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Preaching the Good Word   Startup Blender Chalk Talk #9             By Adam Berrey | ab@adamberrey.com | startupblender.com
Introductions   Your name   Company name and description (1 sentence)   1 thing you want out of the workshop   Favorit...
Building a Business Strategy                         8. Competitive                            Strategy             7. Pri...
2 Core Tools Brand Essence Product Messaging Brief
Brand EssenceVision       What about the world is changing that makes us necessary?Promise      What do we promise to cust...
Brand Essence: NikeVision       Personal fitness movementPromise      Achieve your athletic potential                     ...
Vision         What is it about the world that is changing?         Why should we care?         Why does this matter?     ...
PromiseAt it’s core, a brand is a promise of valueYou full fill that promise in every customer interactionAs your customer...
Attributes                      A brand is associated with a set of                      attributes. These are all reasons...
EmotionPersonality & Style
Case Study: IntraLinks
IntraLinks Brand EssenceVision           The Extended EnterprisePromise          Successful collaborations between busines...
Product Messaging BriefName              What is the name of the product?Category          What category does the product ...
Name       Eponymous is good.
CategoryMakes sense of complexityAllows compare and contrastShows scale and valueCreate, challenge, modify or disrupt    O...
Benefits           Make three lists.
TribeHR Benefit Messages                      Build a                     culture ofNeeds                              Fea...
Differentitors         What makes your product or service         different than the competition?
Social
Positioning StatementFor... (target customers)Who… (statement of need and opportunity)The (product name) is a (product cat...
TribeHR Positioning Statement  For small and medium businesses who are  passionate about their people, TribeHR is  a socia...
25 Words           One sentence           Plain English           Easy to say           Understandable
TribeHR 25 Words  TribeHR provides SMBs with online HR  software that helps them manage every aspect  of HR and build a gr...
Product Messaging BriefName              TribeHRCategory          Social HR Software                  Build a culture of s...
Product Messaging BriefName              BrightcoveCategory          online video platform (OVP)                  Comprehe...
Exercise
How likely are you to         recommend this workshop to         a colleague or friend?     0 1 2 3 4 5 6 7 8 9 10Not like...
Preaching the Good Word   Startup Blender Chalk Talk #9             By Adam Berrey | ab@adamberrey.com | startupblender.com
Create Compelling Marketing Messaging and Positioning
Create Compelling Marketing Messaging and Positioning
Create Compelling Marketing Messaging and Positioning
Create Compelling Marketing Messaging and Positioning
Create Compelling Marketing Messaging and Positioning
Create Compelling Marketing Messaging and Positioning
Create Compelling Marketing Messaging and Positioning
Create Compelling Marketing Messaging and Positioning
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Create Compelling Marketing Messaging and Positioning

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Tips on how to promote your business. Learn about brand essence, product messaging, and positioning statements. Slides from a class taught by Adam Berrey at Intelligent.ly's Boston campus.

