Message Strategy
Solution

The Solution

Story. It’s the reason we can give a good book or movie hours of our undivided attention. Maple Street knew their story was important. But how do you craft a message about your business that is as compelling as a great movie? The difference between low-converting words and high-converting words on a website is one thing: a communication framework. Writing a website without a communication framework is like making music without a melody -- it’s just noise. We needed rules to push the brand message beyond mere words, into something more. 

We developed a clear, customer-centric brand message across all pages of the Maple Street website. We gave the customer hero of MSBC’s brand story an aspirational anthem to step into: ‘Wake up to WOW.’ And a problem-centric story that Maple Street could hang their hat on: solving the problem of uninspired breakfasts. See the final brand story →

Online Reach
Results

The Results

A clear message now serves as Maple Street’s competitive advantage. We focused on creating a clear brand story with three key principles at its core:

1. Clarity is King
   People are attracted to clarity and naturally steer away from confusion.

2. The Customer Has a Problem
   MSBC was operating under the common belief that people file businesses away in their minds according to their product offerings. In reality, it’s the problem you solve, the pain point you take away, that is recalled in times of need.

3. The Customer (Not the Brand!) is the Hero of the Story
   This was a big paradigm shift. We positioned Maple Street as the Guide in their customer’s hero story— equipped and ready to help customers win the day with an inspired morning.

   Designed to reinforce the customer journey alongside the newly established message strategy, the Maple Street website has seen significant increases in lead capture and has exceeded conversion goals.