Zebra Technologies Corporation · NASDAQ:ZBRA
Zebra Technologies — Investor Presentation (March 2021)
37 slides from Zebra Technologies's investor presentation, March 2021
Slide 1: Voice and Messaging Guidelines
Voice and Messaging Guidelines March 2021 1
Slide 2: Table of Contents
Table of Contents 1 2 3 Introduction Voice Messaging • Role of this document • Voice persona • Our messaging framework • Defining voice and • Voice principles • A closer look: messaging • Our voice in action: Overarching messages Before and after examples • A closer look: Supporting messages
Slide 3: Introduction
Introduction ZEBRA TECHNOLOGIES
Slide 4: The Role of These Guidelines
The Role of These Guidelines These guidelines give our marketers and communicators a consistent and compelling way to express the Zebra brand, ensuring that we use language that inspires, engages, informs, and motivates our audiences. These guidelines do… These guidelines do not… • Provide high-leve
Slide 5: Voice and Messaging Work Together to Shape our Expression
Voice and Messaging Work Together to Shape our Expression Our brand voice guides Our messaging guides how we speak to our customers what we say to our customers WHERE IT The spirit of our brand strategy and our Our Zebra brand positioning (including our COMES FROM organizational DNA, as well as our
Slide 6: 1. Our Voice
1. Our Voice ZEBRA TECHNOLOGIES
Slide 7: The Spirit of our Strategy has Implications for how we Speak
…and the Spirit of our Strategy has Implications for how we Speak We are We have a vision for transformation at the edge of enterprise, Inspiring and seek to inspire our customers and partners to capture their performance edge. We are We know through customer research and analysis what it takes to g
Slide 8: To Define Our Voice, We'll Identify a Persona and Supporting Principles
To Define Our Voice, We’ll Identify a Persona and Supporting Principles Our Voice persona An easy-to-remember persona we can “wear” and VOICE PERSONA use to check how we write and speak Our Voice principles High-level writing tactics that help us bring our Voice principle 1 persona to life. Not all
Slide 9: What is a Persona?
What is a Persona? A persona is an internal, creative and strategic tool we will use in the development of the new voice of Zebra. Short and memorable, the persona creates a “character” to guide and inspire us in delivering our brand. The persona does… The persona does not… • Act as the foundation f
Slide 10: Getting Into the Mindset of the Zebra Persona
Getting Into the Mindset of the Zebra Persona • Think of an inspiring TED talk speaker, who offers bold, new perspectives and breaks down big ideas to make them accessible to the audience. • Think of an insightful coach, who pushes you to be your best and has an actionable plan to help you get there
Slide 11: The Inventive Ally
Breaking Down our Persona The Inventive Ally Inspiring Pragmatic • We believe in possibility– • We like to roll up our sleeves and create, and seek to inspire our customers and partners bringing ideas to life in tangible ways • We bring original thinking and creativity • We balance our future orient
Slide 12: The Inventive Ally
Breaking Down our Persona The Inventive Ally Collaborative • We balance our bold nature with a collaborative, respectful attitude that we bring to all of our work • We are also dedicated, supportive, and reliable – someone our partners and end customers can count on • We know our customers well and
Slide 13: Three Voice Principles Support The Inventive Ally Persona
Three Voice Principles Support The Inventive Ally Persona Our voice persona An easy-to-remember persona we can “wear” and The Inventive Ally use to check how we write and speak Our voice principles High-level writing tactics that help us bring our Lead with Possibility (Inspiring) persona to life. N
Slide 14: Lead with Possibility
PRINCIPLE 1 Lead with Possibility We connect with our audiences in a way that inspires. We have a vision for the future, are energized by possibility, and want to spark this same feeling in others. Do Don’t • Prioritize bold, action-oriented language that exudes confidence and prompts a • Speak in w
Slide 15: Make it Real
PRINCIPLE 2 Make it Real We don’t just talk about possibility—we connect big ideas to real, tangible impact. We are pragmatic and proactive, showing our audiences exactly how we and our partners enable their success. Do Don’t • Ground conceptual ideas with tangible ideas, examples, or metaphors to g
Slide 16: Show We're in it Together
PRINCIPLE 3 Show We’re in it Together We demonstrate our understanding and appreciation of our customers and partners in how we speak. We make it about them—their goals, their achievements, their contributions—and show that we are invested and committed to their success at every step of the way. Do
Slide 17: Summary of Voice Identity
Summary of Voice Identity Our voice persona An easy-to-remember persona we can “wear” and The Inventive Ally use to check how we write and speak Our voice principles High-level writing tactics that help us bring our Lead with Possibility (Inspiring) persona to life. Not all principles will be weight
Slide 18: How our Voice Transforms How we Speak to Customers
How our Voice Transforms How we Speak to Customers Example: Services web page (Zebra website) Before After ZEBRA CAN HELP CREATE A MOBILE STRATEGY TO REDUCE RISK, Your mobile strategy can help you reduce risk, contain costs, and spur growth. CONTAIN COST AND SPUR GROWTH We can help you build it. Zeb
Slide 19: How our Voice Transforms How we Speak to Customers
How our Voice Transforms How we Speak to Customers Example: Excerpt from CEO update: Q2 2017 Results (Internal) Before After Business Environment Evolving with our customers We have been on a journey from a hardware company to a solutions provider. We have been on an exciting journey at Zebra, from
