Arielle Jackson

Guest: Arielle Jackson - Marketer in Residence at First Round Capital. Arielle has a rich background in marketing, having spent nine years at Google helping grow Gmail and later working at Square to launch and scale the Square Reader. She has also assisted over 100 early-stage companies with their branding and marketing strategies. Key Takeaways: Naming Strategy: A good name can help a company but a bad name won't necessarily harm a great company. Focus on names that are suggestive or evocative, as they can do some marketing work for you. Brand Development Framework: Consists of three key elements—purpose (why you exist), positioning (how you want to be perceived), and personality (how you express yourself). This framework helps align internal and external perceptions of your brand. Purpose: Should be a clear, concise sentence that explains the change you want to see in the world, independent of financial gain. It should be memorable and align your team. Positioning: Involves defining your target audience, their problems, and how your product uniquely solves these issues. Use a structured framework to articulate this clearly. Personality: Your brand should have a personality that resonates with your audience. Use frameworks to determine your brand's personality traits to ensure consistency in communication. Topics Covered: Naming strategies, brand development framework, purpose, positioning, personality, PR strategies, hiring marketers.