April 21st, 2017 | By: Megan Groves | Tags: Development, Product, Branding
Your potential customers live in a noisy world, so your company needs to build a concise story that will penetrate all of the clamor and actually reachyour consumer base. This means condensing the major points of your company into two consumable bits: your company story and your founder story. Having both and keeping them distinguishable from one another is really important for ensuring that neither overshadows the other, but together will create leverage for a great brand story.
As with any material that you’re going to put out for a mass audience, your company and founder stories should be descriptive, yet concise and representative of your brand’s voice.
Introduce potential investors to your team and their backgrounds. It’s memorable and trust-building when it’s consistent with the messages you have on your site and across social. Remember to be warm and personable along with these pre-packaged descriptions to avoid sounding generic or pitch-y. Remember, ideally you’re building a long-term relationship with venture capitalists and investment firms.
Become the target of admiration for aspiring entrepreneurs. Founders often focus on clamoring for the top and forget that a lot of their popularity and partnerships can come from others working to build something. Your company and founding stories — especially when given with transparency and humility — can be an avenue to meaningful connection.
Instruct your prospects on how to think of you. Everything you do, say, and write communicates to prospective customers how they should view your product or service and whether it’s worthwhile fitting it into their lives and wallets. Lean on your core story to quickly and effectively communicate your value at all moments on all channels.
Form a unique hook for media, bloggers, and product reviews. A little-known fact about content producers is that it’s often hard for them to prioritize their topics and know where to focus their writing. If you’re seeking content partnerships or publication—particularly if you have a distinct background or remarkable founding story—this can get woven into your company’s core story to help content producers cover what matters.
Attract partners and employees to join your team. Your core story will subtly answer the “why us” and will magnetize people with compatible values or ideals towards what you’re building.
Simple, digestible, impactful, memorable, and repeatable should be the main descriptors of your company’s core story. Once it is, your company story can be used to create all of your marketing materials, including your website, landing pages, social media campaigns, whitepapers, etc.
These two pieces of your branding are essential for reaching your customers, so nail them down and start getting your prospects to believe in what you’re doing.
Also shared on Medium.
Founder of InterimCMO, marketing at IgniteTalks, startup advisor & mentor at TechStars & Highway1, latin dancer, polyglot. Twitter: @_megangroves
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