How Sharp Brand Messaging Penetrates Markets and Moves Audiences
With B2B considered purchases, decisions to buy are complex, drawn-out and, most importantly, made through people. These people — your people — must carry a consistent and sharp message in order to move customers through the considered purchase process.
A message is, quite simply, what you intend to say about your brand.
Any message with enough force behind it (e.g., frequency, consistency, dollars, people, etc.) will eventually penetrate a market. Talk about your brand a lot, and people will become aware of it. But if you want to move your brand into a position beyond awareness — to where customers actually want to try it and buy it — your message has to be carefully honed.
The 5MetaCom pinpoint message development process helps you develop the right messaging for your audience and give it a sharp edge, maximizing your brand’s ability to penetrate the market and move beyond awareness to accelerate adoption.
A brand with a sharp edge can move customers more quickly through the stages of awareness, interest, trial and adoption with less mass behind it.
If the edge of your brand — particularly the message — is dull or has too many prongs, it takes a lot more mass (dollars, people) to penetrate the market and move audiences.
What makes a message sharp?
An effective message is:
- Quick, succinct and consistent
:03 | :30 | 3:00 | 30:00
format turns a sales call from a monologue to a dialogue.
Your brand essence.
The 3-4 main points of your offer (message)
Some proof points and details around your 3-4 points
Full explanation of your key message
- Works for all your audiences
An overly segmented message loses its point.
- Links tightly to your brand structure
Put your brand structure to work and let it guide message development.
How Sharp Brand Messaging Penetrates Markets and Moves Audiences
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