How your tech firm can use messaging frameworks to clarify your unique selling proposition, reach more clients and boost your bottom line

The biggest challenge to your tech firm’s bottom line right now is not inflation or labour shortages. It’s how you differentiate yourself in the market to reach more clients and boost your bottom line.

In a market crowded with new and emerging technology, it’s getting harder for tech firms to stand out. Now AI has captured the collective consciousness, how do you attract attention in a market saturated by solutions that all look and sound the same?

And how do you do that when your technology, and the concepts driving it, are not easy to convey in layman’s terms? 

Don’t lose yourself in “techno-gabble” - or risk losing customers

We see so many firms falling into the same trap of focusing on the technical features of their solution. While the language and descriptions are technically accurate, the result is “techno-gabble” - a whole lot of complex words that don’t mean much to most people.  

Sure, IT managers need to know how your technology works - but they don’t always have the final say in a purchase decision. You need to be able to sway the CEO, board of directors or managing partners - who may (or may not) have a tech background.

The key is translating complex concepts into easy-to-understand ideas for not only IT managers - but for every level of the organisation. You also need to go beyond the technical features and specifications to explain how your solution benefits prospective customers.

If this sounds daunting, don’t worry. There is a way to bring everything together to clarify your unique selling proposition, reach more clients and boost your bottom line.

Messaging frameworks: How do they work and why are they important?

A messaging framework lays the foundation for all your content, outlining the value you offer, what your brand stands for and how you will communicate with customers at every level of your organisation. 

One of the 4 key parts of your brand strategy (alongside audit, research, and positioning), a strong messaging framework ensures all communication is consistent, relevant and targeted. 

Focusing on your customers and how you can help them, messaging frameworks make it easier for everyone to stay on the same page - from your sales team and your marketing department right up to your CEO and executive team.

Ensuring continued business alignment, a messaging framework allows your tech firm to:

• speak your customers’ language to boost engagement

• communicate clearly to improve understanding

• clarify your unique selling proposition to stand out

• overcome barriers to purchase to drive sales

• acknowledge (and address) customer concerns to increase conversions

• highlight customer benefits to move them through your funnel.

Key components of a messaging framework

Target Audience

Understanding your audience is paramount in an effective messaging framework. But you need to go beyond a simple demographic analysis. You need to get into the psychographics. In other words, you need to get into the heads of your potential customers to understand what they want and need.

For example, your B2B messaging will need to address the different needs of people across the organisation:

CEO: Wants to cut costs and increase efficiencies

IT Manager: Wants an effective and integrated solution

Board of Directors: Wants to maintain accountability

In this case, your messaging has to go beyond the typical “we are the best” or “we are the most effective.” It needs to demonstrate how you will drive efficiency and maintain governance while integrating seamlessly into the existing tech stack.

Understanding the core concerns of your audience will make it easier to create messaging that resonates - without the confusing “techno-gabble”.

Unique Value Proposition (USP) 

Clearly articulating your USP is essential. This is what sets you apart from your competitors. What does your audience value and how do you give it to them better than anyone else? 

Putting this front and centre in your messaging makes it easier for potential customers to understand why they should choose you. There are several ways to differentiate yourself:

• product/service quality

• your target audience

• use cases

• industry experience

• customer service

• ongoing support.

Competitor Analysis 

By analysing your points of parity and points of difference between you and your competitors you can view specific spaces in the marketplace where opportunities may be present and educate yourself on possible threats you may face. You can identify your unique selling points and emphasise your point of difference. This is key to effective messaging as it allows you to position yourself to attract more customers. Here are some questions to get you started:

• What are your competitors doing? 

• How are they describing what they do? 

• Who are they targeting? 

• What is their offer? 

• Can you nail down their USP?

• Can you see their strengths and weaknesses?

• How do you compare on features, price, service, experience, etc.?

Brand Promise

Defining what you stand for as a brand is crucial. This is integral to your USP but also addresses why you do what you do and what drives you as a business. In other words, this is the claim you make to customers about your products or services.

A clear brand promise ensures customers know what they are getting and drives customer satisfaction and brand loyalty. When every level of your organisation is clear on your brand promise, it becomes easier to create strong messaging that truly resonates.

Brand Voice

This is how you communicate as an organisation - including your tone of voice, core messages and language. This is closely tied to your brand personality and how you want to make your audience feel when they work with you or see your brand out in the wild.

