Download - What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices
![Page 1: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/1.jpg)
![Page 2: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/2.jpg)
What’s your story? Branding for startups
MaRS Best Practices | October 17, 2011
Brenda van Ginkel | Brand Marketing Specialist
![Page 3: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/3.jpg)
• Know the problem you’re solving
What’s your story?
![Page 4: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/4.jpg)
• Know the problem you’re solving
• Build your story
What’s your story?
![Page 5: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/5.jpg)
• Know the problem you’re solving
• Build your story
• Define a content strategy
What’s your story?
![Page 6: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/6.jpg)
• Know the problem you’re solving
• Build your story
• Define a content strategy
• Find your voice
What’s your story?
![Page 7: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/7.jpg)
A brand is not a logo – Marty Neumeier, The Brand Gap
![Page 8: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/8.jpg)
Your brand is the perception that lives in the hearts and minds
of other people"
![Page 9: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/9.jpg)
YOU ARE RESPONSIBLE FOR YOUR BRAND"
![Page 10: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/10.jpg)
Know the problem you’re solving
![Page 11: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/11.jpg)
Why?
![Page 12: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/12.jpg)
Make your solution relevant and meaningful
to people outside your company
![Page 13: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/13.jpg)
differentiate
![Page 14: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/14.jpg)
own it
![Page 15: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/15.jpg)
identify the pain point#
![Page 16: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/16.jpg)
make your solution unique#
![Page 17: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/17.jpg)
inspire#
![Page 18: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/18.jpg)
make it matter#
![Page 19: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/19.jpg)
Own your deep slice
Find your competitive advantage
![Page 20: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/20.jpg)
Own your deep slice
Find your competitive advantage
![Page 21: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/21.jpg)
Build your story
![Page 22: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/22.jpg)
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.
![Page 23: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/23.jpg)
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.
![Page 24: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/24.jpg)
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.
![Page 25: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/25.jpg)
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.
![Page 26: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/26.jpg)
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.
![Page 27: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/27.jpg)
brand presence
![Page 28: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/28.jpg)
content + presence = engagement#
![Page 29: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/29.jpg)
consider who you’re talking to...
![Page 30: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/30.jpg)
...and what you’re talking about
![Page 31: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/31.jpg)
![Page 32: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/32.jpg)
![Page 33: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/33.jpg)
Define a content strategy
![Page 34: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/34.jpg)
content + platforms
![Page 35: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/35.jpg)
be discerning
![Page 36: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/36.jpg)
![Page 37: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/37.jpg)
keep it simple
![Page 38: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/38.jpg)
Find your voice
![Page 39: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/39.jpg)
How are you sounding?
![Page 40: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/40.jpg)
Don’t Write Headlines For Social Media Posts!"
![Page 41: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/41.jpg)
Positive, optimistic and upbeat
![Page 42: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/42.jpg)
No jargon and insider language
![Page 43: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/43.jpg)
Good news zone
![Page 44: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/44.jpg)
Inspire
![Page 45: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/45.jpg)
Share the love
![Page 46: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/46.jpg)
Be humble
![Page 47: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/47.jpg)
Be inviting
![Page 48: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/48.jpg)
Stay on-topic
![Page 49: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/49.jpg)
Be authentic
![Page 50: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/50.jpg)
Products are things that are made. Brands are created in the minds and hearts of users.
Thank you.
![Page 51: What’s Your Story? Branding your start-up to connect with your target - MaRS Best Practices](https://reader033.vdocuments.site/reader033/viewer/2022051818/54c0cfdb4a795954638b4581/html5/thumbnails/51.jpg)
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 [email protected]
twitter brendavg