Key messages are critical facts and impressions about the services of a company, a product or suite of products, an event, a shift in policy or procedure within an organization, or a high-profile activity such as a fundraising effort or election. Critical elements of any brand, these key messages must be carefully chosen and grouped into sets for customers, partners, and staff and other groups. Key messages fall into two groups:
The first are straightforward statements about what makes you and your offering different. They are simple facts—compelling realities that set you apart in authentic and impressive ways. They are points of pride—unique characteristics that everyone who needs you have should hear and understand.
The second group is made up of messages that speak directly about the value of your offering to its intended market—whether prospective customers, existing clients, staff or the general public. These messages demonstrate that the offering will be of significant value to the target audience, often in statements of fact known as proof points. Typically, key messages vary by audience, so crafting a unique set of messages for each audience is helpful.
Baytek strategic communicators will engage your management team in a lively debate will raise new and valuable insights about the true value of your offerings. Together, you can then determine the many authentic and compelling key messages that will make your value understood and appreciated. The result is solid agreement about what should be said to whom. That consensus is the necessary foundation for every successful branding campaign.
