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Branding: How to do Better Messaging

A quick, concise presentation about how to make the most of messaging for a brand.

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Branding: How to do Better Messaging

  1. 1. <ul><li>How to do better messaging </li></ul><ul><li>2010 </li></ul>
  2. 2. <ul><li>The 3 classic problems with messaging </li></ul><ul><li>Thinking messaging is just verbal </li></ul>When, in fact…
  3. 3. 85% of communication is non-verbal
  4. 4. 93% of emotional meaning is communicated through non-verbal channels
  5. 5. when verbal and non-verbal information conflict, people believe the non-verbal
  6. 6. <ul><li>Solution for Problem 1 (neglecting the non-verbal) </li></ul><ul><li>After your brand strategy has been defined and you know what perceptions to create for your brand: </li></ul><ul><li>Use a technique like SensoryQ™ to identify the right sensory cues that will trigger the desired perceptions in your target audience. Use those sensory cues in the development of your messaging. </li></ul><ul><li>Consider what media to use. Sometimes complicated messages are best communicated through a picture or short animation or video than through written words. </li></ul>
  7. 7. <ul><li>The 3 classic problems with messaging </li></ul><ul><li>Thinking messaging is just verbal </li></ul><ul><li>Disconnect between brand strategy and execution </li></ul>
  8. 8. <ul><li>Disconnect between strategy & execution </li></ul>Brand/marketing strategy and the execution thereof are often done by different people, or groups of people. Some are “left-brained” thinkers (i.e., strategists), while others are more “right-brained” thinkers (i.e., creatives). Handoffs between different groups and types of people can create a disconnect.
  9. 9. <ul><li>Example </li></ul><ul><li>Contemporary leader </li></ul><ul><li>Medically supervised </li></ul><ul><li>Proven & safe </li></ul>That’s how a brand with the following brand strategy/attributes…
  10. 10. <ul><li>Example </li></ul><ul><li>Can end up looking like this… </li></ul>
  11. 11. <ul><li>Solution for Problem 2 (the disconnect) </li></ul><ul><li>Your brand strategy ideally should be summarized and defined in a “brand book” containing: </li></ul><ul><li>A style guide to the brand’s look and feel, along with useful media resources for anyone who is involved in execution of messaging. </li></ul><ul><li>A Messaging Blueprint that conceptually describes the primary and secondary messages to each target audience, along with the best messaging format to use for each message, the message tonality and all relevant support information. </li></ul>
  12. 12. <ul><li>The 3 classic problems with messaging </li></ul><ul><li>Thinking messaging is just verbal </li></ul><ul><li>Disconnect between brand strategy and execution </li></ul><ul><li>Lack of focus </li></ul>
  13. 13. <ul><li>Lack of brand focus </li></ul><ul><li>Lots of audiences </li></ul><ul><li>Lots of messages </li></ul><ul><li>Lots of objectives </li></ul><ul><li>Lots of “cooks” </li></ul><ul><li>Lots of meetings </li></ul><ul><li>Lots of opinions </li></ul><ul><li>Lots of fear </li></ul>Finally, one of the biggest problems affecting messaging is a lack of focus deriving from one or more of the following sources:
  14. 14. <ul><li>Solution for Problem 3 (lack of focus) </li></ul><ul><li>Conduct a Brand Focus Workshop . The workshop should be led by independent experts and conducted off-site. </li></ul><ul><li>The purpose of the Brand Focus Workshop is to get input from all key stakeholders once and at the same time. Interactive exercises should be used to find common ground for the brand across multiple target audiences and to identify brand priorities and sacrifice low value/distracting elements. </li></ul><ul><li>The output should be a tightly focused brand and messaging strategy. </li></ul>