  and  we  know  first-­‐hand  the  importance  of  quality  outdoor   gear.    We  stand  behind  all  our  products  with  a  100%  saHsfacHon  guarantee,  and  we  design  our  own   line  of  award-­‐winning  REI  brand  gear  and  clothing.    Whether  you’re  new  to  outdoor  adventure  or  a   seasoned  pro,  we  gladly  share  our  enthusiasm  for  our  products  and  the  trails,  slopes  and  waterways   where  we  play…”   BassPro:  “In  1971,  young  Johnny  Morris,  frustrated  by  the  lack  of  tackle  in  local  stores,  rented  a  U-­‐Haul   trailer  and  took  off  across  the  country  filling  it  with  the  newest  premium  fishing  tackle  he  could  find.     When  he  returned  home  to  Springfield,  Missouri,  Johnny  started  in  the  fishing  business…  Today,   outdoor  enthusiasts  around  the  world  look  forward  to  opening  the  mail  and  gedng  their  favorite  Bass   Pro  Shops  catalog,  while  many  enjoy  visiHng  and  shopping  basspro.com…” Moosejaw:  “If  you’re  trying  to  figure  out  what  877-­‐Moosejaw  is  on  your  Blackberry  right  now  you  can’t   do  it  because  the  numbers  and  leOers  don’t  match  like  a  normal  phone.    So,  instead  of  restoring  to  a   landline  please  call  877-­‐666-­‐7352...    If  you’re  interested  in  a  liOle  Moosejaw  history,  please  read  on.    If   not,  please  shut  your  eyes… 2001  -­‐  We  opened  our  sixth  shop  in  Deerfield,  Illinois.  At  this  point,  we  were  too  big  and  we  started   recommending  that  customers  shop  elsewhere.  I  considered  a  nose  job  to  make  my  nose  bigger.  ”
    • What  is  a  Unique  Value  ProposiHon?
    • Elements  of  a  Unique  Value  ProposiHon The  pain  points  or  industry  problem  that  your  product   addresses UVP ELEMENTS DESCRIPTIONS Product  Category Target  Audiences Pain  Points  Addressed        Approach (How  it  works) Benefits Proof  Points             (Evidence) What  business  category  your  product  fits   into   The  target  roles,  industries,  demographics,   behavioral  profiles  served How  your  product  addresses  pain  point The  business  benefit  of  the  product Data  points  or  customer  tes>monials  that  back   up  your  benefits The  pain  points  or  industry  problem  that  your  product   addresses Elements of a Unique Value Proposition
    • Example  of  a  Unique  Value  Proposi>on
    • Marketo  uniquely  provides  an  easy-­‐to-­‐use,  powerful  and  complete   markeHng  somware  planorm  that  propels  fast-­‐growing  small  companies   and  global  enterprises  alike.  Marketo®  markeHng  automaHon  and  sales   effecHveness  somware  streamlines  markeHng  processes,  delivers  more   campaigns,  generates  more  win-­‐ready  leads,  and  improves  sales   performance.  With  proven  technology,  comprehensive  services  and  expert   guidance,  Marketo  helps  thousands  of  companies  around  the  world  turn   markeHng  from  a  cost  center  into  a  revenue  driver. Example  of  a  Unique  Value  Proposi>on
    • Marketo  uniquely  provides  an  easy-­‐to-­‐use,  powerful  and  complete   markeHng  somware  planorm  that  propels  fast-­‐growing  small  companies   and  global  enterprises  alike.  Marketo®  markeHng  automaHon  and  sales   effecHveness  somware  streamlines  markeHng  processes,  delivers  more   campaigns,  generates  more  win-­‐ready  leads,  and  improves  sales   performance.  With  proven  technology,  comprehensive  services  and  expert   guidance,  Marketo  helps  thousands  of  companies  around  the  world  turn   markeHng  from  a  cost  center  into  a  revenue  driver. Example  of  a  Unique  Value  Proposi>on
