Developing a Formal Brand Messaging Document

Ensure everyone in your company sings from the same sheet of music when it comes to communicating a consistent brand message.

Imagine one of your customers calling six different people in your company. The customer asks why they should consider purchasing your product. What do you think these six people would say? Would their explanation be consistent?

That's where brand messaging comes into play. In the audio book, "Sound Advice on Brand Marketing," author Tom Miller says brands need to speak with a single unified voice in every communication with customers and prospects.

"Brand messaging is a formalized document that captures the most important points about your brand," says Miller. "It is then used to create all of the various brand communications, such as ads, press releases, web sites, literature, and so forth."

The best place to begin the brand messaging process is with the elevator pitch. "Think about getting on an elevator with a senior executive from a great prospect company. He asks you to tell him why your product or service is so special and better than all the others are. You've got 30-seconds. Go!"

Distilling your brand message into a short, memorable description or value proposition sets the stage for the rest of the brand messaging to flow in a logical, informative fashion. "It may take a little hard work now, but it pays big dividends in the future," says Miller. "Not only is your message consistent, you should also realize major time savings in developing communications pieces. The heavy lifting from a messaging perspective has already been done."

Tom Miller offers brand marketing advice each week in the free audio newsletter from What's Working in Biz ? http://www.whatsworking.biz/full_story.asp?ArtID=92 ? and is president of the branding firm, Miller Brooks.

About The Author

Richard Cunningham is a principal of What's Working in Biz, http://www.whatsworking.biz, a publisher of business audiobooks and online audio programs on marketing, sales, and small business strategies.

---

Super Secret Tip For Using PPC Search Engine Advertising Successfully

It's not about traffic; it's about generating leads. That's right.... Read More

Information Gathering & Delivery May Never Be The Same!

Give Us The Bottom Line!If you are like most people,... Read More

B2B Marketing Health and Elder Care Services

Quality Care Options is an established company advocating for the... Read More

Constructing Business Advertisements

What many may consider the most important part of advertising... Read More

Good Design Makes Good Sense

Organized your pencils and pens lately? Sorted your clothes into... Read More

Non-profit Coupon Books and Coupon Mailers for Small Businesses

Many groups like the Chamber of Commerce, ASB at the... Read More

Why Most Advertisements Stink!

Question: What do you think the most important part of... Read More

How To Write Really Good Ads

All sales begin with some form of advertising. To build... Read More

If You Invest Money on Advertising, then You could Save Thousands through this Simple Little Secret

A few years ago, I analysed the statistics of where... Read More

Customer-Involving Signage and Selling

Here's some easy ways to create signage that will attract,... Read More

10 Simple Techniques To Make Your Ad Get Powerful Attention

1. Make your ad's keywords and phrases standout by enlarging... Read More

Go Ahead Im Listening

In today's fast paced environment, interaction with family and friends... Read More

The Internet and Beyond - 12 Tips on Writing Better Brochures

Every year thousands of online businesses fail. None of them... Read More

7 Essential Elements for Profit-Pulling Ads

Advertising will make or break your business. It is crucial... Read More

What are Text Adverts?

Not everyone is aware of what are text adverts? Text... Read More

Double Your Sales Potential With Double-sided Business Cards

Swapping business cards is one of the most basic and... Read More

Marketing Advertising, While Advertising Your Market!

Today in the Business world whether online or off, it... Read More

Unlock The Power Of Online Groups

Yahoo Groups: I see countless marketers on shoestring budges turn... Read More

Womentisements

The unnecessary and extensive use of female models in advertisements... Read More

Why Your Ads Aren?t Working

The president of a manufacturing company recently asked me, "Why... Read More

Get Free Radio Advertisement

Here's a neat trick to get lots of radio advertisement... Read More

Printing - How Do I Buy It?

Why should I care where I get my printed material... Read More

Advertising, Public Relations, Newsletters, and Newsletters for Your Small Business

If you own a small business you should consider ways... Read More

Small Business Image

The single easiest way to increase sales is to look... Read More

If You?re Tired Of Adverts That Don?t Work And Letters That Don?t Sell, Then You Must Read This

Over the 32 years I've been involved in sales, marketing... Read More