Brand Narrative
Messaging clarity for aligned execution and market differentiation
The challenge
A promising health tech startup, with strong product-market fit and early traction, struggled to scale. Despite a robust technology platform, their go-to-market efforts were hindered by the company's messaging. By being feature-focused rather than value-driven, it failed to resonate with decision-makers in large enterprise health systems. This elongated sales cycles, confused their sales team, and decreased sales in a crowded market.
Our approach
In a targeted, four-week sprint, Acelyst worked with the sales markeing, and leadership teams to develop an effective narrative and messaging framework. Our process included:
Internal baselining: We interviewed the founders, key leaders, and investors and reviewed key strategic documents to understand the core value drivers of the technology against the market dynamics.
Customer Empathy Mapping: We then interviewed key customers and prospects to asses the day-to-day pain points, motivations, and goals of their target personas. We then mapped the technology solution and supporting services to their specific needs.
Narrative Development: Using a structured approached, we distilled complex product features into a simple, compelling, and memorable story. This included defining the problem, the unique solution, audience and the measurable impact overall and by customer persona.
Sales and Marketing Collateral Guidelines: To pull through for sales enablment, we applied the core narrative into actionable language for the sales deck, website copy, and marketing materials.
The outcome
The strategic narrative became the company's "commercial anchor," a unifying story that enabled the sales and marketing teams to have impactful and differentiating conversations. The new messaging resonated with their target audience, shortening the sales cycle and increased the conversion rate of qualified leads. The narrative also provided a clear, differentiating story for investors and partners.