    • Marketo  uniquely  provides  an  easy-­‐to-­‐use,  powerful  and  complete   markeHng  somware  planorm  that  propels  fast-­‐growing  small  companies   and  global  enterprises  alike.  Marketo®  markeHng  automaHon  and  sales   effecHveness  somware  streamlines  markeHng  processes,  delivers  more   campaigns,  generates  more  win-­‐ready  leads,  and  improves  sales   performance.  With  proven  technology,  comprehensive  services  and  expert   guidance,  Marketo  helps  thousands  of  companies  around  the  world  turn   markeHng  from  a  cost  center  into  a  revenue  driver. Known  for  providing  breakthrough  innovaHon  and  fueling  growth,  in  both   2011  and  2012  Marketo  received  the  CRM  Market  Leaders  Awards  Winner   for  MarkeHng  SoluHons  by  CRM  Magazine.  Salesforce.com  customers  also   honored  the  company  with  the  AppExchange  Customer  Choice  Awards  for   2012  in  the  markeHng  category. Example  of  a  Unique  Value  Proposi>on
    • Product  Category Target  Audiences Pain  Points   Addressed Approach/ how  it  works Benefits Proof  Points Marketo  UVP
    • Marketo  uniquely  provides  an  easy-­‐to-­‐use,  powerful  and  complete   marke>ng  soVware  plaWorm  that  propels  fast-­‐growing  small   companies  and  global  enterprises  alike.  Marketo®  markeHng   automaHon  and  sales  effecHveness  somware  streamlines  marke>ng   processes,  delivers  more  campaigns,  generates  more  win-­‐ready   leads,  and  improves  sales  performance.  With  proven  technology,   comprehensive  services  and  expert  guidance,  Marketo  helps   thousands  of  companies  around  the  world  turn  markeHng  from  a   cost  center  into  a  revenue  driver. Product  Category Target  Audiences Pain  Points   Addressed Approach/ how  it  works Benefits Proof  Points Marketo  UVP
    • Marketo  uniquely  provides  an  easy-­‐to-­‐use,  powerful  and  complete   marke>ng  soVware  plaWorm  that  propels  fast-­‐growing  small   companies  and  global  enterprises  alike.  Marketo®  markeHng   automaHon  and  sales  effecHveness  somware  streamlines  marke>ng   processes,  delivers  more  campaigns,  generates  more  win-­‐ready   leads,  and  improves  sales  performance.  With  proven  technology,   comprehensive  services  and  expert  guidance,  Marketo  helps   thousands  of  companies  around  the  world  turn  markeHng  from  a   cost  center  into  a  revenue  driver. Product  Category Target  Audiences Pain  Points   Addressed Approach/ how  it  works Benefits Proof  Points Marketo  UVP
    • Marketo  uniquely  provides  an  easy-­‐to-­‐use,  powerful  and  complete   marke>ng  soVware  plaWorm  that  propels  fast-­‐growing  small   companies  and  global  enterprises  alike.  Marketo®  markeHng   automaHon  and  sales  effecHveness  somware  streamlines  marke>ng   processes,  delivers  more  campaigns,  generates  more  win-­‐ready   leads,  and  improves  sales  performance.  With  proven  technology,   comprehensive  services  and  expert  guidance,  Marketo  helps   thousands  of  companies  around  the  world  turn  markeHng  from  a   cost  center  into  a  revenue  driver. Known  for  providing  breakthrough  innovaHon  and  fueling  growth,  in   both  2011  and  2012  Marketo  received  the  CRM  Market  Leaders   Awards  Winner  for  Marke>ng  Solu>ons  by  CRM  Magazine.   Salesforce.com  customers  also  honored  the  company  with  the   AppExchange  Customer  Choice  Awards  for  2012  in  the  markeHng   category. Product  Category Target  Audiences Pain  Points   Addressed Approach/ how  it  works Benefits Proof  Points Marketo  UVP
    • Marketo  uniquely  provides  an  easy-­‐to-­‐use,  powerful  and  complete  markeHng  somware  planorm  that  propels  fast-­‐ growing  small  companies  and  global  enterprises  alike.  Marketo®  markeHng  automaHon  and  sales  effecHveness   somware  streamlines  markeHng  processes,  delivers  more  campaigns,  generates  more  win-­‐ready  leads,  and  improves   sales  performance.  With  proven  technology,  comprehensive  services  and  expert  guidance,  Marketo  helps  thousands   of  companies  around  the  world  turn  markeHng  from  a  cost  center  into  a  revenue  driver. Known  for  providing  breakthrough  innovaHon  and  fueling  growth,  in  both  2011  and  2012  Marketo  received  the  CRM   Market  Leaders  Awards  Winner  for  MarkeHng  SoluHons  by  CRM  Magazine.  Salesforce.com  customers  also  honored   the  company  with  the  AppExchange  Customer  Choice  Awards  for  2012  in  the  markeHng  category. Where does the UVP go?
