Consistent and conscious messaging helps build differentiated brands

Recently, the term "messaging" has become linked with Branding. And they should be associated. They always have been, but we just didn't use the term messaging.

The essence of a brand, especially a corporate brand, is the communication of the company's positive and unique attributes expressed through the company's"personality" to significant stakeholders .

Messaging - using words and graphics and any other sensory stimuli available - is the verb used to convey the action of developing the integrated communication of brand. It is also the process of crystalizing the essence of the brand, of developing the "brand story" and expressing it uniquely.

Now you may get some direction from a corporate mission statement, but that document is not a brand message. Usually the mission statement begins with a phrase like; "XYZ Inc. will become the leader in every market segment we ever wish to compete in..." That's an internal goal or vision. For a small business in particular, the brand message should speak to customer concerns - solving a critical problem or fulfilling a compelling desire.

The messaging may contain specific language you hope customers will adapt - like ordering a "Grande" instead of a small cup of coffee at Starbucks.

It may be the adoption and consistent use of a particular color to arouse a particular emotion. (Even though I never understood why you'd want to do business with "Brown").

It could include a guarantee, a customer bill of rights, a tagline, hang tags, icons and images, an unusual type face and other elements that help covey the spirit and purpose of the organization.

But each of the elements must be part of an integrated team to create and maintain a strong impression that leads to the positive and particular perception you want your customers to acquire and maintain.

So I suggest starting the branding process by establishing your message. Then integrate the message carriers to develop a clear and impactful identity.

Martin Jelsema
SignatureStrategies
Helping smaller companies profit from the power of branding

www.signaturestrategies.biz