From bland to brand.
The expert strategists that make up our Brand Strategy practice help define the roadmap for successful brands. We'll help you navigate through the tough decisions, so you can reach your goals. After all, without a good roadmap it's a lot harder to get to where you want to go.
Clear messaging is crucial to effective branding programs.
The way you communicate with customers, employees, partners or the financial sector should not be the same. The messages should definitely align with the Brand Compass, however they need to be carefullly tailored to ensure that they are relevant for each unique audience the brand needs to reach. Not having a clear messaging plan that addresses all your audiences, is a sure way to dilute a brand building program.
The Messaging Matrix defines and organizes the message structure.
Our approach to a successful messaging plan starts with what we call a Messaging Matrix. This document distills the essence of the brand into a framework that includes primary and secondary messages for each target audience. We will work with our clients to define the audience segments, and from there, we will craft messages that make sense for each audience - while being aligned with the Brand Compass.
It's important to know what to say....and to understand why it's relevant.
The Messaging Matrix includes short and long versions of each message, along with criteria and background information outlining why the message should resonate with a particular audience segment. Here are the basic components of a Messaging Matrix: - Primary and secondary value propositions organized by audience. - Reasons why the messages are relevant to each audience. - Proofpoints to support and defend each message.
Messaging is about what we say...not necessarily how we say it.
We don't consider "messaging" to be the headlines or text used in ads or websites - instead messaging is about the ideas behind the headlines. The Messaging Matrix is a document that should be used by agencies and writers to drive the content being communicated through the marketing materials - ensuring that we're saying the right things to each audience. How we express the messages depends on the nature of the communications vehicle (an annual report might not use the same tone as an ad) and the personality attributes of the brand (as described in the Brand Compass).