How do you consider messaging hierarchy in the messaging of the product?

Do you consciously think about the company's messaging and even the broader product portfolio's messaging that needs to be considered when building out messaging?

Answer

4 Answers

Messaging Strategy

Alissa Lydon

Actively AI VP of Marketing | Formerly Mezmo, Sauce Labs • 3y

Messaging is made up of two equally important components - Brand and Product. Brand messaging encompasses the product, vision, market, customers, culture, and more. It can be much more aspirational and future-facing. This is normally owned by corporate marketing, or maybe you have a specific brand team that cultivates this message. Product messaging (as you can probably guess) is solely focused on the product. More specifically, it speaks to the problems your product is solving, who you are solv ...Read More

1,341 Views
Elise Beck

Wistia Senior Director of Product Marketing | Formerly HubSpot, Buildium • 3y

I do think it's important to ladder your product positioning into the broader product portfolio and/or company message. I've talked about the 6 components of your positioning (Product Name, Category Name, Target Audience, Key Benefits, Key Differentiators, and Reasons to Believe)... when reflecting on your Reason to Believe, I feel like there is often something in there that will tie back to your broader product portfolio and/or company message. Let's take HubSpot as an example. HubSpot's missio ...Read More

660 Views
Ruth Juni

Demandbase Director of Product Marketing • 3y

For product messaging, I tend to prioritize and focus on the benefit promise that the product delivers and the key benefits and features that support that benefit promise. If I try to also account for the brand message, it makes the product message less specific and less impactful. You may lose out on communicating the exact pain the product solves for as well. Where I do take into account the company and brand promise is in the communication of the 'why' (e.g. why now) as well as in actual mess ...Read More

822 Views
Abhishek Ratna

Nebius Head of Marketing, Media & Entertainment | Formerly Google, Meta, Microsoft, Atlassian, Databricks • 3y

When i think messaging, its rarely about the product. Great messaging serves to acknowledge/alleviate the user problem first. Given that lens, it makes sense to introduce hierarchy in terms of the user needs - at the top level, i think about what's the biggest/most important problem we solve for the user, and then we start building sub layers of messaging that speak to the component problems that ladder up to the bigger problem.

1,615 Views