A strong set of key messages is essential to any effective communications strategy. Robust messaging frameworks consist of memorable key messages that are illustrated by proof points, facts and figures. These are more than just another set of talking points; they encapsulate the most important ideas you want your stakeholders to know about your organization.
Strong messages have lasting benefits, like building client trust and long-lasting relationships, as well as heightening your brand loyalty, which, in turn, can lower client acquisition costs and increase sales.
Since organizations and the clients they serve evolve over time, key messages tend to have a modest lifespan and should be reviewed consistently and revised as necessary. When your key messaging starts to sound like elevator music – still recognizable but not quite true to the original – it is probably time for a refresh.
How can you tell when your messaging goes from mighty to meandering? Here are some signs:
1. Your organization has grown or transformed
Large business transformations, acquisitions, strategic pivots – any of these are likely to render your current messages stale and in need of a touch-up or complete overhaul. As you work on your change-management communications, make sure to carve out time to bring your broader corporate key messages up to date.
2. The market has changed
New opportunities, competitive pressures, regulatory forces and technological advances can all have profound impacts on your businesses and customers. Your messaging needs to keep pace with changes in your industry, the economy and/or across our broader society.
3. Lack of resonance
You can’t put your finger on it, but your messages aren’t landing with the same force that they used to. Whether a by-product of innovation, inertia or inactivity, your messages just aren’t working for you or your brand ambassadors, such as your salesforce or employees. This is a sure sign they need re-energizing.
4. Recall notice
The best messaging frameworks are built around key messages and proof points that are strategic, succinct and sticky. If consumers can’t quite remember or summarize your key points after reading or hearing them, consider exchanging them for something punchier and more memorable.
5. Here, there, everywhere
Good messages translate well from the written page to the spoken word and into your other communications collateral. This is even more important in the age of social media. If your messages don’t work across different media and audiences, it may be time to explore different approaches that allow you to leverage your messages more effectively.
Maintaining your messages
Like any good relationship, a bit of upkeep will go a long way toward keeping your messages evergreen.
Audit each touchpoint along your customer journey to make sure that your branding and messaging are on point. Speak regularly to your employees, customers, suppliers and other key stakeholders to help ensure that you are addressing their needs and concerns while conveying your messages of choice. Once you’ve settled on the core concepts you wish to include, experiment with sentence structure, word choices and proof points for maximum effectiveness.
Many businesses find it difficult to translate their ideas, activities and proprietary jargon into powerful, accessible messages that resonate with stakeholders. This is where it pays to partner with a company whose communications and marketing experts can help you develop and maintain messaging with true staying power.
Looking for support in refining your key messaging? Ext. has the expertise you need. Contact us today at 1.844.243.1830 or firstname.lastname@example.org.