I’m proud to lead a team of marketing and branding experts here at Arch Collective. They really know their stuff, and it’s a thrill when that expertise pays off in terms of startup success for our clients. Brand messaging is a critical aspect of that. Many entrepreneurs and founders are so product- or service-focused that they forget the importance of branding and standing out in increasingly crowded marketplaces. This is where my method comes in.

I’ve discovered a way to improve your brand messaging strategy in a week to ten days, and it’s a technique any tech startup can sign up for via our website. Here’s a sneak peek at how it works.

Defining Your Target Audience

Pinning down and fully understanding your target audience is marketing 101. It’s also a vital part of any brand messaging strategy. The core of this step is answering this question: Who is most likely to subscribe to your tech offering?

If you’re struggling to answer this, go back to the original reason you founded your startup. Whose pain points did you want to solve and why? If you have existing customers, you can look at commonalities such as business size, revenue, and the job titles of the decision-makers you deal with. Creating a picture of who wants your product and what problems you’re addressing is a powerful brand driver.

Carve out Your Core Differentiators

No matter how unique your solution is, you will have competition in your market—if not today, then certainly in the future. You must be able to state what sets your app or platform apart from everyone else’s offerings.

You believe that your product is the best choice for your clients, so tell them why! Use these definitions in your positioning statements and unique value propositions, and make them a central pillar of your brand messaging framework.

Perfect Your Persona

Understanding what differentiates you from your competitors can help you create a brand persona. This encompasses your company’s values, tone of voice, personality, and the promises or guarantees you provide to clients. A great persona becomes a recognizable part of your brand and, if successful, is associated with everything you do from client interactions to large-scale advertising campaigns.

When you’re developing this aspect of your brand messaging framework, think about how you want your clients to feel, what you want people to say about your company, and how you want employees to reflect on their time working for you.

Final Word

Implementing the brand messaging techniques above and the additional ones you’ll learn on my course is the next step once your messaging framework is complete. Of course, the journey doesn’t stop there. Gather data on how successful your brand is via website clicks, blog reads and shares, social media uptick, and other metrics you can record and analyze. Use this data to create a continuous feedback loop of improvement—and don’t forget to get input directly from your clients!

If you’re unsure of the right branding package for your tech startup, book a free 15-minute introductory call with our team and let us give you some guidance.

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