Messaging
The Purpose of this Section
This section is designed to teach the fundamentals of messaging – the core to every strong marketing program.
Why is This Section Important?
Marketing is fundamentally based on identifying, engaging, and communicating with desired audiences. At the heart of the communication is a message that differentiates the company and ensures the company is memorable to its desired audiences.
Messaging is one of the most crucial marketing services we provide at Trainer. In short, inconsistent messaging destroys the most important aspect of a company: the brand or a promise of value that customers can trust. Yet the importance of consistent messaging is often over looked for a number of reasons. Particularly with startups and pre IPO companies, it’s often the case that the company too often switches messaging (usually out of boredom). This confuses their customers, not to mention the media, partners, board members, etc. As is the case for many businesses not wanting to get left behind, they often adapt their messaging to the latest trend. In addition, personnel turnover causes messaging confusion as each new person puts their spin on the company message. As a result, we often work with companies whose messaging had been in a continual state of flux for years at a time.
Good messaging involves a series of steps that ultimately results in consistently positioning the product in relation to the concept of a brand, the company’s most valuable assets. A brand is a promise of quality and value. It combines both rational and emotional reasons for preference rather than a focus on a product in terms of attributes, price. A brand competes on ideas and innovation, think of Apple as a great example. A brand inspires people by offering hope and fulfilling aspirations and dreams. As such, a great brand, well managed, provides enduring value and is a timeless asset to a company.
Correctly messaging a company allows them to determine the voice of their brand. By standing apart from the crowd and offering a promise of quality and value, businesses of all sizes can build a brand by correctly and consistently messaging around their core value and values. It is important to note results are contingent upon the support of leadership who embraces the new message company wide.
This section is designed to teach the fundamentals of messaging – the core to every strong marketing program.
Why is This Section Important?
Marketing is fundamentally based on identifying, engaging, and communicating with desired audiences. At the heart of the communication is a message that differentiates the company and ensures the company is memorable to its desired audiences.
Messaging is one of the most crucial marketing services we provide at Trainer. In short, inconsistent messaging destroys the most important aspect of a company: the brand or a promise of value that customers can trust. Yet the importance of consistent messaging is often over looked for a number of reasons. Particularly with startups and pre IPO companies, it’s often the case that the company too often switches messaging (usually out of boredom). This confuses their customers, not to mention the media, partners, board members, etc. As is the case for many businesses not wanting to get left behind, they often adapt their messaging to the latest trend. In addition, personnel turnover causes messaging confusion as each new person puts their spin on the company message. As a result, we often work with companies whose messaging had been in a continual state of flux for years at a time.
Good messaging involves a series of steps that ultimately results in consistently positioning the product in relation to the concept of a brand, the company’s most valuable assets. A brand is a promise of quality and value. It combines both rational and emotional reasons for preference rather than a focus on a product in terms of attributes, price. A brand competes on ideas and innovation, think of Apple as a great example. A brand inspires people by offering hope and fulfilling aspirations and dreams. As such, a great brand, well managed, provides enduring value and is a timeless asset to a company.
Correctly messaging a company allows them to determine the voice of their brand. By standing apart from the crowd and offering a promise of quality and value, businesses of all sizes can build a brand by correctly and consistently messaging around their core value and values. It is important to note results are contingent upon the support of leadership who embraces the new message company wide.