How to do brand messaging for startups: a framework

For background on where this framework came from read The Problem With Tech Marketing: Action-First vs. Strategy-First.

This framework was built by a startup marketer, and if you’re a startup marketer, you’ll most directly benefit from this. Startup marketers are working in resource-constrained, super fast-paced environments. Your primary goal is to deliver crisp, consistent messaging across every touchpoint.

There are two scenarios where this framework will be most useful:

1. Marketers crafting messaging for a product that is pre-launch: This toolkit was built for this exact use case, to help us shape pre-launch messaging for Stitch . The exercises in this toolkit are designed to help you craft a strong value proposition, speak elegantly about your product, and tell your story to the press. It will help you craft a strong go-to-market message.
2. Marketers looking to refine their messaging: Once a product has been out in the world for a year or two, you’ll have a rich body of knowledge about messaging that works, your target audience, and where your current messaging is weak. If you know it’s time to refine that messaging, but don’t have three to six months for a whole brand overhaul, this process is lightweight enough to get you there.

Table of Contents