Your brand is the voice of your startup. It’s what prompts clients to engage with you and nudges investors into considering you ahead of competitors. You might know, intuitively, what makes you different from other startups in your niche. But how do you communicate that effectively?

Companies experiencing consistent growth manage this by creating brand communication strategies that directly influence how potential clients perceive their firm. Follow these steps to join them.

1. Define Who Your Product/Service Is For

Your tech offering needs to fix a problem, and the person with that problem is your ideal buyer. Determine your target audience and ideal customer profile (ICP) so that your brand communication plan targets the right people.

2. Understand and Document Your UVP

Branding is about telling these people why they should choose you over a competitor — or if you’re lucky enough not to have direct competition in your niche, why they need to invest in your solution at all. Power your branding by documenting core differentiators and your unique value proposition (UVP). In other words, define the difference you’ll bring to their lives.

3. Include Your Company Mission and Values

Branding should also include your “Why.” Ensure you have cohesive corporate values that align with your overarching mission. You know why you’re so passionate about what you do. Now it’s time to tell the world. Let those values and your mission statement guide your brand voice to create consistency across your communications.

4. Determine What Channels You’ll Use

Your earlier target audience/ICP research should reveal what channels your potential leads are most active on. While your brand voice and messaging should drive all communications, understanding the channels you’ll use often helps you tweak those comms accordingly. For example, 88% of marketers see success with Instagram right now. But you can’t use Instagram captions to post a 2,000-word article packed with industry insights. Determine how you’ll use each channel and the content types most likely to impress each audience segment — in line with your brand voice, of course.

5. Record Successes and Pivot Where Necessary

Document your brand strategy, but stay flexible. By constantly monitoring stats like on-page engagement, clickthrough rates, and conversion rates, you can assess the success of your branding strategy. When something’s not working, be open to change. Always test and record results so you can fine-tune your message for better impact.

Final Word

Creating a brand that resonates with your audience is a major step toward consistent and sustainable business growth. If you need help with any aspect of tech startup branding and messaging, book a 15-minute introductory call with a seasoned marketing professional, and let’s see how we can support you.

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