PRontheGO expert interview with Marketing Strategist Priscila Mesquita
Name: Priscila Mesquita
Profession: Marketing Strategist
Your residence: Berlin, Germany & São Paulo, Brazil.
Please introduce yourself.
I am a freelance Marketing Strategist & Project Manager from hectic São Paulo. I love creating authentic brands and helping startups and small businesses launch and grow with a strong positioning and unique design. I offer everything from strategy, to design, to campaigns.
A unique brand messaging is the basis for good PR work. Please reveal your best advice on brand positioning and messaging for Creative Entrepreneurs!
The core of what I do is to help entrepreneurs create strong brand positioning, which ensures brand authenticity.
Brand Positioning is built on a continuous and long-term basis. From a set of attributes, it is the concepts we want to convey to specific target audiences. The positioning will be perceived through the way your brand communicates across all channels: Website, Press, Social Media, Blog, etc.
Excellent positioning highlights characteristics of your brand that are unique and positions those in the mind of your customers.
There are some good positioning templates, one I really like using with my clients:
[Brand Name] provides ___(1)___ with ___(2)___ than any other [Industry]. We do this by ___(3a)___, ___(3b)___, and ___(3c)___.
1. Who is Your Target Market? Who is your ideal customer?
2. What Unique Value Do You Provide Them?
3. Why Should They Believe You?
Which brand collaterals should entrepreneurs with a limited budget invest in?
I highly recommend starting with your CI (Corporate Identity)! Your Logo and your Brand Lookbook, and Guidelines are the most important documents when creating a new brand or running a re-branding phase. I also suggest you avoid the ‘friend designer’, unless he/she is amazing in what he/she is doing! Saving on brand design can cost you a lot in future…
Once you have those done, an excellent start for a low budget is:
1) Social skins: Your business doesn’t have to be everywhere, so find out where your audience predominantly is and focus on those channels. If you are running a business, chances are you won’t have time for more than two social channels, so it’s wise to be selective.
If you sell a lifestyle product it will be hard to ignore Instagram, if you have a FinTech startup, you should start with Twitter and LinkedIn, but these are only examples.
2) Presentation template: They are super useful for any deck needed in future. Having a template makes it easier to customise according to the purpose such as for a sales deck or a product overview.
3) Business cards: I’m curious to know when they will end, if ever. Although much of our contacting activities are now done online, business cards are still pretty much in the game, especially for networking purposes at industry events.
How can a brand become authentic?
There is no secret here, a brand becomes authentic when it’s bold and behaves originally, far from the bread and butter everybody sees out there.
As a start, run a full market analysis with a focus on your competition, they will set the tone for you. Then, outline why your product or service is different, and create a brand personality for it, thinking about: how it behaves and communicates with your audience. For example, is your brand loud or quiet? Is it casual or formal? Aggressive or discreet? There are a few personality traits you might want to define here before you start with messaging and content.
The million dollar question is: is your brand aligned with your business Mission, Vision, and Core Values? If it is, then chances are you are creating an authentic brand because businesses should be unique as a starting point.
A lot of people underestimate the power of those brand elements, however, together with a brand personality, they are the real brand DNA.
Focus on the business Mission and carry on developing the others. The mission statement establishes what a company proposes to do and for whom. It is a concise statement of the purpose and responsibilities of a company to its customers.
A template for Mission Statement I use:
- Why does your brand exist?
- What does it do? Think about the effect and real impact of its work.
- For whom? Please describe the ideal customer. Who are they? What makes them perfect for your brand?
After answering the above questions, you can mix the answers and work your way to the Mission Statement, good luck!
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