messaging & branding bible

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.