Differentiating Your Story: Understanding Messaging + Positioning and Why It’s Important
Are you a start-up founder looking to use your messaging to differentiate yourself from the competition? Trying to figure out how to talk about yourself and your business in the most compelling way? Want to make sure that your media interviews and customer meetings are memorable and impactful?
Join Ulysses King and Erica Billups Johnson, co-founders of Archetype Ascend, which focuses on communications strategy and support for BIPOC founders, executives, and VCs. This session will teach you everything you need to know about the messaging and positioning process and how to use it to develop a solid foundation that all of your messaging should be built upon. No matter how great your product or service is, the strength of your messaging and how well you’re able to communicate your value proposition could be the difference between success and failure.
In this session, you will learn about:
how to approach corporate messaging development and why it’s important
the key components of a messaging framework
where to seek input, both from within and outside of the company
a litmus test for ensuring that your messaging is as strong as it can be
About the Founders:
Ulysses King is an accomplished communications executive who brings a passion for brand building, narrative development, and creating new ways to engage and excite audiences in our ever changing media landscape. He has nearly 25 years of in-house and agency experience, and has worked with global consumer and B2B brands such as Amazon, Facebook/Instagram, Nike, Salesforce, and Walker & Company Brands. Prior to Archetype, Ulysses was Chief Communications Officer at a consumer startup, and before that, Ulysses was a Senior Vice President at OutCast.
Erica Billups Johnson is a Senior Vice President at Archetype, where she builds strategic communications programs for companies of all stages and sizes. With more than 15 years of experience in narrative development, executive platform building, and creative storytelling, she is especially passionate about uplifting, celebrating, and nurturing diverse voices in business and technology. Prior joining Archetype, Erica served as a Vice President at OutCast where she worked with companies across a wide range of industries, including HBO, SoFi, Pinterest, Box, GitHub, Amazon, VMware, Kapor Capital, and many more. Over the past several years, she has also focused on internal brand-building and operations, leading staffing and resourcing, DEI, and internal communications functions.
Please feel free to send this invite to any of your relevant team members that you would like to have attend. Zoom link will be sent via a calendar invite upon registration.
If you cannot attend, please RSVP to receive a copy of the recording post session.