basic brand strategy template for b2b startups

©Lydia’s Marke.ng Consul.ng | www.lydiamarke.ngconsul.ng.com | Contact: lydia@lydiamarke.ngconsul.ng.com Company Purpose/Mission [Your underlying mission; why your company exists in the first place] Brand Posi3on Statement [A statement about how you want to be perceived; how you want people to feel, think and talk about you] Unique Value Proposi3on [The unique value you’re offering; what makes you different; your ‘secret sauce’] Why You Can Believe Our Claims [A summary of proof points that support your posi.on] Brand A@ributes [ANributes that reflect your belief system and brand personality – this is important as it informs the impression you want people to have about you] Audience Promise [One sentence that sums up your brand’s promise] Messaging Tone [High level tone for your brand’s messaging] Elevator Pitch [What you would say to someone who asks: “So what do you do and why should I care?”] Tagline(s) [Brief statements that encapsulate your brand story and value proposi.on] Basic Brand Strategy Template

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Basic Brand Strategy Template to help fast-moving B2B startups with minimal budget, get up-and-running quickly. This is just one of many approaches to decide a Brand Strategy. It's a simplified version to show critical areas that should be thought through. The main thing is to resist filling in the slots based on internal opinion and guesswork - if you don't have budget for research and/or someone to guide the process, try to get at least a few strategic and customer insights to guide you (this is important b/c your audience RARELY thinks about what you do and offer the way that YOU do). For more context and a completed sample, check out the blog post at http://goo.gl/8IfKwy About Lydia's Marketing Communication Consulting Services: I help companies develop effective brand, marketing and content strategies. Affordable B2B marketing and communications consultation and support for startups, small and medium businesses, and marketing agencies.

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©Lydia’s Marke.ng Consul.ng | www.lydiamarke.ngconsul.ng.com | Contact: [email protected]

Company Purpose/Mission [Your underlying mission; why your company exists in the first place]

Brand Posi3on Statement [A statement about how you want to be perceived; how you want people to feel, think and talk about you]

Unique Value Proposi3on [The unique value you’re offering; what makes you different; your ‘secret sauce’]

Why You Can Believe Our Claims [A summary of proof points that support your posi.on]

Brand A@ributes [ANributes that reflect your belief system and brand personality – this is important as it informs the impression you want people to have about you]

Audience Promise [One sentence that sums up your brand’s promise]

Messaging Tone [High level tone for your brand’s messaging]

Elevator Pitch [What you would say to someone who asks: “So what do you do and why should I care?”]

Tagline(s) [Brief statements that encapsulate your brand story and value proposi.on]

Basic Brand Strategy Template