©2013 Brenda van GInkel | Brand Marketing Consultant
www.thenarrativebuild.com

1
Building your brand story

©2013 Brenda van GInkel | Brand Marketing Consultant
www.thenarrativebuild.com

2
A brand is not a logo – Marty Neumeier
Products are made:
brands live in the minds and hearts of users.

©2013 Brenda van ...
The Narrative Build
Early stage startups focus on the technical
parts of product development so brand and
marketing often ...
The Narrative Build
This process has helped startups create
brand identities and marketing presence
that’s meaningful and ...
Audience-centric model
Brands are relevant when the people they want
to reach stay front and center.
• Product design focu...
Audience-centric model
Who do you need to be connecting with?
Sometimes the customer (the person
making the purchasing dec...
Audience-centric model
Chart audience(s) and what’s known about
their needs, interests and pain points.
• What do they do ...
Brand attributes
Brand attributes are like the foundation that
everything for your brand can be built on:
Positioning
Prom...
Brand attributes
Assessing brand attributes in marketing and
communications across all channels and
platforms will keep ev...
Brand attributes
Positioning
• What defines the company? This is partly competitive.
Promise
• What can customers expect?
...
Brand vision
What’s your story?
The story is a mix of description and
inspiration. You’re saying who your target
audience ...
Brand vision
What’s your specialty?
Describe your deep dive in your sector.

©2013 Brenda van GInkel | Brand Marketing Con...
Brand vision
Differentiating: what sets the brand apart
Describe what’s special, what sets you apart
from the rest of the ...
Brand vision
What’s the brand challenge?
Connecting with your audience: do others
see what you see for your brand?
Is the ...
Brand vision
Audience snapshot
What are the pain points and frustrations of
the people you need to reach, what do they
wan...
Language and style
Create a language style for your brand that’s
professional yet comfortable for your target
audience, ke...
Language and style
Trust and authenticity
People trust transparent messaging that
means something to them.
Connect through...
Language and style
Personality
Every brand has a personality. It comes from
the tone + voice of communications as well
as ...
Language and style
Personality
Who are we
connecting with?

Describe the target
audience

What do they care
about?
List va...
Language and style
Communications that are on-brand to the
purpose, value proposition, positioning and
promise with a cons...
Language + style
Digital presence is everything. Rather than pushing out
the same content everywhere, consider the strengt...
You’re ready!
You can certainly build on this presentation
as you create your brand presence.
Though I recommend avoiding ...
Thank you
Since 2009, I’ve worked with lots of small businesses and
early stage startups on strategies and creative that h...
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The Narrative Build

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Stand apart from the pack with a brand presence that's unique and authentic.

