Jobs To Be Done for Marketers — Guide #2
Jobs To Be Done for Marketers — Guide #2. If your brand feels fuzzy to you, it’s fog to your audience. Let’s make it obvious and repeatable.
Templates reduce decisions so teams ship on time with the same quality.
Steps
- Design constraints before concepts — Constraints produce coherence; they are not creative jail.
- List three proof points — Social, data, demos. Proof turns belief into trust.
- State the promise in plain words — Avoid poetry; say the outcome a buyer can point to later.
- Define the audience and their stakes — Name who loses what if nothing changes; real stakes sharpen choices.
- Document decisions in one page — People use what they can read in two minutes.
Why this matters: Constraints produce coherence; they are not creative jail. In branding, consistency is a function of decisions captured and reused.
Why this matters: Social, data, demos. Proof turns belief into trust. In branding, consistency is a function of decisions captured and reused.
Why this matters: Avoid poetry; say the outcome a buyer can point to later. In branding, consistency is a function of decisions captured and reused.
Why this matters: Name who loses what if nothing changes; real stakes sharpen choices. In branding, consistency is a function of decisions captured and reused.
Why this matters: People use what they can read in two minutes. In branding, consistency is a function of decisions captured and reused.
Toolkit
- Voice ladder — From formal to playful with examples for each channel.
- Palette tokens — CSS variables / design tokens for color and spacing across apps.
- Messaging blocks — Headline • subhead • bullets • CTA mapped to page sections.
How to use it: From formal to playful with examples for each channel. Save the final in a shared doc; link from tickets so execution matches intent.
How to use it: CSS variables / design tokens for color and spacing across apps. Save the final in a shared doc; link from tickets so execution matches intent.
How to use it: Headline • subhead • bullets • CTA mapped to page sections. Save the final in a shared doc; link from tickets so execution matches intent.
Example
A fintech tightened palette tokens and shipping velocity rose because designers stopped re‑deciding shades.
Related Articles
- Logo Systems vs. One‑Off Marks — Playbook #2
- Positioning Traps (and Fixes) — Pro Tips #2
- Differentiation Without Feature Fights — Deep Dive #2
- Brand Guidelines in One Page — Pro Tips #2
← Previous: Messaging Hierarchy for Landing Pages — Guide #2 Next: ICP vs Buyer Persona: What’s the Difference? — Playbook #2 →
Related Articles
- A Visual Identity You Can Scale — Pro Tips #2
- ICP vs Buyer Persona: What’s the Difference? — Playbook #2
- Personas That Don’t Lie — Case Files #2
- ICP vs Buyer Persona: What’s the Difference? — Field Notes #2
← Previous: Messaging Hierarchy for Landing Pages — Guide #2 Next: ICP vs Buyer Persona: What’s the Difference? — Playbook #2 →