Devoted to branding and building and protecting brands

The longer you’re in marketing, the more you’re going to hear whining and whimpering from the Sales dudes and dude-ettes about the lack of a cohesive product or company “message”.  Translation: “We’re on the hook to sell products we really don’t understand, and marketing's not helping”.  Sound familiar?  It’s not that marketing doesn’t give a damn.  It does.  But problem is that rarely do marketing operatives take the time and the effort to produce a handbook, a field guide, a "hymnal" everyone can sing from.  Corny analogy, maybe, but accurate.  That’s how a cliché becomes one in the first place.

So, he we go.  Here’s a template for producing a messaging handbook you can give to Sales not only to shut them up, but help make them wildly successful.  It’s made up of three parts: description of your brand values, an elevator pitch, and a concluding section that lists the old messages to throw out.  Yes, this is a living document that’s going to change right along with your marketplace, customers and competitors.

The simplest way to think about a brand is to consider it a reputation.  It’s comprised of the values, or attributes, that amount to the reason(s) people choose to do business with you, or decide to take their business elsewhere. New brand values may emerge as the company evolves its strategy and invests in differentiating itself by those new attributes.  But once you choose your values, you’ve got to secure ownership of them.  For example, you must continually invest and solidify them through business and product strategies – and cultural values and behaviors.  Customers will see right through you if you don't. 

Let’s say you claim the most trusted name.  So, quantify and cite simple and memorable examples.

Value B.

If you’re the most comprehensive solution, here’s where you describe products and cite examples in support, then give proof points.

Value C.

If it’s "security", cite appropriate examples and histories.

II.  Messaging principles at work:  Here’s where your “elevator pitch” gets the spotlight.

Who are you and what do you do?  Give a four or five sentence description of what you’re about, who cares, and why.  If it’s a slow elevator, throw in product examples.

Make the case for your product offering:

• Why the world needs it.
• The benefits of what you deliver.

Customer cases:  Who’s using your stuff and what’s in it for them.  Cite geographies appropriate to audience.

Rankings:  Describe your bona-fides.  Your product is in what percent of the top companies in which industries?  Quantify by appropriate category – finance, health care, manufacturing, etc.

Profiles or thumbnails of current product line, product by product.

• Product name
• Positioning statement: The easiest/most cost-effective/efficient _______ to _______
• Statement of benefits

“Messaging” is dynamic, not static.  Messages change with the competitive environment, marketplace, and product technologies.  The input of employees, customers, suppliers, partners and industry analysts also influence the content and scope of your message.  OK, now get this thing out into the field where it belongs!