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3 min read

How a Great Brand Story Can Help You Nail Your Pitch Deck

Pitch decks for demo day. Goes without saying that raising capital is a critical moment for any startup. It’s your first impression that can essentially make or break (figuratively) the opportunity at hand.

Branding is what sets one business apart from another. It's what makes Apple a luxury tech
brand and Nike a reputable sports brand. Understanding how to create an effective branding strategy can help your startup stand out on your big day.

A solid pitch deck design falls underneath a startup's overall branding strategy. It helps to build an identity and establish the startup’s position in the market. As a founder heading into demo day, you must create a brand voice that impacts your audience. You must ensure that your brand is memorable and unique.

It’s essential to be able to convey a clear idea of your purpose through your pitch deck. What are you trying to achieve with your startup? What niche do you want to occupy in the market?

As a startup founder, you need to have a clear vision of these aspects before initializing your pitch deck design and content. It would be best to consider what you’re offering that’s unique and how this can help solve a problem for your customer.

Illustration: Brand story

How To Implement Your Branding Strategies as a Startup

Your startup’s brand strategy is only the first step of the branding process. Now that you have a brand strategy for your startup, it’s time to put it into action. Here are some tips on how to do this:

Share Your story

Instead of trying to sell your startup, why not tell a story? People love stories. In fact, it’s the most effective way of building an emotional connection with customers. Furthermore, telling a personal story will allow you to connect with your audience and create a solid foundation.

Keep in mind that what you provide is more than just a product. You are providing a solution, value, and a voice. Tell your audience what prompted you to start your business and how you aim to help your consumers.

What Is a Brand Story?

A brand story is a cohesive narrative that encompasses the facts and feelings created by your company. Unlike traditional advertising, which is about showing and telling about your brand, a story must inspire an emotional reaction.

Your brand story is what sets you apart and makes you a memorable brand. It should tell a
compelling narrative that connects with your customers emotionally, explaining who your
company is and why it exists.

How Do You Write a Brand Story for Demo Day?

Writing a brand story requires thoughtful planning and creative thinking. It should be focused, concise, and memorable. Start by asking yourself questions such as:

  • What inspired you to create this business?
  • What do you stand for?
  • Who is your target audience?

Next, think of how you want your customers to perceive your brand. What emotions do you want to evoke in them?

Finally, create a narrative that reflects these values and speaks directly to your target audience.

Illustration: Founder sharing brand story at storytime

The Elements of an Effective Brand Story

When crafting a brand story, include elements such as:

Mission Statement

It is a short statement of why an organization exists, its overall goal, the purpose of its
operations: what kind of product or service it provides, its primary customers or market, and its geographical region of operation.

It should be short and to the point, clearly explaining what your company does, why it exists, and how you solve customer problems.

Vision Statement

The vision statement outlines your brand’s aspirations and the impact you want to make in the world. It may also include details about how your products will help potential customers achieve their goals. It should be ambitious, action-oriented, and inspiring.

Core Values

Your core values are a set of beliefs that guide your decisions and shape how you interact with customers. They should reflect your brand personality and serve as a guide to employees on their day-to-day operations.

Illustration: Brand vision through VR goggles

Establish a Vision for Your Brand

There’s a big difference between branding and marketing. Marketing focuses on the products or services you are selling. On the other hand, branding is about showing people what your startup is all about. You must show them why they should choose your business over others who provide the same service or product.

Consistency is only one part of the branding equation. But it plays a huge role when you are
starting and an even more significant role when you are expanding. Keep in mind that your
brand voice is your startup’s identity. It’s essential that your target audience can immediately recognize your brand despite the saturated market.

Start Sharing Your Brand Narrative with Your Audience

Your brand story is what will set you apart from other businesses. Use your brand narrative to connect with customers and show them the human side of your business. When people can empathize with your story, they are more likely to do business with you.

This is different from sharing your personal story. Your brand narrative should show what your brand speaks about. It’s what your business, in its entirety, stands for.


Design Match connects ambitious designers with growing startups. Let us take the reins and guide your startup towards creating an investor-ready pitch deck that truly showcases your vision and innovation.

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