Wunderline 2.0: Helping Businesses Distinguish Themselves In An Evolving Marketplace

Wunderline 2.0: Helping Businesses Distinguish Themselves In An Evolving Marketplace

A couple of months ago we relaunched Wunderline, our free, impartial consulting service for startup founders and entrepreneurs. We've already conducted dozens of calls with founders from a wide range of industries, such as biotech, fintech, sustainability, and SaaS, at different stages of investment — from Seed to Series B. After so many enriching conversations, we have gathered quite a few insights on what’s on founders’ minds these days and how the current market conditions differ from those we witnessed when we first launched Wunderline in April 2020.

A different type of uncertainty

Wunderline made its debut during the height of the COVID pandemic. When we first launched this initiative, anxiety was running high due to business slowing down and many professionals having to make a sudden and drastic shift to remote, online-centric operations. Businesses found themselves reassessing survival strategies and reengineering plans to weather an unprecedented storm.

In response, we launched Wunderline as our role morphed away from a typical agency into allies and consultants. We mentored designers at different stages of their careers, facilitated businesses transitioning to digital platforms, brainstormed go-to-market strategies for mid-pandemic product launches, audited websites, and tackled countless other tasks necessitated by a new and uncertain world.

Fast forward to the present, and the landscape for Wundreline's relaunch appears similar, yet starkly different. With the economy gripped by recession and venture capital funding experiencing a significant downturn, startups are once again facing challenges. These challenges are quite different to those they witnessed during COVID though. During the first launch of Wunderline, people contacted us with questions that dealt with all parts of business operations. However, in this new landscape, the vast majority of the inquiries we receive are requests for help with either perfecting a pitch or crafting a compelling brand narrative.

Brand narrative: many questions — one solution

We’re witnessing renewed interest and appreciation of the power of narrative from entrepreneurs and business owners. They are coming at it from different angles though.

Fundraising, especially in light of a more reserved investment climate, is a primary reason why startups are choosing to reassess their narratives. An eloquent story can effectively communicate their value to potential investors, highlighting the unique solution they offer to a problem or an unmet need in the market. While the bottom line is indispensable (a good story can’t save a bad business), a compelling narrative is a startup’s opportunity to stand out in a sea of pitches. Crafting a memorable narrative is not a guarantee of funding, but it is an additional asset that can help a startup connect with investors.

Another reason for focusing on narrative is the need of many startups to pivot or refine their business models in the current economic climate. Such shifts are often beneficial and even indispensable in the long run, but they require a simultaneous narrative revision. As the company changes its focus or strategy, it needs to redefine its story in a way that continues to make sense to its audience, reflecting its new direction or emphasizing its evolution.

Finally, the power of storytelling extends far beyond the boardroom. Deep tech and B2B founders are increasingly recognizing the importance of engaging narratives in building emotional connections with customers and fostering brand loyalty. Stories resonate on a human level, making complex products more relatable and memorable, something that listing out features simply doesn’t do. This recognition has led many founders to seek guidance in crafting a compelling brand narrative that can bridge the gap between their company's vision and their customers' understanding in different channels: from websites to customer support.

Stepping away from a product-first approach

In our conversations though Wunderline, we observed a trend: founders tend to take a product-first approach. In trying to communicate their product’s value, startups often resort to in-depth explanations of features and mechanics over identifying audience needs or the problems to address.

For many, their pitching materials and their online presence mirror this approach. Pitch decks focus on hard data and product features without a story to put everything together and drive things forward. Websites we reviewed consistently include a product-focused rather than a customer-focused approach.

When we are tackling cases like this, we like to remind founders that regardless of whether the target audience is B2B or B2C, one element remains unchanged—our first point of contact is always a human being. Any communication you engage in needs to be accessible and authentic to be memorable.

Every case we encounter is unique, but our guidance consistently stems from fundamental branding principles: a strong vision, clear mission, definitive positioning statement, and distinctive brand personality and tone of voice. As a startup, you often share the market with competitors offering similar services or products. However, the distinction arises not from what you offer, but how you offer it and how you communicate your unique value proposition. This differentiation becomes your competitive edge.

It is also important to acquire actionable insights about what your audience seeks and tie these into your positioning. The combination of a strong story and a deep understanding of your audience can help you connect with your audience deeply and demonstrate why your brand outshines competitors.

Wunderline: still here to help

Our experience with relaunching Wunderline has confirmed something important: dealing with change is something inherent to running a business, especially a startup. The hurdles faced by businesses during the pandemic were unique to that time, just as the challenges they face now, amidst economic recession and decreased funding, are unique to this moment.

Throughout these shifts, a compelling story can be your steadfast companion. No matter the audience—be it investors, customers, or partners—human connection is at the heart of every interaction. Whether you are communicating with a potential investor, redefining your brand after a pivot, or attempting to connect with your customers on a deeper level—a story can help you get there.

