Advertising Information

Developing a Formal Brand Messaging Document


Ensure everyone in your company sings from the same sheet of music when it comes to communicating a consistent brand message.

Imagine one of your customers calling six different people in your company. The customer asks why they should consider purchasing your product. What do you think these six people would say? Would their explanation be consistent?

That's where brand messaging comes into play. In the audio book, "Sound Advice on Brand Marketing," author Tom Miller says brands need to speak with a single unified voice in every communication with customers and prospects.

"Brand messaging is a formalized document that captures the most important points about your brand," says Miller. "It is then used to create all of the various brand communications, such as ads, press releases, web sites, literature, and so forth."

The best place to begin the brand messaging process is with the elevator pitch. "Think about getting on an elevator with a senior executive from a great prospect company. He asks you to tell him why your product or service is so special and better than all the others are. You've got 30-seconds. Go!"

Distilling your brand message into a short, memorable description or value proposition sets the stage for the rest of the brand messaging to flow in a logical, informative fashion. "It may take a little hard work now, but it pays big dividends in the future," says Miller. "Not only is your message consistent, you should also realize major time savings in developing communications pieces. The heavy lifting from a messaging perspective has already been done."

Tom Miller offers brand marketing advice each week in the free audio newsletter from What's Working in Biz - http://www.whatsworking.biz/full_story.asp?ArtID=92 - and is president of the branding firm, Miller Brooks.

About The Author

Richard Cunningham is a principal of What's Working in Biz, http://www.whatsworking.biz, a publisher of business audiobooks and online audio programs on marketing, sales, and small business strategies.


MORE RESOURCES:
This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news


The Verge

GM's data mining is just the beginning of the in-car advertising blitz
The Verge
The goal was to determine the relationship between what drivers listen to and what they buy and then turn around and sell the data to advertisers and radio operators. And it got really specific: GM tracked a driver listening to country music who ...



Forbes

Beyond Ad Tech: How Changes In The Advertising Landscape Have Made Content King
Forbes
Many consumers today have rocky relationships with advertisers. Shifts in the advertising technology industry over the past several decades have led to higher instances of false advertising and fraud, leaving consumers wary. New digital technologies ...



CNBC

Sprint sells mobile advertising unit to InMobi
CNBC
Oct 17 (Reuters) - Sprint Corp has sold the mobile data and advertising company it created in 2012 to InMobi, which provides technology for marketers, in an all-stock deal, the companies said on Wednesday. The fourth-largest U.S. wireless carrier by ...
InMobi acquires Sprint's advertising and data subsidiary Pinsight MediaVentureBeat
InMobi Buys Sprint's Mobile Advertising Unit, Forms Strategic PartnershipECNmag.com
InMobi Acquires US Based Advertising and Data Company, Pinsight MediaPR Newswire (press release)

all 30 news articles »


ZDNet

AR advertising is an intrusive, cross-platform mess. Can this startup help?
ZDNet
An AR advertising technology startup called CameraIQ, which offers a suite of tools that enable brands to create AR marketing experiences for customers, today released a social distribution solution that allows AR content to be posted across competing ...

and more »


Forbes

Bringing Creative Back Into The TV Advertising Equation
Forbes
As many of you may know, I spent the first half of my career working as an advertising copywriter/creative director. It's given me a strong appreciation for the value that “creative” brings to the advertising process, along with a frustration that ...



Mashable

YouTube just made TV advertising more affordable than ever
Mashable
TV advertising is notoriously expensive. YouTube just changed that. YouTube has announced it's now letting advertisers run campaigns that specifically target users watching YouTube on television screens. The video giant has just launched a “TV screens ...

and more »


Engadget

Facebook's political ad system still allows anonymous advertising
Engadget
In May, Facebook began requiring political ads in the US to disclose who paid for them and those purchasing political ads to verify their identities. Both moves were meant to address some of the issues highlighted by the 2016 presidential election ...

and more »


Bloomberg

Brexit Risks Cut UK Advertising Growth to Slowest Since 2015
Bloomberg
The proportion of companies increasing their ad spending exceeded those scaling it back by 2.5 percentage points in the third quarter of 2018, down from a 6.5 point margin in the second quarter, the Institute of Practitioners in Advertising said ...
Brexit worries hit UK marketing budgets and the industry is feeling pessimisticCNBC

all 13 news articles »


Business Insider

What you need to know in advertising today
Business Insider
Facebook will now show who exactly is paying to swing people's votes through online political advertising. Similar to changes rolled out in the US, Facebook will label ads as they appear in its News Feed and archive all political ads in a searchable ...

and more »


New York Daily News

Facebook denies new claim it kept lid on video metrics problem
AdAge.com
Facebook is once again under pressure for providing faulty metrics to advertisers. The social network, which two years ago admitted to errors in how it calculated video views, faces new charges that it did not respond quickly enough to the problem.
Facebook Facing Another Lawsuit Over Allegedly Misleading Advertising ClaimsInsurance Journal
Facebook allegedly misreported video advertising data for a year before telling clients: lawsuitNew York Daily News
Advertisers Allege Facebook Failed to Disclose Key Metric Error for More Than a YearWall Street Journal
CNET -Bloomberg -Columbia Journalism Review -Wall Street Journal
all 119 news articles »

Google News

home | site map
© 2006