Web3 Startup Messaging 101 with Comms Veteran Kristin Sauchak
Walker Comms Senior Vice President Kristin Sauchak, an alum of Outcast and Edelman, has more than a decade of experience in content, comms, and brand strategy.
In a special presentation and workshop for the inaugural Variant Founder Fellowship cohort, she explained how to craft your messaging and get others to see your brand the same way you do.
Here are three guiding principles Kristin says early founders should prioritize. Scroll down for the full video of Kristin’s VFF talk.
Know your audience.
Determine your target audience before you draft content. “If you’re not thinking about your audience first when it comes to telling your story,” Kristin says, “you’re already behind the eight-ball.” (Learn the three specific questions you need to ask about your audience at 1:55.)
Know what’s in your control—and what’s not.
While companies rightly spend a lot of effort crafting a brand identity, the thing that ultimately moves a brand forward is its image—how others perceive it. To turn brand identity into brand image, you must communicate with your audience and figure out how they perceive you.
The tricky part? “A lot can get in the way of these signals,” says Kristin. And not all of the obstacles are in your control, including the political mood, macro environment, and media narratives. (Learn the six elements that are in your control at 3:15.)
Know your messaging framework.
A messaging framework keeps communication consistent across an organization and allows you to “punch above your weight” by continually relaying your message to audiences. “You don’t need to be a robot,” says Kristin, “but it’s important that the themes in those key messages find their way into all of your conversations.” (Find out what Kristin calls the 5 elements of great messaging, and how to integrate them into your messaging framework, at 6:00.)
DisclaimerAll information contained herein is for general information purposes only. It does not constitute investment advice or a recommendation or solicitation to buy or sell any investment and should not be used in the evaluation of the merits of making any investment decision. It should not be relied upon for accounting, legal or tax advice or investment recommendations. You should consult your own advisers as to legal, business, tax, and other related matters concerning any investment. None of the opinions or positions provided herein are intended to be treated as legal advice or to create an attorney-client relationship. Certain information contained in here has been obtained from third-party sources, including from portfolio companies of funds managed by Variant. While taken from sources believed to be reliable, Variant has not independently verified such information. Any investments or portfolio companies mentioned, referred to, or described are not representative of all investments in vehicles managed by Variant, and there can be no assurance that the investments will be profitable or that other investments made in the future will have similar characteristics or results. A list of investments made by funds managed by Variant (excluding investments for which the issuer has not provided permission for Variant to disclose publicly as well as unannounced investments in publicly traded digital assets) is available at https://variant.fund/portfolio. Variant makes no representations about the enduring accuracy of the information or its appropriateness for a given situation. This post reflects the current opinions of the authors and is not made on behalf of Variant or its Clients and does not necessarily reflect the opinions of Variant, its General Partners, its affiliates, advisors or individuals associated with Variant. The opinions reflected herein are subject to change without being updated. All liability with respect to actions taken or not taken based on the contents of the information contained herein are hereby expressly disclaimed. The content of this post is provided "as is;" no representations are made that the content is error-free.