This document provides guidance on branding and positioning from Robert Wallace of Tallwave LLC. It emphasizes that branding and messaging will become more important as competition increases for startups. The document outlines the "2 P's framework" - Purpose and Positioning. For Purpose, it recommends defining the company's mission, vision, values and brand story. For Positioning, it recommends identifying customer segments, differentiators, value propositions and developing a positioning statement, tagline and proofs to believe the value proposition. The goal is to help startups win customers' hearts and minds by clearly communicating what problem they solve and their unique benefits.

1. ROBERT WALLACE, TALLWAVE
MAY 27, 2015

2. INTRODUCTION
ROBERT WALLACE
Executive Vice President, Marketing
Tallwave LLC
Marketer, entrepreneur and problem
solver.
Helps early stage tech startups take
their products to market and stake a
claim to a winning position in the
marketplace.
In a previous life:
● Affinnova
● Internet Venture Works
● Airwalk
robert.wallace@tallwave.com
WWW.TALLWAVE.COM/MARKETING INFO@TALLWAVE.COM

3. “Over the next several years, marketing, branding and positioning, all under-
appreciated disciplines in the valley will become markedly more important.
As barriers to entry continue to fall driven by cloud technologies, competition
among startups will increase and the startups that reach their target customer
bases with the best messaging, building the most effective brands, will win.
We know storytelling will be the differentiator…[as it does in] every commodity
industry...brand building investments should become a key part of the marketing
efforts of the business.
Ultimately, the brand may become half the value of the company and the true
differentiator in the market place.”
- Tomasz Tunguz, Venture Capitalist at Redpoint

5. PPURPOSE
PPOSITION
WINNING THE HEARTS & MINDS...THE 2 P’S

6. YOUR BRAND IS YOUR MOST IMPORTANT ASSET
Links your
product / service
to your
customers and
tells them your
PROMISE and
your PURPOSE.
Defines who
you are and
who you are
not - which
enables
FOCUS
CAPITAL hinges
on whether
investors think
you can win the
hearts and minds
of customers and
command a
differentiated
position in the
marketplace.
REVENUE
hinges on
whether your
customers
recognize that
you stand for
something and
can provide
them unique
benefit.
Technology
has shifted
power from
businesses to
CUSTOMERS
- and they
want to know
“why you?”

7. WHY YOU SHOULD GIVE A S#%&

8. The 2 P’s Framework
PURPOSE
MISSION
VISION
CORE BRAND VALUES VOICE & TONE
WHY,
HOW,
WHAT
BRAND STORY
POSITIONING STATEMENT
CUSTOMER SEGMENTS
DIFFERENTIATORS
VALUE PROPOSITION
CUSTOMER PROBLEM COMPETITION
TAGLINE
BENEFITS REASONS-TO-BELIEVE PROOF
POSITIONPURPOSE
EXTERNAL
INTERNAL

9. PURPOSE
PURPOSE

10. WINNING THE HEARTS & MINDS...

11. Purpose
The definitive statement about the difference you are trying
to make in the world.
Wal-Mart: To save people money so they can live better.
Source: “It’s Not What You Sell, It’s What You Stand For”, Roy
Spence

12. Mission
The core strategy that must be undertaken to fulfill the
Purpose
Walmart: We’re on a mission to drive down the cost of
products and services, making them more accessible and
affordable for everyone’s benefit.
Source: “It’s Not What You Sell, It’s What You Stand For”, Roy
Spence

13. Vision
A vivid, and imaginative conception or view of the world
once your purpose has been fulfilled.
Walmart: We have a vision of a world where all people can
afford to live better.
Source: “It’s Not What You Sell, It’s What You Stand For”, Roy
Spence

14. Tips to tell your story...
Every day at
[your company] we…
Because we believe…
What this means to you is…
Your
Company
in One
Sentence

15. Core Brand Values
PERSONAL DNA VALUES
What do we hire and promote for?
FOUNDATIONAL VALUES
What personal characteristics do
we hold dear?
HEART & FEELING VALUES
What’s our nature?
OUTCOME VALUES
How do we deliver to our clients?
CUSTOMER/CLIENT VALUES
What traits do we attract and
share with our clients?

16. 1) Speak to the audience in natural, common language...so you make an
emotional connection.
2) Give a reason to care right away.
3) Make the story about somebody with whom we have some empathy (The
Protagonist)
4) Explain what The Protagonist wants, and why they want it so badly. (The
Goal)
5) Explain why The Goal is difficult, but possible to achieve. (The Conflict)
6) Who/What provides opposition to achieving The Goal? (The Antagonist)
Make the Antagonist interesting.
7) The story comes to a satisfactory ending (preferably a happy one). (The
Resolution)
How to tell your Brand Story...

17. What you say...AND how you say it
Core Values &
Brand Attributes
Voice &
Tone
● Brand personality
● Consistent & reliable
● Core branding effort
● Amplifies brand attributes/core
values
● Voice and tone changes with
context and situations

18. What you say...AND how you say it

19. POSITION
POSITION

20. WINNING THE HEARTS & MINDS...
Cola Category
1. Coca-Cola
2. Pepsi
3. Dr. Pepper
4. RC
5. 7Up

21. WINNING THE HEARTS & MINDS...
Hospitality Category?
1. Expedia
2. Travelocity
3. Marriott
4. Etc.
Real Estate Category?
1. Century21
2. Coldwell Banker
3. Re/Max
4. Etc.
Lodging for the
sharing economy
1. Airbnb

22. POSITIONING FRAMEWORK
POSITIONING STATEMENT
CUSTOMER SEGMENTS
DIFFERENTIATORS
VALUE PROPOSITION
CUSTOMER PROBLEM COMPETITION
TAGLINE
REASONS-TO-BELIEVE PROOF
POSITION
BENEFITS

23. Identify, leverage, and profit from what makes your
company unique.
Company X is the leading type of company that
provides unique benefit to target customers.
Unlike competitors, company does unique
differentiator(s).
Customers:
What do you do?
Investors:
What do you do, what
market are you in?
Customers:
Why should I care?
Why should I switch?
Investors:
How are you going to win?
Customers:
What’s in it for me?
Investor:
What problem are you
solving?
Customers:
Is this product for me?
Investors:
Who are your customers?
Customers:
This need is already being met.
Is there a better alternative for me?
Investors:
Who else does this?
What do customers do currently for
this need?

24. HEY WHAT ABOUT US?

25. PPURPOSE
PPOSITION
THE 2 P’S

26. Slow down to move faster
Brand Story Positioning Statement Tagline Value Prop Benefits RTB Proof

27. Limited Time & Limited Resources
GET FEEDBACK.

28. AN INTENSIVE BRANDING + MESSAGING SPRINT
Mention #tallwavestoryteller on Twitter, Facebook, or
LinkedIn for a chance to win a free Branding Assessment
and Storyteller Workshop

29. ROBERT WALLACE, TALLWAVE
ROBERT.WALLACE@TALLWAVE.COM