The Brand Messaging Map

What's wrong with most B2B messaging? Four things:

• Boring
• Too wordy
• Unoriginal
• Imprecise

This approach solves those problems by defining your "positioning" and building messaging on top of that.

Messaging isn't fancy copywriting. It's the clear and compelling expression of how you are different, why that matters, and for whom.

How It Works

The intake process is comprised of four ideation/documentation tools:

1. The Positioning and Business Strategy Brief
2. The Competitor Differentiation Chart
3. The Ideation-focused Messaging Wireframe
4. The Marketing Strategy Lean Canvas

To access these documents and get started ahead of our initial consultation, enroll now.

To get started, each of your team members will fill out The Positioning and Business Strategy Brief. 

Afterward, we'll meet to review your input – I'll give you preliminary guidance and ideas.

Next, we'll use the remaining tools in no particular order; each complements the other. At this point, we meet again to review your work.

After I review all materials, you will receive a simple 7-9 page report with findings, diagrams, recommendations, and concrete next steps.

I will present the audit report to you over a recorded, 1-hour video consultation so you have clarity on the next steps.

What It Entails

The Brand Messaging Map covers the following key questions:

• The nature and scope of the business problem that your business is designed to solve
• The value your solution creates and the extent to which it solves key problems
• Your company's positioning against competitors and alternatives
• The positioning of your brand's products and services expressed as an internal-facing positioning statement.
• A deep exploration of the people who experience this problem (not using traditional and time-consuming customer interview approach)
• The thought leadership opportunity for your brand in relation to your growth and business development strategy
• Your company's key processes and key assets
• The messaging concepts in play within your business model

In short, you come away with valuable words, diagrams and ideas: brand messaging assets.

These assets will power your sales and marketing messaging, but also give you a long-term focus for your content strategy and a high-level marketing strategy.

You'll be able to refer to the map to create copy for sales decks, pitch decks, advertisements, landing pages, founder bios, and more.