Case Study
Creating a Messaging Framework for a B2B Fintech Brand
Developing clear positioning and audience-specific messaging to align how a fintech company communicates its value across marketing and sales.
Services: Positioning · Messaging Strategy · Brand Architecture · Website Strategy
The Challenge
A B2B fintech company was preparing for a rebrand and complete website rewrite but first needed to clarify its positioning and messaging across several distinct audiences. The company served advisors, workplace benefits companies, providers, and individual savers, each with different needs, priorities, and relationships to the company’s products.
The challenge was creating a clear messaging architecture that could unify the brand while still differentiating the value proposition for each audience and product.
The Approach
I worked closely with cross-functional stakeholders across the organization to understand business priorities, product positioning, customer needs, and how different teams communicated the company’s value. From there, I developed a comprehensive messaging framework to serve as the strategic foundation for the rebrand and new website.
The process clarified the company’s overall positioning, defined its ideal customer profiles, and identified the distinct needs and priorities of each audience. I then created a messaging hierarchy that connected the overarching brand narrative to differentiated messaging for advisors, workplace benefits companies, providers, and savers.
The Work
The final framework included company-level positioning, audience-specific messaging, key differentiators, and product-level value propositions mapped to each relevant customer segment.
It also provided a strategic reference for the company’s broader brand architecture, establishing how products and audiences related to one another both visually and through messaging. The framework was then used to guide the website rewrite and create greater consistency across future marketing and sales communications.
The Outcome
The company entered its rebrand and website redesign with a clear, unified messaging system that could accommodate multiple audiences and products without fragmenting the broader brand story.
The framework provided a shared reference point for marketing, sales, product, and leadership, creating greater consistency across the organization while giving each audience a more relevant and differentiated articulation of the company’s value.