In the digital age, all too often the messaging is neglected, incorrectly discarded into the marketing trash. What some business owners fail to realize is that the brand’s messaging provides the words that help customers and prospects understand a company’s value (why its useful) and values (what it believes in). A brand’s messaging sums up all of the experiential characteristics of a brand. In the war for customers’ hearts, messaging leads the charge.
Whether it’s for crafting the elevator pitch, describing to your neighbors what your company does, or serving as the go-to reference for how you talk about the company, in the era where content is king you need a consistent set of key points where all conversations flows from. Messaging serves that purpose, and gives you the key points to talk about the company in a way that is unique and stands out with your clients and prospective clients.
Messaging—the words that a brand uses to describe itself—can appear in many places. Advertising, brochures, websites, business cards and email signatures are all appropriate vehicles for delivering a brand’s message.
And messaging can take on different shapes.The way you talk about your business in a client meeting is messaging. Of course, ad headlines and taglines can convey critical brand attributes or benefits.
The medium is far less important than the consistency of the message itself. Resist the temptation to put forth too many messages in multiple forums. It’s far better (and in most cases preferred) to focus on a single benefit than risk confusing your audience with a host of attributes or features.