A company's brand is their reputation, and nothing is more important than reputation. Learn how to promote your business with effective messaging, one of the most essential pieces of any brand. Slides taken from a class taught by Natalie Nathanson, President and founder of Magnetude Consulting. Learn more from the experts by visiting http://intelligent.ly

1. Build Your Startup
Brand with Effective Messaging
NATALIE NATHANSON
@_Magnetude

2. Make
a
Name
for
Yourself:
Building
your
Startup
Brand
with
Effec>ve
Messaging
&
Posi>oning
Natalie
Nathanson
August
2013

3. Building
your
startup
brand

4. What
goes
into
a
Startup
Brand?

5. A
bit
about
me…

7. Agenda:
Messaging
to
Build
your
Startup
Brand
• Overview
of
Messaging
• Key
Elements
• Tone
&
Voice
• Unique
Value
ProposiHon
• Taglines
• PosiHoning
• Bringing
it
Together
-­‐
Messaging
frameworks

8. Why
is
messaging
important?

9. Why
is
messaging
important?
1. ArHculates
your
unique
value
proposi>on
–
what
you
do
and
why
you’re
beOer
than
your
compeHHon

10. Why
is
messaging
important?
1. ArHculates
your
unique
value
proposi>on
–
what
you
do
and
why
you’re
beOer
than
your
compeHHon

11. Why
is
messaging
important?
1. ArHculates
your
unique
value
proposi>on
–
what
you
do
and
why
you’re
beOer
than
your
compeHHon
2. Makes
sure
you
are
communicaHng
your
value
in
your
customer’s
language

12. Why
is
messaging
important?
1. ArHculates
your
unique
value
proposi>on
–
what
you
do
and
why
you’re
beOer
than
your
compeHHon
2. Makes
sure
you
are
communicaHng
your
value
in
your
customer’s
language
3. Ensures
all
stakeholders
clearly
understand
what
you
do
-­‐
investors,
potenHal
customers,
partners

13. Why
is
messaging
important?
1. ArHculates
your
unique
value
proposi>on
–
what
you
do
and
why
you’re
beOer
than
your
compeHHon
2. Makes
sure
you
are
communicaHng
your
value
in
your
customer’s
language
3. Ensures
all
stakeholders
clearly
understand
what
you
do
-­‐
investors,
potenHal
customers,
partners
4. Provides
you
with
a
guide
for
consistent
communica>on
–
parHcularly
important
for
a
startup!

14. To
develop
your
startup
brand…
Your
messaging
should
answer:
1. What
do
you
do?
2. For
whom
do
you
do
it?
3. Why
is
it
unique?
4. Why
us?

16. What
do
they
do?
For
whom
do
they
do
it?
Why
is
it
unique?
Why
them?

17. To
do
this
you
must…
• Know
your
target
customer
• Know
your
ecosystem/compeHtors
• Know
how
you
compare

18. § Messaging
§ Tone
&
Voice
§ Unique
Value
ProposiHon
§ Taglines
§ PosiHoning/Market
SegmentaHon
§ CompeHHve
Advantage
Terms
to
Know