Slide 20: How our Voice Transforms How we Speak to Customers
How our Voice Transforms How we Speak to Customers Example: Partners web page (Zebra website) Before After (rewritten to be partner-facing) ZEBRA® PARTNERCONNECT Perform at your best with Zebra® PartnerConnect Zebra has united its entire channel into a new partner program that empowers our Each one
Slide 21: 2. Our Message
2. Our Message ZEBRA TECHNOLOGIES
Slide 22: Our Messages are Born from our Strategy
Our Messages are Born from our Strategy CUSTOMER CONTEXT As digital innovation transforms the edge of the enterprise OUR PROMISE What we do Zebra delivers a performance edge to the front line of business OUR VISION Why we do it To have every asset and worker on the edge visible, connected and fully
Slide 23: A Closer Look at our Messaging Framework
A Closer Look at our Messaging Framework At Zebra, we empower you to: Overarching Message: The big-picture Capture your edge message we want our Zebra delivers a performance edge to the front line of business, audiences to feel, remember, and empowering you to make every asset and worker visible, co
Slide 24: We use a Combination of our Messages in our Communications
We use a Combination of our Messages in our Communications ILLUSTRATIVE You might find circumstances in which we use one messaging column, one messaging row, or a combination of the two. Our messages are designed to work together to tell a holistic story about our unique value to customers. Overarch
Slide 25: For each message, we'll complete the following framework
For each message, we’ll complete the following framework Message handles Message definition Word bank Proof points
Slide 26: Capture your edge
Overarching Message Capture your edge How we define this message Zebra delivers a performance edge to the front line of business, empowering you to make every asset and worker visible, connected, and fully optimized. Capture your edge We use words and phrases like • Increase visibility into the perf
Slide 27: Innovate with purpose / Unlock the power of your data
Supporting Message 1 Because we… Innovate with purpose You can… Unlock the power of your data How we define this message We innovate with intention to deliver solutions that amplify human intelligence —while solving for ease of use, reliability, and ruggedness. With Zebra behind your people and asse
Slide 28: Integrate into your data ecosystem / Connect who and what matters
Supporting Message 2 Because we… Integrate into your data ecosystem You can… Connect who and what matters How we define this message We believe solving your challenges holistically requires partners that work together seamlessly. With an inclusive approach to partnership and deep vertical specializa
Slide 29: Inspire best-action workflows / Improve workflow and business performance
Supporting Message 3 Because we… Inspire best-action workflows You can… Improve workflow and business performance How we define this message With unrivaled insight into your workers and assets, we can inspire and recommend best-action workflows that equip your people to take decisive, effective acti
Slide 30: Bringing our Messages to Life
Bringing our Messages to Life BEFORE AFTER Discover your best next move with Zebra Savanna™ Greater insights. Better actions. Stronger results. The Zebra Savanna cloud data platform delivers actionable The Zebra Savanna™ cloud platform helps you discover your next workflow insights, powering next-ge
Slide 31: Bringing our Messages to Life
Bringing our Messages to Life BEFORE AFTER Uncover unprecedented ways to optimize your stores Intelligent solutions for an unrivaled retail advantage Discover the smarter way to utilize people and resources. Create SmartSight, our data-driven intelligence solution, helps you the ideal store experien
Slide 32: Bringing our Messages to Life
Bringing our Messages to Life BEFORE AFTER We’re proud to collaborate with @Microsoft and @ReflexisSystems With @Microsoft and @ReflexisSolutions, we’re connecting front- to seamlessly connect front-line workers on task management and line workers on task management and scheduling solutions, schedul
Slide 33: Bringing our Messages to Life
Bringing our Messages to Life BEFORE AFTER Amazing visibility for actionable insights Amazing visibility. Actionable insights. Amplified performance. Get a competitive edge with location solutions that not only Zebra MotionWorks™ arms you with actionable insights so you can automatically sense the l
Slide 34: Bringing our Messages to Life
Bringing our Messages to Life BEFORE AFTER Retailers: read this before you commit to an intelligent automation Intelligent automation can help retailers meet rising demand while solution collecting powerful data—but which solution is right for your business? There are many things that must be consid
Slide 35: Bringing our Messages to Life
Bringing our Messages to Life BEFORE AFTER Put your data to work with Zebra Turn your data into your competitive advantage Get the insights and analytics you need to transform the way you From connecting mobile workers to optimizing your warehouse see your business. Intelligently connect your compan
Slide 36: Bringing our Messages to Life
Bringing our Messages to Life BEFORE AFTER The power to transform your business Meet and exceed expectations with the power of edge data Innovation is exploding on the edge of the enterprise—where As customers and employee expectations continue to rise—demanding businesses, their people, and their p
Slide 37: Bringing our Messages to Life
Bringing our Messages to Life BEFORE AFTER New healthcare-grade mobile computing solution designed to keep Advancements to our purpose-built healthcare mobility solution will clinicians moving and patients safe, especially during busy times further enhance and simplify nurses’ tasks The super-charge
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