Consumer Tech – Brand Essence, Positioning, Pitch Building
TALA initially focused on tactical marketing without a clear brand narrative, leading to a lack of consumer understanding and ineffective marketing efforts. Actualize stepped in to define TALA’s brand essence, architecture, and customer profile, crafting a compelling investor deck to convey their vision. As a result, TALA successfully met their fundraising and advisory goals, achieving an impressive ranking of 15th out of 500 startups in a top-tier competition in Los Angeles. Remarkably, TALA was the only revenue-less startup in this ranking. Additionally, the implementation of the brand essence guidelines significantly improved TALA’s conversion rates in their tactical marketing efforts.
Challenge
TALA had an innovative product and were focused on tactical marketing prior to defining their brand narrative. This resulted in lack of understanding by the consumer of TALA’s unique value proposition, and marketing tactics that did not always resonate with, or convert, audience members.
How we solved it
Actualize worked closely with TALA to define their brand essence, brand architecture, customer profile, and positioning. We collaborated on building a compelling investor deck that effectively communicated TALA's vision and value proposition.
Results
TALA met their fundraising and advisory goals. Based solely on the pitch deck and brand positioning, they were ranked 15th out of 500 startups in a top tier startup competition in Los Angeles. Notably, TALA was the only startup in the ranking that had not yet started generating revenue. TALA’s tactical marketing efforts greatly improved conversion rates after they implemented the brand essence guidelines.
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