In a world where buzz words like “align,” “digital optimization” and “brand speak” get tossed around like salad, it can be alarmingly easy to lose sight of the basics. At our Cincinnati-based marketing communications agency, we think it’s important to not only focus on the complex strategy, but also on the basic building blocks that go into creating it. Attempt the strategy without the basics, and you might as well be trying to build the Taj Mahal on quicksand (and if you want to see how that turns out, ask the architect who designed the Leaning Tower of Pisa).
One of those basic building blocks includes key messages, those points you want your key audiences to know and understand about your company above all else.
Here are a few reasons why your company needs key messages.
It forces everyone to be on the same page.
How many times have you had to listen to the squeaky wheels in your company? You know, the ones who need more marketing support and money, and who complain that they’re different/better/more important than other brands or services in your company.
Developing and implementing key messages forces both marketing and the C-suite to scrutinize what they really want the company to focus on. And that can help to either silence the squeaky wheels, or carve a thoughtful strategy for them.
It builds your brand.
Key messages that are thoughtfully considered and carefully written should, in turn, be integrated into everything your company says about itself, from press releases to collateral to employee newsletters.
The end result allows people to hear a solid, clear, consistent message, not a lot of noise. And that builds your brand.
It’s best practice.
There’s a reason why you walk before you run. Doing so allows you to master the fundamentals before you attempt the more complex, so the chances of success are heightened.
Developing and using key messages provides the basic framework upon which everything else you do will be built. You’ll find that with this resource, some collateral writes itself. But more importantly, it smoothes out countless wrinkles in the day-to-day challenges of marketing.
You’ll find out why others should love your brand.
Analyzing the messages, and the reasons-to-believe behind the key messages, reveals what needs to be said and who needs to hear it. And in that process, you’ll discover why others should care.
Sometimes, a single set of key messages is all that’s needed for an organization. Other times, a large company with many services or brands may find it needs to develop independent key messages within those subsets.
Either way, just make sure you have thoughtfully-considered, solid key messages and you’re using them. Don’t know where to start? Give us a call. This is something we’re really good at.