3 Steps to Clarify Your Brand Message
Your brand message is a critical part of your overall marketing and growth strategy. It’s what drives potential clients to think of you ahead of competitors — and what prompts investors to take interest. If your messaging is muddled, achieving growth can take longer and you can even lose the leads you’ve already attracted. By following the right steps, you can elevate your brand messaging strategy and keep your brand top of mind for more B2B decision-makers.
Step #1: Talk to Your Customers or Clients
Market research is important, but have you considered simply talking to your existing clients? They’re a completely free resource of feedback, insights, and suggestions that can help shift your marketing strategy up a gear. Mark Roberge of Harvard Business School says that you can’t ask your clients too many questions — and asking questions actually helps build trust between startups and clients. Set up voice-of-client (VOC) meetings and try to gather feedback on every step of the customer journey. Discover what’s working and what’s not, and adjust your brand message accordingly.
Step #2: Audit Your Current Content
No matter how slick your branding is right now, it probably took some time to get that way. That’s totally normal — but it can mean you have content out there that’s now not in line with your current branding. Take the time to audit your evergreen marketing materials and tweak anything that’s “off-brand” to create a consistent message across all your channels.
Step #3: Create a Messaging Framework
Do you have a brand messaging framework so your whole team knows what to say to customers and how to create content? Brand communication becomes so much easier when everyone has the same song sheet to sing from — or framework to work from. Use your target audience research, company values, goals, and mission statement to create a brand messaging framework that revolves around your unique value proposition (UVP). Center client pain points and ensure you have different versions of your message for various channels and audience segments.
Final Word
Tech startups are hugely passionate about their projects. Sometimes, that doesn’t leave time or energy to focus on marketing and branding. In some cases, founders simply don’t have the marketing experience to rise to the challenges of omnichannel digital marketing. Thankfully, you don’t have to go it alone. If you want to learn more about getting your products or services in front of the right people, book a free 15-minute introductory call with a marketing expert to see how Arch Collective can help.
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