BRAND NARRATIVE
What is it?
A brand narrative is a unifying statement for our entire business—a single story that speaks to all we do and the value we provide to our customers.
Our narrative, Advancing the Lifeline, connects the ethos of our brand purpose to product-specific messaging.
MACRO-LEVEL MESSAGE
Whether it's lives or the life of a business on the line, Motorola Solutions is dedicated to designing and delivering the technologies our customers refer to as their lifeline—mission-critical communications, services, software, video surveillance and analytics, which keep businesses thriving and communities safe. Our commitment to innovation is how we advance the lifeline every day.
Advancing the Lifeline should be used as a sign-off in strategic moments, always taking care to tie it to real stories and to our message in action. By doing so, we build the equity of The Lifeline, and ensure it will be a compelling and enduring platform for future messaging without burning it out.
It's important to note that Advancing the Lifeline is NOT a tagline, and if we overuse it, it will wear out quickly and cease to be effective.
SPEAKS TO:
What we do as a company
The value we provide our customers
How we’re differentiated
WHERE TO USE:
The brand narrative should be used when communicating at a company, industry or portfolio level.
Use it in:
- Company/corporate communications (brand-level campaigns, sponsorships, company fact sheets, facilities signage, corporate social media posts and employee email signatures)
- Industry marketing (global vertical marketing materials)
- Portfolio-level marketing (Innovation Centers, trade and roadshows, thought leadership material and in case studies or videos exemplifying how our products are a lifeline for customers)
WHERE NOT TO USE:
Do not use the brand narrative when speaking at the product/product line level.
Do not use as a replacement of the brand purpose.
Do not use it in:
Marketing collateral and literature for specific products or product lines (MOTOTRBO family, APX family, COMMANDCENTRAL, etc.)
Demand generation/campaign material promoting a specific product or product line
OUR BRAND NARRATIVE
We’re there when everything’s on the line. In extreme moments. When a hurricane lands. When fire breaks out. When the water is knee-deep and rising.
And in everyday moments. When the heat comes on in the dead of winter. When a package arrives just in time for the holiday. When a child doesn’t miss the school bus home. Day in, and day out, governments and businesses around the world rely on effortless and reliable communication.
They call it their lifeline.
At Motorola Solutions, we build that lifeline. With mission-critical services, software, video and analytics backed by secure, time-tested land mobile radio communications. To make certain the right information makes it to the right person at precisely the right moment. So that our customers are always ready, because every moment matters.
We spend thousands of hours working alongside our customers to understand how they use technology—and how the technologies they use work better together. To help businesses operate without interruption. And to safeguard communities, workplaces, and ultimately, each one of us. We’re determined to keep the line unbreakable. To ensure it never goes slack. We’re transforming the technology of today with tomorrow in mind.
At Motorola Solutions, we’ll never stop advancing the lifeline.
Breaking it Down
Understand our brand narrative and the essence of how we are “Advancing the Lifeline”.
Innovation is our legacy and our future. Every day, we work to shape the future of public safety and enterprise. We advance the lifeline through our commitment to continuous innovation.
Our customers–both public safety and private enterprises–think of communications as their lifeline: the vital resource they count on to stay safe and to be productive. And communications is no longer limited to just voice. It is the information that allows them to make the right decisions every day, and in critical moments.
At Motorola Solutions, we build that lifeline through our entire integrated suite of LMR, software, services, video and analytics. Mission critical communications and operations IS the lifeline–whether it’s lives or the life of a business on the line.
Key Messaging Pillars
Our brand narrative, when deconstructed, resolves into three key themes: partnership, innovation and readiness. Each of these themes is supported by proof points.
PARTNERSHIP
Our partnership with our customers is real and differentiating.
We work alongside them to understand how technology can help them work smarter and more safely.
INNOVATION
Innovation is our legacy and our future.
We are deeply passionate about pushing technological boundaries, because our customers rely on us to stay ahead.
READINESS
By partnering with our customers and innovating on their behalf, we deliver readiness.
As the mission-critical communications industry leader, we make sure our customers are ready–for the everyday moments and for the moments that matter most.
Proof Points
Each of our narrative’s key themes are supported by sub-thematic ‘proof points’—real-life articulations such as ‘supporting the good guys’ (partnership), ‘making data actionable’ (innovation) and ‘when time is of the essence’ (readiness). Articulations that exemplify what Advancing the Lifeline looks like in action.
Proof points substantiate and inform the talking points you’ll use to speak about Motorola Solutions, whether you need to explain broadly what we provide or want to address a specific vertical.
Sample Talking Points
PARTNERSHIP
Supporting the good guys
We’re proud to help first responders around the world advance their mission: protecting our neighborhoods, our workplaces, our communities, and ultimately each one of us.
Why Motorola Solutions:
We spend thousands of hours in the field with our customers, designing technology solutions to transform their workflows.
INNOVATION
Seeing the future
It’s not enough to respond to critical situations. Our customers need to be able to predict them to improve business and safety outcomes. Our integrated platform shares data across the organization, to recognize patterns and derive insights that drive meaningful change.
Why Motorola Solutions:
We have a culture of curiosity which leads to disruptive innovation.
READINESS
Critical performance
Toggling between devices and operating systems is inefficient, expensive and can be dangerous in a mission-critical environment. We develop end-to-end workflows to eliminate distractions, downtime and ensure our customers can work ”eyes up and hands-free,” focused on the job and their safety.
Why Motorola Solutions:
We know it has to work when you need it to and can’t think twice about it.
Motorola Solutions Brand Site Terms of Use
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