Your brand is at the heart of your business and central to that are your key messages. They support your brand throughout your marketing; providing your audience with a concise account of who you are. From your website and print literature through to your verbal communications, your key messages are the literary accompaniment to the visual elements such as logos, fonts and images.
Your key messages are an evolution of your company USPs, highlighting your strengths and reflecting those attributes that as a company, you wish to promote.
They open communication channels, providing consistency of brand and lead your clients and prospects from what they think they know about you, to how you would like to be seen.
The beauty of marketing messages is that you can never really have too many, as long as they are a realistic portrayal of your brand.
They can provide everyone from the MD through to the engineers and sales team with concise, bullet size bites of your brand, that are easy to digest and easy to communicate to your audience. The only rule is to ensure their flexibility, making them easily tailored to suit differing sectors and individual audiences.
So how do you determine what your key messages are?
Below are a few tips to help you ensure you are sending the right message.
Research – Through a combination of market research, internal surveying and customer feedback you can establish what values are at your core, perhaps even uncover a few USP’s that you may have taken for granted.
Focus – Once you have an idea of what your core USPs are, ask yourself how they relate to your audience. Don’t let the sole focus of your marketing messages be self-promotion, your audience would much rather hear about how you understand their requirements, than have you blow your trumpet.
Be concise – Your audience is looking for concise mouthfuls of information and are unlikely to be swayed by your technical jargon. Keep it simple.
Be Positive – It may seem obvious but talking about what you can do as opposed to what you can’t do will make all the difference to impressing your audience.
Short – Much like ensuring the content of the messages are concise, make your point in as few a words as possible. A one liner is far more likely to be remembered than a paragraph of elaborate detail.
Specific – Ensure that your key messages are either addressing a particular company USP or acknowledging a challenge of your clients.
If you would like assistance fine tuning your messages, why not attend our Successful Branding training course, or alternatively call the office on 01202 684 009 and we can arrange to discuss your marketing over a coffee.
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