How do you create a corporate message that stands out?

[Purvi Dalvi]

One of the biggest challenges companies face is properly narrating their story. Confusing messages fail to position products and services properly or do not speak in a way that resonates with the intended target audience. They can turn the media interest off along with customer engagement.

Corporate messaging workshops can help create clear and consistent messages. By understanding where your messaging stands today, what you do, how you portray your brand, and how you get there, you can develop clear messages to make your company stand out. Here is how you can do so:

Know your message

Since journalists look at messaging through a storytelling lens, companies must be strategic about the messages they transmit. The first step towards creating clear messaging that tells your brand’s story is to identify what works and what does not for your current campaign. Ask yourself some questions, like what until now has never felt true to the brand identity? What still resonates? What part of messaging do you lack? What needs to change?

Talk about you and your brand

As you grow, you need to identify your core values. Start asking yourself why you do what you do, who you do it for, and what makes you unique to competitors. Delve into the true passion behind why you started your company, the target audience, product or service demand, the impact it leaves behind, and what makes you unique. What problems are you solving in the market that no one else does?

Keep your messages easy to understand without inserting too much jargon. You can also ask for assistance from reputation management services in case of a crisis that destroys your identity.

Maintain consistency

You have figured out the story you want to tell and finalised your messaging with a solid mission statement and short-form and long-form descriptions. The key to keeping up with them is consistency. Ensuring your messaging is consistent across all platforms and materials will go a long way. It helps your PR team create compelling storylines to pitch to the media, differing from your competitors.

Walk the talk

Ensure that your actions match your messaging. Suppose you launch a marketing campaign that stresses the importance of your customer service but has people in your organisation who ignore complaints or do not respond to customer inquiries. In that case, you are minimising the effectiveness of your marketing efforts. Always do what you say.

 

 

Communicate

Share your message. The core message should be consistent and felt throughout all employees in the company. A powerful synergy can propel the message’s reach and strength. Consider attending corporate reputation programmes and similar seminars to learn the importance and depth of communication in your organisation.