19. Tone
&
Voice:
Verbal
Branding

20. Tone
&
Voice
Impacts
a
Startup
Brand
What
different
brands
did
these
3
companies
develop?

21. Tone
&
Voice
Impacts
a
Startup
Brand

22. Tone
&
Voice
Impacts
a
Startup
Brand
REI:
“At
REI,
we
love
to
get
outside
and
play,
and
we
know
first-­‐hand
the
importance
of
quality
outdoor
gear.
We
stand
behind
all
our
products
with
a
100%
saHsfacHon
guarantee,
and
we
design
our
own
line
of
award-­‐winning
REI
brand
gear
and
clothing.
Whether
you’re
new
to
outdoor
adventure
or
a
seasoned
pro,
we
gladly
share
our
enthusiasm
for
our
products
and
the
trails,
slopes
and
waterways
where
we
play…”
BassPro:
“In
1971,
young
Johnny
Morris,
frustrated
by
the
lack
of
tackle
in
local
stores,
rented
a
U-­‐Haul
trailer
and
took
off
across
the
country
filling
it
with
the
newest
premium
fishing
tackle
he
could
find.
When
he
returned
home
to
Springfield,
Missouri,
Johnny
started
in
the
fishing
business…
Today,
outdoor
enthusiasts
around
the
world
look
forward
to
opening
the
mail
and
gedng
their
favorite
Bass
Pro
Shops
catalog,
while
many
enjoy
visiHng
and
shopping
basspro.com…”
Moosejaw:
“If
you’re
trying
to
figure
out
what
877-­‐Moosejaw
is
on
your
Blackberry
right
now
you
can’t
do
it
because
the
numbers
and
leOers
don’t
match
like
a
normal
phone.
So,
instead
of
restoring
to
a
landline
please
call
877-­‐666-­‐7352...
If
you’re
interested
in
a
liOle
Moosejaw
history,
please
read
on.
If
not,
please
shut
your
eyes…
2001
-­‐
We
opened
our
sixth
shop
in
Deerfield,
Illinois.
At
this
point,
we
were
too
big
and
we
started
recommending
that
customers
shop
elsewhere.
I
considered
a
nose
job
to
make
my
nose
bigger.
”

23. What
is
a
Unique
Value
ProposiHon?

24. Elements
of
a
Unique
Value
ProposiHon
The
pain
points
or
industry
problem
that
your
product
addresses
UVP ELEMENTS DESCRIPTIONS
Product
Category
Target
Audiences
Pain
Points
Addressed
Approach
(How
it
works)
Benefits
Proof
Points
(Evidence)
What
business
category
your
product
fits
into
The
target
roles,
industries,
demographics,
behavioral
profiles
served
How
your
product
addresses
pain
point
The
business
benefit
of
the
product
Data
points
or
customer
tes>monials
that
back
up
your
benefits
The
pain
points
or
industry
problem
that
your
product
addresses
Elements of a Unique Value Proposition

25. Example
of
a
Unique
Value
Proposi>on

26. Marketo
uniquely
provides
an
easy-­‐to-­‐use,
powerful
and
complete
markeHng
somware
planorm
that
propels
fast-­‐growing
small
companies
and
global
enterprises
alike.
Marketo®
markeHng
automaHon
and
sales
effecHveness
somware
streamlines
markeHng
processes,
delivers
more
campaigns,
generates
more
win-­‐ready
leads,
and
improves
sales
performance.
With
proven
technology,
comprehensive
services
and
expert
guidance,
Marketo
helps
thousands
of
companies
around
the
world
turn
markeHng
from
a
cost
center
into
a
revenue
driver.
Example
of
a
Unique
Value
Proposi>on

27. Marketo
uniquely
provides
an
easy-­‐to-­‐use,
powerful
and
complete
markeHng
somware
planorm
that
propels
fast-­‐growing
small
companies
and
global
enterprises
alike.
Marketo®
markeHng
automaHon
and
sales
effecHveness
somware
streamlines
markeHng
processes,
delivers
more
campaigns,
generates
more
win-­‐ready
leads,
and
improves
sales
performance.
With
proven
technology,
comprehensive
services
and
expert
guidance,
Marketo
helps
thousands
of
companies
around
the
world
turn
markeHng
from
a
cost
center
into
a
revenue
driver.
Example
of
a
Unique
Value
Proposi>on

28. Marketo
uniquely
provides
an
easy-­‐to-­‐use,
powerful
and
complete
markeHng
somware
planorm
that
propels
fast-­‐growing
small
companies
and
global
enterprises
alike.
Marketo®
markeHng
automaHon
and
sales
effecHveness
somware
streamlines
markeHng
processes,
delivers
more
campaigns,
generates
more
win-­‐ready
leads,
and
improves
sales
performance.
With
proven
technology,
comprehensive
services
and
expert
guidance,
Marketo
helps
thousands
of
companies
around
the
world
turn
markeHng
from
a
cost
center
into
a
revenue
driver.
Known
for
providing
breakthrough
innovaHon
and
fueling
growth,
in
both
2011
and
2012
Marketo
received
the
CRM
Market
Leaders
Awards
Winner
for
MarkeHng
SoluHons
by
CRM
Magazine.
Salesforce.com
customers
also
honored
the
company
with
the
AppExchange
Customer
Choice
Awards
for
2012
in
the
markeHng
category.
Example
of
a
Unique
Value
Proposi>on

