{"id":16661,"date":"2023-09-19T12:03:43","date_gmt":"2023-09-19T16:03:43","guid":{"rendered":"https:\/\/www.insightpartners.com\/?p=16661"},"modified":"2024-06-03T13:52:06","modified_gmt":"2024-06-03T17:52:06","slug":"founder-101-how-to-build-your-brand-at-every-stage-of-growth","status":"publish","type":"post","link":"https:\/\/www.insightpartners.com\/ideas\/founder-101-how-to-build-your-brand-at-every-stage-of-growth\/","title":{"rendered":"Founder 101: How to build your brand at every stage of growth\u00a0"},"content":{"rendered":"

Investing in brand does not have to break the bank. There are plenty of brand strategies and tactics that cost nothing and drive exponential value.<\/span> Brand investment is critical for companies looking to build sustainable growth and profitability, as discussed in Founder 101: Why and when to invest in brand<\/a>. Investing in brand early can save you from future headaches along the scaling journey. <\/span><\/p>\n

This post walks founders, CEOs, and marketing leaders through the steps needed to set companies up for brand success.<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n

How do I invest in brand at each stage of growth?\u00a0\u00a0<\/span><\/h2>\n

Building a brand is a journey. Every stage of growth has different needs.<\/p>\n

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Early < $10M ARR<\/h2>\n

While your priorities may be constantly changing at this point in your growth journey, your investment in brand should focus on the essential: leverage buyer insights to understand your ideal customer and develop a company story that articulates how you solve buyer pain points in a differentiated way<\/a>.\u00a0\u00a0\u00a0<\/span><\/p>\n

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  1. Harvest insights: <\/span><\/b>Talk to your customers. The insights you derive from running interviews with a diverse set of customers and prospects to understand their pain points will inform your positioning and ensure your messaging resonates with buyers.\u00a0<\/span><\/li>\n
  2. Create the building blocks: <\/span><\/b>Leverage insights from step one to define your strategic brand building blocks.
    \n<\/span>    Ideal Customer Profile (ICP)<\/span>
    \n<\/span><\/a>    Buyer Personas\u00a0<\/span>
    \n<\/span><\/a>    Mission, Vision & Values (MVV)<\/span>
    \n<\/span><\/a>    Point of View (POV)<\/span>
    \n<\/span><\/a>    Messaging & Positioning (M&P)<\/span>\u00a0<\/span><\/a><\/li>\n
  3. Activate in market: <\/span><\/b>Integrate your messaging across your <\/span>website, sales enablement, and a content\/SEO strategy. Test various digital marketing tactics such as paid & organic search and social media to ensure your brand message is authentic to your company values, compelling to your buyers, and differentiated in the market.<\/li>\n<\/ol>\n

    Tips for early stage<\/h3>\n