Brand messaging and positioning samples
My approach
Brand taglines offer a crucial opportunity to set the stage for the product. In an effort to clarify what the product does, brands often get caught up in talking about themselves. While this approach isn't incorrect, prospects who know little about us care more about what the product can do for them, the pains they can mitigate and the big picture outcomes they make possible. I approach tagline copy by anchoring a product's 'what' in the customer's core 'why's that make the product relevant to them.
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Scapia: a travel rewards credit card
Clarifying the Brand Value Propostion
Although a fintech product, at the heart of it, Scapia was all things travel. The brand tagline had to click with the consumer's conflicting (yet, real) emotions of wanting to explore the world, without being financially reckless.
We help ________________________________ __________________________,
by ____________________________________,
so they ___________________________________________________.
achieve a dominating conscious desire waiting to be met
desired outcome
the target audience
required action
We help ___________________ __________________________,
by ____________________________,
so they _____________________________________________.
salaried GenZ travel enthusiasts
travel more & travel better
earning travel rewards on credit card spends
have the freedom to explore the world & savor new experiences
Clarifying the value proposition early-on helped connect the product's offer to innate customer desires.
The credit card that takes you places
Image source: Google Play Store
Terminal 5: b2b employee relocation services
The original tagline
The client's original tagline was 'Moving you professionally'.
While it attempted to describe the service, the client wanted to clarify and communicate the value proposition to inspire prospects visiting the website to take act on the offer.
Customer Pain-points
Visa constraints in hiring global talent
Logistics stress in an employee's relocation
Having to settle for local talent
Unable to hire an otherwise great fit
The stress of paperwork
Employee relocation & visa services from Terminal 5
Ideal state
Focus on hiring
Minus the stress of paperwork
Hiring the best candidate
Geography not a limitation
Building their dream team
Comprising of global talent
Keywords
Geography
Perfect candidate
Location
Hiring
Paperwork
Visas
A great fit
Final Copy clarifying the value propositon
Bridging the distance between you and your next hire
Employee relocation and work-visa services for businesses looking to build their dream team from across the globe
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Runway: b2b finance platform
Opportunity areas with the current copy
Unpacking the customer's whys around the product
Concept inspiration: The emperor's new clothes
Financial jargon can get overwhelming for the uninitiated. The founder of this product confessed they'd often had to pretend to understand a business metric or jargon out of the fear of looking/ feeling stupid.
Like the tale of the emperor's new clothes, this embarrassment around financials can inhibit decision making and candid conversations in understanding the business metrics. Runway's brand stands for breaking away from the unnecessary sterility around business financials, so they're accessible, understandable and actionable for every decision-maker on a team.
Copy recommendations for a targeted brand message
Dopt: b2b product for shipping self-serve onboarding and education experiences
An audit of Dopt's current brand messaging & recommendations to strengthen it
Note: this isn't a live project
Before
After
Additional value prop: Trusted by cross-functional teams
