A messaging platform is the foundation of powerful communications. Why?
- It provides a crisp and compelling explanation of what your company is all about—and that’s especially important if you have a complex or novel product or service.
- It makes it easy for everyone in your organization to speak clearly and confidently about your work, which expands your marketing reach and turns employees across the business into brand ambassadors.
- It makes your unique qualities and benefits more memorable—it’s hard for anyone to remember what you do if they’ve heard it described three different ways.
A strong platform rests on four pillars: It’s concrete—it creates a clear picture of what you’re doing. It’s relatable—it’s in plain language, relates new ideas to concepts your audiences already understand and feels authentic to the people using it. It’s catchy—it’s easy to remember and say. And it’s flexible—it’s readily adaptable to the person using it, the communication channel and the audience.
It’s not enough just to build it, though—you have to get people to come to it, embrace it and make it come alive. We’ve found in creating messaging platforms for a range of clients that follow-up support is the key to realizing full benefits. It’s essential that top executives promote the messaging enthusiastically, that everyone understands the benefits of using it and that people have appropriate tools and training in using the messaging in real-life situations.
Do all this and you’ll have powerful messaging—people throughout your company will communicate clearly and consistently about what you do and why it matters, you’ll be effectively positioned in media coverage and people will remember you.
Find more ways to energize your brand communications in Thinkshift’s Strategy>Shift guide, 9 Ways to Make a Powerful Impression. Dig deeper into building a strong messaging platform with Messaging 101: 5 Keys to Unlocking your Verbal Brand.