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Building a brand is vital for startups, as they challenge incumbents in an existing industry or attempt to define a new one. Getting the right branding formula can feel more like an act of sorcery than strategy. This roundup provides some practical tips and process.

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As a founding partner of Rock Health and seasoned consultant, Leslie Ziegler has helped brand dozens of startups. Here's what the success stories had in common.

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It's not easy making the transition from manager to executive. One Medical VP Marketing Vanessa Hope Schneider shares the lessons she leans on from her marketing, PR and publishing days that have helped her become a better leader.

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Exceptional content marketing — and its accompanying, loyal audience — takes time to build. Here are six tips to help you start creating resonant and enduring content today.

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Kenneth Lin was determined to make Credit Karma a compelling brand in a boring industry, but he had to be scrappy about it too.

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Former MyFitnessPal and Under Armour marketing VP Tara-Nicholle Nelson lays down the content marketing law: stop publishing clickbait. Here, she outlines how to create true engagement.

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ClassPass CMO Joanna Lord covers the essentials on product marketing for teams struggling to define, implement and launch the function at their startup.

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As one of Silicon Valley's most sought-after brand strategists, Julie Supan has helped some of tech's fast-growing companies find their high-expectation customer — and optimal position in the market.

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At eero, the Customer Experience (CX) team is known as the "truth squad." Here's how its CEO and Co-founder Nick Weaver and Head of CX Dana Lindsay built and scaled an essential — but often overlooked — discipline at startups.

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Yummly Chief Growth Officer Ethan Smith outlines the inflection points and key tenets for high-performance SEO.

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With a few missteps, a push notification can transform from invitation to intrusion. Here, Noah Weiss, Slack's Head of Search, Learning and Intelligence, maps out the history and machinery behind push notifications — and the principles that can help startups use them well.

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Company crises — like wildfires — are complex developments that can progress in unexpected ways. Simple's Head of Communications Krista Berlincourt outlines the principles and practices that can help triage and tackle any incident.

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From buyer personas to feature preference surveys, Price Intelligently Co-founder and CEO Patrick Campbell offers indispensable tips on how to get pricing right.

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Brian Rothenberg is a growth guru, having revved up customer acquisition at both TaskRabbit and now Eventbrite. Here, he answers the hardest questions he often gets.

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Joe Coleman has been helping companies of all sizes publish quality content for years. Here's his advice for startups as this new marketing trend reaches fever pitch.

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Strike a holistic balance between internal and external communications with this advice from Facebook veep (and OutCast co-founder) Caryn Marooney.

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Google and Square's former marketing maven Arielle Jackson shares a set of vital branding exercises.

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Expensify Founder and CEO David Barrett dispels five myths about user acquisition and shares atypical truths about how to attract and retain new customers.

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Former Squarespace and current ShopKeep VP of Customer Care Christa Collins shares how to build a team that best bridges a company and its customers.

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Meenal Balar cut her teeth at Facebook taking growth to a global level. Now she's using this plan to do the same thing at Remind.

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Netflix's former branding guru shares the frameworks startups need to build enduring brands.

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Watsi became the first nonprofit backed by Y Combinator in 2013 and is still breaking new ground with brilliant marketing campaigns. Here's what startups can learn from their winning streak.

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Product marketers constantly need to decide how many choices to present to their users and customers. Here's how Adobe thinks about it.

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MakerBot started the 3D printing revolution. But according to Co-founder and CEO Bre Pettis, great storytelling is what built the brand.

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Looker Founder Lloyd Tabb on why it's vital for startup founders to treat their early employees like partners in the business.

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In-demand media trainer and presentation coach Joe Dolce breaks down what the world's best speakers do to get their point across.

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Andy Smith specializes in the intersection between psychology, social media and marketing. Here, he shows how to tell a great brand story.

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Eventbrite's VP of Customer Service Dana Kilian on how she built the team that fields millions of questions from scratch.

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IDEO's Nicole Kahn shares insider tips on how to give killer presentations to any audience for winning results.

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Erik Martin was the first community manager wrangling the internet's noisiest forum: Reddit. Along the way, he picked up these lessons.

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Robbie Mitchell runs marketing at Knewton like an independent agency within the company and it's working like a charm.

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Arielle Jackson has experience crafting marketing campaigns at Google, Facebook and Square. This is her messaging toolbox.

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Alex Rampell, CEO of TrialPay, explains how startups can be strategic about pricing their products so they don't lose out.

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Entrepreneur and investor Guy Kawasaki on the importance of making your product approachable, surprising and delightful.

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PR guru Brooke Hammerling gives step-by-step advice for startups looking to get good press coverage without an agency.

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Harry's has claimed a large part of the market through beautiful branding. Here, the duo behind it shares their recipe for great campaigns.

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Caryn Marooney, Head of Technology Communications for Facebook, shares the PR secrets that help companies get great press.

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Tamara Steffens specializes in driving user acquisition and has it down to a science. Here, she says what startups must do to gain traction.

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Square is used by entrepreneurs everywhere. But how can one company reach such a wide audience? Their PR expert Khobi Brooklyn tells all.

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Marked Point Founder Jenn Hirsch works with a lot of PR firms. She's seen the good, the bad and the ugly. Here's how you can spot them too.

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A comprehensive list of the top pieces of advice we heard in 2014 from people who are the very best at what they do.

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