Do your people find it hard to explain who you are and what you do? Is it tough to describe why someone should choose you instead of others in your category? Or do your introductions sound like your competitor’s?
Even when the visual brand (logo and graphic elements) is clearly recognized, the verbal brand is often confused, inconsistent or missing.
With strong messaging, the verbal brand will inspire response after an introduction. Or clearly differentiate what you offer from others in your category.
A strong brand promise is more than a tagline. It's focused on your promise to your audiences. What can your customers or clients count on from you?
Messaging hierarchy adds context to the brand promise. It defines what you're known for, what audiences recognize as your "wow!" It's then connected to how you want to be perceived and remembered.
Messaging architecture includes:
This chart is the reference for written communications. Once established, messaging guides the verbal brand. It helps leadership and team members speak clearly about the benefits of what you offer, rather than just describe a list products or services.
Messaging hierarchy blends positioning—defining a niche and purpose—around specific audience benefits. It can be adjusted and revised for different target audiences. And it can guide a new internal communication program or external marketing.
Messaging hierarchy can be created on its own, as part of a rebrand, or as the foundation for a new name and new brand.
Read more about messaging and its applications on our blog.
Download our positioning worksheet below to establish the context for your messaging. Or drop us an email to request an initial discussion of your objectives.