Your brand voice should be less about you and more about your audience. You might see yourself as a rebel, doing things differently in your niche. But does your ideal audience want a rebellious brand? Or do they need a trusted guide? 

The power of messaging frameworks

Messaging frameworks not only ensure consistency - but they help distill complex technical concepts into clear and compelling messages that connect with customers, investors and stakeholders.

If you know your audience, understand your value proposition and have a clear vision of your brand, you have everything you need to craft effective messaging that meets the needs of your audience while increasing your bottom line. 

There are multiple messaging frameworks to choose from, but we typically use two for the majority of our projects - StoryBrand and Brand Archetypes. Highly effective for tech brands, each framework makes it much easier to break down complex concepts into simpler ideas.

What’s the StoryBrand messaging framework?

First developed by Donald Miller in “Building a StoryBrand,” this messaging framework draws on the classic hero’s journey to connect with customers. 

By centering the customer as the hero and positioning your business as a trusted guide, you can leverage the power of storytelling to communicate your point of difference (your USP).

StoryBrand is built on a 7-step process that not only helps you clarify your core message - it also encourages customers to understand the problem they have as well as how you can help them solve it.

Step 1 - The character (customer) 

It’s vital to understand your hero - your customer. What makes them tick? What do they care about? Where do they live? What troubles them? 

This comes back to understanding your audience - an essential part of branding and design. 

• Who is your customer?

• Who are they before AND after they buy your product or service?

• What do they want?

The answer sets the tone for your entire messaging framework.

Step 2 - The problem (pain point)

Now you have a picture of who your customer is, it’s time to understand their problem.

• What’s in the way of your customers getting what they want?

• What obstacles do they have to overcome?

• What is their main pain point?

Putting the problem front and centre (instead of jumping straight to the solution) helps them identify the root cause of their concerns.

Step 3 - Demonstrate your understanding

You know what’s troubling your customers - but that’s of no use if you can’t prove to them that you understand what they want. You need to show customers, beyond a doubt, that you ‘get’ them and can help them.

• Can you demonstrate that you understand and care about them?

• How can you help them?

• What can your product or service do?

Spelling out your understanding not only demonstrates that you know what they need - it can also help customers put a name to the feeling they have.

Step 4 - Provide a way forward

Mapping out a way forward is a powerful way to build trust and show how easy it is to get started. Ideally, stick to 3 steps to keep things simple and make the journey feel more achievable.

• Can you put together an easy 3-step plan?

• What are the most important ways you can help?

• How can you guide them to where they want to be?

Laying out the path to transformation is a powerful motivator, making it easier for customers to decide to take that first step.

Step 5 - Make it easy to take action

It’s important to make it easy for customers to take the first step. A complex process or a range of competing options will almost certainly see prospective customers look elsewhere. 

• What’s the first thing a customer needs to do to move forward?

• How can you make it super simple for them to act?

• Can you identify any barriers in the way (from the customer’s perspective?)

In your messaging, it’s vital to share how easy it is to start the transformation journey. Craft strong calls to action (CTAs) to reinforce this. 

Step 6 - Benefits of taking action

Reminding your customers of the benefits of your solution is a powerful way to guide them along the journey and stop them from giving up on their quest for a better life.

• What does success look like for your customers?

• What can they look forward to by partnering with you?

• How will their life be different?

Paint a picture of the transformation to come. Share how your customer’s life will be transformed if they take action now by choosing your product or service. 

Step 7 - Risks of not taking action

Share the risks of not doing anything and leaving things as they are. Demonstrate how your customers could miss out, be left behind or feel dissatisfied if they choose not to act.

• What will happen if your customer doesn’t take action?

• Will things get worse - if so, how?

• Why is it important they take action now?

The StoryBrand messaging framework keeps your focus firmly on your customers, making it easier to hone an effective message. This challenges your tech firm to look beyond your solution to uncover the core benefits and distill them into language that your audience will understand.

Brand Archetypes: Understanding your business, your positioning and your personality

While not strictly a messaging framework, identifying your brand archetype can refine your communication and clarify your message.

First coined by Carl Jung, the 12 brand archetypes evoke deep emotion to create an almost instant connection. Reflecting universal patterns of behaviour we all instinctively understand, archetypes tap into our subconscious mind, where 95% of purchase decisions are made.

The Outlaw (Freedom) 

Made famous by Harley Davidson and Virgin, this archetype speaks to those who rebel against authority and want to go their own way in life. Characterised by bold statements, strong colours and an irreverent manner, The Outlaw (aka The Rebel) is never formal, apologetic or conformist, resulting in a brand that dares you to follow the rules.

