CORE MESSAGING An overview of brand key messaging

CORE MESSAGING An overview of brand key messaging CHELSEA NEWMAN, MS Clinical Assistant Professor PPT by Rebecca Cooney

“ It is paramount that you have the ability to articulate in one sentence what makes you different from your competitors and valued by your target audiences. Bob Sevier, Ph. D. , Stamats

Core Messaging Company Positioning Statements connect an organization’s topic focus with those who want to engage with them. It articulates what they value and differentiates them from their competition. Key components include who the organization is, what they offer, their purpose, contributions, impact and benefits. Company Core Messages include: • Key terms and phrases • List of [types of] products and services • Your company personality traits • Problems you are solving • Emotional pull you will use to make customers feel good about your company and products • Promise you will make to your customers every time they engage with you or use your products

Key Messages Concise: Avoid jargon and acronyms Specify: Address a particular challenge and audience Short: One memorable sentence, 1015 seconds to say Key Messages Active: Make every sentence active Positive: Talk about what one can do, not what you can't “Key messages are the core of your writing. Key messages open the door to direct communication with your audience because they bridge what your audience already knows and where you are trying to take them. You have a point to make—whether to educate, discuss, promote or advocate. Within every text, key messages are the messages you want your audience to remember and react to. They are The Message, the essence. Within all your writing, key messages keep your writing on track with what you are trying to accomplish. Readers should always come back to your key messages. ” – Dr. Judith M. Newman, Lupin Works