Because there are other Red Pepper companies out there, it is best to refer to the company by it's full name:
However, clients will always conserve words when referring to a company casually. For example a client will likely say, "Yeah, that was done by the guys at Red Pepper," as opposed to saying, "... by the guys at Red Pepper Software." This is okay and should be encouraged in conversation and in word-of-mouth recommendations.
No additional brand "descriptor" is necessary with the word software in the name.
It is also appropriate to refer to the brand simply as "Red Pepper" in all uses after the first use on any given page or marketing materials (print or digital). Once we've established the full name of the brand, we can subsequently use the less formal and shorter version of the name.
Likewise, The trademark ™ symbol should only be used the first time Red Pepper Software appears on a page or document. If the name is being followed immediately by the tagline, only the tagline should have the trademark symbol to keep the presentation of the name clean.
A good tagline hints at the values of the company it represents. The tagline is our most essential piece of marketing messaging. It should be 'descriptive' of our most unique competitive differences. It cannot tell the whole story of our brand, but it should grab the attention of our target audience and get the conversation started.
The final tagline selected succeeds in this aim:
Unlike the brand name, the tagline should almost always include the trademark ™ symbol no matter how many times it appears in a document.
The brand statements contain the essence of the Red Pepper brand in its most condensed form expanding on the 'spear point' of the tagline. These can be used as social media profile descriptions or wherever a concise written introduction to the brand is needed.
The most important messaging guideline might be called "messaging hierarchy". Messaging hierarchy is about the order we present information in. It's critical that we're focused on the needs of our clients first. Instead of leading off with explanations about ourselves and our services, we should try and keep the focus of our marketing on the solutions our potential clients are seeking.
When creating new messaging, think in terms of three different "levels" of content: Headlines (including sub-headlines), body copy, and feature details. Each of these sections should be created using a different approach.
Headlines and Sub-Headlines should follow the formula in the "Brand Tone and Voice" section of the "Brand Strategy" tab. Our headlines should be crafted to capture the reader's attention and lead them into the body copy.
The Body Copy is your main content, and it should connect the concept in the headline to the action we are hoping the reader will take. At the end of the body copy should be a "call to action" that invites the reader to visit our website or contact us directly for more information.
Lastly, Feature Details should be listed as bullet points or charts for quick scanning and comparison. Anything we explicitly want to tell the reader about ourselves should be in this section. This might include turn-around time, guarantees, process highlights, etc. These details should be the last thing a new potential client will read on the page — i.e. the "third" read; Alternatively, this is where our customers and those who are familiar with our brand will go first — straight to the details.
Following these guidelines will help you create future "on-brand" messaging that captures the right brand tone and voice and emphasizing the desired outcomes of our clients above the features we want to sell.