How can Product Marketers use their skills to build a strong brand?

Just like you differentiate your products or features, differentiate yourself. This allows you to stand out in a competitive job market. Do it in three steps: Step 1 --> make an evaluation of what you are good at and what you like to do Step 2 --> Create a story around why these skills are valuable Step 3 --> Find a company for how whom that set of skills is very valuable

Product marketers play a pivotal role in building a strong brand. Here are several ways they can leverage their skills to contribute to brand strength: Understanding Customer Needs: Product marketers excel at understanding customer pain points, desires, and behaviors. This insight helps in aligning the brand with customer needs, ensuring products and messaging resonate effectively. Brand Positioning: They can craft compelling brand positioning strategies by highlighting unique selling propositions (USPs) and differentiators that set the brand apart from competitors.

Nail the summary section of your LinkedIn profile. Explain how the pieces of your career fit logically together. What are you great at? How can you prove that with work examples?

It's not just about what you say; it's about how you make your audience feel. Highlight success stories, testimonials, or moments where your product saved the day. You're not just selling a product – you're selling an opportunity for your customers to be a part of the story.

This is the most crucial difference that a PMM can make to the organisation's brand - making it 'top of mind' for their customers. Your brand's voice and story can make a huge difference to the business in the long run. Your direction can help marketing teams be more effective in how they communicate with and manage relationships with your customers.

Product Marketing and Creative are so often glue between functions. It's so important to have strong relationships with your creative team and pull in the product team. The experience of your customers depends on the visual and experiential narratives of your product being aligned. Things to consider: - Look at what your customers are interested in - Look at what other brands in the space are doing - Learn to articulate and be specific conceptual ideas ("make it pop" is not acceptable feedback...) - Review the product identity often - Moodboards, concepts, and copy alts, oh my! - Test new ideas with customers (Beta isn't just for products...I've sent visuals, copy, and messaging guides..!)

The best Product Marketers can create concise and compelling product narratives that answer the customer question “Why do I need this product?”. Strong storytelling and a well-defined feature set that support your mission act as a literal roadmap for your creative partners, allowing them to amplify the narrative in a unified brand voice. Often easier said than done, but when done right the results are magical.

When I was working at a tech SaaS company, as a product marketer, I focused on understanding our target audience deeply. This involved segmenting the market, identifying pain points, and tailoring our messaging to address these specific needs. Additionally, I leveraged data analytics to track customer behavior and refine our marketing strategies. Building a strong brand also meant consistent storytelling across all channels, ensuring our brand's values and unique selling propositions were clearly communicated. Collaborating closely with product development to align features with market needs was another key strategy. This comprehensive approach helped me to establish a strong, resonant brand in the competitive SaaS space.

Find a way to understand your target customer better than anyone else in the organisation. Build relationships, conduct research and build processes that allow you bring continuous and credible insight into your clients world and deliver that back to your colleagues in brand marketing ina way that is clear, engaging and actionable.