Steal This Idea: Brand Messaging

STEAL THIS IDEA

BY MARTY NEUMEIER

Brand Messaging

Ever wondered how a mission statement relates to a tagline, whom a purpose statement matters to, or what a trueline is?

LIQUIDAGENCY.COM | SOURCE: ZAG BY MARTY NEUMEIER

Developing effective brand messaging is a complex task, but it’s crucial to articulate your brand’s value proposition to everyone—from employees to vendors to customers. Strong, clear messaging emanates from a strong, clear purpose. A carefully considered messaging system allows you to dramatize the uniqueness of your brand and spread the word effectively.

Use this simple slide to help illustrate how your brand’s messaging elements move outward from its core purpose.


Purpose (never changes)The fundamental reason your company is in business beyond making money.



Brand messaging hierarchy

purpose

Mission (can change every 10-25 years)An over-arching strategy for achieving your purpose.




missionpurpose

Vision (can change every 7-15 years)A bold picture of the future to focus everyone’s efforts on the mission.




visionmissionpurpose

Trueline (can change every 3-10 years)An internal expression of your brand’s most compelling differentiator.




truelinevisionmissionpurpose

Tagline (can change every 1-5 years)An out-facing expression of your trueline.




taglinetruelinevisionmissionpurpose

Find more Marty Neumeier ideas to steal at liquidagency.com/blog


Business

Steal This Idea: Brand Messaging