Articulate to Resonate: Crafting and Communicating Messages That Matter
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.
1. Relevance
→ end article preview
Read the Full Article
Comments
Eric, 5 stars!
This article reminds me of the book 'Made to Stick' by the Heath brothers. It was assigned in a course at Emerson College, and sits on my desk as a constant reminder to cut the BS and be concise.
Recommend as further reading from this article, and a must-read for marketers, as it provides compelling real-world messaging insights for each of the above tips.
http://www.madetostick.com/
or on Amazon http://www.amazon.com/Made-Stick-Ideas-Survive-Others/dp/1400064287
This is a well written post. I would add one more criteria to yours: conciseness. I think you referred to it by simplicity. There is an optimum number of words for effective messages. You can click the link below for more. Cheers.
http://soydanbay.com/2010/04/01/the-art-of-crafting-compelling-messages/