What are the differences between creating key messaging for new products versus new features? (if at all)

Having a clear understanding of your product architecture is critical to driving clear narratives for your audience. The question here only outlines products/features, but there are more categories as well. Typically your architecture will be structured something like this:

• Verticals or Product Areas- high level groups of products.

• Products- A piece of technology that can be adopted, used and interacted with.

• Features- Smaller pieces of technology that support the use of the product.

• Subfeatures- Potentially even smaller features that aren't deserving of the 'feature' treatment.

You might apply different naming and messaging guidelines to each level. It's common to 'brand' names and have more branded messaging for higher level Verticals or Product Areas, while Products and Features will have more adoption-focused messaging and naming strategies applied.

Here's an example of this in action. Let's take a look at the iPhone:

1. Vertical/Product Area: iPhone- Apple positions the iPhone as part of a broader ecosystem that includes iOS, iCloud, and other Apple devices. Messaging at this level is highly branded and focuses on the seamless experience across Apple products. This is the only level of naming/messaging that receives the 'iName' moniker.

2. Product: iPhone 15 Pro- When Apple launches a new iPhone model, the messaging is branded, emotional, and aspirational—“Titanium. So Strong. So Light. So Pro.” This messaging establishes the product as an innovative leap.

3. Feature: Dynamic Island (introduced in iPhone 14 Pro, now in iPhone 15 models)- Apple markets features like Dynamic Island with an adoption-focused approach, explaining how it enhances user experience, but it still gets branded messaging to create excitement.

4. Subfeature: Live Activities within Dynamic Island- Within the Dynamic Island, features like Live Activities (showing real-time updates for sports, Uber rides, etc.) are not separately branded but are explained in the context of how they improve usability.

While there are similarities, there are definitely key differences between crafting messaging for new products versus new features. Here's how I approach each:

New Products:

• Establish a Foundational Narrative: With a new product, you're often starting from scratch. You need to establish a foundational narrative that explains what the product is, why it exists, and what problems it solves. This involves defining the target audience, the value proposition, and the key differentiators. I always start with a MPD - Messaging and Positioning Doc.

• Build Awareness and Excitement: Launching a new product requires generating awareness and excitement in the market. Your messaging needs to capture attention, pique interest, and drive consideration. This often involves bolder, more impactful messaging that highlights the innovation and disruption the product brings.  I also ask my team to do a mock press release - this helps refine the narrative and messaging for it.

• Focus on Education: Since it's a new product, you'll likely need to educate the market about its capabilities and benefits. Your messaging should be clear, concise, and informative, helping potential customers understand how the product can solve their specific needs.  I also like to get customer feedback - we have a few key customers that we can go to and ask for what is working and not working with how we position the new product.

New Features:

• Build on Existing Narrative: When introducing a new feature, you're building on an existing product narrative. Your messaging should clearly articulate how the new feature enhances the product's value proposition and addresses customer needs or pain points.

• Highlight Value and Benefits: Focus on the specific value and benefits the new feature delivers. How does it improve efficiency, productivity, or user experience? How does it help customers achieve their goals better?

• Drive Adoption: Your messaging should encourage existing customers to adopt and utilize the new feature. This might involve showcasing use cases, demonstrating ease of use, and highlighting the positive impact it can have on their workflows. We always try to put goals in place when it comes to adoption - I push my team to look at the full funnel and what metrics we want to drive for each step.