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Startup Brand Strategy


Brand Positioning: Why Now?

Brand Positioning: Why Now?

Reasons to Invest in Brand Positioning There are many reasons why a brand might need to invest in brand positioning. In our work, we see businesses thinking about repositioning for many reasons. Sales might be declining. Your target audience may have shifted. You may have realized you’re targeting the wrong people. Your product roadmap has evolved. Competitors may have entered your space and you can’t seem to differentiate your value. Maybe, customers even perceive your brand as outdated or irrelevant. Over the past few years, we’ve seen a number of ecosystems overcrowding. As a result, it’s almost impossible to...
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The Value of a Sales-Led Brand Strategy For High-Growth Companies

The Value of a Sales-Led Brand Strategy For High-Growth Companies

A Sales Perspective Tracy Lloyd, founding partner and Chief Strategy Officer of Emotive Brand, shares how her sales background informs her work today, and offers insights on the true value of bringing sales to the strategy table. Tell us about your sales background. I have an interesting background that has led me to the agency world, and on to brand strategy. Initially, I got my start in non-profit fundraising and development. A start-up CEO bought an expensive table from me to attend a gala event I was hosting. Throughout the sales process of getting that deal done, he said...
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Startup Brands Should Follow This Strategy to Authentically Differentiate

Startup Brands Should Follow This Strategy to Authentically Differentiate

Startup brands stop leading with features and benefits! If only more startup brands understood the value of brand strategy and how it could lead them away from leading with features and benefits vs. why the brand matters. Convincing minds by capturing hearts: the new brand-building approach. What comes first? The rational decision to take the next step on the path to purchase, or the emotional trigger that gets them started on that path? Aren’t we humans cool? We pride ourselves on our cognitive skills, our ability to weigh pros and cons, and our decision-making power. After all, these factors...
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Entrepreneurs — Why You Need to Talk About “Why” in Your Next VC Pitch

Entrepreneurs — Why You Need to Talk About “Why” in Your Next VC Pitch

Every day, in offices up and down Sand Hill Road, founders meet with venture capitalists to make their pitch. For entrepreneurs, these aren’t mere meetings. They are defining moments, perhaps life-changing ones. Only the truly clueless would be unprepared for meetings of this magnitude. Rock-solid business plan? Check. Technology road map? Check. Go-to-market strategy? Market analyses? Financial projections? Check. Check. Check. And yet…despite all that exhaustive effort, many entrepreneurs are not truly ready for what might one of the most important meetings of their career. They aren’t prepared with an answer to the most basic question of all: Why?...
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Fast Forward: Our New Offering for High-Growth Companies

Fast Forward: Our New Offering for High-Growth Companies

Developing Fast Forward, an agile marketing, branding, and business offering was the right thing for our team to develop for startups, to address the issues startups are facing right now. We have created Fast Forward designed for our high-growth clients that need to make strategic shifts to quickly address product, industry, competitive, alignment, and other issues. Fast Forward is an agile workshop approach that very quickly develops a strategically aligned and nuanced understanding of your business and brand’s current situation. We bring the most important issues to light — business obstacles that your people and the Emotive Brand team...
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Is Your Brand Ready for 2016?

Is Your Brand Ready for 2016?

The New Year is the perfect time to reflect and renew your brand’s focus. It’s not about resolutions. It’s about looking back on this past year of business and checking the alignment of your brand and business strategy. What things should you focus on in order to ready your brand for 2016? We want to offer some purpose-led inspiration and advice on preparing your brand for success in the New Year. Here are three focus points to consider before you take the year by storm: 1. Make Meaningful Measurements Take a moment to consider what you’re measuring and why....
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