Building a Solid Foundation for a Brand New Brand’s Brand Story.

Specly’s Messaging, Brand Voice Development,
Product Launch Content Strategy & Full Plan.

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The ask:

Specly was built as an internal tool at a technology company to help their app designers and developers fill a gap that every major market tool both used all seemed to miss. The internal users found the app so useful the company decided they would make it available to the public. They wanted the app to be a separate brand from the main company, and asked for help figuring out how to build the brand. They needed to figure out what the Specly brand is? What was the Specly story? And how could they use that story and content to support a successful launch of Specly into the world and acquire users?

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The big idea:

Specly would be an incredibly useful addition to any app building team despite being a very niche use product that wasn’t easily explained to anyone unfamiliar with the problem it solves. However, a more natural sounding explanation of the problem and solution could mistakenly sound like the product was promising way more than the company knew it could deliver. To launch successfully, Specly needed a voice that could efficiently and accurately explain what the app would help their target users do and a story that would appeal to whole teams and companies of app developers, not just the primary target app users.

The Solution:

Through interviews with multiple stakeholders, research into other offerings within Specly’s broader category of software, and content audits of popular trade media, I was able to build a solid foundation for brand messaging, a brand voice, and a full content strategy to lead the company through a successful app launch.

 
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The results:

This project concluded with a full brand and content strategy for Specly, which included :

  • Overall brand messaging and taglines

  • Specific value propositions messaged several ways for different use cases

  • Brand voice development

  • Brand personality development (overarching themes that serve as pillars for all content)

  • A two-month roadmap covering all content spanning pre and post app launch, including specific guidance for every suggested piece of content across all suggested mediums.

With permission to share, below is the final overview deck that was handed off to the client:

App Launch Content Strategy