messaging & branding bible
TRANSCRIPT
A Comprehensive Resource For Corporate Branding,
Messaging, and Positioning
4/27/20151
[YourCompany] Messaging Bible
MARKET OVERVIEW
2
Market Overview
3
Description
• What markets the company participates
• How those markets are related to each
other
• Critical market drivers
• Notable market characteristics
• This is higher level than individual
products in the portfolio
Systems/Security Management
Desktop Virtualization
(VDI)
Enterprise Mobility
Mgmt (EMM)
Enterprise File Sync & Sharing
(EFSS)
YOUR
LOGO
HERE
Customer Challenges
4
Enterprise
Infrastructure
• High mobility &
intermittent
connectivity
• Slow network links
• Image storage &
distribution
Windows
Container
Management
• Users are off
network, on
untrusted hosts,
with no VPN
Unmanaged Hosts
• Hardware &
software diversity
• Unknown security
posture
• Data leakage
controls
Image
Management
• Software
distribution
• Patch
management
• SLA compliance
Key Customer Challenges
End User Experience
What challenges are causing customers to purchase
technology solutions in [YourCompany]’s key markets?
CORPORATE MESSAGING
5
What we do
6
[Company] 140 character description
Tagline
App App App App
Corporate Descriptions
7
50 Word
200 Word
500 “About Us”
BRANDING
8
Brand Guide
9
Typical Brand Guide material
Logo allowed / disallowed usage
Colors
Fonts
Should be provided by existing agency
PRODUCT PORTFOLIO
4/27/201510
Portfolio Overview
11
Graphic that illustrates product
portfolio, highest level benefits,
and capabilities
(a.k.a. “marketechture”)
Strategic Messaging Map
Customer Drivers
Driver 1
Driver 2
Driver 3
Use Cases
Use Case 1
Use Case 2
Use Case 3
Use Case 4
Use Case 5
Use Case 7
Use Case 6
Benefits
Benefit 1
Benefit 2
Benefit 7
Benefit 8
Benefit 6
Benefit 3
Benefit 5
Use Case 8
Benefit 4
Target Industries
13
Oil & Gas Finance Legal & Professional Services
Manufacturing Technology Higher Education
Nearly EVERY B2B company claims FSI & HC, but what
is reality based on historical revenue and current pipeline.
Complete honesty is critical here.
Target Roles
14
Buy
ers • CIO / VP IT
• Director IT
• LOB VP
Infl
uenc
ers • CISO / CSO / VP
Security
• Systems Architect
PO
C/
Impl
emen
tati
on T
eam • Network / VPN
Architect
• Systems Analyst
• Desktop Administrator
• Security Analyst
• Help Desk Technician
• Server Administrator
• Database Administrator
• End Users
Same as before, complete honesty is critical for success
here. You can’t focus on everyone.
Personas (Buyer, Influencer, User)
Competitive Landscape
16
Gartner MQ(s) if you have them, or
other visual representation of key
competitors and their overall relative
strength compared to [YourCompany]
Key Differentiators by Competitor Type
17
Systems/Security Management
Desktop Virtualization
(VDI)
Enterprise Mobility
Mgmt (EMM)
Enterprise File Sync & Sharing
(EFSS)
1. User & data centric, not device mgmt
2. Dual / multi persona gives easy access to
multiple environments at once
3. [Company] uses a “next gen” virtualized
approach that enables the use cases of today
and tomorrow, not yesterday
4. Simple OS migration & preservation
1. Offline access to workspace
2. Mobile & remote workers’ user experience
over low bandwidth / high latency
connections
3. Scalability & flexible infrastructure
4. TCO
1. Windows not designed for
mobile, multi-persona world, not
a simple thing to adapt EMM to
PCs
2. Flexible infrastructure capable of
handling the large file sizes of a
Windows world across corporate
networks
1. [Company] can leverage
whatever technology the
customer wants to sync files
across containers and devices
May need to have separate slides for
each product / product line
DETAILS: USE CASES
18
Detailed Mapping of Drivers, Use Cases, & Targeted Benefits
Customer Drivers
Simplified Management
Use Cases
Short Term Projects
Labs & Kiosks
Targeted Benefits
Fast, Easy On/Off-boarding
Business Enablement
OpEx Cost Reduction
Eliminate IT Mgmt & Security Tools
Use Case 1: Title
Supporting Features
20
Detailed scenario description that ties in the key benefits, customer type (size, industry, user group, etc.),
focus products, and a story that will resonate with the target audience
DETAILS: INDUSTRIES
21
Industry 1: Title
Supporting Features
22
Detailed industry description that ties in the key benefits and products, industry size, growth statistics, and
other relevant details.
PRODUCT MESSAGING
23
Product 1
24
140 Character Description
50 Word Description
200 Word Description
“Trading Card” Stats:
Target Audience
Market(s) / Market share
Target Industry(ies), if any
Key Competitors
Top 3 Features
Top 3 Benefits
Key tech partnerships / integrations, if any
[Company] Dictionary
4/27/201525
[Company] | enterprise software companyCompany Name
Do Not Use Externally: [Company] misspellings, nicknames
[Company] | productProduct Name
Do Not Use Externally: misspellings, nicknames, generic industry terms, synonyms
[Company] | componentComponent Name
Do Not Use Externally: misspellings, nicknames, generic industry terms, synonymsOptional, but good for driving
consistency across content, web, social,
Sales, product doc, and UI if the
organization commits to actively using.