Turning confusion into clarity… the art and science of messaging
Are you having difficulty communicating your business, product or service? Finding focus by talking to your customers can be a game-changer.
Earlier this year Super.com, a startup shaking up the super app space for everyday Americans, faced a challenge — customers struggled to grasp exactly what they did, and even employees found it tricky to explain. So, they asked me to help bring clarity.
Our starting point?
The good news: their brand had a solid foundation. They had a very clear understanding of their target audience and a strong brand position thanks to the work they'd undertaken when rebranding the company last year. But brand strategy is just that - strategy - it isn't designed for external communication, and that was some of the difficulty they faced.
Next steps?
Crafting various "ways in" to explain, in simple terms, what the company does. All of which represented their brand's tone of voice and laddered up to their brand positioning. We did qual and quant research to refine the messaging with their target audience.
What did we test?
We kept things simple so we could focus the conversation around what was working and what wasn't. We tested:
Elevator pitch
Company description
Hero headlines and taglines
Why did we test?
🎯 To establish which values to rally around
✨ To understand what’s clear but also sparks interest
🚀 To discover what felt truly unique
What we uncovered:
➡️ Emotion-driven headlines along the lines of "Make Everyday Super" caught attention and brought a smile to an audience often grappling with everyday challenges
➡️ Values like 'reward me,' 'save me money,' and 'make my life easier' fueled consideration
➡️ An all-in-one app where you could save and earn felt distinctive and became an enticing reason to explore further
The result?
A messaging playbook that Super.com can use as their definitive guide and 'single source of truth' to communicate what they do.
Bringing it to life
Crafting the messaging was just the beginning. Infusing it with their stand-out visual identity developed by their incredible creative team is where the real fun begins.
So check out the new Super.com website and app storefronts where you'll see the messaging in all its glory. And there's more to come.
