When building a messaging strategy, the first question young startups typically asks themselves is, What do my customers want? In the digital-first world that we live in today, consumers value authenticity more than ever before, and it’s the brand’s job to make sure the messaging delivers on those values. According to a survey conducted by Label Insight, over 40 percent of customers would switch from their current preferred brand to one that offers more authenticity in their marketing strategies.
One of the biggest mistakes that many businesses make is they talk too much about their product and not enough about their company and the people who work there. And yes, there is a difference. A company’s most attractive qualities aren’t always the services it offers, but rather the type of experience it’s providing its customers.
Failing to exude authenticity is one mistake that startups cannot afford to make, so here are three brand guidelines to keep in mind when developing a messaging strategy.
Forgo a professional online presence in favor of an honest one.
So your website is super professional and legitimate — doesn’t sound so bad does it? While maintaining a strong brand reputation online is important, there is more authenticity in the startup sphere when you showcase your company’s personality. Social media is an obvious place in which to do so, with 83 percent of consumers preferring brand personality on Facebook above all social channels, according to Sprout Social, but updating your brand’s website is just as valuable to telling your brand story; and we all know that every startup has a good story.
Include short and sweet videos about the team on the about us page like these profiles by Nextiny or spice up your blog with how-tos like this Trello video that addresses relevant customer questions (Full disclosure: Both were made using Wistia’s platform). Making these adjustments can go…
