We've outlined in preceding parts of this series how brand-focused research, understanding your constituents, and building your brand foundation will help your organization understand itself and its context clearly, and so establish the basis for communicating effectively––verbally and visually.
The next step is to articulate your ideas, qualities, and capabilities in ways that connect to, and engage, your communities.
Messaging—communicating with a rigorous focus on a system of key ideas—is a fundamental activity of strategic brand development and management. Disciplined messaging helps organizations engage in productive dialogues, especially across social media communities.
Sharpen your pencil and your focus
Four principles guide good message strategies: relevance, simplicity, clarity, and consistency.
If no one cares about what you have to say, there's little hope for your brand. Spending on design and promotion might get you exposure, but little traction. But by the same token, highly relevant messages can help overcome other vulnerabilities (like poor exposure, inconsistent customer experiences, bigger competition).
If you've done your homework and understand current and possible connections between your offerings and your communities' interests, you can craft highly relevant messages that can build emotional and rational reasons to care.