Positioning Audit + Messaging Development + Copywriting + Website & Brand Strategy
YOUR6 is an Austin-based software company that provides military veterans with the tools they need to advance their civilian careers. For many veterans—including those who founded and built YOUR6 in 2016—transitioning into the civilian workforce after discharge can be incredibly difficult. Many lose their sense of identity and purpose, and civilian employers often misunderstand or misconstrue the roles and responsibilities many veterans had while in the service. YOUR6 was created to translate veterans’ skills and resumes into the civilian lexicon, working with veterans, employers and veteran service organizations to dissolve the language barrier between the military and civilian employers and identify core competencies that would help veterans advance their careers.
Prior to entering beta testing for its translation tool, YOUR6 required entirely new brand messaging and positioning that could then be built into a new website that would attract beta customers, veteran service organizations, investors and other stakeholders.
Red Fan conducted an extensive brand positioning audit, interviewing YOUR6’s executive team—which consists of both veterans and civilians—to determine how the brand wanted to be perceived among veterans, corporations and other audiences. We also conducted an in-depth competitive analysis of other military translation tools and services to ensure YOUR6’s messaging differentiated from competitors.
After settling on a unique positioning statement, Red Fan drafted web copy outlining the challenge and scope of YOUR6’s mission. A large piece of YOUR6’s messaging was built on the notion that the company was founded by veterans for veterans as a means of establishing immediate credibility within the military community. Similarly, Red Fan crafted each executive team member’s bio in a way that would help veterans and other audiences relate to each member’s individual story and the overall YOUR6 narrative. Red Fan also built a comprehensive deck YOUR6 executives could utilize for potential investors in pitch meetings.
Red Fan worked with Left/Right Media, a local web design and branding agency, to snap the copy into a fresh new website that would establish credibility with veterans, entice investors and provide new opportunities for corporations and VSOs to tap into the underutilized talent pool of veterans throughout the U.S.
“Red Fan went above and beyond, and gave us the needed information to accelerate our messaging to customers effectively”
— Doug Quitmeyer, co-founder, YOUR6