What Do Our Clients Care About?
Challenge
Merging three organizations into one and then going through a pandemic will throw a wrench into the best-formulated plans. Humentum, a global nonprofit focused on strengthening operations in the humanitarian and development sector, needed to find a consistently valuable way to talk about themselves. And they needed to understand who they were talking to.
Solutions
Before creating brand messaging, you first need to understand your target market. More than age, occupation, and income, you need to know their pain points, and what they value.
Working with the marketing team, we did voice of customer work, from interviews to insights. We also held brand workshops with leadership to get their perspectives on what makes them unique. Then using multiple inputs (like mission and vision, which were already in place), we developed messaging to connect their value to their clients’ pain points.
Results
The marketing team now has consistent language to use and the rest of the global workforce has the tools they need for individual communications. Instead of each person reflecting the value they see, they’re able to refer back to values shared across their audiences for a more consistent, cohesive brand.
Messages Matter role
Brand messaging; content strategy & creation; fractional team member.
“Voice of customer work is so important, but it can be hard to find the dedicated time to do it as a small marketing team. Tara could focus on it, and bring her past expertise to bear, as well as providing more objective perspective than you can do from inside an organization. After that project was completed, we continued to work with her for content strategy and execution, too. It helped that she was already familiar with the brand!”