Tech Startups: Top 3 Mistakes When Doing Brand Messaging

Tech startups need to get on top of marketing early to make an impact in increasingly crowded markets. However, there are some common mistakes that hold them back. Here are three of the top brand messaging mistakes noted by marketing experts.

Messaging Mistake #1: Not Honing the Message to the Audience

We often talk about your core marketing message or the underlying foundation of your brand messaging framework. What this doesn’t mean is that you should have one, single message that you use all the time, no matter who you’re talking to.

Keep your brand voice consistent, but shift the focus depending on the channel, the audience, and the purpose of the marketing content. If you’re speaking to a client, your message should focus on addressing their problems or making their daily lives easier. But if you’re creating investor communications, you might center on how your product or service will disrupt the market — and the potential for profit. Always keep your audience in mind and build those differences into your brand messaging framework.

Messaging Mistake #2: Getting Lost in the Details

Prioritizing the data that matters to your potential clients is such an essential part of brand messaging. B2B buyers are incredibly busy and like to make snap decisions based on very little information. However, over one-third of B2B buying journeys are extended due to difficulty understanding the information offered by the service provider.

Don’t get bogged down in every little detail of your tech offering. Clarify your ideal customer profile (ICP), identify their pain points, and prioritize messages driven by that research.

Messaging Mistake #3: Assuming Shared Passions

We get it — as a founder or startup marketer, you’re passionate about every aspect of your product. You love the technical details and want to talk about every upgrade, update, and forthcoming release. We’ve got crushing news for you: Clients don’t care. They don’t want to look behind the curtain. They want to know how you’re going to fix a specific problem for them and how you’ll do it better than anyone else on the market.

You may find that some investors are interested in the nitty-gritty details, though, so there’s nothing wrong with having this information to hand. However, it rarely needs to drive your marketing messaging.  

Final Word

If you’re worried that you’ve already made these mistakes, it’s okay. You can always fine-tune your brand messaging strategy to work harder and smarter. Book a free 15-minute introductory call with a marketing expert and discover more ways to upgrade your messaging framework.

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