THE IMPORTANCE OF STRONG KEY MESSAGES
Think about your friends.
You get along with them and keep hanging out because of certain characteristics. You keep spending time with them because they’re consistently the way they are. They don’t keep changing, becoming different people and if they do, then you start to lose trust and are less inclined to spend time with them.
Brands are just like friends. Your brand needs to be consistent to allow customers, clients or subscribers to trust and build a relationship with you. Remember, an inconsistent brand breeds doubt in the minds of the consumer.
Building a comprehensive set of strong key messages for your brand ensures there is consistency across all your marketing and communication materials.
If you have a large organisation, overarching key messages should be written for the parent brand, along with key messages to address the needs of each of your key target audiences or business sectors. For a smaller brand, just one set of key messages is usually sufficient.
These key messages can be easily picked up to form the basis for any future marketing content including website, PR, email, advertising, social media and so on. This saves you time in the future and makes sure your brand messaging remains consistent, promoting recognition and establishing trust in the market.
Not confident in creating key messages yourself or feel like you need professional advice on achieving brand consistency?
At dms CREATiVE, we have a team of marketers, copywriters, and graphic designers that can help you achieve that extra level of impact and brand consistency.
Our Branding & Messaging Workshop is the first step to developing a strong brand personality and articulating your marketing message. Find out more.
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