With those building blocks in place, you will have the foundation for long-term effectiveness in brand design, message development and ongoing marketing. In today’s splintered, information-saturated and communication-thick world, it’s even more important to narrow down your brand’s story with brand messaging. Specific ideas crafted into key statements will set the stage for all communications.
Challenge your leadership with these questions. >> What are current perceptions? >> What is your market reach?
What do your audiences want and expect? Understand the pain points of your target audiences—it’s critical to your message. What drives them to seek what you offer? Why do they want what you can provide? >> What are the choices those people have to solve their problem, accomplish their goal, be successful? >> Where does your product or service fit? >> In what areas do you excel? >> What do those target audiences expect from you … and what outcomes do you help them achieve?
>> What are you known for?
(Remember, they’re not buying a drill, they’re buying the hole it makes.) They don’t want the “thing” … they want the result.
>> How do people find you?
Where’s the “wow!”?
>> What is your current sales process? How many layers are involved (buyer, specifier, referral source, influencer, etc.)
This is where you begin to see the hierarchy, from your audiences’ point of view. What stands out to them (not you!)?
>> Who are your target audiences?
Be frank and honest. Discuss current perceptions of your organization and of any competitors in your space. Where do you fit? What do people say about what you do and offer? What are misperceptions?
The “wow!” concepts are the ideas, the actions, the services or features that go beyond what your audience expects from you or your competition. You’ll hear comments like … “wow! I had no idea you could do x!” or “wow, that’s just what I was looking for!”
Then … where do you want to be in 2 years, 5 years, longer? What do you want to be known for? What do you want people to think of first when they hear your name?
What they are delighted with might be obvious to you. But these features, ideas or actions are the specifics that help the right people realize “I want that/you!”
Use their words when you can. Compile and review testimonials and online reviews. What are people saying about you? Often those comments are more authentic and personal than what you can come up with. Their words can be repurposed to your message. If someone starts to talk about “quality” or “service” or “solutions” or “innovative” when you’re drafting your message ideas, shriek loudly. It’s easy to default to these overused and meaningless words. They’re too generic. Look for more specific words that are descriptive and interesting. That’s why it’s useful to use actual testimonials.
Brand messaging architecture includes: >> Brand promise (promise to your
target audience) >> Positioning statement (who you are) >> Value proposition (what you do/have/
offer) >> Value description (who you work for) >> Three key ideas/messages (which
make you unique) >> Each of the three key ideas supported
by three proof points
Messaging is the verbal brand
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