What’s your story?Branding for startups

MaRS Best Practices | October 17, 2011

Brenda van Ginkel | Brand Marketing Specialist

•Know the problem you’re solving

What’s your story?

•Know the problem you’re solving

•Build your story

What’s your story?

•Know the problem you’re solving

•Build your story

•Define a content strategy

What’s your story?

•Know the problem you’re solving

•Build your story

•Define a content strategy

•Find your voice

What’s your story?

A brand is not a logo

– Marty Neumeier, The Brand Gap

Your brand isthe perception that lives in the hearts and minds

of other people

YOU ARE RESPONSIBLE FOR YOUR BRAND

Know the problem you’re solving

Why?

What’s their pain point?

Make your solution relevant and meaningful

to people outside your company

differentiate

own it

Identify the pain point

Make your solution unique

Inspire

Make it matter

Own your deep slice

Find your competitive advantage

Own your deep slice

Find your competitive advantage

Build your story

Value propositionThis tells people what your company offers to deliver; something

unique and compelling that brings value to your target. How will this improve their lives?

PositioningThis 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.

BenefitsThe benefits support the value proposition for your audience.

They play a supporting, not top line role.

Value propositionThis tells people what your company offers to deliver; something

unique and compelling that brings value to your target. How will this improve their lives?

PositioningThis 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.

BenefitsThe benefits support the value proposition for your audience.

They play a supporting, not top line role.

Value propositionThis tells people what your company offers to deliver; something

unique and compelling that brings value to your target. How will this improve their lives?

PositioningThis 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.

BenefitsThe benefits support the value proposition for your audience.

They play a supporting, not top line role.

Value propositionThis tells people what your company offers to deliver; something

unique and compelling that brings value to your target. How will this improve their lives?

PositioningThis 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.

BenefitsThe benefits support the value proposition for your audience.

They play a supporting, not top line role.

Value propositionThis tells people what your company offers to deliver; something

unique and compelling that brings value to your target. How will this improve their lives?

PositioningThis 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.

BenefitsThe benefits support the value proposition for your audience.

They play a supporting, not top line role.

brand presence

content + presence = engagement

consider who you’re talking to...

...and what you’re talking about

Define a content strategy

content + platforms

be discerning

keep it simple

Find your voice

How are you sounding?

Don’t Write Headlines For Social Media Posts!

Positive, optimistic and upbeat

No jargon and insider language

Good news zone

Inspire

Inspire

Share the love

Be humble

Be inviting

Be authentic

Products are things that are made. Brands are created in the minds and hearts of

users.

Thank you.

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