What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices

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Brenda van Ginkel will show how to develop a compelling story that builds on your value proposition and positioning. Understanding your audience is key to creating a brand that resonates with the …

Brenda van Ginkel will show how to develop a compelling story that builds on your value proposition and positioning. Understanding your audience is key to creating a brand that resonates with the people you want to reach.

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  • 1. What s your story? Branding for startupsMaRS 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. Make your solution relevant and meaningful 
to people outside your company
  • 12. differentiate
  • 13. own it
  • 14. identify the pain point#
  • 15. make your solution unique#
  • 16. inspire#
  • 17. make it matter#
  • 18. Own your deep sliceFind your competitive advantage
  • 19. Own your deep sliceFind your competitive advantage
  • 20. Build your story
  • 21. Value propositionThis tells people what your company offers to deliver; something unique andcompelling 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 promiseWhat 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.
  • 22. Value propositionThis tells people what your company offers to deliver; something unique andcompelling 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 promiseWhat 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 propositionThis tells people what your company offers to deliver; something unique andcompelling 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 promiseWhat 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 propositionThis tells people what your company offers to deliver; something unique andcompelling 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 promiseWhat 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 propositionThis tells people what your company offers to deliver; something unique andcompelling 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 promiseWhat 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. brand presence
  • 27. content + presence = engagement#
  • 28. consider who you re talking to...
  • 29. ...and what you re talking about
  • 30. Define a content strategy
  • 31. content + platforms
  • 32. be discerning
  • 33. keep it simple
  • 34. Find your voice
  • 35. How are you sounding?
  • 36. Don t Write Headlines For Social Media Posts!"
  • 37. Positive, optimistic and upbeat
  • 38. No jargon and insider language
  • 39. Good news zone
  • 40. Inspire
  • 41. Share the love
  • 42. Be humble
  • 43. Be inviting
  • 44. Stay on-topic
  • 45. Be authentic
  • 46. Products are things that are made.Brands are created in the minds and hearts of users. Thank you.
  • 47. Products are things that are made.Brands are created in the minds and hearts of users. Brenda van Ginkel home page about.me/brendavg email brenda.bvg@me.com twitter brendavg