Technology from 10x Banking powers some of the biggest names in financial services, including Chase. The marketing team asked us to define their messaging and value statement agreed before they
started writing their new website.

Gathering the inputs

We booked our first workshop to gather the components for a three-part messaging matrix. The aim: establish key audiences, their needs and what 10X could do for them. So far, so straightforward.

But it soon became clear the brand’s value statement wasn’t cutting through with staff or customers – it focused too much on technical points of difference, and not enough on how it helps banks become more competitive. So before we could create a messaging matrix we needed to get to the core: we needed to run a second workshop to focus on 10X’s value statement.

Focus. Then push.

After the two workshops, we used our Three TruthsTM process to organize the team’s inputs, then present our initial themes. With these approved, we moved onto the next stage: a range of value statements, each one rooted in customer and product truths.

The customer. Or the end user?

10X customers were seemingly the banks that used their platform to deliver new products and services. But really the customers were the end users – the banks’ customers. And that was our way in: everyone wants those customers, the end users, to be happy and to love what 10X does – even though they’ll never see the brand. We’d found the emotional benefit, our ‘push’ – and we had our value statement:

Become the bank your customers love, at a speed and cost others can’t match

With this agreed, we were ready to build the short form:

Scale at the speed of your ambition

We followed this with a messaging matrix to address the very specific needs of each subset of the audience. Now 10X Banking had what they needed – dozens of headlines and copy platforms ready for their in-house team to write a brand-new website.

See 10X’s messaging in action and more on their transformative core banking platform here.