4 questions to perfect your brand message

Brand messages should be consistent through website copy, advertising, press releases and elsewhere. Are yours?

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How much thought have you put to what your brand message is? These days, it’s really tough to get through to your audience, whether your message is audio, an email or a sales pitch, but hopefully it’s always on message.

Your organization’s brand message should maintain a consistent corporate image across all channels. It’s the message you memorize, then deliver eloquently and succinctly. That way you have the greatest chance of being met with understanding, hopefully leading to acceptance, ending in the purchase of your product or service.

I’ve written in the past about how the “fifth time’s the charm” in the sales cycle. That’s what it takes to start to convert your prospect to a customer: reaching them via five channels or platforms to increasingly raise awareness, credibility, profile and the chance they’ll embrace your brand with all the more readiness and zeal.

At the core of that process is your company’s product or service and its one and only custom, individual message. This lesson is designed to help you come up with yours.

Let’s get pen and pad ready to start to define and detail the message platform (positioning, as it’s called in marketing speak) and supporting messages. Get input from executives on these four critical questions:

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