Brand Messaging Development

Over six weeks, we’ll meet with every stakeholder group crucial to your business—the C-suite, marketing and sales teams, customers, investors—to identify the crucial messages and value propositions that will resonate in the market. Combined with Red Fan’s deep vertical expertise, comprehensive competitive analyses and analytics tools, you’ll know that the narrative you take back to your stakeholders is differentiated and adds tangible market value as you approach your next business milestone.

Step 1. Research 

Our proven method for crafting unique and differentiated brand positioning starts with research. We combine qualitative competitive and market analysis of your direct competitor set with industry-leading data analytics and natural language processing tools. The result is a comprehensive evaluation of individual companies and the market as a whole. We uncover the language and themes that are driving market-wide trends, media conversations, news cycles, target audiences, purchasing behavior and value.

Step 2. Brand Survey

Using our research findings as a baseline, we’ll distribute a customized survey to your leadership, marketing, sales and operations teams that lets us focus on the brand fundamentals and assess messaging alignment across teams. We’ll hone in on brand descriptions, target audiences and core value propositions, while turning your brand’s weaknesses into strengths and assessing what’s worked in the past and why.

Step 3. Half-day Interactive Workshop

Over the course of four hours with members of your executive team, we’ll use competitive analysis and survey findings to understand your brand and strategy even more deeply. We’ll discuss market challenges and opportunities, hear your origin story, and identify audience-specific messaging and value propositions. These interactive conversations explore how your brand, products, market, employees, customers, media and other stakeholders interact with each other to form unified—and unique—brand positioning.

Step 4. Deliver the Goods

Every deliverable we build as part of our narrative process will be customized to your unique needs. Some clients request we present our findings to the whole company to align every employee on how to talk about the brand. Maybe it takes the form of an updated investor deck or website. What’s most important to us is how we leverage the outcomes of our narrative process across your entire business and communications. Brand positioning is so fundamental to market strategy that it influences everything else we do when executing a communications plan together.

Strategy/ Channel

• Corporate reputation: press materials and media relation
• Business development: sales conversations and enablements
• Marketing + owned content
• Internal communications
• Thought leadership

Tactics

• Boilerplates, pitches, executive media training and interviews
• Product clicks, executive summaries, email communications
• Website, white papers, e-books, webinars, social media, drip campaigns
• Town halls, company-wide memos, culture cultivation
• Contributed content, awards, speaking engagements