The Gildre September Founder Newsletter - Defining Your Brand

You've got the vision; now let's talk about getting it out to the world. Effective brand positioning and astute product marketing are non-negotiable for any founder aiming for impact. That’s why this September, Gildre is dedicating the month to the vital topics of brand positioning and product marketing.

Join our Exclusive Gildre Executive Workshop: The Hypergrowth Blueprint with Chris Yeh, co-author of the bestselling "Blitzscaling" and trusted advisor to Reid Hoffman and countless Silicon Valley legends. In this rare session, Chris will reveal the proven frameworks behind LinkedIn, Airbnb, and other billion-dollar companies, when to prioritize speed over efficiency, and the critical inflection points that define hypergrowth success.

Seats are limited - RSVP now to secure your spot as we’ve opened up a select number of spots to our newsletter readers:
https://luma.com/b6oanfl0.

Why Product Marketing Matters

You can build the best product in the world, but if no one understands why it matters to them, it won’t move. That’s where product marketing comes in—it’s the bridge between your product and your market. It makes sure your positioning, messaging, and go-to-market strategy all align so people get it—and buy in.

Start with your customer’s pain, not your product’s features.

Instead of saying “we use AI to optimize your workflow,” try “we save you 10 hour a week by cutting repetitive tasks in half".”
Always translate feature into benefits.

1. Understanding the Product & Market Deeply

• The "Why" Behind the Product: You need to be able to articulate not just what the product does, but why it exists and what core problem it solves.

  • Spend time with the product development team. Ask them about the initial vision, the challenges they faced, and what they're most proud of. Also, get your hands dirty with the product – use it, break it, love it, hate it (and figure out why).

• Market Research & Sizing: Beyond general market research, product marketers dive into specific niches and opportunities.

  • Don't just rely on secondary data. Conduct user interviews, surveys, and competitive teardowns. Find out where your product fits, if there's sufficient demand, and what the competitive landscape looks like specifically for your product's niche.

2. Defining the Product's Place (Positioning & Messaging)

• Product Positioning: This is super important and ties directly into our last conversation! It's about how your product is perceived relative to competitors in the minds of your target customers.

  • Revisit the brand positioning exercises. Now apply them directly to this specific product. What problem does this product uniquely solve? Who is this product for? What makes this product truly different and better than alternatives? Craft a concise positioning statement just for the product.

• Product Messaging: Taking that positioning and translating it into compelling language that resonates with your target audience.

  • Develop a "messaging hierarchy." Start with a core message, then branch out into supporting pillars (key features, benefits, use cases). Create specific messaging for different segments or channels (e.g., website headline, social media post, sales pitch bullet points). Test different messages to see what performs best.
    

3. Go-To-Market (GTM) Strategy & Execution

• Launch Planning: TThis is often the product marketer's "baby"—coordinating everything to ensure a successful product launch.

  • Create a detailed GTM plan well in advance of launch. This includes defining goals (e.g., sales targets, sign-ups), identifying key launch activities (e.g., press release, ad campaigns, content creation), assigning owners, and setting timelines. Don't forget internal communication and sales enablement!

• Channel Strategy: Deciding where and how to reach your target customers.

  • Based on your target audience research, identify the most effective channels. Is it content marketing, social media, paid ads, partnerships, direct sales, or a mix? Align your messaging with the nuances of each channel.

4. Sales Enablement & Internal Communication

• Empowering the Sales Team: Salespeople are on the front lines, and they need to be fully equipped to sell your product.

  • Develop essential sales tools: pitch decks, competitive battle cards (how to beat competitors), FAQs, customer success stories/case studies, and product demos. Conduct regular training sessions with the sales team to ensure they understand the product's value proposition and how to articulate it.

  • Hold internal "launch" meetings or create internal knowledge bases. Make sure everyone knows what's coming, why it matters, and how to talk about it.

5. Product Adoption, Retention & Lifecycle Management

• Driving Adoption: Getting new users to start using and loving the product.

  • Collaborate with product teams on onboarding flows. Create tutorials, FAQs, and in-app messaging that guide users to success. Identify "aha moments"—when a user first experiences the core value—and design flows to get them there quickly.

• Feature Launches & Iteration: Marketing new features and updates post-launch.

  • Treat feature launches like mini-product launches. Don't just release a feature; position it, message it, and tell customers why it matters to them. Gather feedback to inform future product iterations.

• Understanding Churn & Retention: Why do customers leave? How can you keep them?

  • Work with data teams to analyze user behavior. Talk to churned customers (if possible) to understand their pain points. Develop strategies to re-engage at-risk users or introduce features that increase stickiness.

Product marketing is a dynamic and hands-on role that requires a blend of strategic thinking and tactical execution. It's about being the ultimate advocate for your product, both inside and outside the company!

Glossier hacks

Glossier didn’t just build a cosmetics company—they executed exactly on the marketing & branding playbook in a way you can literally see across every touchpoint.

1. Positioning

Glossier’s positioning was razor-sharp from day one:
“Beauty products inspired by real life.”
Not “luxury cosmetics” or “celebrity makeup” — but approachable, skin-first, minimal makeup for everyday people.

2. Brand Narrative

• Origin: Emily Weiss, Into The Gloss founder, interviewed women about their beauty routines for her blog.

• Struggle: Traditional beauty brands felt too top-down and aspirational.

• Solution: Create products designed with the community, not just for them.

• Vision: “Skin first. Makeup second. Smile always.”

You see this narrative in their product naming, website copy, and campaigns.

3. Marketing Engine

• Owned: Instagram as their primary channel, paired with a minimal, clean website.

• Earned: Features in Vogue, Refinery29, and beauty influencer collaborations.

• Paid: Targeted Instagram and YouTube ads with real customers, not models.

4. Brand Consistency

• Visuals: Millennial pink packaging, minimalist photography, consistent typography.

• Voice: Friendly, conversational, almost like texting a friend.

• Messaging: Short, memorable lines (“You Look Good”) used across all media.

5. Test, Learn, Repeat

They beta-tested products with their community before launch, using social polls and comment feedback to tweak formulas and packaging.

6. Community as a Branding Multiplier

Fans literally became brand evangelists. Glossier reposted user-generated content daily, turning customers into marketers.

7. Founder Visibility

Emily Weiss was active on Instagram, openly sharing the brand journey and engaging with followers directly.

8. Metrics-Driven

Glossier obsessed over engagement rate, repeat purchase rate, and cost per acquisition rather than vanity follower counts.

Why it’s so visually identifiable:
If you walk into a room and see a pale pink pouch, minimalist serif font, and glossy packaging — you instantly know it’s Glossier.
That’s brand consistency at work.

Your Next Move: Start This Week

Product marketing is all about bridging the gap between your product and the market. It makes sure the solution you've cooked up actually solves a real problem and that you're talking to the right people about it. Want to give your product marketing an immediate boost?

This week, pick one thing to do: Nail down your product's core problem statement in just one sentence. Then, hit up three of your current customers and ask if that statement rings true for why they bought from you. Their answers will show you if you're hitting the mark with how you think about your product versus how the market actually sees it.

No matter how brilliant your product positioning or marketing strategy, every founder faces unique hurdles. Imagine having a dedicated network where you can discuss these challenges, get unfiltered feedback, and find the right connections to accelerate your vision. 

Gildre is that space where ambitious founders connect to learn, share, and grow together, ensuring your product’s journey from idea to impact is supported every step of the way.

If you're curious to learn how Gildre helps founders scale their companies, you can schedule a conversation with Managing Partner Taiga Gamell here.

Cheers,
Eliana