Use case #1

CUSTOMER VALUE-BASED MESSAGING REVIEW

DEFINITION

Business area messages are strategic communication elements that articulate the unique role, value, and offering of a specific business unit within a company. These messages define how each business area contributes to the broader company mission, differentiates itself in the market, and engages with key stakeholders — including customers, partners, investors, and internal teams.

These messages typically include positioning statements, product or solution descriptions, customer value propositions, tone of voice, and proof points that support the business area's relevance and competitive advantage.

PURPOSE OF REVIEW

Identify level of consistency between strategy and actual communication. Identify potential gaps. 

STRATEGIC PERSPECTIVE

Align offering with customers desired outcomes

When messaging is customer-centric, it aligns the company's offerings with the customer's priorities and desired outcomes.

Increase level of differentiation

Value-based messages can increase the level of differentiation and support the brand’s wanted position on the market.

Foster trust and loyalty

Value-based messages demonstrates customer-centricity, fostering trust and loyalty. 

Both functional and emotional

Value-based messages can express both functional and emotional customer value. 

INSIGHTS YOU WILL GET

  1. Insights on how to sharpen brand positioning

  2. Insights into message relevance and clarity

  3. Insights to strengthen sales and marketing cohesion

  4. Insights to align teams around customer value

  5. Data-driven insights to shift internal branding and communication discussions from opinion-driven to fact-driven. Nothing beats the confidence of knowing and showing. 

STRATEGIC INPUT

The strategic customer value-based messages are usually defined in the corporate brand platform or/and message platform (or similar).