Honing Your Brand Messaging Strategy for 2023
Messaging is such a critical part of your branding strategy as a tech startup. In an ever-more crowded market, carefully researched and tailored messaging can give you the power to genuinely cut through the noise and engage clients and investors. If you’ve read our earlier blogs on the importance of brand messaging, you’ll probably already have a good idea of how to link your business vision, values, and goals into your messaging framework. However, at just over halfway through the year, it’s a great time to assess the effectiveness of your current brand messaging strategy, and what you can tweak to see even greater results in the latter part of 2022 and into 2023. Here are some things to consider during your messaging audit.
Check Your Current Strategy is In-Line with Your Messaging Framework
Effective brand messaging for tech startups includes a detailed messaging framework. This is your document that encapsulates every factor that drives all aspects of marketing and communication for your organization. If you already have a framework document, check that it includes:
Your startups’s mission statement
The company vision
The company values
Your elevator pitch
Key messages and calls to action
When you look at your current marketing campaigns and communications with potential stakeholders, are they in line with the details in your messaging framework? Understanding this can help you make alterations to ensure corporate actions are driving your business forward, focused on growth and expansion.
It’s also a great time to check that you don’t need to change the brand messaging framework itself. For example, if you wrote your elevator pitch in the very early days of your business, you may now be able to add more relevant information based on recent successes.
Assess What’s Working and What’s Not
Business brand messaging needs to be organic and changeable because the market is always changing. Supply and demand fluctuate from one month to the next, and emerging technologies drive transformations in what businesses need from B2B tech solution providers. So, on the one hand, your overall brand needs to be consistent and vision-driven, but you should be prepared to change the details of the key messages as needed to ensure continued engagement and growth.
The key to this is effective business data on sales, online engagement, and interest from investors and other stakeholders. This may include collating information on social media campaigns, which individuals or organizations are sharing your content, and which blog posts, whitepapers, or other company-created media have made the biggest impact.
Recognizing and understanding your wins helps you replicate them and build on your most successful strategies.
Build Your Brand Story
If you have a clear and concise messaging framework, and you’ve analyzed the data so far, then it’s time to start building on your current success to try and grow your business even more. Branding for tech startups means creating a compelling brand story that shows where you started, what you want to achieve, and how you’re getting there.
Think about successful FinTech giants like PayPal. The company evolved and grew as it broke away from eBay, and transformed its messaging with the strapline, “PayPal is New Money.” They backed this up with imagery showing typical consumer behavior, creating a new chapter in their brand story. As you grow, change, and engage more clients, you can share the stories of your successful partnerships and the benefits they’ve created for everyone involved.
You can use reviews and testimonials of your tech offerings as earned media, essentially free marketing material that helps build your brand reputation. This helps when engaging new leads – as you go through the communication stages of awareness, interest, and discovering potential clients’ preferences, you can refer back to similar business’s needs that you were able to fulfill. Each satisfied user of your product can become a page in your unique brand story, helping to engage even more leads and potential sales as you grow.
Final Word
Auditing your brand messaging strategy means taking a deep dive into your marketing efforts and the data surrounding them. For that, you need a marketing expert who has worked with numerous tech startups in a range of fast-growing industries. Arch Collective helps pair early-stage tech companies with marketing freelancers that can make impactful transformations to business messaging frameworks and strategies, with measurable outcomes that benefit the business in both the short- and long-term. Tech Jury reports that over half of all startups expect to get their next injection of money from VC funding. Work with a marketing and messaging expert that can help your company stand out from the competition and catch the eyes of the right investors at the right time. Book a 15-minute introductory call to find out more.
Sign up for the Arch Collective Brand Messaging Framework Course and drive more revenue in just 10 days.