Published in: Business

Create Compelling Marketing Messaging and Positioning

  1. 1. Preaching the Good Word Startup Blender Chalk Talk #9 By Adam Berrey | ab@adamberrey.com | startupblender.com
  2. 2. Introductions Your name Company name and description (1 sentence) 1 thing you want out of the workshop Favorite desert
  3. 3. Building a Business Strategy 8. Competitive Strategy 7. Pricing & 9. Positioning & Editions Messaging 6. Ecosystem & 10. Customer whole product Acquisition 5. Product 1. What do your 11. Sales Channels Functionality Customers “Need”?4. Target 12. Services Market & Support 2. User 3. Customer Discovery Discovery
  4. 4. 2 Core Tools Brand Essence Product Messaging Brief
  5. 5. Brand EssenceVision What about the world is changing that makes us necessary?Promise What do we promise to customers at the most fundamental level? Spike uniqueAttributes Special different & What makes us distinctly better valuable to our customers? Standard cost of entry Personality StyleEmotion If we were a person what How would we present would be like? ourselves to the world?
  6. 6. Brand Essence: NikeVision Personal fitness movementPromise Achieve your athletic potential Spike PerformanceAttributes Special Technical Exel. Innovation Standard Style Quality, price, ethical, etc. Personality StyleEmotion Positive In our workout gear Intense pushing our self to excel. Driven
  7. 7. Vision What is it about the world that is changing? Why should we care? Why does this matter? Why should you even bother to exist?
  8. 8. PromiseAt it’s core, a brand is a promise of valueYou full fill that promise in every customer interactionAs your customers you have to keep earning our trust
  9. 9. Attributes A brand is associated with a set of attributes. These are all reasons we should choose this brand over another. Spike unique Special different & betterStandard cost of entry
  10. 10. EmotionPersonality & Style
  11. 11. Case Study: IntraLinks
  12. 12. IntraLinks Brand EssenceVision The Extended EnterprisePromise Successful collaborations between businesses Spike Intelligent ControlAttributes Agility Special Trust Service Solutions Standard Scalable, reliable, secure, SaaS, easy, high-performance, global Personality Style Committed to Relationships In a suit working with ourEmotion Serious & Professional sleeves rolled up and Resourceful & Pragmatic jacket on the back of the Self Confident chair.
  13. 13. Product Messaging BriefName What is the name of the product?Category What category does the product fit into?Benefits What are the 3-4 key statements benefits?Differentiators What are the 1-3 ways you are different than the competition?Positioning What is the positioning statement?25 Word One easy to say sentence that describes what you do in 25 words or less.
  14. 14. Name Eponymous is good.
  15. 15. CategoryMakes sense of complexityAllows compare and contrastShows scale and valueCreate, challenge, modify or disrupt Online Video Platforms Social Networks Rich Internet Applications
  16. 16. Benefits Make three lists.
  17. 17. TribeHR Benefit Messages Build a culture ofNeeds FeaturesAttract talent success Recruitment ModuleRetain talent Kudos & SocialGreat workplaceGreat culture Build the People Profiles Time trackingReduce hassle best team Payroll AutomationEnsure compliance Performance reviewsGet automation Focus on what matters
  18. 18. Differentitors What makes your product or service different than the competition?
  19. 19. Social
  20. 20. Positioning StatementFor... (target customers)Who… (statement of need and opportunity)The (product name) is a (product category)That… (most compelling reason to buy)Unlike… (primary competitive alternative)Our product… (Key differentiator)
  21. 21. TribeHR Positioning Statement For small and medium businesses who are passionate about their people, TribeHR is a social HR software that helps companies create great corporate cultures in real- time. Unlike other solutions, TribeHR is built for the social media era.
  22. 22. 25 Words One sentence Plain English Easy to say Understandable
  23. 23. TribeHR 25 Words TribeHR provides SMBs with online HR software that helps them manage every aspect of HR and build a great company culture.
  24. 24. Product Messaging BriefName TribeHRCategory Social HR Software Build a culture of successBenefits Build the best teams Focus on what mattersDifferentiators Social For small and medium businesses who are passionate about their people, TribeHR is a social HR software that helps companies createPositioning great corporate cultures in real-time. Unlike other solutions, TribeHR is built for small business and the social media era. TribeHR provides SMBs with HR software that helps companies build25 Word great cultures and eliminates the hassle of HR paperwork.
  25. 25. Product Messaging BriefName BrightcoveCategory online video platform (OVP) ComprehensivenessBenefits Leadership Productivity FlexibilityDifferentiators Comprehensive For media companies and marketers who need to publish quality online video, Brightcove is an online video platform that providesPositioning everything you need to deliver great video experiences, unlike point solutions, Brightcove provides a compressive set of capabilities. Brightcove is an online video platform that is used by media25 Word companies, businesses and organizations worldwide to publish and distribute video on the Web.
  26. 26. Exercise
  27. 27. How likely are you to recommend this workshop to a colleague or friend? 0 1 2 3 4 5 6 7 8 9 10Not likely Extremelyat all Likely
  28. 28. Preaching the Good Word Startup Blender Chalk Talk #9 By Adam Berrey | ab@adamberrey.com | startupblender.com

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