The Magician (Power)

Disney and Dyson are most commonly associated with The Magician. This archetype makes you believe that anything is possible. Somewhat mystical, customers are in awe at the transformation these brands deliver even if they don’t understand how they do it. Bright colours, positive language and a dash of intrigue often mark a Magician brand.

The Hero (Achievement)

The Hero archetype represents brands that inspire us to overcome obstacles and achieve greatness, like Nike and Adidas. These brands often use stories of triumph, perseverance, and empowerment to connect with their audience. Heroic imagery, powerful slogans, and a healthy dose of inspiration attract customers looking to achieve more.

The Lover (Intimacy)

Brands like Victoria's Secret and Chanel embody The Lover archetype. This archetype evokes feelings of passion, desire, and sensuality. With a focus on aesthetics, luxury, and indulgence, brands channelling The Lover brands use rich colours, luxe photos, sensual imagery, and unforgettable scents to create an irresistible allure. 

The Jester (Enjoyment)

The Jester archetype is epitomised by brands like Pepsi and M&M's. They are fun and optimistic and never take themselves too seriously. Bringing joy to everyday life, The Jester brand channels humour and playfulness to attract attention. With vibrant colours, witty slogans and a lighthearted tone, these brands celebrate everyday life.

The Everyman (Belonging)

Companies like IKEA and Target resonate with The Everyman archetype. They focus on inclusivity, affordability and practicality to connect with customers and allay their fears. With relatable messaging and down-to-earth visuals, The Everyman brand makes its customers feel like part of a community - like they belong.

The Caregiver (Nurturing)

Johnson & Johnson and UNICEF embody The Caregiver archetype. These brands channel compassion, support, and well-being to help customers feel safe and understood. Using soft colours, empathetic messaging and gentle imagery, The Caregiver cultivates a sense of security and trust to drive long-term relationships with consumers.

The Ruler (Control)

The Ruler archetype represents authority, excellence and precision. Think of brands like Mercedes-Benz and Rolex. These brands employ elegant design, timeless aesthetics and a focus on mastery to establish their dominance in their respective markets. They also adopt an authoritative tone and cultivate a sense of exclusivity in their messaging.

The Creator (Innovation)

You can’t imagine The Creator archetype without images of Apple or Adobe coming to mind. These brands are known for their innovation, imagination and tendency to push boundaries. Minimalist design, visionary language and cutting-edge products come together to inspire creativity and reinforce their position as trusted leaders in their field.

The Innocent (Safety)

Brands like Aveeno and Dove align with The Innocent archetype, focusing on purity, simplicity and nostalgia. With a clean design, wholesome imagery and positive messages of reassurance, these brands evoke a sense of authenticity, helping them quickly build trust and a deep connection with their customers.

The Sage (Wisdom)

IBM and Google are famous examples of The Sage archetype. These brands want to understand the world around them and share this understanding with others. They represent knowledge, wisdom, and expertise and harness informative content, logical messaging and streamlined design to establish themselves as trusted authorities in their fields. 

The Explorer (Adventure)

Brands like National Geographic and Jeep embody The Explorer archetype. They embrace a feeling of adventure, freedom and discovery. With rugged imagery, adventurous storytelling and a spirit of exploration, The Explorer brand inspires audiences to break free from the ordinary and take on a new challenge.

Each of these 12 brand archetypes offers a unique approach to connecting with audiences and creating a distinct brand identity. In turn, these archetypes also form a strong foundation for a messaging framework that’s sure to resonate with customers. 

Why emotion is so important in the tech space

At first glance, emotion and technology have nothing in common. One is emotive while the other is clinical - complete opposites. A quick review of many tech brands reinforces this view, with most using logic to rationalise the buying decision.

As the market grows and technology advances, relying on logic and rationale alone won’t be enough. As these two messaging frameworks show, the innate power of appealing to the subconscious mind by harnessing stories and archetypes can’t be underestimated.

Taking advantage of an effective messaging framework has the potential to elevate your tech brand, cut through the noise and drive sales and conversions.

Who doesn’t want that in the current environment?

Invest in a messaging framework to boost your brand

Specialising in narrative marketing and messaging, Multiverse is uniquely positioned to elevate tech brands of all shapes and sizes. Discover how we can inject emotion into your messaging to engage new customers, drive conversions and increase sales. 

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