29. Product
Category
Target
Audiences
Pain
Points
Addressed
Approach/
how
it
works
Benefits
Proof
Points
Marketo
UVP

30. Marketo
uniquely
provides
an
easy-­‐to-­‐use,
powerful
and
complete
marke>ng
soVware
plaWorm
that
propels
fast-­‐growing
small
companies
and
global
enterprises
alike.
Marketo®
markeHng
automaHon
and
sales
effecHveness
somware
streamlines
marke>ng
processes,
delivers
more
campaigns,
generates
more
win-­‐ready
leads,
and
improves
sales
performance.
With
proven
technology,
comprehensive
services
and
expert
guidance,
Marketo
helps
thousands
of
companies
around
the
world
turn
markeHng
from
a
cost
center
into
a
revenue
driver.
Product
Category
Target
Audiences
Pain
Points
Addressed
Approach/
how
it
works
Benefits
Proof
Points
Marketo
UVP

31. Marketo
uniquely
provides
an
easy-­‐to-­‐use,
powerful
and
complete
marke>ng
soVware
plaWorm
that
propels
fast-­‐growing
small
companies
and
global
enterprises
alike.
Marketo®
markeHng
automaHon
and
sales
effecHveness
somware
streamlines
marke>ng
processes,
delivers
more
campaigns,
generates
more
win-­‐ready
leads,
and
improves
sales
performance.
With
proven
technology,
comprehensive
services
and
expert
guidance,
Marketo
helps
thousands
of
companies
around
the
world
turn
markeHng
from
a
cost
center
into
a
revenue
driver.
Product
Category
Target
Audiences
Pain
Points
Addressed
Approach/
how
it
works
Benefits
Proof
Points
Marketo
UVP

32. Marketo
uniquely
provides
an
easy-­‐to-­‐use,
powerful
and
complete
marke>ng
soVware
plaWorm
that
propels
fast-­‐growing
small
companies
and
global
enterprises
alike.
Marketo®
markeHng
automaHon
and
sales
effecHveness
somware
streamlines
marke>ng
processes,
delivers
more
campaigns,
generates
more
win-­‐ready
leads,
and
improves
sales
performance.
With
proven
technology,
comprehensive
services
and
expert
guidance,
Marketo
helps
thousands
of
companies
around
the
world
turn
markeHng
from
a
cost
center
into
a
revenue
driver.
Known
for
providing
breakthrough
innovaHon
and
fueling
growth,
in
both
2011
and
2012
Marketo
received
the
CRM
Market
Leaders
Awards
Winner
for
Marke>ng
Solu>ons
by
CRM
Magazine.
Salesforce.com
customers
also
honored
the
company
with
the
AppExchange
Customer
Choice
Awards
for
2012
in
the
markeHng
category.
Product
Category
Target
Audiences
Pain
Points
Addressed
Approach/
how
it
works
Benefits
Proof
Points
Marketo
UVP

33. Marketo
uniquely
provides
an
easy-­‐to-­‐use,
powerful
and
complete
markeHng
somware
planorm
that
propels
fast-­‐
growing
small
companies
and
global
enterprises
alike.
Marketo®
markeHng
automaHon
and
sales
effecHveness
somware
streamlines
markeHng
processes,
delivers
more
campaigns,
generates
more
win-­‐ready
leads,
and
improves
sales
performance.
With
proven
technology,
comprehensive
services
and
expert
guidance,
Marketo
helps
thousands
of
companies
around
the
world
turn
markeHng
from
a
cost
center
into
a
revenue
driver.
Known
for
providing
breakthrough
innovaHon
and
fueling
growth,
in
both
2011
and
2012
Marketo
received
the
CRM
Market
Leaders
Awards
Winner
for
MarkeHng
SoluHons
by
CRM
Magazine.
Salesforce.com
customers
also
honored
the
company
with
the
AppExchange
Customer
Choice
Awards
for
2012
in
the
markeHng
category.
Where does
the UVP go?

