Brand Messaging and Strategy System for a Growing Startup
Zach Meincke
Strategic Write-Up
Brand Messaging & Strategy System for
Led a comprehensive brand strategy engagement to clarify identity, voice, and positioning for a growing startup within the SBA lending industry. With no prior messaging foundation, I built a framework designed to scale with the company’s growth, align internal teams, and drive external impact.
Crafted a full brand story and messaging guide, including mission, values, differentiators, tone of voice, core message, value props, key talking points, and potential taglines.
Developed a 3-month content strategy with clear content pillars mapped to the customer journey, enabling consistent execution across social, email, and blog.
Designed a foundational drip campaign to move prospects from awareness to interest, aligning copy tone with the brand’s new voice and positioning.
The final deliverable helped the team align sales, marketing, and leadership with one clear voice and confidently launch new outreach campaigns.
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Posted May 13, 2025
Built a full messaging system, content strategy, and voice guide for a growing brand, aligning teams and elevating how they speak to their market.
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