Cracking a brand message—the single story that unites teams, stakeholders, and lines of business—is a lot of fun. It’s also massively powerful, causing a brand to speak in One Voice, making it louder and stickier for all relevant audiences.
But how does this work in practice? How can marketers truly succeed in linking narratives across the organization, with appropriate variations for product offerings, audience segments, touchpoints?
More often than not, we find this:
Marketers tell one story. Leaders another. Product teams a third.
And sales tells as many stories, using as many flashy graphics and slogans, as there are reps.
No one is wrong. But there’s no consistent throughline, either. And what could be a “free” opportunity to stimulate growth ends up sounding like fancy noise.
In one MarketSmiths engagement, a mid-market SaaS company was preparing to enter a new vertical. To oversimplify what happened, marketers leaned into “credibility,” emphasizing category leadership and past performance.
Over in sales, reps focused on a few key operational pain points the product solved exceptionally well. They kept the story grounded and concrete.
Neither was right. Neither was wrong.
When the content strategists at MarketSmiths helped bridge these narratives together, we created a messaging system that sharpened the edges of both approaches, grafting in connective tissue. With that cohesion, the topline story could start doing its job: Easing pain. Simplifying work streams. Reinforcing credibility.
It eliminated the “spray and pray” method and made every conversation easier.
To learn how MarketSmiths can help you codify a narrative that cuts through, book a consultation today.
