How do you as a product marketer create brand messaging that appeals to three highly distinct segments?

Messaging that speaks to everyone rarely speaks to anyone well. I’d prioritize your top segment to focus on, make sure your brand messaging resonates with them, and ensure your other customer segments can find messaging for them via pathing on your site or other targeted campaigns. I've seen most marketplaces have their first message be targeted toward the demand side and then have the supply sides be secondary way at the bottom.  Examples:https://www.doordash.com/https://www.instacart.com/ http ...Read More

When constructing your brand and messaging hierarchy it's valuable to have a 50 thousand foot view of the position for what your company represents, that helps anchor all of your audiences to what you do and what you represent. It also helps align the unique value prop for each audience to a central set of company values. For instance, does your brand represent innovation, vertical expertise, ease of use, etc. But when you dig in a layer deeper it's important to consider how that messaging will ...Read More

I assume by segments you mean industry/vertical and/or company size (SMB vs large enterprise, for example) - in that case I’d consider running methodical research work (see the other question answer on 4 recommended approaches) in different tracks aligned to each of the 3 segments, ensuring there’s a common umbrella message and thread through it all so it doesn’t sound like 3 different companies. Anchor in each segment and bring the message about your brand to each segment rather than the other ...Read More

Great question! We faced a similar challenge a few years ago for one of our suite of solutions. It may boil down to how critical each of those three segments are to your business. Based on your question - sounds like all three are important (otherwise I'd recommend optimizing for the most critical segment). Assuming you have to address all three segments, you have a few choices: Craft your brand messaging to include (1) the lowest common denominator for all three segments (2) the most critical c ...Read More

It is recommended to start with one segment to test/iterate, to completely understand the buyer needs/value proposition and then build messaging for the other two segments. If it’s not unique for each segment, then it will be hard to position one overarching message. It will be challenging at first, but once you have the value proposition for each segment, you will naturally see the synergies and patterns. If the message is too broad, it wouldn’t mean anything to any specific persona. Always tes ...Read More

Work backwards. Develop very targeted (10,000 foot) messaging for each of the three. Then analyze those stories and find the idea(s) you can use to tie them together, or reconcile them with one another. That is now your 30,000 foot story. As far as the market is concerned, that's what you started with, and from there the targeted messaging was derived, instead of the other way around. That 30,000 foot story can be where your brand message comes from, whithin which you have distinct value proposi ...Read More