    • Elements  of  a  Unique  Value  ProposiHon The  pain  points  or  industry  problem  that  your  product   addresses UVP ELEMENTS DESCRIPTIONS Product  Category Target  Audiences Pain  Points  Addressed        Approach (How  it  works) Benefits Proof  Points             (Evidence) Creating a Unique Value Proposition
    • Taglines  &  Descriptors Tagline   A  well-­‐cramed  tagline  that  resonates  with     your  audience  anchors  your  startup  brand.   A  tagline  helps  you  differenHate  yourselves     from  your  compeHtors. Descriptor                      A  phrase  summarizing  your  product  helps  you           communicate  who  you  are  and  what  you  do     efficiently
    • Example  Tagline  &  Descriptor
    • Making  Your  Tagline  SHck
    • Making  Your  Tagline  SHck Don’t  leave   home  without  it
    • Making  Your  Tagline  SHck Don’t  leave   home  without  it
    • Making  Your  Tagline  SHck Don’t  leave   home  without  it Think  different
    • Making  Your  Tagline  SHck Don’t  leave   home  without  it Think  different
    • Making  Your  Tagline  SHck Don’t  leave   home  without  it Think  different Just  do  it
    • Making  Your  Tagline  SHck Don’t  leave   home  without  it Think  different Just  do  it
    • Making  Your  Tagline  SHck Don’t  leave   home  without  it Think  different Melts  in  your  mouth,   not  in  your  hand Just  do  it
    • Making  Your  Tagline  SHck Don’t  leave   home  without  it Think  different Melts  in  your  mouth,   not  in  your  hand Just  do  it
    • Rules  for  Tagline  Development
    • 1.There  are  no  rules Rules  for  Tagline  Development
    • 1.There  are  no  rules 2.Watch  out  for  buzzwords Rules  for  Tagline  Development
    • 1.There  are  no  rules 2.Watch  out  for  buzzwords 3.Embrace  serendipity   Rules  for  Tagline  Development
    • 1.There  are  no  rules 2.Watch  out  for  buzzwords 3.Embrace  serendipity   4.Elicit  emo>on Rules  for  Tagline  Development
    • 1.There  are  no  rules 2.Watch  out  for  buzzwords 3.Embrace  serendipity   4.Elicit  emo>on 5.Evolu>on  is  O.K. Rules  for  Tagline  Development
    • 3.  Role 4.  CompeHHve 1.  Value 2.  Quality
    • Role  PosiHoning  at  AppleRole-positioning at Apple
    • Role  PosiHoning  at  Apple Desired  Takeaway (what  you  want  them  to  remember) Features of Role-positioning Example Role: Student Example Product: Mac Posi>oning (framing  the  value  to  the  audience) Proof  Point:  Support  for  your  posiHoning  with  three  message  pillars  and  the  evidence  of  features,  facts,   tesHmonials,  etc. Proof Point #1 Example: Rated  #1  by  8  out  of  10   students  in  a  recent  poll Proof Point #2 Example: Proof Point #3 Example: A  Mac  automaHcally  finds  Wi-­‐Fi   hotspots  and  connects  to  your   school  network Macs  include  built-­‐in  soVware   that  lets  you  do  incredible  things   with  your  photos,  videos,   presentaHons The  Mac  is  as  easy  to  use  as  it  is  powerful.   A  Mac  helps  you  create  amazing  projects  for  school  and   beyond. Role-positioning at Apple
    • Find  your  CompeHHve  Sweet  Spot Importance  of  feature/benefit  to  your  market Strong  ability  &  assurance  to  deliver Weaker  posiHon  by  major  compeHtors
    • Bring  it  all  together   to  strengthen  your  startup  brand
    • ? QuesHons?  
    • natalie@magnetudeconsulting.com www.magnetudeconsulting.com
    • Course Title Course Title INSTRUCTOR NAME