When it comes to effectively communicating your brand’s value, having a solid set of key messages is essential. These messages a part of the Communication Strategy, the third building block of the Strategic Marketing Playbook, and answer the critical questions of how, when, and where you will communicate.
What are Key Messages?
Key Messages are a visual way to organize your most important messages or communications. They ensure consistency in how everyone speaks and writes about your brand. It is best practice to limit your Key Messages in number and information, especially for initiatives, major news, or crisis situations, to keep your communication straightforward and impactful.
Structuring Your Key Messages
Your Key Messages should include bite-sized information, structured as follows:
1 Main Message: This is the core idea you want your audience to hear, understand, and remember.
3 Supporting Messages: These points make the main message more clear.
Proof Points: The specific reasons to believe each Supporting Message.
Characteristics of Good Key Messages
To be effective, your Key Messages should:
- Align with Your Overall Business Strategy
- Be Unique, Accurate, and Verifiable
- Be Concise (you only have one page for a reason)
- Be Easy to Understand and Restate (no corporate jargon)
- Be Relevant to Specific Audiences
Recap: Crafting Effective Key Messages
In summary, Key Messages are a vital tool in your communication strategy that offers a visual way to organize and prioritize important information. They ensure consistency in messaging and should consist of:
- 1 Main Message
- 3 Supporting Messages
- Proof Points for each Supporting Message
Good Key Messages are aligned with your overall business strategy, unique, concise, easy to understand, and relevant to your audience. By focusing on these elements, you can elevate your brand’s communication efforts and strengthen your connection with your audience.
The power of communication lies in clarity and consistency, so craft your Key Messages accordingly!
View the Key Messages Overview video.