Making a Name for Yourself: Building Your Startup Brand with Effective Messaging & Positioning

417 views
343 views

Published on

Building Your Startup Brand with Effective Messaging & Positioning

Published in: Marketing, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
417
On SlideShare
0
From Embeds
0
Number of Embeds
49
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Making a Name for Yourself: Building Your Startup Brand with Effective Messaging & Positioning

  1. 1. NATALIE NATHANSON, AUGUST 2013
  2. 2. Building your startup brand
  3. 3. What goes into a Startup Brand?
  4. 4. A bit about me…
  5. 5. Agenda: Messaging to Build your Startup Brand • Overview of Messaging • Key Elements • • • • Tone & Voice Unique Value Proposition Taglines Positioning • Bringing it Together - Messaging frameworks
  6. 6. Why is messaging important? 1. Articulates your unique value proposition – what you do and why you’re better than your competition 2. Makes sure you are communicating your value in your customer’s language 3. Ensures all stakeholders clearly understand what you do - investors, potential customers, partners 4. Provides you with a guide for consistent communication – particularly important for a startup!
  7. 7. 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?
  8. 8. What do they do? For whom do they do it? Why is it unique? Why them?
  9. 9. To do this you must… • Know your target customer • Know your ecosystem/competitors • Know how you compare
  10. 10. Terms to Know  Messaging  Tone & Voice  Unique Value Proposition  Taglines  Positioning/Market Segmentation  Competitive Advantage
  11. 11. Tone & Voice: Verbal Branding
  12. 12. Tone & Voice Impacts a Startup Brand What different brands did these 3 companies develop?
  13. 13. 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% satisfaction 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 UHaul 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 getting their favorite Bass Pro Shops catalog, while many enjoy visiting 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 letters 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 little 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. ”
  14. 14. What is a Unique Value Proposition?
  15. 15. Elements a Unique Value Proposition Elements ofof a Unique Value Proposition UVP ELEMENTS DESCRIPTIONS Product Category What business category your product fits into Target Audiences Pain Points Addressed Approach (How it works) The target roles, industries, demographics, behavioral profiles served The pain points or industry problem that your The pain points or product addresses industry problem that your product addresses How your product addresses pain point Benefits The business benefit of the product Proof Points (Evidence) Data points or customer testimonials that back up your benefits
  16. 16. Example of a Unique Value Proposition Marketo uniquely provides an easy-to-use, powerful and complete marketing software platform that propels fast-growing small companies and global enterprises alike. Marketo® marketing automation and sales effectiveness software streamlines marketing 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 marketing from a cost center into a revenue driver. Known for providing breakthrough innovation and fueling growth, in both 2011 and 2012 Marketo received the CRM Market Leaders Awards Winner for Marketing Solutions by CRM Magazine. Salesforce.com customers also honored the company with the AppExchange Customer Choice Awards for 2012 in the marketing category.
  17. 17. Marketo UVP Marketo uniquely provides an easy-to-use, powerful and complete marketing software platform that propels fast-growing small companies and global enterprises alike. Marketo® marketing automation and sales effectiveness software streamlines marketing 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 marketing from a cost center into a revenue driver. Known for providing breakthrough innovation and fueling growth, in both 2011 and 2012 Marketo received the CRM Market Leaders Awards Winner for Marketing Solutions by CRM Magazine. Salesforce.com customers also honored the company with the AppExchange Customer Choice Awards for 2012 in the marketing category. Product Category Target Audiences Pain Points Addressed Approach/ how it works Benefits Proof Points
  18. 18. Marketo uniquely provides an easy-to-use, powerful and complete marketing software platform that propels fastgrowing small companies and global enterprises alike. Marketo® marketing automation and sales effectiveness software streamlines marketing 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 marketing from a cost center into a revenue driver. Known for providing breakthrough innovation and fueling growth, in both 2011 and 2012 Marketo received the CRM Market Leaders Awards Winner for Marketing Solutions by CRM Magazine. Salesforce.com customers also honored the company with the AppExchange Customer Choice Awards for 2012 in the marketing category.
  19. 19. Creating a Unique Value Proposition Elements of a Unique Value Proposition UVP ELEMENTS DESCRIPTIONS Product Category Target Audiences Pain Points Addressed Approach (How it works) Benefits Proof Points (Evidence) The pain points or industry problem that your product addresses
  20. 20. Taglines & Descriptors Tagline A well-crafted tagline that resonates with your audience anchors your startup brand. A tagline helps you differentiate yourselves from your competitors. Descriptor A phrase summarizing your product helps you communicate who you are and what you do efficiently
  21. 21. Example Tagline & Descriptor
  22. 22. Making Your Tagline Stick Don’t leave home without it Just do it Think different Melts in your mouth, not in your hand
  23. 23. Rules for Tagline Development 1. There are no rules 2. Watch out for buzzwords 3. Embrace serendipity 4. Elicit emotion 5. Evolution is O.K.
  24. 24. Role Positioning at Apple Role-positioning at Apple Features of Role-positioning Positioning Example Role: Student Example Product: Mac (framing the value to the audience) A Mac helps you create amazing projects for school and beyond. Desired Takeaway The Mac is as easy to use as it is powerful. (what you want them to remember) Proof Point: Support for your positioning with three message pillars and the evidence of features, facts, testimonials, 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 automatically finds WiFi hotspots and connects to your school network Macs include built-in software that lets you do incredible things with your photos, videos, presentations
  25. 25. Find your Competitive Sweet Spot Importance of feature/benefit to your market Strong ability & assurance to deliver Weaker position by major competitors
  26. 26. Bring it all together to strengthen your startup brand

×