Business owners often wonder how to make their brand stick.

Research indicates that 95% of purchasing decisions are driven by the subconscious mind rather than logical reasoning.

This means that effective branding goes far beyond catchy phrases or clever wordplay. So, how does one create a brand that audiences remember—and feel compelled to engage with?

The answer lies in strategic key messaging. Let’s explore what that means.

Not seeing results with your messaging or marketing strategy? Start a FiniSprint with me today for one-on-one, results-focused support that takes your strategy from start to finish.

What is Key Messaging in Marketing?

Key messaging is the main idea that encapsulates what you are about as a brand. It’s a short and clear statement of what you offer, why you offer it, and why it matters.

It guides all communications with your customers–from online conversations to face-to-face interactions–and sets your brand messaging in motion.

The Key Message Formula

It takes lots of brainstorming and the time to be creative to develop a strong key message. So don’t be surprised if yours needs several iterations to perfect.

If you’re struggling with a blank page, this formula should help get things going:

Key Message = [Value] by [How] with [Capabilities]

Let’s break this formula down:

• Value: A concise statement of your brand value that tells what your company or product does.
• How: The means by which you deliver your value to your customers.
• Capabilities: Your brand’s or product’s core competencies that solve your customers’ main pain points.

Key Messaging Examples

These real-world examples will help you better understand how to craft key messages using the formula above.

1. Airtable

Airtable is a cloud-based platform that makes remote collaboration easier.

This above-the-fold key message communicates a strong value proposition: they are the “fastest way to build apps.”

It also addresses an implied pain point: collaborating remotely means slow-moving processes.

However, we haven’t gotten the full picture here yet. We’re missing its core capabilities and the means by which Airtable delivers value.

But they address that with below-the-fold copy:

As we scroll down the website’s home page, we understand:

• How: AI (A bit too vague still and begs the questions, “What type of AI?” and “How does it work?”. If you’re familiar with Airtable being a cloud collaboration platform, you’ll get it. But if you’re not, you might still be unclear about what it does.)
• Capabilities: Operationalize your critical data, move beyond rigid tools, and reimagine workflows.

2. Slack

Slack is another productivity tool that makes remote collaboration easier by housing all the apps you need.

See how they put together a key message that drives home exactly what they do and why it matters:

This is a good example of a critical message that’s clear, concise, and complete.

In just a couple of sentences, we get the following details:

• Value: Helps you move faster with your tools in one place
• How: Automate away routine tasks and simplify your workflows
• Capabilities: Generative AI, all your tools ready to go in Slack

To drive their point even better, next to their essential message is a video showing us Slack in action.

6 Qualities of a Strong Key Message

Have you created key messages for your brand? Good!

Now, let’s look at whether they’re impacting your goals. I mean, are your sign-ups increasing? Are you getting more leads? Are people enticed to try that free trial?

But you don’t have to wait to see the numbers to tell whether your key messages are any good.

Here are 6 qualities of a strong key message:

1. Clear and Concise

A compelling key message is concise and crisp. It’s catchy enough to be memorable and informative without being too wordy.

Assume that your audience doesn’t have the time to scan a large block of text, and ensure your copy gets straight to the point.

2. Focused on Brand Value

You wouldn’t want to bombard potential customers with lengthy product specs, amazing though they may be.

They want to know what you bring to the table in the shortest, clearest way possible. 

Allow that to shine through in your copy to create an emotional connection with your audience.

3. Invites People to Learn More

Key messages act as a hook that captures your audience’s attention, sparks interest, and entices them to learn more about your brand.

It can be challenging to say what your brand is about in just a few words, especially when you offer highly technical services, such as with a genome-editing company.

That’s why working with a marketing expert can be a huge advantage. A pro can distill compelling key messages out of murky brand descriptions.

Book a discovery call with me, and see how a pro can make all the difference. I’ve worked with numerous brands that have sold over $500M worth of products and services. The same can happen for you!

4. Relatable

A strong key message is spoken in your audience’s language. You don’t want to insert any jargon that could confuse your audience or make them feel left out.

Also, buzzwords like “synergy” or “wellbeing” may sound appealing but don’t convey clear meaning. They can also be too vague to say what you mean impactfully.

Instead, maximize your copy by using words that clearly state how you benefit your customers.

5. Reflects Your Brand Personality

Your key message is one of your first touchpoints with your audience.

So, you’d want your message to tell your audience whether you’re fun, serious, witty, or athletic.

This will allow you to create an emotional connection and help your audience remember your brand.

6. Motivates Action

You want your messaging to stick, not just for the sake of being memorable. If it’s not causing people to act, it’s not quite there yet.

