Be honest with yourself: Do people really get what your brand is about? Not the list of products or services that you offer but what lifts you up from that sea of sameness? Visual messaging, although important, plays second fiddle to verbal communication. It’s a brand’s voice, tone and language that will sink in and keep them coming back for more. When done correctly, messaging will become less of an introduction to your audience and more of a conversation. Brand messaging architecture needs to come before content strategy. It’s essential. Why?
Imagine asking an architect to design the perfect building. Inevitably, the architect would ask questions like, “perfect for who? What is the purpose of the building — is it a home or a place of business? How many people are going to live/work here? What is the geographical location?”
Get where I’m going with this? It’s not silly — in fact, it’s essential to building a brand that matters to your audience. It’s also necessary so that all departments, teams and vendors know the guts of the brand and are able to deliver consistent messaging in all forms of content. So, what does messaging architecture entail? At a minimum, it includes the following elements:

BRAND PROMISE

A brand promise is focused on your target audience and what they can expect from you. What can they count on you for? The promise should be both meaningful and measurable.

POSITIONING STATEMENT

What’s the differentiator? How can your brand fulfill the need(s) of a customer in a way your competitor’s can not.

VALUE PROPOSITION

What are you offering and how will it benefit or improve your customer’s situation.

VALUE DESCRIPTION

Why you work. Who you work for. What drives the brand.

3 KEY IDEAS/MESSAGES

What makes the brand unique. Each of these three ideas should then be supported by three-five proof points.

Think you could use some help in creating brand messaging that stands out? We’d love to start the conversation.

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