Lux Capital’s Chief Marketing Officer, Scott Rubin emphasizes the importance of understanding first your audience so your brand can resonate well with them:
“As with any good storytelling, it starts with understanding your audience. What are you trying to accomplish? Who is that audience? And then figuring out how you're going to resonate with the audience. That for me is the beginning.
This is why I ask founders, when we talk about a funding announcement, what their objective is. It seems like on the surface, the objective is to get the news out about our funding... but that's just a starting point. The real question is, who do you want to be? What do you want people to say about you when you're not in the room?
That's the essence of a brand and that's what I think the key is to that starting point.”
-Scott Rubin, Chief Marketing Officer, Lux Capital
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