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The Narrative Build

  1. 1. ©2013 Brenda van GInkel | Brand Marketing Consultant www.thenarrativebuild.com 1
  2. 2. Building your brand story ©2013 Brenda van GInkel | Brand Marketing Consultant www.thenarrativebuild.com 2
  3. 3. A brand is not a logo – Marty Neumeier Products are made: brands live in the minds and hearts of users. ©2013 Brenda van GInkel | Brand Marketing Consultant www.thenarrativebuild.com 3
  4. 4. The Narrative Build Early stage startups focus on the technical parts of product development so brand and marketing often take a back seat. But without being able to connect with the people a product’s made for, a startup is like a carriage without a horse. So I created this framework based on design thinking and business methodologies for startups to build brands which infuse product development and resonate with people. ©2013 Brenda van GInkel | Brand Marketing Consultant www.thenarrativebuild.com 4
  5. 5. The Narrative Build This process has helped startups create brand identities and marketing presence that’s meaningful and can be taken to any digital platform through defining: • Audience • Brand attributes • Brand vision • Language and style ©2013 Brenda van GInkel | Brand Marketing Consultant www.thenarrativebuild.com 5
  6. 6. Audience-centric model Brands are relevant when the people they want to reach stay front and center. • Product design focuses on user solutions. • User experience is more than product design, it extends to brand and marketing. • Narrow focus vs mass reach creates deeper engagement. • Social media is the water cooler to cultivate community around shared interests. ©2013 Brenda van GInkel | Brand Marketing Consultant www.thenarrativebuild.com 6
  7. 7. Audience-centric model Who do you need to be connecting with? Sometimes the customer (the person making the purchasing decision) isn’t the same as the user (the person using the product). Know them both. ©2013 Brenda van GInkel | Brand Marketing Consultant www.thenarrativebuild.com 7
  8. 8. Audience-centric model Chart audience(s) and what’s known about their needs, interests and pain points. • What do they do now, without your solution, and how does your product improve their lives? • What’s the problem you’re solving for them? ©2013 Brenda van GInkel | Brand Marketing Consultant www.thenarrativebuild.com 8
  9. 9. Brand attributes Brand attributes are like the foundation that everything for your brand can be built on: Positioning Promise Value proposition Benefits ©2013 Brenda van GInkel | Brand Marketing Consultant www.thenarrativebuild.com 9
  10. 10. Brand attributes Assessing brand attributes in marketing and communications across all channels and platforms will keep everything on-brand and connecting with your audience. ©2013 Brenda van GInkel | Brand Marketing Consultant www.thenarrativebuild.com 10
  11. 11. Brand attributes Positioning • What defines the company? This is partly competitive. Promise • What can customers expect? Value proposition • What problem are you solving? What value does this offer the people you want to reach? Benefits • Benefits support the value proposition and positioning. What does this deliver to the people that use it? Include relevant service and product attributes. ©2013 Brenda van GInkel | Brand Marketing Consultant www.thenarrativebuild.com 11
  12. 12. Brand vision What’s your story? The story is a mix of description and inspiration. You’re saying who your target audience is and what you do for them that no one else is doing. How do you bring value to your audience? Your story will include elements of your positioning, promise, value proposition and benefits. It’s short. ©2013 Brenda van GInkel | Brand Marketing Consultant www.thenarrativebuild.com 12
  13. 13. Brand vision What’s your specialty? Describe your deep dive in your sector. ©2013 Brenda van GInkel | Brand Marketing Consultant www.thenarrativebuild.com 13
  14. 14. Brand vision Differentiating: what sets the brand apart Describe what’s special, what sets you apart from the rest of the pack. ©2013 Brenda van GInkel | Brand Marketing Consultant www.thenarrativebuild.com 14
  15. 15. Brand vision What’s the brand challenge? Connecting with your audience: do others see what you see for your brand? Is the messaging engaging the people you want to reach? Does it feel relevant, does it matter? ©2013 Brenda van GInkel | Brand Marketing Consultant www.thenarrativebuild.com 15
  16. 16. Brand vision Audience snapshot What are the pain points and frustrations of the people you need to reach, what do they want and how can you improve their lives? What can you do better for them than the competition? ©2013 Brenda van GInkel | Brand Marketing Consultant www.thenarrativebuild.com 16
  17. 17. Language and style Create a language style for your brand that’s professional yet comfortable for your target audience, keeping them in mind. • Aim to be easily understood and concise. • Make things easy for people. • Listen; what do people care about? Try to pull them in rather than talk at them. ©2013 Brenda van GInkel | Brand Marketing Consultant www.thenarrativebuild.com 17
  18. 18. Language and style Trust and authenticity People trust transparent messaging that means something to them. Connect through shared values and interests on each marketing platform as well as in personal phone and email communications for tighter connections. Ordinary language, rather than industry jargon, makes a brand more authentic. ©2013 Brenda van GInkel | Brand Marketing Consultant www.thenarrativebuild.com 18
  19. 19. Language and style Personality Every brand has a personality. It comes from the tone + voice of communications as well as the look + feel of the design. ©2013 Brenda van GInkel | Brand Marketing Consultant www.thenarrativebuild.com 19
  20. 20. Language and style Personality Who are we connecting with? Describe the target audience What do they care about? List values and aspirations within the world of the problem being solved ©2013 Brenda van GInkel | Brand Marketing Consultant www.thenarrativebuild.com How does this make their life better? List of product benefits 20
  21. 21. Language and style Communications that are on-brand to the purpose, value proposition, positioning and promise with a consistent eye to the target audience = a relevant marketing message that’s strong and compelling. ©2013 Brenda van GInkel | Brand Marketing Consultant www.thenarrativebuild.com 21
  22. 22. Language + style Digital presence is everything. Rather than pushing out the same content everywhere, consider the strengths of each platform. • Let your website be more than a brochure. Help people experience your product. • Facebook is great for posting original and shared content to create a community for people who share your brand’s passions. • LinkedIn is great for posting product news, sharing content that’s more relevant to business development and thought leadership. • Twitter can be highly effective as both a narrowly targeted platform sparking interest with wide reach. ©2013 Brenda van GInkel | Brand Marketing Consultant www.thenarrativebuild.com 22
  23. 23. You’re ready! You can certainly build on this presentation as you create your brand presence. Though I recommend avoiding template solutions, there are things I keep coming back to and this presentation is the foundation I’ve used for most of the brand and marketing strategies I do. ©2013 Brenda van GInkel | Brand Marketing Consultant www.thenarrativebuild.com 23
  24. 24. Thank you Since 2009, I’ve worked with lots of small businesses and early stage startups on strategies and creative that has helped them connect with investors, attract users and cultivate community. Hope you’ve found this to be useful. Don’t hesitate to reach out with questions. I love helping brands cultivate audiences and have a soft spot for social impact and sustainability. Brenda van Ginkel | Brand Strategist, Digital Social Content @brendavg www.thenarrativebuild.com ©2013 Brenda van GInkel | Brand Marketing Consultant www.thenarrativebuild.com 24

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