I Spent a Year Searching for the Most Useful Brand Messaging Strategy. Here’s What I Learned…

Most savvy tech startups know that a well-defined brand messaging strategy is a critical part of their growth strategy. I work with so many early-stage businesses that understand that they’re entering busy markets and need unique ways to stand out from the crowd. With that in mind, I’m always looking for ways to hone my own practices and the techniques I share with my clients. Here are the top tips I learned from a year of research, testing, and recording the successes of clients in multiple industries.

Know Your Ideal Customer Profile

Researching your target audience is a critical step in any marketing or branding endeavor, but it’s really only step one. You must be ready to dive deep into that audience and segment it, discovering pain points on a truly granular level. This helps you to create Ideal Customer Profiles (ICPs), a virtual “client” that has all the characteristics of the person who will ideally use your product or service. You can then build your brand with them in mind to gain a better chance to directly target leads that will convert.

Center the Client

Understanding your target audience allows you to gain greater empathy for your potential and existing clients. Put them at the center of everything you do. Your brand messaging should resonate with the values and needs of your ideal audience. Once leads convert, gain feedback at every step of the client journey via Voice of Client (VoC) meetings. A great question is how clients found your firm. If the answer doesn’t include aspects of your brand messaging strategy, it could be time to switch it up.

Define Your Story

Your startup is unique and no one else can tell your story. Lean into that and make it an essential aspect of your brand. This is not just about what sets you apart from competitors. What drove you to get where you are? What’s your passion and how does it drive your corporate values?

Think about Apple. This tech giant’s branding is built around Steve Jobs’ original message:

"The ones who are crazy enough to think that they can change the world, are the ones who do."

That ethos powered the “Think Different” campaign and carries on into the present.

Final Word

I love working with ambitious tech startups that want to make real waves in their industry. I’ve developed Arch Collective’s Brand Messaging 101 course to provide early-stage startups with the guidance they need to develop their brand while managing their budget. Alternatively, choose one of three “hands-free” branding packages and my team of experts will craft a brand that cuts effortlessly through the chaos of crowded markets.

Book a 15-minute introductory call and let’s find the right brand messaging solution for your business.

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