iSPIRT Playbook Messaging RoundTable – What does your brand stand for?

At the heart of taking one’s product to market lies the big question, ‘What does my brand stand for’? As a product company embarks on expansion, its communication becomes the key to differentiate itself from other players in the marketplace. What it needs is a deep introspection into its brand ecosystem to breathe life into its communication.

The Positioning and Messaging Round Table from iSPIRT helps a product company clearly identify its core competitive strength, articulate its most competitive proposition to its best prospect and stand out from the crowd.

It’s a simple path that a brand can take to move away from offering a category benefit (which every player in the category can claim) and own a brand benefit (which only your brand can provide).

At the end of the RoundTable, you should have sufficient material for the mind to produce the following.

a. Your Brand Positioning Statement (a 140 character Brand Positioning Statement would be a fantastic result!)

b. A 30-second Elevator pitch for the brand

c. A marketing brief document which is the bible that one will use for creating / developing any marketing communication – from website messaging to a flyer to a standee to a brochure to a pitch deck. The marketing brief document contains the following

a. customer definition along with demographics and psychographics

b. the critical pain point the product is trying to solve

c. the key product promise (rational proposition)

d. the higher order benefit (key reason to buy)