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Key Messages

Effective key messages create understanding rapidly to mutual benefit.

For any sort of business, key messages can help:

  • to distinguish the business from competitors in the market's mind.
  • to foster and maintain the loyalty of customers, suppliers, and staff.
  • to generate more business from current and past customers and from people they refer.

A good key message plants an intuitively acceptable idea into the mind of the reader instantly. Ideally, that key message is grounded in authenticity and compels action.

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.

 

  • Is your motto meaningful?
  • Do you have a good name?
  • Is your vision statement inspiring?
  • Does your slogan affect the right people?
  • Does your call to action actually prompt mutually-beneficial action?
  • Does your elevator speech compel people to ask for your business card?
  • Does your mission statement harmonize with the values of your market?

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 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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from Victoria, British Columbia, Canada

When the clock on the wall of Articulate Consultants says 12:00 noon, then clocks in Denver say 1:00 PM.

© Glenn R. Harrington  /  Articulate Consultants Inc.