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“Don’t judge a book by its cover.” It’s certainly a good rule to live by, but what if you’re long on style and short on substance?
I like to drink Rhône blends. But when I go into a wine store and want to try something new, I have no way of knowing what’s actually inside the bottles. Unless I happen to walk in during a tasting, I only have appearance—the look of the bottle / label and the tasting notes coupled with price considerations.
For startups, appealing to potential customers is a little like making your wine bottle stand out in a crowded liquor store. Customers don’t know you. They can’t judge your products based on merits. It’s why creating strong brand voice and identity is so critical. If looks are all you’ve got, then you better make a great first impression
Rolling out a new brand? Make sure you tell a powerful story in the press with these key pieces of content:
Messaging
Messaging is critical content that states clearly and compellingly who you are, what you do, and why it matters. It should have a consistent presence in all of your PR and marketing material .
Boilerplate
The boilerplate language for news releases states simply who you are and what you do, incorporating your key messages. Craft a few paragraphs that can be shared publicly, including basic profile information such as where you’re based, what you offer, when you formed, and what your main differentiators are. It should also include a link to your website.
Pillars
Think about what you stand for. Identify three “pillars,” or guiding principles that serve as the foundation of your business—such as integrity, transparency and innovation—and explain how they apply and why they’re important. These guiding principles serve as the foundation for your business and can be shared on your website, but are also intended to unify your company’s thinking internally regarding your basic values.
Narrative
Build a flowing narrative that captures compelling aspects of your personal journey or reveals something remarkable about your company’s evolution. This should be less about products or services, and more about moving your audience with stories on how you overcome adversity or experienced professional triumph. It could tell the story of your company’s remarkable genesis or explore an intriguing perspective on one of its differentiators.
Proof points
Make a list of “proof points,” or the hard evidence that backs up the more subjective statements.
Related: Why Ephemeral Content is a Smart Brand Strategy
Launch release
Write and distribute a news release announcing your launch. This is your official introduction to the public that explains what you do, shares contact information, and announces your availability to reporters. It should incorporate your messaging and any current events that make your launch timely and relevant.
Blog platform
Build a list of potential topics you can explore as part of a blog platform to be posted on your website or on social media sites. The platform is intended to showcase your personality, develop your voice, promote your company, communicate your vision, and establish your expertise.
Develop angles based current events, and identify ideas that can be shaped into compelling commentary and unique personal perspectives. The topics should be crafted to engage your target audience, but also attract the attention of reporters who might want to interview you. They could incorporate aspects of your personal story or explore your views on current events related to your business.