What's your story?
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Brand making for startups and small companies
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What's your story?
- 1. What’s your story? Branding for startups MaRS Best Practices | October 17, 2011 Brenda van Ginkel | Brand Marketing Specialist
- 2. What’s your story? • Know the problem you’re solving
- 3. What’s your story? • Know the problem you’re solving • Build your story
- 4. What’s your story? • Know the problem you’re solving • Build your story • Define a content strategy
- 5. What’s your story? • Know the problem you’re solving • Build your story • Define a content strategy • Find your voice
- 6. A brand is not a logo – Marty Neumeier, The Brand Gap
- 7. Your brand is the perception that lives in the hearts and minds of other people
- 8. YOU ARE RESPONSIBLE FOR YOUR BRAND
- 9. Know the problem you’re solving
- 10. Why?
- 11. What’s their pain point?
- 12. Make your solution relevant and meaningful to people outside your company
- 13. differentiate
- 14. own it
- 15. Identify the pain point
- 16. Make your solution unique
- 17. Inspire
- 18. Make it matter
- 19. Own your deep slice Find your competitive advantage
- 20. Own your deep slice Find your competitive advantage
- 21. Build your story
- 22. Value proposition This tells people what your company offers to deliver; something unique and compelling that brings value to your target. How will this improve their lives? Positioning This defines the company in a way that’s relevant to your audience. It includes your competitive advantage and your deep slice of your space. Brand promise What can customers expect that you will deliver? This needs to be something they won’t find from another company, that will be meaningful to them. Benefits The benefits support the value proposition for your audience. They play a supporting, not top line role.
- 23. Value proposition This tells people what your company offers to deliver; something unique and compelling that brings value to your target. How will this improve their lives? Positioning This defines the company in a way that’s relevant to your audience. It includes your competitive advantage and your deep slice of your space. Brand promise What can customers expect that you will deliver? This needs to be something they won’t find from another company, that will be meaningful to them. Benefits The benefits support the value proposition for your audience. They play a supporting, not top line role.
- 24. Value proposition This tells people what your company offers to deliver; something unique and compelling that brings value to your target. How will this improve their lives? Positioning This defines the company in a way that’s relevant to your audience. It includes your competitive advantage and your deep slice of your space. Brand promise What can customers expect that you will deliver? This needs to be something they won’t find from another company, that will be meaningful to them. Benefits The benefits support the value proposition for your audience. They play a supporting, not top line role.
- 25. Value proposition This tells people what your company offers to deliver; something unique and compelling that brings value to your target. How will this improve their lives? Positioning This defines the company in a way that’s relevant to your audience. It includes your competitive advantage and your deep slice of your space. Brand promise What can customers expect that you will deliver? This needs to be something they won’t find from another company, that will be meaningful to them. Benefits The benefits support the value proposition for your audience. They play a supporting, not top line role.
- 26. Value proposition This tells people what your company offers to deliver; something unique and compelling that brings value to your target. How will this improve their lives? Positioning This defines the company in a way that’s relevant to your audience. It includes your competitive advantage and your deep slice of your space. Brand promise What can customers expect that you will deliver? This needs to be something they won’t find from another company, that will be meaningful to them. Benefits The benefits support the value proposition for your audience. They play a supporting, not top line role.
- 27. brand presence
- 28. content + presence = engagement
- 29. consider who you’re talking to...
- 30. ...and what you’re talking about
- 31. Define a content strategy
- 33. be discerning
- 35. keep it simple
- 36. Find your voice
- 37. How are you sounding?
- 38. Don’t Write Headlines For Social Media Posts!
- 40. No jargon and insider language
- 41. Good news zone
- 42. Inspire
- 43. Inspire
- 44. Share the love
- 45. Be humble
- 46. Be inviting
- 47. Be authentic
- 48. Products are things that are made. Brands are created in the minds and hearts of users. Thank you.
- 49. Products are things that are made. Brands are created in the minds and hearts of users. Brenda van Ginkel home page about.me/brendavg | www.thenarrativebuild.com twitter @brendavg