Messaging

Core messages support the brand, but messaging is different than branding.  While the brand is designed to answer the question, Who are you? it is not a call to action. And while a strong, successful brand presence is recognizable, it is not necessarily relevant to the full range of potential stakeholders. 

Well-developed messages answer three questions:

 

What have you got to say? (What’s important to your organization)

Why should I care? (What’s relevant to your audience/call to action)

Why should I believe you?  (Establishing credibility, leveraging expertise, demonstrating authenticity)

 

Core message development is a process by which we consider the interests and issues of the audience(s), offering relevance, and address them consistently, in support of the brand. 

Our messaging process has proven successful for large organizations and small businesses alike.

Messaging Makes the Interview!

Regardless of your POV on the JCPenny/Ellen DeGeneres "controversy" here is an excellent example of JCP CEO Ron Johnson both addressing an issue and delivering brand messages.