Dashlane Messaging | Software Branding

The things said by Dashlane that reinforce their positioning.

See part I of this case study

In line with the position of being the premium brand for internet security, Dashlane crafted elegant messaging that vaults their product beyond being a password manager.

How? They made it about the emotional value derived from using their product. In short, they make it about the feeling of security and being cool rather than making their password creator the hero. This is evidenced in the way they discuss the benefit of their product from their home page:

Dashlane does more than create, save, and autofill your passwords. See how Dashlane can give you a safer, simpler life online.

Dashlane is a tool that the real heroes (their users) can use to fight against security threats online. More importantly, they can do so without having to get vicious. Adopting messaging like this is great for many reasons and there is one, in particular, that is fascinating:

Dashlane’s messaging allows them to exceed password management.

In conjunction with a name like Dashlane, they have shown that their brand is capable of handling new product dedicated to the safety of others on the internet. There’s an important part in there that I don’t want to skip over because it matters: the name.

Imagine these examples from companies within this market with a new offering:

LastPass launches a new VPN service to guard your internet usage from unwanted eyes.

Dashlane launches new VPN service to guard your internet usage from unwanted eyes.

LastPass has made it difficult for themselves to be recognized as anything other than a password manager because every time you say their name you are yanked into remembering that they are a password manager.

Conversely, Dashlane is tied to an emotional value. So long as the offering doesn’t conflict with that emotional value, Dashlane’s customers will eat it up. Yet another stepping stone to a safer, simpler life online.

The point? The messages in the things you promise, the way you talk about your products and services, even the name you give users to identify you are rooted in emotion, not the product. The product is a vehicle by which that emotion is experienced. Focus your messaging on reinforcing the emotion. Build the brand on something greater so that you can continue to innovate and be trusted with new products.

Originally published at https://www.zstvns.design.

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