Messaging defined: This process defines how the message is strategically crafted to attract a customer and encourage (and facilitate) further engagement. Messaging should be developed from various perspectives and for multiple purposes. Depending on the qualities of the brand, the structure, energy, and tempo of the brand message can (and should) vary dramatically and seek appropriate continuity and meaning with the target audience. Gucci, for example, is not the same as Home Depot and they shouldn’t sound the same. The magic is in how both brands, in their own way, moves the customer to choose, purchase, engage, and if the experience meets or exceeds expectation, to become a loyal repeat customer.
A properly developed messaging system defines the ways in which the brand “speaks” with the customer but it also captures the nuance with which it does it. As with a person, the “tone and voice”conveyed by a company defines how they are perceived. Remember, it’s about communicating clearly, with respect and with purpose, in every conversation and through every piece of communication.
There are multiple tools to guide brands in messaging consistently and with the greatest effect. One such tool OVO often delivers to clients is created to orient internal and external tone and construction in communications directed toward specific audiences related to specific questions. We refer to it as a Messaging Table or Matrix.
Messaging tables are intended to be living documents. They are not constructed to necessarily use the messages within each of the cells exactly as they are written, but rather as a reference to inform how messages may be tailored to specific customers. Messages intended for specific audiences may also differ dramatically. The Messaging Table will address those issues in some detail.
Messaging process and deliverables:
- Key messages identified and prioritized
- Long- and short-form written statements related to audience, segment, service, etc.
- Foundational guide for future communications
- Singular reference for internal content creators and creative partners
- Established guide for confirming tone and voice, key features, benefits, etc.