Ever wondered what’s the key behind great and remarkable communication?

When you’re starting a business, it’s really important to work on a communication strategy that shapes your brand into a powerful tool. By the time it comes to developing name, logo, design and finding the right target customer segment, it gets clear that it takes time to create a concept that all your stakeholders can identify with. That’s the reason why we talked to Thomas Keup, who is one of our mentors and founder of Hansevalley, the online magazine about digital innovations, developments and businesses in Hamburg. Let’s find out what appropriate and effective stakeholder communication is all about.

Thomas Keup

Hi Thomas! Which is your area of expertise and how can startups take advantage of it?

Over the last 24 years, i learned to be an expert in working with words. To write stories about happenings that matter to people, is my biggest inspiration. That’s the reason why I’m using the experience of storytelling to help companies to attract customers and partners with the aim of working together. Some friends and colleagues are calling this a “strategic view” which is very useful for creating a powerful communication.  

From your experience, which is one common mistake startups do regarding business communication?

Even if we live and work in a digital world- Good stakeholder communication begins and ends with face-to-face contact. That’s one little detail a lot of startups always forget. They don’t communicate to their stakeholders – except venture capitalists to close the next funding round. Especially B2C startups are trying to automate the process of communication with customers and partners. Latest at the point of an increasingly failing customer support, CMOs have to recognize that relationships with human beings is still a personal matter that can’t be replaced by vouchers to re-engage customers after a broken relationship.

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When should startups start working on their brand and product communication and why is it so important?

Let me answer this question by telling some recurring failures: If a founder tries to sell me as a journalist his story by presenting the numbers out of the startup VC slides, he’ll never get a published story. If a founder tries to sell an important customer a product that isn’t “ready-to-use”, he will lose the customer. Means: Put yourself in the opposite position and think about what they want to hear. Tell no more than the truth. If you haven’t any useful to say, be quiet ;-). This is my recommendation for the communication of startups – from the first day being part of an incubator or accelerator till the mature phase.


>> Many thanks to Thomas for sharing his thoughts and knowledge about the essentials of good business communication.  

>> Interested in taking your startup to the next level and improving your communication strategy?

NMA is looking for early stage CATS-Startups (Content / Advertising / Technology / Services).

Take the chance and apply from Nov 15th- Dec 15 here!