#28 Startup brand strategy, product messaging, early-stage marketing ft. Arielle Jackson (First Round Capital)

What’s the hardest part about starting up, you ask? Plenty of them. And topping the charts, amongst the top three things, would be—nailing the branding and go-to-market strategy. While our entire focus is on the target audience all through the stage of building the product, there are quite a number of slips and shaky edges that take our path away from the ideal audience. So how exactly to build a brand, get those first few users to understand our product, nailing the messaging, and getting better at distribution? Arielle Jackson is currently the Marketer in Residence at First Round Capital. Arielle helped grow Gmail, Square, and Cover during their early stages—whether it was hitting 1M+ users or getting distribution to 30k doorsteps. She's worked with 100+ early stage companies — including Patreon, Loom, Front, Bowery, and even Maven — on their foundational messaging.

In this episode, Arielle and Aishwarya chat about how psychology and marketing are related, being the first marketer at Gmail, working on rival brands and difference in positioning, how to associate 'personality' with a brand, five attributes to pick the tone and style of a brand, what constitutes a brand—elements of good branding, fun stories from naming new brands, the domain game—.com, .co, .ai, and more, get rid of jargons in websites—Cinderella Spectrum & Bar Test, how solopreneurs can start with their marketing efforts, and positioning vs messaging.