A good key message inspires people to take a desired action, whether by clicking on a “Sign Up Now” button or reading more about your products.

Remember that your brand messaging is part of one whole marketing strategy that impacts your bottom line.

What is a Key Messaging Framework?

A key messaging framework, or messaging architecture, is a strategy that outlines the way you communicate your brand to your target audience.

Think of a map that directs what your messaging focuses on and illustrates the path you need to take to achieve your goals.

Your messaging framework needs the following components:

• Audience/buyer personas: Good communication begins with a thorough understanding of your audience. Establishing buyer personas will help you specify your messaging so that it resonates with each audience segment.
  
• Unique value proposition: Your UVP differentiates your brand from your competition and will impact how you frame your messaging. A good key message highlights your brand’s value.
  
• Proof points: These are evidence that your brand or product works. They lend credibility to your message and entice people to engage with you.
  
• Tone and style: These dictate how you put your message together. Your tone and style allow your brand personality to shine through.

Something might be amiss in your messaging framework if you’re not generating enough leads or your leads aren’t converting.

Evaluate your marketing campaign with ConversionRX to improve your market positioning, strengthen your offer, and close more sales.

What to Include in a Key Message Framework

Although the key message framework differs by organization, these are the main components it should have (along with the abovementioned points):

• Message Hierarchy and Flow: The framework should have a messaging hierarchy that organizes key messages in a clear and logical order. It ensures essential messages are delivered first, followed by supporting details and proof points.
• Message Testing: Provide examples of how to conduct message testing and verify their resonance with the audience before full rollout.
• Internal Alignment: Outline how the messaging framework will be shared internally with the marketing, sales, product design, and customer support teams and how they align around the message.

How to Develop a Key Messaging Strategy

Creating powerful key messages is a time-intensive creative process. So don’t rush it.

This is also the best time to work with a marketing expert like me who can blend experience, intuition, and strategy to architect messaging that drives results.

When it’s time to get to work, here are a few things to keep in mind when creating a key messaging strategy:

1. Learn What Your Audience Cares About

When researching your target audience, dig deep to find out what they care about. 

Ask questions like:

• How do they spend their time?
• What values do they uphold?
• What do they spend their money on?

2. Clarify the Pain Points You Address

With a deeper understanding of the audience, the next step is determining how an offering improves their lives.

What pain points do they address? How does the brand provide solutions to problems the audience faces?

Are the offerings new to them or in the industry? If not, how do they differ from those who offer similar solutions?

3. Determine the Key Messages

There are two main types of key messages:

• Core message: An overarching idea that encapsulates what a business does, and it stays consistent throughout their marketing strategy.
• Audience-based messages: Messages shaped according to the specific needs, interests, and goals of each buyer persona or audience segment.

Create buyer personas representing different audience segments, and repurpose messaging to ensure it resonates strongly with each one.

4. Get to Know the Competition

Research the competition to understand what sets them apart, what the brand could do better, and ensure the message stands out. 

It’s helpful to know what competitors are saying, not to conform to their message, but to make sure that the brand’s content highlights an edge over them.

5. Cut the Fluff

It can be tempting to stuff key messages with all the core elements of an offering. A product’s key features may be wonderful to know, but it’s not right to fit all the nitty-gritty of products into key messages.

The goal is to hook the audience and get them curious about the brand. That can’t be done by overly long messages that could intimidate casual onlookers. Once their interest is piqued, it’s time to go into detail about what a brand offers and how it works.

How to Create a Key Messages Document

The key messages document serves as the backbone for effective communication, providing guidelines for all types of messaging.

Follow these four steps:

1. Understand the Purpose of the Document

Define the purpose of the document, whether it’s for a rebrand, product launch, or to align the internal team. 

With this document, your team can gain a deeper understanding of the core ideas, values, and messaging.

2. Define Buyer Persona Pains

Identify the client who actually purchases the product or solution. 

Consider their desires, interests, expectations, pain points, motivations, and preferences to craft the most impactful messages.

3. Craft the Messaging Hierarchy

Have a well-defined messaging hierarchy that organizes the key messages in a clear, structured, and consistent manner. Develop one by including:

• Core Message: Showcases the main offering.
• Supporting Messages: Details the key benefits of the core messages.
• Proof Points: They are testimonials, data points, and other evidence that provide credibility to the supporting messages.

4. Create the Messaging Template

Create a messaging template to ensure the teams develop consistent content and launch it swiftly.

Here’s an example:

Creating an accurate and effective messaging strategy and document can seem overwhelming. As a brand messaging strategist, I can help you.

We can partner to identify your unique selling proposition, understand your ideal client, articulate what you provide clearly, and state what makes your brand unique.

