Brand Strategy for Startups
No matter what you’re starting a company to achieve, the path from A to B is never straight. As you roll your offerings out and start talking with people about them, start working with customers, you make discoveries that may change the direction you need to take. But with a little strategic help, you can get there on the kiddie roller coaster, instead of the Millennium Force at Cedar Point.
Step 1: Strategy Kick-Start Session
We’ll start with a Strategy Kick-Start Session, where we take a snapshot of your business model and core identity concepts. We call it a snapshot because we know it’s not set in stone, that it will need to evolve and change over time. We just want to capture the current view.
Your business model side includes your planned business segments and services, and your short-term and long-term business goals. Your core identity concept covers your target audience demographic and psychographic, competitive advantages, and the kind of impression we want to create in the marketplace. Most importantly, we’ll distill out the deep, underlying WHY that lies at the heart of your company — your values and your mission — and make sure all team members are on the same page about it.
Your business model and core identity concepts together form your brand platform; this information drives marketing strategy, messaging, and design choices; it’s how we make good decisions about what we should and shouldn’t do, and what shape our efforts should take in order to have maximum effectiveness.
Step 2: Brand Strategy
After that first step, you’ll have clarity about who you are and what makes you unique. You’ll have alignment among your team about where you want to go. In step 2, we’ll make a plan for how you’re going to get there.
We’ll decide things like:
- which marketing tools you really need
- what you can build in-house and what you should hire experts to do
- where you should be spending time developing relationships
- what your brand should look like, sound like
- what organizations you should partner with or get involved in
- where you should be building online presences
- where you should be marketing and advertising; and where you shouldn’t
Step 3: Execute, Evaluate, Adjust.
Now you have clarity about who you are, where you want to go, and what you’re going to do to get there. Step 3 supports you as you move forward with everything we’ve laid out.
We’ll have regular, recurring meetings by phone or video call to discuss current goals and activities, what’s working and what’s not, evaluate progress toward goals, assess new opportunities, to adjust what you’re doing. Tinfish will provide guidance and strategy for your marketing and business development efforts, and help you retool your tactics as necessary. In addition to our meetings, you’ll have unlimited access to Tinfish by phone or email; you never have to wait until our next call to discuss something urgent.