Relay Messaging Guide

Relay is the control plane for shared serverless logic. This guide distills how we speak about the platform, the value it delivers, and how we adapt the story for different audiences and touchpoints.

Brand Promise

• Tagline: "Operate every function with confidence."
• Promise: Relay unifies deployment, governance, observability, and monetization so teams can ship, operate, and grow serverless workloads across any environment without sacrificing control.
• Elevator Story (45s): Relay gives platform, product, and revenue teams one place to run critical serverless functions. Publish once, enforce policy everywhere, and monitor reliability across clouds. When functions succeed, Relay handles plans, pricing, and payouts so reusable logic becomes a product. Instead of stitching five tools together, Relay is the control plane keeping engineering, operations, and go-to-market aligned.

Value Pillars

Pillar	Short Description	Proof Points
Portable Identity	Functions carry persistent identity, history, and ownership wherever they run.	Version ledger, branch-aware promotion, tenant-aware access control, consistent URLs and metadata.
Operational Clarity	Telemetry and guardrails tuned for functions keep teams ahead of incidents.	Real-time latency/cost dashboards, policy breach alerts, automated rollback, runbooks tied to execution history.
Governed Delivery	Relay enforces namespace policy, secrets, and compliance from one place.	Namespace isolation, configurable approvals, audits, compliance exports, SOC 2-ready controls.
Commercial Momentum	Teams publish, meter, and bill for functions without bespoke tooling.	Usage ledgers, plan catalogs, entitlement workflows, payouts, Stripe/Railway integrations.
Composable Velocity	Builders design, test, and orchestrate functions faster.	Studio playgrounds, workflow composer, CLI + SDKs, CI/CD + IDE integrations.

Ensure major assets emphasize at least two pillars.

Audience Narratives

Developers & Tech Leads

• Need: Ship reliable features without lock-in.
• Message: "Build once, deploy everywhere, and keep visibility without babysitting dashboards."
• Proof: CLI + Studio workflows, instant telemetry, safeguards that do not slow iteration.
• CTA: Try the console, clone sample repos, explore docs.

Platform & SRE Teams

• Need: Enforce policy and SLAs across stacks.
• Message: "Relay is your single pane for policies, incidents, and disaster recovery across serverless footprints."
• Proof: Namespace isolation, policy editors, integrated runbooks, Datadog/OpenTelemetry integrations.
• CTA: Request architecture review, view compliance docs.

Product & Growth Leaders

• Need: Package reusable logic and monetize new products.
• Message: "Turn your function catalog into revenue with pricing plans, entitlements, and billing out of the box."
• Proof: Usage ledgers, customer portals, revenue analytics, Stripe + payouts workflow.
• CTA: Book ROI review, download pricing playbook.

Executives & Procurement

• Need: Mitigate risk and control total cost of ownership.
• Message: "Relay hardens your serverless estate with governance, compliance, and unified reporting."
• Proof: Audit trails, compliance exports, cost dashboards, reference customers.
• CTA: Schedule executive briefing, download security pack.

Voice, Tone, and Vocabulary

1. Voice Principles: Assured, practical, inclusive, forward-looking.
2. Tone by Context: Inspirational for marketing hero, direct for product UI, precise for docs, ROI-driven for sales.
3. Vocabulary Cheatsheet:

Use	Avoid	Notes
"Serverless control plane"	"Deployment tool"	Emphasize breadth beyond deployment.
"Portable function identity"	"RUFID" (in public copy)	Keep acronym to docs/API.
"Governance", "policy", "namespace"	"Lock-in free"	Be specific about outcomes.
"Usage ledger", "pricing plan", "payout"	"Monetization magic"	Stay grounded in reality.

Funnel-Aligned Messaging

Stage	Goal	Key Story Beats	Recommended Assets
Awareness	Make the category real.	Hero tagline + pillars, cross-cloud control.	Homepage hero, teaser video, social snippets.
Consideration	Prove workflows & integrations.	Lifecycle overview, platform screenshots, partner logos.	Product page, webinars, solution briefs.
Evaluation	Remove risk, highlight ROI.	Compliance, migration path, pricing clarity, references.	Case studies, security docs, ROI calculator.
Adoption	Drive activation.	Quickstart, Studio demos, workspace tour.	Onboarding emails, in-product checklists, docs landing.
Expansion	Encourage monetization/workflows.	Usage analytics, plan builder, marketplace launch.	Customer webinars, account reviews, release notes.

Narrative Templates

• Hero 1: "Operate every function with confidence." / "Relay unifies deployment, policy, observability, and revenue for teams shipping serverless workloads across any cloud."
• Hero 2: "Your functions deserve more than ad-hoc scripts." / "Relay turns reusable logic into governed products with telemetry and billing built in."
• Product Intro: "Relay coordinates builders, operators, and revenue teams around one function control plane. Publish once, enforce policy everywhere, and know exactly how functions perform and pay off."
• Pricing Prompt: "Choose the track that fits your program. Self-manage Relay for free, or scale with our managed console when governance and revenue matter."
• Objection Handlers: AWS Lambda tooling, compliance, monetization concerns.

Experience Checklist

1. Pillar coverage
2. Audience targeting
3. Outcome-first copy
4. Terminology check (no internal acronyms)
5. CTA intent for every section

Future Story Seeds

• Composable automation via workflow studio
• Insight-driven tuning (budgets + anomaly detection)
• Function marketplace with entitlements and revenue sharing
• AI copilot for operations and growth recommendations

Governance

• Messaging updates require Product Marketing + Design review.
• Technical claims vetted with Engineering + Compliance.
• Keep this doc aligned with dev_process/planning/FRONTEND_REVAMP_PLAN.md and roadmap briefs (FN-054, FN-101, WEB series).
• Review quarterly with customer feedback and launch updates.

Canonical tagline: "Operate every function with confidence."

CTAs: Launch the console • Explore the docs • Book a strategy session • Download the ROI brief.