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.

2. What s your story?
Branding for startups
MaRS Best Practices | October 17, 2011
Brenda van Ginkel | Brand Marketing Specialist

3. • Know the problem you re solving
What s your story?

4. • Know the problem you re solving
• Build your story
What s your story?

5. • Know the problem you re solving
• Build your story
• Define a content strategy
What s your story?

6. • Know the problem you re solving
• Build your story
• Define a content strategy
• Find your voice
What s your story?

7. A brand is not a logo– Marty Neumeier, The Brand Gap

8. Your brand is
the perception that lives in the hearts and minds
of other people"

9. YOU ARE RESPONSIBLE FOR YOUR BRAND"

10. Know the problem you re solving

11. Why?

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

33. Define a content strategy

34. content + platforms

35. be discerning

37. keep it simple

38. Find your voice

39. How are you sounding?

40. Don t Write Headlines For Social Media Posts!"

41. Positive, optimistic
and upbeat

42. No jargon and insider language

43. Good news zone

44. Inspire

45. Share the love

46. Be humble

47. Be inviting

48. Stay on-topic

49. Be authentic

50. Products are things that are made.
Brands are created in the minds and hearts of users.
Thank you.

51. 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