Download - Messaging & Branding Bible
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A Comprehensive Resource For Corporate Branding,
Messaging, and Positioning
4/27/20151
[YourCompany] Messaging Bible
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MARKET OVERVIEW
2
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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
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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?
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CORPORATE MESSAGING
5
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What we do
6
[Company] 140 character description
Tagline
App App App App
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Corporate Descriptions
7
50 Word
200 Word
500 “About Us”
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BRANDING
8
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Brand Guide
9
Typical Brand Guide material
Logo allowed / disallowed usage
Colors
Fonts
Should be provided by existing agency
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PRODUCT PORTFOLIO
4/27/201510
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Portfolio Overview
11
Graphic that illustrates product
portfolio, highest level benefits,
and capabilities
(a.k.a. “marketechture”)
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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
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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.
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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.
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Personas (Buyer, Influencer, User)
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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]
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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
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DETAILS: USE CASES
18
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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
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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
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DETAILS: INDUSTRIES
21
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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.
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PRODUCT MESSAGING
23
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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
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[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.