2. Define Your Brand
Your brand is more than just a logo and a color scheme (although those are important too). It’s the essence of your organization, representing your values, mission, and unique selling proposition (USP). If your brand was a person, what would they be like? Are they loud and disruptive, or sleek and discreet?
Holding brand workshops with your org’s stakeholders will help ensure a cohesive, recognizable identity. Check out these resources:
Beyond the MVP: Why Your Startup Needs A Minimum Viable Brand
Generic Brand Values & 3 Ideas For What To Say Instead
Building A Brand That Matters: 8 Strategies for Impact-Driven Startups
3. Master Your Messaging & Storytelling
Once you have a strong sense of who your brand is, now it’s time to get clear on what you have to say — and how you say it. Create a compelling narrative that is authentic to your brand, stands out from the competition, and engages your target audience.
Start here: Defining Your Brand Voice: A Guide For Early-Stage Startups
4. Infuse Your Branding At Every Touchpoint
The customer experience is a key component of your GTM brand strategy. Ensure that every touchpoint, from your website and app to customer support, reflects your brand’s personality, voice, and overall ethos. A positive customer experience can turn one-time buyers into loyal advocates for your brand for a lifetime.
Before you go to market, try stress-testing your brand by asking stakeholders the following questions:
- How do your core values serve your customers?
- After visiting your website, what are three words your customers would use to describe your organization?
- What about our brand makes us unique from our competition? (Aka, how will our customers be able to tell the difference between us and our competitors?)
If the answers come back similar (and you’re happy with the answers) — great! If the responses are unclear and inconsistent, consider revisiting your brand identity and messaging before going forward:
5. Monitor, Adjust, Repeat
A successful GTM plan is not set in stone — and your brand is meant to evolve. Regularly monitor your performance against your goals and KPIs, use analytics to measure the impact of your brand strategy, and be ready to pivot based on your findings. Remaining flexible helps ensure your brand doesn’t just survive GTM — but thrives well into the lifespan of your company.