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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.
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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 is the perception that lives in the hearts and minds
of other people"
YOU ARE RESPONSIBLE FOR YOUR BRAND"
Know the problem you’re solving
Why?
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 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.
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.
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.
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.
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.
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
Share the love
Be humble
Be inviting
Stay on-topic
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
email brenda.bvg@me.com
twitter brendavg
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