34. Elements
of
a
Unique
Value
ProposiHon
The
pain
points
or
industry
problem
that
your
product
addresses
UVP ELEMENTS DESCRIPTIONS
Product
Category
Target
Audiences
Pain
Points
Addressed
Approach
(How
it
works)
Benefits
Proof
Points
(Evidence)
Creating a Unique Value Proposition

35. Taglines
&
Descriptors
Tagline
A
well-­‐cramed
tagline
that
resonates
with
your
audience
anchors
your
startup
brand.
A
tagline
helps
you
differenHate
yourselves
from
your
compeHtors.
Descriptor
A
phrase
summarizing
your
product
helps
you
communicate
who
you
are
and
what
you
do
efficiently

36. Example
Tagline
&
Descriptor

37. Making
Your
Tagline
SHck

38. Making
Your
Tagline
SHck
Don’t
leave
home
without
it

39. Making
Your
Tagline
SHck
Don’t
leave
home
without
it

40. Making
Your
Tagline
SHck
Don’t
leave
home
without
it
Think
different

41. Making
Your
Tagline
SHck
Don’t
leave
home
without
it
Think
different

42. Making
Your
Tagline
SHck
Don’t
leave
home
without
it
Think
different
Just
do
it

43. Making
Your
Tagline
SHck
Don’t
leave
home
without
it
Think
different
Just
do
it

44. Making
Your
Tagline
SHck
Don’t
leave
home
without
it
Think
different
Melts
in
your
mouth,
not
in
your
hand
Just
do
it

45. Making
Your
Tagline
SHck
Don’t
leave
home
without
it
Think
different
Melts
in
your
mouth,
not
in
your
hand
Just
do
it

46. Rules
for
Tagline
Development

47. 1.There
are
no
rules
Rules
for
Tagline
Development

48. 1.There
are
no
rules
2.Watch
out
for
buzzwords
Rules
for
Tagline
Development

49. 1.There
are
no
rules
2.Watch
out
for
buzzwords
3.Embrace
serendipity
Rules
for
Tagline
Development

50. 1.There
are
no
rules
2.Watch
out
for
buzzwords
3.Embrace
serendipity
4.Elicit
emo>on
Rules
for
Tagline
Development

51. 1.There
are
no
rules
2.Watch
out
for
buzzwords
3.Embrace
serendipity
4.Elicit
emo>on
5.Evolu>on
is
O.K.
Rules
for
Tagline
Development

52. 3.
Role
4.
CompeHHve
1.
Value
2.
Quality

53. Role
PosiHoning
at
AppleRole-positioning at Apple

54. Role
PosiHoning
at
Apple
Desired
Takeaway
(what
you
want
them
to
remember)
Features of
Role-positioning
Example Role: Student
Example Product: Mac
Posi>oning
(framing
the
value
to
the
audience)
Proof
Point:
Support
for
your
posiHoning
with
three
message
pillars
and
the
evidence
of
features,
facts,
tesHmonials,
etc.
Proof Point #1
Example:
Rated
#1
by
8
out
of
10
students
in
a
recent
poll
Proof Point #2
Example:
Proof Point #3
Example:
A
Mac
automaHcally
finds
Wi-­‐Fi
hotspots
and
connects
to
your
school
network
Macs
include
built-­‐in
soVware
that
lets
you
do
incredible
things
with
your
photos,
videos,
presentaHons
The
Mac
is
as
easy
to
use
as
it
is
powerful.
A
Mac
helps
you
create
amazing
projects
for
school
and
beyond.
Role-positioning at Apple

55. Find
your
CompeHHve
Sweet
Spot
Importance
of
feature/benefit
to
your
market
Strong
ability
&
assurance
to
deliver
Weaker
posiHon
by
major
compeHtors

56. Bring
it
all
together
to
strengthen
your
startup
brand

57. ?
QuesHons?

58. natalie@magnetudeconsulting.com
www.magnetudeconsulting.com

59. Course Title
Course Title
INSTRUCTOR NAME