Hop on a 20-minute call with me, and let’s craft core messages that are clear and compelling, inspiring your audience to want to know more about you.

How to Draft an Effective Message for Internal Communication

Messaging is not just for external marketing and sales, but it should also be effective for internal communications.

Here are the steps to follow for unified internal messaging:

1. Assess the Current Internal Communication

To create a compelling message, the first step is to assess the current messaging system already in place. Examine:

• The process of creating company messages
• What are the tools and practices that are working, and what isn’t
• If employees feel part of essential conversations.

2. Set Internal Communication Goals

Have a clear idea of the objectives of the internal communications. 

Set realistic goals and practices to help implement the changes smoothly.

3. Decide on the Communication Tools

The communication platform used for team communication should align with the type of information a company will communicate. For instance:

• A messaging system like Slack is ideal for short messages.
• Have an employee portal to make company announcements.
• Use Zoom for in-person communication and meetings detailing company news.
• Communicate through email for detailed discussions, such as changes in company policy.

4. Measure the Success of Internal Communication

As the last step, it’s essential to measure the impact of internal communication goals and identify areas that need improvement. 

For that, use clear metrics and KPIs to track the progress. Check the:

• Employee feedback and note their suggestions
• Employee engagement
• Email open rates

How to Implement Key Messages in PR and Communications

Your message is only as impactful as when it’s told.

PR and communications play a major role in getting the word out and ensuring that audience perception of your brand aligns with your desired narrative.

And all that takes finesse.

Let me show you how to use your key messaging in all your communications.

• Spread the word: First, distribute to as many channels as possible! But remember to choose your channels wisely. Pick the ones that align with your messaging.

• Ensure communications are consistent: Provide a messaging matrix to guide internal teams and ensure everyone understands and can communicate your message accurately.

Your messaging should influence all customer touchpoints.

• Test your message: Your audience evolves, and your message must adapt to stay relevant and fresh.

One way to ensure that is to review and test your message regularly.

List of Different Messaging Techniques for Your Brand

Getting it right in messaging is a significant challenge for any brand, considering there are various ways to convey a message.

Depending on the strategic impact a brand is looking for, here are the multiple messaging techniques to use:

• Differentiation Messaging: The content highlights the unique selling points (USPs) of a product or service, differentiating a brand from others in the market and making it more appealing and valuable to the target audience.
• Problem-Solution Messaging: In this messaging, a brand focuses on the solution their product or service offers rather than the product itself. The aim is to make the solutions appealing and less about sales. When the audience understands how the solution helps them solve their problems, they are likely to take action.
• Emotional Messaging: Emotional messaging aims to establish an appeal to the emotional state, needs, and aspirations of prospects. It seeks to build trust by offering a solution to their problems that make them frustrated and overwhelmed.
• Rational Messaging: A brand highlights the factual benefits of a product or service, demonstrating how it is superior to other alternatives on the market. The aim is to present the quality and usefulness of an offering by citing relevant facts and statistics.

Frequently Asked Questions (FAQs)

Learn more about key messaging with these commonly asked questions:

How Can Key Messaging Influence Your Marketing Strategy?

Your key messaging shapes your brand identity and communicates your brand value to your target audience.

It impacts your channels to connect with potential and existing customers, the marketing materials you develop, and how you communicate your value proposition.

What is the Role of Key Messaging in Crisis Communication?

When handling a crisis, it’s crucial to communicate a cohesive narrative to avoid confusion.

Developing key messages ensures that messages are consistent across all channels.

Why Consistency in Key Messaging Matters for Brand Identity?

Key messaging must be consistent to make your brand memorable and easily recognizable for your audience. It also ensures that your marketing strategies have a clear direction.

How Can You Update Your Key Messaging Without Losing Brand Recognition?

You can maintain a solid brand identity by sticking to your core message (what your business is all about/what you do and why) and staying true to the values that are unique to you.

Can You Use the Same Key Messaging Across All Channels?

Yes.

However, while brands should use the same core messages across all channels to maintain consistency, they should also adapt the messaging to the tone, format, and audience behavior.

How Do You Identify an Overarching Message?

Here’s how to identify a comprehensive message:

1. Understand the problems the offerings solve and the audience they target.
2. Check patterns that consistently appear in top-performing content.
3. Note the core emotions the content evokes.
4. Summarize the main points in one sentence.

Conclusion

Key messages are vital for a recognizable, memorable, and impactful brand identity.

Good brand messages are clear and concise, value-focused, ignite curiosity, are relatable, and motivate action.

They are also the result of a careful, creative process that requires input from various stakeholders and the knowledge and experience of a marketing expert.

Join me for a discovery call, and let me use my expertise to help you craft key messaging that converts!