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KEY
MESSAGING
Key messaging is the lifeblood of any brand.
Whether it’s the copy for your homepage, the killer message for your sales team, that first attention grabbing chart in your pitch document, the hook for a marketing campaign, without key messaging, you won’t have a brand.
So, getting the message right is of course very important, and especially challenging for those with inherently complex messages. Plus, as brand owner, your job is also to know in what order to put that messaging - just what is the most important message, and the second third and fourth.
This is immensely useful not only to put a hierarchy in place for your messaging, it also tells you what the customer is most inserted in and will help you deliver services that reflect that need.
The results of the key messaging work for World Extreme Medicine were significant across the organisation - membership rose by 68%, website users increased by 40% and courses up by 7%.
Mark Hanford, CEO & Founder, World Extreme Medicine
The Brand Arrow® provides a strategically grounded approach
to developing a hierarchy of key message by first of all having a clear idea about the needs all your customers face (you only have one grand and
in needs to be relevant to all your customers).
By analysing the features or services your brand provides, assigningcustomer benefits to those features you can then use all those insights to deliver a set of 5 key messages that are relevant to your customer and differentiated from the competition.
To find out how the Brand Arrow® framework can help you develop your 5 key messages call Bruce on 07782 326 030 or drop him a line here. Alternatively read the a case study on how one of the world’s biggest data centre’s used key messaging to shift perceptions of its brand here.
FOR MORE INSIGHTS ON THE POWER OF KEY MESSAGING
