Published on March 6, 2014
Branding brainstorm for new businesses
Why messaging is important • Easy for customers to recognise and understand • Conveys the essence of the company • Drives company direction THE NEXT STEP
What is effective messaging? • Simple • Conveys a message • Unified across platforms What is effective messaging? THE NEXT STEP
How is messaging used • Eliciting different responses • Think – brand awareness, understanding, conviction, informative, generic, pre-emptive, credibility • Feed – brand image & personality, liking desire, self identity • Do – buy, try, repeat, visit, contact, engage THE NEXT STEP
Target market • Who is the target market? • How do we know this? • How are we going to reach them? THE NEXT STEP
Who are you talking to? Are we aiming for 34 year old homeless junkies?
How do we who your ideal target market is? Have you researched? How are we going to reach them? THE NEXT STEP
Know thy enemies Who is aiming for the same target market? What does the target market think of them? How are they doing it? What are they missing?
Voice How do you want your brand to be perceived? Fun Serious Casual Boring Formal Cynical Sarcasti c Entertainin g Ironic THE NEXT STEP
Defining messaging Unify • Speak with a singular voice • Everyone should agree on who you are and what value you bring to your customers • Stick to it THE NEXT STEP
Defining messaging Simplify • Create clear and compelling messages Customers, employees, your mum should all easily understand your message and why they should care • Make it memorable The easier it is to remember the easier it is for people to become ambassadors Q. The primary messaging and secondary messaging?
Defining messaging Amplify • Work strategically to reinforce your brand where it counts THE NEXT STEP
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