In this episode, we dive into the world of brand messaging with Vassilena Valchanova, a content marketing strategist and brand messaging expert with over 15 years of experience. With a background in helping SaaS products and e-commerce stores craft compelling messaging, Vassi shares her framework for creating effective brand messaging, extracting valuable insights from internal teams, and maintaining consistency across all customer touchpoints.
We begin by exploring the critical difference between positioning and messaging, with Vassi explaining how positioning focuses on your place in the market while messaging determines what you actually say to your audience. She walks us through her comprehensive messaging framework that helps companies articulate their value pillars in ways that resonate with different customer personas.
Vassi shares her methodical approach to customer research, emphasizing the importance of focusing on past experiences rather than opinions to uncover genuine insights. She provides practical strategies for extracting valuable information from internal teams, particularly sales professionals who often hold the keys to understanding customer perspectives in B2B environments.
We also discuss the challenges of implementing messaging frameworks across organizations and how to ensure adoption through proper documentation, training, and follow-up processes. Vassi reveals her approach to using AI tools like ChatGPT and Claude to maintain consistent brand voice, including practical tips for creating prompt libraries that teams can use to generate cohesive content.
Whether you're a SaaS marketer, content strategist, or brand manager, this episode offers actionable insights to help you develop messaging that truly connects with your target audience and drives results.
Enjoy!