Aligning Your Brand’s Communication using a Messaging Architecture

Angeline Rast
7 January 2019

Your brand is the external manifestation of everything you do and believe. It portrays the personality of your organization, its products and services. As such, strong brands are enormously powerful business tools. A multitude of touchpoints affect people’s perceptions of your company. Every brand is therefore a mosaic of ideas, strategies, words and visual

The development and refinement of a corporate identity is a process that aims to clearly  define what a brand strands for, such as its goals, its personality, and the emotion it exudes. A crucial part of your corporate identity is your messaging architecture. It serves as the blueprint for all internal and external communication. Messaging aims to connect deeply with target audiences, no matter the form of communication. A well-developed messaging architecture, therefore, and will help you build a unique and strong connection to your customers, making it the key to the future success of your company

Why Messaging Architecture?

The messaging architecture frames key company ideas and phrases and provides an overview of various messaging components. Once established, brand messaging should guide a company’s entire communication strategy. As such, it is a powerful tool that positively impacts how brands are perceived by their audiences by improving the following:

  • Representation – It elevates the public face of a company
  • Consistency – It ensures synergy in the communication of a brand across all channels
  • Awareness – It captures prospects’ attention faster by focusing on the brand’s uniqueness
  • Continuity – It ensures that content and design are consistent and resonate with prospects and customers
  • Focus – It emphasizes marketing messages and offers that prospects really have interest in

Components of Messaging Architecture

Position Statement

A position statement is a single concept or impression that should come to mind when someone thinks of an organization – the thing that distinguishes a company from its competitors. It serves as a reference for a brand, and should also denote its value for customers.  it should also be memorable and comprehensible. A well known example is: “Apple leads the world in innovation.”

Value Proposition

A value proposition is a statement that clearly articulates the unique value of a product or service, and how it benefits customers. It is the first thing visitors should see on a website,  and explains how products solve problems. It gives potential customers a first impression of what they can expect, and why they should buy from one company over another.

Value Targets

When defining value targets, it is important to focus on who benefits most from what your company is doing. Clarifying value targets is both a powerful magnet and filter. It helps companies focus their marketing efforts on the right people, thus reducing time and money wasted onto unprofitable targets.

Brand Promise

A brand promise is not only an advertisement – it is a public statement and a promise that is made to customers. Therefore, it needs to be an authentic and strong assertion that builds a relationship with customer. It needs to be presented in a way that is easily understood via multiple messaging channels so that the brand promise becomes inseparable from the brand itself. An example is Aston Martin, which uses advertisement tagline: “Power, Beauty and Soul” to also serve as a powerful brand promise.

Key Messages

The key messages of a company is based on it’s essence. The essence speaks to the intangible emotions that customers feel when experiencing the brand. When defining the key messages of a brand, its personality and the emotions it evokes should be taken into account. Companies can also have multiple key messages, each address different important character traits.

Bottom Line

A well-developed messaging architecture ensures that a company’s messaging is aligned and that its brand is on track for success. It serves as a guide for both a company’s internal and external communication. As Richard Branson said: “The brands that will thrive in the upcoming years are the ones that have a purpose beyond profit.” This purpose needs to be communicated – this is the true purpose of the messaging architecture.

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