Marketing messages



Message muscle


For brand performance

A brand message clarifies what the company or product does and its value to users. It also suggests its competitive differences.

The brand message is shorthand that tells and sells the problem-solving benefits: the value to the customer. It surfaces from the brand strategy: the thinking behind the brand’s value.


Building messages

Communicating value quickly shortens the sales process. This begins with understanding what the customer wants and knowing what the competitor is offering.

Customers must know that their desires, issues or anxieties are being addressed. Describing a product or service is insufficient.


Branding — intention, reception

Customers might quickly see the advantages themselves but may not appreciate the full value, until we produce credible evidence or testimony.

…  more

marketing branding
marketing campaigns
marketing communication

Brand values


Stamina, truth, integrity, clarity, service

Developing brand messages rely on knowing the primary purchase audience and the secondary surround audience. The messages have to offer value to both.


Working the muscle

Consistency in the brand message across the organisation is as important as delivery across all marketing activity:

  • website
  • social media
  • printed literature
  • face-to-face client meetings

. . .

Price is what you pay. Value is what you get. Warren Buffett, self-made billionaire, the man behind the single largest act of charitable giving in history


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