If you're looking for help with your story, or any other area we specialize in, don't hesitate to book a free 30-minute chat with our team. We're always ready and happy to help you weather any storm.


How do vision and mission statements impact a company's long-term direction?

Effective vision and mission statements should ideally constitute important tools in formulating a company’s strategy. They should largely remain unchanged through the years, though a significant pivot may bring about new vision and mission statements. Together, they work to define the focus of the business and how it impacts the world. 

The vision statement is a representation of your company’s view of a better world. The mission statement reflects how it sets about to achieve this vision. They work together to create internal alignment and help with strategic decision making. When planning for the future, developing new products, or experimenting with new strategies, teams can perform a quick check against the vision and mission statements to ensure that these initiatives are aligned with the essence of the brand. 

In short, the vision and mission statements are powerful tools which can and should impact decisions across the organizations, making them important factors in a company’s long-term direction.

How does brand strategy influence the overall success of a business?

Your brand strategy reflects how your brand sees the world and its role within it. It is the framework that, ideally, should guide all your communications (both external and internal) and audience touchpoints, i.e. each interaction an audience member has with your business. 

Having standardized communication across all channels and touchpoints makes business processes smoother and positively influences your client relationships, ensuring you develop strong, long-term connections with your customers. It also simplifies strategic decision-making and aligns your team. All these factors are vital to the success of a business.

How do messaging frameworks help communicate your brand message effectively?

Messaging frameworks are structured guides that outline the core messages, value propositions, and differentiators of a brand. They ensure consistency across all communications, from marketing materials and social media posts to customer service interactions. By defining key messages that resonate with the brand's target audiences, messaging frameworks help ensure that a brand’s communications are clear and memorable. 

They also help organizations stay aligned internally and ensure that each member, regardless of their role, understands what the brand’s key message is and how to communicate it effectively. This internal alignment is crucial for presenting a unified brand image to the outside world.

What specific elements contribute to a brand's verbal identity?

A brand’s verbal identity should align your team on how your brand communicates and how this communication changes depending on the situation. It defines a specific and recognizable language through which your brand can deliver its message to your audience or audiences.

Typically, a verbal identity includes some, or all, of the following elements:

Brand personality: This captures the human traits or characteristics that your brand embodies, such as being adventurous, sophisticated, or reliable, which help shape how your brand is perceived.

Brand voice: The brand voice reflects how your brand reflects its personality across all communication channels.

Brand tone: While the brand voice remains consistent, the brand tone can change depending on the context of the message and the audience being addressed, ranging from formal and professional to informal and friendly.

Messaging frameworks: These are strategic tools that outline the key messages your brand intends to communicate to its different target audiences, ensuring that all messaging is aligned with your brand's mission, vision, and value propositions.

Messaging examples: These provide specific examples of how your brand's messaging might be applied in various scenarios.

Style and grammar guidelines: These outline your preferred spelling, grammar, and style, ensuring that your communication is consistent across the board. 

What are some key considerations when developing a tone of voice for a brand?

The first and most important consideration is the brand’s personality. While businesses are functional, they still communicate with people – and people primarily connect with stories and personas. Your brand’s personality will define a set of human characteristics which reflect how it sees itself in the world. By giving your brand these human attributes, you are making it both distinctive and easier to identify with. The tone of voice should reflect your brand’s personality.

It’s also important to consider your target market and your audience’s expectations. While having a distinctive tone of voice is important for memorability, there is such a thing as being too different. If all brands in your segment adopt a serious, professional tone, and you would like to be fun and playful, there is certainly space for that, but consider very carefully why you are doing it.


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How do brand guidelines ensure consistency in visual identity across different platforms?

Brand guidelines are a key tool for maintaining a consistent visual presentation across various platforms. These guidelines typically outline the main use cases where the brand's visual identity will appear and provide comprehensive rules and standards.

The guidelines include detailed instructions on how to use the brand’s assets, such as logos, color palettes, typography, and imagery. This ensures that anyone using these assets, whether they're designers, marketers, or external partners, can apply them correctly and consistently. 

It’s crucial that the entire team is familiar with these guidelines. It’s important to get team buy-in on the visual identity and ensure that the guidelines are easily accessible. When the whole team understands and follows the guidelines, the brand's visual identity remains unified across all touchpoints, enhancing brand recognition and trust.

How does visual identity differ across industries, and how can a brand ensure it stands out while remaining authentic?

Visual identity varies significantly across industries, shaped by both the industry norms and the unique aspects of each brand. Understanding where your brand stands in the competitive market is essential when crafting a visual identity that both stands out and remains authentic.

Industries have distinct visual trends that are often expected by consumers. For instance, financial services brands typically adopt a reserved, traditional look with a color palette dominated by blues and greys. In contrast, skincare brands often go for a lighter, more colorful approach with pastels. Being aware of these industry-specific trends is important because it helps to decide how much your brand should differentiate itself from these norms. This differentiation should be based on your audience's expectations and your brand's unique value propositions.

