5 Common Messaging Mistakes
- Messaging that does not communicate what matters the most to your audience.
- Messaging that is unfocused and is therefore unclear.
- Messaging that is overly logical and lacks emotion.
- Messaging that does not communicate benefits to your audience.
- Messaging that does not communicate value.
Create Your Brand's Core Message
Your brand’s core message is thought of as a a refined statement but in reality it is much more than that. Your brand’s core message is actually more of a system or framework that continues to build your brand in the mind. Just like the framework of a home, your brand’s messaging framework should solidify your brand’s position and start to shape its unique difference, and value. Your messaging framework is essential to communicating your brand’s meaning.
Primary Core Message
Write a detailed paragraph for each of the following:
Audience
Who are they?
Desire
What do they desire?
Problems
What are they struggling with?
Unique Value
What is the unique offering your brand provides?
Brand Distinction
What makes your brand different from other options available? (Refer to brand distinction element)
Unique Outcome
What is the unique outcome your brand helps your customers achieve?
Unique Process
What is the unique way to achieve your customers unique outcome?
Actual Benefit
How do customers benefit from your brand / offering?
Emotional Benefit
How do they feel before, during and after experiencing your brand?
Secondary Core Messaging
Write a detailed paragraph for each of the following:
Purpose
Why does your brand exist?
Vision
What do you see your brand being and what big picture is part of?
Mission
How are you going to realize your vision?
Beliefs
What do you believe in and what is your brand’s view of the world?
Values
What does your brand value the most?
Promise
What does your brand promise it’s customers?
Create your brand message in your BrandPlan.
