Create Compelling Marketing Messaging and Positioning
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The document provides guidance on developing a brand essence and product messaging brief, which are two core branding tools. It explains that a brand essence articulates a company's vision, promise, attributes, personality, and style. An example brand essence for Nike is also given. The document also outlines what a product messaging brief should include: the product name, category, key benefits, differentiators, positioning statement, and a concise 25-word description. An example brief is also provided for the social HR software TribeHR.
Create Compelling Marketing Messaging and Positioning
- 1. Preaching the Good Word Startup Blender Chalk Talk #9 By Adam Berrey | ab@adamberrey.com | startupblender.com
- 2. Introductions Your name Company name and description (1 sentence) 1 thing you want out of the workshop Favorite desert
- 3. Building a Business Strategy 8. Competitive Strategy 7. Pricing & 9. Positioning & Editions Messaging 6. Ecosystem & 10. Customer whole product Acquisition 5. Product 1. What do your 11. Sales Channels Functionality Customers “Need”? 4. Target 12. Services Market & Support 2. User 3. Customer Discovery Discovery
- 4. 2 Core Tools Brand Essence Product Messaging Brief
- 5. Brand Essence Vision What about the world is changing that makes us necessary? Promise What do we promise to customers at the most fundamental level? Spike unique Attributes Special different & What makes us distinctly better valuable to our customers? Standard cost of entry Personality Style Emotion If we were a person what How would we present would be like? ourselves to the world?
- 6. Brand Essence: Nike Vision Personal fitness movement Promise Achieve your athletic potential Spike Performance Attributes Special Technical Exel. Innovation Standard Style Quality, price, ethical, etc. Personality Style Emotion Positive In our workout gear Intense pushing our self to excel. Driven
- 10. Vision What is it about the world that is changing? Why should we care? Why does this matter? Why should you even bother to exist?
- 11. Promise At it’s core, a brand is a promise of value You full fill that promise in every customer interaction As your customers you have to keep earning our trust
- 12. Attributes A brand is associated with a set of attributes. These are all reasons we should choose this brand over another. Spike unique Special different & better Standard cost of entry
- 16. IntraLinks Brand Essence Vision The Extended Enterprise Promise Successful collaborations between businesses Spike Intelligent Control Attributes Agility Special Trust Service Solutions Standard Scalable, reliable, secure, SaaS, easy, high-performance, global Personality Style Committed to Relationships In a suit working with our Emotion Serious & Professional sleeves rolled up and Resourceful & Pragmatic jacket on the back of the Self Confident chair.
- 18. Product Messaging Brief Name What is the name of the product? Category What category does the product fit into? Benefits What are the 3-4 key statements benefits? Differentiators What are the 1-3 ways you are different than the competition? Positioning What is the positioning statement? 25 Word One easy to say sentence that describes what you do in 25 words or less.
- 19. Name Eponymous is good.
- 21. Category Makes sense of complexity Allows compare and contrast Shows scale and value Create, challenge, modify or disrupt Online Video Platforms Social Networks Rich Internet Applications
- 23. Benefits Make three lists.
- 24. TribeHR Benefit Messages Build a culture of Needs Features Attract talent success Recruitment Module Retain talent Kudos & Social Great workplace Great culture Build the People Profiles Time tracking Reduce hassle best team Payroll Automation Ensure compliance Performance reviews Get automation Focus on what matters
- 26. Differentitors What makes your product or service different than the competition?
- 27. Social
- 28. Positioning Statement For... (target customers) Who… (statement of need and opportunity) The (product name) is a (product category) That… (most compelling reason to buy) Unlike… (primary competitive alternative) Our product… (Key differentiator)
- 29. TribeHR Positioning Statement For small and medium businesses who are passionate about their people, TribeHR is a social HR software that helps companies create great corporate cultures in real- time. Unlike other solutions, TribeHR is built for the social media era.
- 30. 25 Words One sentence Plain English Easy to say Understandable
- 31. TribeHR 25 Words TribeHR provides SMBs with online HR software that helps them manage every aspect of HR and build a great company culture.
- 32. Product Messaging Brief Name TribeHR Category Social HR Software Build a culture of success Benefits Build the best teams Focus on what matters Differentiators Social For small and medium businesses who are passionate about their people, TribeHR is a social HR software that helps companies create Positioning great corporate cultures in real-time. Unlike other solutions, TribeHR is built for small business and the social media era. TribeHR provides SMBs with HR software that helps companies build 25 Word great cultures and eliminates the hassle of HR paperwork.
- 33. Product Messaging Brief Name Brightcove Category online video platform (OVP) Comprehensiveness Benefits Leadership Productivity Flexibility Differentiators Comprehensive For media companies and marketers who need to publish quality online video, Brightcove is an online video platform that provides Positioning everything you need to deliver great video experiences, unlike point solutions, Brightcove provides a compressive set of capabilities. Brightcove is an online video platform that is used by media 25 Word companies, businesses and organizations worldwide to publish and distribute video on the Web.
- 34. Exercise
- 35. How likely are you to recommend this workshop to a colleague or friend? 0 1 2 3 4 5 6 7 8 9 10 Not likely Extremely at all Likely
- 36. Preaching the Good Word Startup Blender Chalk Talk #9 By Adam Berrey | ab@adamberrey.com | startupblender.com