For example, a financial services brand that emphasizes its use of innovative technologies might choose a more digital-oriented visual language. Similarly, a skincare brand that focuses on scientific innovation might benefit from a more science-based visual language.

How does competitive benchmarking influence the development of a visual identity?

Competitive benchmarking is important in developing a brand's visual identity as it provides insights into the market environment. By examining the competition, a brand can better understand its unique value proposition and strengths. This understanding is crucial in identifying what sets the brand apart from others.

With this knowledge, a brand can lean into its unique strengths when crafting its visual language. This approach ensures that the visual identity not only looks appealing but also reinforces the brand’s distinct point of view and competitive edge.

What are the key considerations when creating visual concepts for a brand?

The visual identity of a brand should quickly and clearly reflect its strategic positioning. Designers begin the process of creating visual concepts by immersing themselves in the brand’s strategy to extract key narrative themes. These themes are then translated into a visual language that employs both emotional and aesthetic elements to communicate the brand's messages. This translation is crucial as it shapes how the audience perceives and interacts with the brand.

When developing visual concepts, it's important to make sure they align with the brand's strategy and fit well within the competitive landscape: demonstrating key differentiators, but still fitting into the industry at large. The visuals should also be suitable for the mediums they will be used in. Whether for digital, print, or physical applications, the choice of medium can greatly influence how the visual concepts are designed.

How does visual identity contribute to brand recognition and trustworthiness?

Visual identity is key to boosting brand recognition and trustworthiness, especially in busy markets. When a company maintains a consistent visual brand across different platforms, it becomes easier for customers to recognize and remember it. This consistency is crucial for standing out among competitors.

Having a consistent visual identity also shows professionalism and attention to detail. These qualities make customers more likely to trust a brand. When a brand looks the same across all touchpoints, from websites to products and ads, it tells customers the brand is reliable and serious. This builds trust and makes customers more likely to pick this brand over others that may not look as professional or consistent.


What are the advantages of having a well-designed and user-friendly website for a business?

The business landscape has changed dramatically since the pandemic. Now, your digital footprint is definitely at the center of most business growth strategies. A well-designed website allows companies to connect with users in an effective manner, ensure customer loyalty, and expand business - among other benefits.

Website design is the key ingredient to digital success, alongside well-functioning SEO tools, connected backend, and user-friendly strategy. A user-friendly website for your business will:

  • Increase user engagement and conversion rates
  • Improve SEO and searchability of your business
  • Improve retention rates
  • Make your business more credible while making your brand more memorable
How does the design of a website impact its accessibility to users, including those with disabilities?

In website design, "accessibility" refers to whether a site is designed in a way that is inclusive and usable by everyone, regardless of their physical or cognitive abilities. 

This may include important site characteristics such as text-to-speech functionality, video captions, alternative text tags for images, enhanced with good design practices of intuitive navigation, straightforward copy. and others. Accessibility is integral to website performance and user experience.

How can businesses ensure consistency and credibility across their website, brand, and marketing materials?

To achieve consistency and credibility across all your collateral, you need to ensure that the brand message - both verbal and visual - is compliant with your brand guidelines. This can include:

  • Using the correct tone of voice principles across all communication channels to differentiate your brand personality

  • Communicating consistent messaging and key differentiators on all platforms

  • Ensuring that key visual elements (logo, color palette, typography, imagery) on your website, marketing, and sales materials are aligned with each other

What are some common pitfalls to avoid when designing and developing a business website?

According to a 2024 web statistics report, a staggering 75% of business credibility is attributed to various web design decisions. In order to improve your website’s trustworthiness, avoid the following common design mistakes:

  • Not prioritizing accessibility: One of the biggest design mistakes out there is overlooking web accessibility principles on your website.

  • Not investing in responsive design and customization: With the majority of global traffic coming from mobile and tablet devices, lack of responsive design and customization can break a business.
  • Prioritizing aesthetics over function: Compromising user experience in favor of flashy aesthetics will dilute your brand message and user journey to the required call to action.

  • Lacking clarity in messaging and navigation: Clear navigation and messaging will reduce the friction users may experience when landing on your site as they are trying to get a clear picture of what your business is.
How does website copywriting contribute to user engagement and conversion, and what role does SEO play in this?

The goal of web copywriting is to guide your users through their web journey while providing information, engaging with and converting them into buyers. Each section of your site shapes the visitor perception about your brand and affects their buying decisions. 

SEO (Search Engine Optimization) is a practice of creating engaging and persuasive content that not only appeals to your users, but also incorporates relevant keywords and techniques to attract organic traffic to your site.

To start writing SEO-friendly copy for your site, you can:

  • Manually conduct keyword research by checking what competitors are ranking for
  • Use SEO software like SEMRush to investigate new keyword opportunities
  • Make sure to review keywords frequently as their popularity changes often and you want to keep ranking for competitive terms.

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