#73 – No Jargon. Just Facts – The Truth About Branding

They were saying all the wrong things to the right people!

You see, their product was actually great.

What they’d built was solid—an internal coordination app for school management. It helped academic heads and administrators manage teacher leave requests, duty charts, last-minute substitutions, and internal announcements—all in one place.

It was built for people who usually juggle excel sheets, dozens of follow-up phone calls, and WhatsApp groups just to keep things running every week. It could manage all the behind-the-scenes stuff that runs a school.

But the way they were positioning it was the problem.

It was cold. Generic.
All about “workflow efficiency”, “digitising school operations”, “seamless workflows.” “smart school operations.” “digital-first scheduling.”

It sounded impressive to their own ears —but obviously, the users didn’t connect.

So we paused everything, & here’s how we fixed it.

You see, we don’t guess.

We research. Analyze. Map personas. & Build segments.

So we went back to the basics, and we rebuilt the story around the user (person), not the product, and when that’s done, suddenly all your ads will work.

& We’ve done this for dozens of brands across industries, audiences, and languages.

Coming back to the story . .

We looked at their market research again. We even spoke to their real audience —school leaders dealing with this mess every day.

And during one call, a vice principal said,—
“Every Friday evening, I’m on WhatsApp figuring out who’s going to call in sick next week. I already know the coming Monday will be a mess.”

Then we knew we were on to something.

Until then, the company was trying to sell features. But it hadn’t connected to real pain. Their message didn’t reflect the mental load their audience was carrying—the constant catch-ups, and the endless coordinations.

So we rewrote everything.
Landing page. Emails. Cold pitches. Onboarding.
Instead of sounding “smart,” the new brand voice became human. Clear. Relatable.

We dropped lines like “smart scheduling engine” and used real language:
“No more 7 a.m. WhatsApps asking who’s covering whom.”

Another example —

“Leave requests. Duties. Substitutions. Sorted before your week begins.
No last-minute surprises.”

We then also tightened their focus. Instead of trying to appeal to every school, we helped them speak directly to academic coordinators drowning in chaos.

CRM flows changed. Ad copies changed.

The result?

Demo bookings rose by 31%!
Cold outreach started getting warm replies.

The product hadn’t changed at all. But now, it was being understood.

That’s the power of getting your brand story right.

So, if you too are doing all the right things but still feel like your audience isn’t leaning in—it may not be a product problem. Or even your pricing.

It might just be your messaging.
Let’s fix that.

BrandLoom is offering a Brand Clarity Audit to help brands uncover the story their audience is actually waiting to hear.

Because once your message hits home,
everything else starts working.

→ Get in touch for the brand clarity audit
https://www.brandloom.com/strategic-branding/consultants

P.S. Most products fail quietly—not because they’re bad, but because they sound like everyone else. Don’t let that happen to you.

That’s it for today, thanks for reading.

Yours Sincerely,