Ghost Driving Software: Brand Copy
Client: Ghost Autonomous Driving Software (brand deck and website copy)
Brief: Develop brand deck for an AI driving software startup that incorporates mission/vision statements, messaging frameworks, brand pillars, positioning and differentiator language, competitor information, audience segmentation, and tone/voice guidelines. Based on that deck, collaborate to create the website’s information architecture and write the first round of site copy.
Response: As a fractional content strategist, I was brought in at the ground floor to develop a brand book for this autonomous driving company, (to later be used for securing startup funding). My collaborators were: a producer/project manager, developers, designers, product managers, engineers, and the CEO.
Since some audience and positioning info was already assembled, my first task was to establish strong differentiators and messaging frameworks, so I interviewed engineers/product managers in order to understand the science of this complex software/tech.
I used the output of those interviews to develop deck content that focused on what made Ghost’s software different, better, safer, and more science-backed than competitors. Elements of the deck included: the state of the automotive landscape, brand pillars/principles, mission/vision statements, and overall brand strategy, including content guidelines and a messaging framework. Once the deck was CEO-approved, I used that content to create a content outline, for highly technical website sections including Home/Landing, Safety, Difference, and Benefits.
