Developing a Formal Brand Messaging Document

Ensure everyone in your company sings from the same sheet of music when it comes to communicating a consistent brand message.

Imagine one of your customers calling six different people in your company. The customer asks why they should consider purchasing your product. What do you think these six people would say? Would their explanation be consistent?

That's where brand messaging comes into play. In the audio book, "Sound Advice on Brand Marketing," author Tom Miller says brands need to speak with a single unified voice in every communication with customers and prospects.

"Brand messaging is a formalized document that captures the most important points about your brand," says Miller. "It is then used to create all of the various brand communications, such as ads, press releases, web sites, literature, and so forth."

The best place to begin the brand messaging process is with the elevator pitch. "Think about getting on an elevator with a senior executive from a great prospect company. He asks you to tell him why your product or service is so special and better than all the others are. You've got 30-seconds. Go!"

Distilling your brand message into a short, memorable description or value proposition sets the stage for the rest of the brand messaging to flow in a logical, informative fashion. "It may take a little hard work now, but it pays big dividends in the future," says Miller. "Not only is your message consistent, you should also realize major time savings in developing communications pieces. The heavy lifting from a messaging perspective has already been done."

Tom Miller offers brand marketing advice each week in the free audio newsletter from What's Working in Biz ? http://www.whatsworking.biz/full_story.asp?ArtID=92 ? and is president of the branding firm, Miller Brooks.

About The Author

Richard Cunningham is a principal of What's Working in Biz, http://www.whatsworking.biz, a publisher of business audiobooks and online audio programs on marketing, sales, and small business strategies.

---

Developing a Formal Brand Messaging Document

Ensure everyone in your company sings from the same sheet... Read More

Forgot The Ad Budget? Dont Panic!

Bob is excited about his new business. He secured funding.... Read More

The Secrets of High Money Classified Ads

When used effectively, classified ads can be one of the... Read More

Choosing a Print Mail Dealer

"Print & Mail is a type of service that... Read More

Create Your Dynamic Elevator Speech

So, what's an elevator speech, and how do you get... Read More

Just What Are Consumers Thinking?

Research would indicate that consumers don't know what they're thinking.... Read More

5 Tips for Hot Yellow Pages Ads

Yellow Pages advertising is one of the most popular forms... Read More

Worn Out Brochure Design Is Keeping Small Business Owners Down

I got another one of those calls the other day...Can... Read More

The $500.00 A Month Plan

One way to make extra money or start a... Read More

Magnetic Business Cards: Make Your Marketing Message Stick

What is it about magnets that draw people to leave... Read More

Is Your Yellow Pages Ad Putting Cash in Your Pocket... or Sucking Cash Out?

Any idea? It's a question that more than a few... Read More

Brand Young and You Brand for Life; Why Cinema Advertising is an Effective Tools for Marketers

In the world of advertising there are many forms of... Read More

3 Things Every Yellow Pages Advertiser Needs to Know

Too many business owners and marketers know that Yellow Pages... Read More

7 Essential Elements for Profit-Pulling Ads

Advertising will make or break your business. It is crucial... Read More

Change, or Reinforce?

Do you know about the distinction - and it's a... Read More

How Well Do Postcards Work?

The humble little postcard has been getting a... Read More

The Seven Second Race: How to Draw Attention Your Ad

You've decided to launch your advertising campaign but you have... Read More

Power Headlines for Promotion Success

Do you send email to your Online audience to let... Read More

LED Score Boards

LED scoreboards can be utilized in most of the sporting... Read More

Advertising on a Budget -- Part 2: Thinking Small

This is the second article of a three-part series. I'm... Read More

Testimonials Convert Prospects Into Buyers

Big businesses get instant credibility with their well-known company name... Read More

4 Ways to Double the Power of Your Business Cards

Sure, everyone needs business cards. But why not make your... Read More

Why Your Ads Aren?t Working

The president of a manufacturing company recently asked me, "Why... Read More

What To Do With Your Business Cards

Without a plan to distribute your cards, there's no need... Read More

80% of All Advertising Is Wasted Due To This Common Mistake

You're flipping through this publication as you wait for your... Read More

Create Your Own Business Cards, Part 2

This is the second part of creating your own business... Read More

Understanding Internet Banner Advertising

Banner advertising is an effective way of getting your advertising... Read More

How to Advertise with Flyers

When you first start out on your business venture, money... Read More

Why Would Anyone Want Your Business Card?

Do you remember how proud you were the first time... Read More

What the Newspaper Ad Person Won?t Tell You

Newspapers are considered the PRIMARY advertising medium by 99.4% of... Read More

Ten Ways To Sell Advertising Space Fast

1. Give your customers a discount when they spend over... Read More

The Graphic Problem

Digital printing has revolutionized the sign industry. Current printers can... Read More

What Does Your Business Card Say?

Business cards are the most underutilized and misunderstood marketing tool... Read More