Test

With those building blocks in place, youwill have the foundation for long-termeffectiveness in brand design, messagedevelopment and ongoing marketing.

In today’s splintered, information-saturatedand communication-thick world, it’s even moreimportant to narrow down your brand’s storywith brand messaging. Specific ideas craftedinto key statements will set the stage for allcommunications.

Challenge your leadership with these questions.

> > What are current perceptions?> > What is your market reach?> > Who are your target audiences?> > What are you known for?> > How do people find you?

> > What is your current sales process? Howmany layers are involved (buyer, specifier,referral source, influencer, etc.)

Be frank and honest.

Discuss current perceptions of yourorganization and of any competitors in yourspace. Where do you fit? What do people say about what you do and offer? What are misperceptions?

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 do your audiences want and expect?

Understand the pain points of your targetaudiences—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?

(Remember, they’re not buying a drill, they’re buying the hole it makes.) They don’t want the “thing” … they want the result.

Where’s the “wow!”?

This is where you begin to see the hierarchy,from your audiences’ point of view. What stands out to them (not you!)?

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!”

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 onlinereviews. 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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The messaging hierarchy layers key ideas

Messaging isn’t just copywriting.

The messaging framework is designed topresent unique ideas in memorable ways, toenroll the potential customer and engage themin looking further.

Wordsmithing helps to bring these ideas tolife from the audiences’ point of view, notjust describe products or services. There is anemotional component, as the goal is to buildunderstanding and trust in the reader/viewer.

Think of brand messaging as a series of keyideas that lead the right people into more levelsof information, each level expanding on theprevious, adding more detail to each point presented, to build understanding and trust.

Brand promise

The brand promise (some people call it a tagline) is at the top of the hierarchy.

Think of this short, pithy phrase as a promise to the customer. It’s not a shorthand description of what you do (that’s why we call it a brand promise). Although the brand promise is what’s heard the most and is the statement that accompanies the company name and logo, often in a design lockup, good messaging extends beyond the promise.

The positioning statement

Positioning expands on the brand promise to express who you are. Thepositioning statement adds details that support the brief promise. It will also contain new ideas to separate you from others in your category.

The positioning statement is the single concept or impression that should come to mind when someone thinks of your organization—the thing that distinguishes you from competitors. It articulates who you are to your target audiences, how are known or want to be known.

Positioning will influence all aspects of your messaging and guide the look and feel of the brand design.

Positioning is not details. Don’t describe how you do things or what you offer. Focus instead on the reason your audiences want to work with you, buy from you or join your organization.

“Rule No. 1: It’s better to be clear than clever.”

– Jeff Haden with John Parham, Inc., 2 Simple Keys to Define Your Brand

The value proposition

The value proposition articulates what you do/have/offer to your audiences.

A great value proposition describes the experience your customers can expect and the benefit they can expect as a result. It’s how you live, deliver and steer your brand.

Frame what you do, what you have or what you offer not as a description of services and products, but as the result your target audiences receive. Describe the experience in language that paints a picture and invites a response. As you develop your brand messaging, keep questioning the words you choose with “what does that really mean to my audience?” Specifics are more meaningful than generalities.

The value description

The value description is about who you work for. It expands on the value propositionby narrowing the focus onto the target audiences and what they can expect. Use the value description to add more detail about who your customer is—which could be job title, demographics or the reason they need what you offer.

Remember, each statement builds on previous statements. You’re not saying the same thing

Messaging is the verbal brand

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