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What is a practical way to validate a product's brand identity and messaging?

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As a product manager, you want to create a product that resonates with your target audience and stands out from the competition. But how do you know if your product's brand identity and messaging are clear, consistent, and compelling? One practical way to validate your product's brand identity and messaging is to use a framework called the 5Ws. The 5Ws are: Who, What, Why, When, and Where. By answering these questions, you can define and test your product's value proposition, positioning, differentiation, and communication strategy. Here are some steps to follow to apply the 5Ws framework to your product.

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1 Who are your customers?

The first step is to identify and segment your customers based on their needs, goals, pain points, and behaviors. You can use tools like personas, customer journeys, and jobs-to-be-done to create a profile of your ideal customer and understand their context and motivations. You can also use surveys, interviews, and analytics to validate your assumptions and gather feedback from real or potential customers. By knowing who your customers are, you can tailor your product's brand identity and messaging to appeal to them and solve their problems.

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Jamaal Digital Davis

Human-Centered AI Product Manager & Inclusive Service Designer | Championing Fairness, Accessibility, and Equitable Experiences
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Personas, which are fictional characters created to represent different user types, can be highly effective in capturing the diverse needs and behaviors of the actual user base. By developing detailed personas, product managers can gain insights into the various motivations, pain points, and preferences of different segments of their customer base. This allows for a more targeted and tailored approach to product development and marketing efforts.

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2 What is your product?

The second step is to describe your product in a simple and concise way that highlights its benefits and features. You can use tools like value proposition canvas, elevator pitch, and tagline to craft a clear and compelling statement that summarizes what your product does, how it helps your customers, and what makes it unique. You can also use prototypes, demos, and landing pages to showcase your product's functionality and value. By knowing what your product is, you can communicate your product's brand identity and messaging to your customers and stakeholders.

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Jamaal Digital Davis

Human-Centered AI Product Manager & Inclusive Service Designer | Championing Fairness, Accessibility, and Equitable Experiences
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Absolutely, identifying and segmenting customers based on their needs, goals, pain points, and behaviors is a critical step in ensuring that a product is designed and marketed effectively. This process can be conducted through various tools and methodologies. The jobs-to-be-done framework is yet another useful approach. It revolves around understanding the underlying motivations and objectives that lead customers to "hire" a product or service to get a job done. By understanding the jobs that customers are looking to accomplish, product managers can align their product offerings to better meet those needs.

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3 Why should your customers care?

The third step is to explain why your product matters to your customers and how it differs from other solutions. You can use tools like positioning statement, competitive analysis, and unique selling proposition to define your product's market fit, target segment, category, and differentiation. You can also use testimonials, reviews, and case studies to demonstrate your product's impact and credibility. By knowing why your customers should care, you can persuade your customers to choose your product over others and build trust and loyalty.

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4 When do your customers need your product?

The fourth step is to identify when your product is most relevant and valuable to your customers. You can use tools like trigger events, scenarios, and user stories to map out the situations and moments that drive your customers to seek or use your product. You can also use experiments, campaigns, and notifications to test and optimize your product's timing and frequency. By knowing when your customers need your product, you can reach your customers at the right time and place and increase engagement and retention.

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Jamaal Digital Davis

Human-Centered AI Product Manager & Inclusive Service Designer | Championing Fairness, Accessibility, and Equitable Experiences
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By delving deeper into these segments, the company was able to create more nuanced personas and customer journeys that accurately represented the diverse needs and contexts of their user base. As a result, they were able to refine their product offerings, messaging, and user experience to better align with the specific pain points and motivations of each sub-segment. This led to improved customer satisfaction, higher user engagement, and ultimately, stronger business outcomes.

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5 Where do your customers find your product?

The fifth step is to determine where your product is visible and accessible to your customers. You can use tools like channels, distribution, and marketing mix to plan and execute how you deliver your product to your customers and how you promote your product to your audience. You can also use metrics, analytics, and feedback to measure and improve your product's performance and reach. By knowing where your customers find your product, you can optimize your product's brand identity and messaging across different touchpoints and platforms.

By using the 5Ws framework, you can validate your product's brand identity and messaging and ensure that they align with your customers' needs, expectations, and preferences. You can also use the framework to iterate and refine your product's brand identity and messaging as you learn more about your customers and your market. The 5Ws framework can help you create a product that not only delivers value, but also creates a lasting impression and connection with your customers.

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Jamaal Digital Davis

Human-Centered AI Product Manager & Inclusive Service Designer | Championing Fairness, Accessibility, and Equitable Experiences
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One key insight that I'd like to emphasize is the importance of ongoing customer segmentation and understanding. Customer needs, behaviors, and preferences can evolve over time, and it's vital for product managers to continually reassess and refine their understanding of their customer base.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Kalyan 'Kal' Subramanian

Passionate Product & Agile Transformer - COO and CTO at Member Support Services (MSS) - a Credit Union Support Organization!
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Product Management is not for the weak of heart! A Product Manager is the CEO of their Product and their Investors are their Board of Directors. Sustainable success in Product Management requires a lot of passion and energy to adapt to the changing needs of your customers and the environment. This requires the ability to understand both the short term as well as the long-term ecosystem in which the Product and its customers can grow and succeed.

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Marcus Rountree, MBA, PMP

Director of Product Management | Head of Product | VP of Product Management
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The best way to validate your products brand identity & messaging is to talk to customers about it. When I was at Amazon, I worked on a payment product called Amazon PayCode - this product allows users to shop on Amazon but pay for their order with cash at a local store. To validate we had the right brand identify & messaging - I kicked off a customer research project with a agency and asked current & potential customers about the branding/messaging. These 1 on 1 interviews with customers uncovered insights that helped me revise the messaging, branding, and create a How-to video to drive product adoption.

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Jamaal Digital Davis

Human-Centered AI Product Manager & Inclusive Service Designer | Championing Fairness, Accessibility, and Equitable Experiences
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For example, let's consider a company that initially identified two distinct customer segments for its software product: small business owners and enterprise-level organizations. Initially, the company tailored its marketing messages and product features to appeal to these two segments based on assumptions about their needs and behaviors.

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Adam Nemeth

Product Discovery Strategist for User-Centered B2B/SaaS | Digitalization | AI | UCD
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The most effective way to test brand identity and messaging is through 5 second tests: a person matching target audience is shown a website (or mockup or logo) for 5 seconds, then they are asked to describe what the product is about. Using textual analysis it becomes evident whether the main messages go through. Tools that enable this include lyssna (ex-usability hub)

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What is a practical way to validate a product's brand identity and messaging?

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3

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5

6

1 Who are your customers?

2 What is your product?

3 Why should your customers care?

4 When do your customers need your product?

5 Where do your customers find your product?

6 Here’s what else to consider

Product Management

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What is a practical way to validate a product's brand identity and messaging?

1

2

3

4

5

6

1 Who are your customers?

2 What is your product?

3 Why should your customers care?

4 When do your customers need your product?

5 Where do your customers find your product?

6 Here’s what else to consider

Product Management

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