Messaging in a Nutshell

Your messaging is the foundation of how you communicate your Big Idea or Core Truth to your audience. In other words, this is what your audience needs to believe in order to form an emotional connection with you and make a buying decision. 

I always believe the best place to begin is with your own brand story so that you can explore how your Core Truth has evolved over time and how you’d like to express that in different aspects of your business. Aspects such as:

Your Positioning - giving your audience the context they need to understand who you are and what you do.

Your Unique Value Proposition - A description of the benefit of your offer that communicates how you solve for your customer’s emotional and functional needs.

Your Values, Vision, and Mission - The way you want to do business, the impact you desire to have, and the guiding principles that keep you on track.

The way you express these aspects of your brand will be impacted by your brand’s personality and tone of voice, as well as the industry you’re in and the people with whom you’d like to build connections.

It’s critical that you reflect your customers’ words back to them in your messaging. Copywriters refer to this concept as using Voice of Customer Data. As a Brand Strategist, I call it creating resonance. The point of resonance is not just about persuasion, it’s about finding connection points to foster loyalty over the long term.

The success or failure of your endeavors is determined by how well you can communicate the ideas that lie at the heart of your work.