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Key Messages

What’s in a name? Have you ever read a slogan that stirred you? How about a motto that baffled you? First impressions form quickly and deeply. They can be either reinforced or confused in a few words. This is why on-target key messages are essential to success in marketing.

A good key message plants an intuitively acceptable idea into the mind of the reader instantly.

Whether for a particular audience or for the world, a key message can be a single eloquent word. Some key messages take a few lines to read or a few seconds to hear. In every case, an effective key message is brief, simple, and full of meaning.

• a name

• a motto
• a mission statement
• a vision statement
• a slogan
• an elevator speech
• a call to action

A good corporate key message contains the corporate concept. For example, Coca-Cola is much more than a one-beverage company. Coca-Cola sells fruit juices and other soft drinks under other names. Yet, the name Coca-Cola is associated foremost with the soft drink of the same name. The Coca-Cola corporate motto covers it all: Enjoy.

Could you express your brand promise wholistically in a single word or short phrase?

When an organization is successful at propagating and living up to its fundamental key message, then the identity of that enterprise is associated with a single concept that it virtually owns in the mind of the market.

• Rolls Royce = elite
• Heinz = ketchup
• McDonald's = fast food
• Baskin-Robbins = 31 flavours
• Fender = electric guitars and basses
• Guinness = black Irish beer
• Energizer = longer lasting
• Kodak = film
• Wal Mart = low prices
• Volvo = safety
• Molson = Canadian
• Xerox = photocopiers

Is your fundamental key message simple, distinct, and well-known in your market? If not, then be assured: This is one of the problems Articulate solves.

An authentic, articulate key message can reach the right people effectively, creating or reinforcing the right impression.

Enquire today.

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