Fresh messaging is key to standing out in the marketplace. But unique turns of phrase can be elusive—even when they’re right under your nose.
Case in point:
We recently worked with a world-class technology vendor who’s committed to helping clients meet the moment with technology solutions that are neither too futuristic nor too dated.
In struggling to express this positioning to us, the client said, “You know, it’s like, technology for the times.”
Instantly, our alarm bells went off—we knew we had something. The alliteration made the line sticky and it perfectly summed up the message: when it comes to technology, this client keeps your company on the cutting edge.
Our client continued expressing herself, not even realizing the gold nugget she’d just given us—and her company. Sometimes our job isn’t to come up with the magic ourselves, but rather to recognize it in others.
Fast forward to today, and “Technology for the Times” boldly headlines the About page on their new website—communicating an updated brand story that’s clear, compelling, and differentiated.
Sometimes, you’re sitting on your own key message and don’t even realize it. You just need someone to help you mine it.
Ready to go for gold? Get in touch.
