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One Voice Messaging Platform Ideas that engage, inform and inspire.

One Voice Messaging Platform—white paper

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Page 1: One Voice Messaging Platform—white paper

One Voice Messaging Platform

Ideas that engage, inform and inspire.

Page 2: One Voice Messaging Platform—white paper

The One Voice Messaging Platform is designed to

help improve consistency, coherence,

and power to a collective branding,

marketing, and communications effort.

It presents a new, united approach to

how one speaks to prospects, partners,

the community, and the marketplace.

Page 3: One Voice Messaging Platform—white paper

At the core of the messaging platform is an expression of “Brand Values”

Articulating your organization’s brand values should draw from the foundational

building blocks of a brand vision and positioning. Brand values are described through

four vectors: 1) What Your Organization Stands For (why the organization exists

and associated underlying themes); 2) Your Character (values or brand attributes

expressed as human characteristics and personality traits); 3) Your Differentiators

(qualities that are credible, unique, and ownable); and 4) Your Benefits (what your

audiences gain from engaging with your organization and other aspirational

qualities). These brand values become the “Voice” of the organization and a

“Messaging Platform” from which all brand communications should draw.

The brand values expressed in a One Voice Messaging Platform ensure consistency

and a guideline for everyone in the organization to deliver upon the brand’s promise.

It becomes an extension of what the brand stands for. It sets the stage for good,

compelling storytelling about the brand. We call a brand promise that resonates

with your audience throughout all of these vectors 360-degree branding. These are

attributes and intellectual assets that must be refined and protected.

Here is the structure of a One Voice Messaging Platform:

As mentioned previously, this structure is designed to improve the consistency,

coherence, and power of an organization’s collective branding, marketing, and

communications effort. With One Voice, an organization has a tool to effectively

manage how the brand speaks.

Brand Building Blocks Brand ValuesYour mission What you stand forYour vision Your character and valuesYour positioning statement Your differentiating attributesYour signature or tagline Your benefits to the marketplace

Page 4: One Voice Messaging Platform—white paper

Howard University

One of the most prestigious historically black universities

in the world, Howard University engaged us to review

its existing brand strategy and make recommendations

for reinforcing its position as an institution of choice for

highly qualified students.

Howard University I “One Voice” Messaging Platform

See complete Howard University Case Study

Page 5: One Voice Messaging Platform—white paper

Barnesville School of Arts and Sciences

Barnesville enlisted us to create a more appealing and

focused brand platform that would help it stand out

among other area independent schools as well as

enhance student recruitment efforts.

Barnesville School of Arts & Sciences I “One Voice” Messaging Platform

See complete Barnesville School of Arts & Sciences Case Study

Page 6: One Voice Messaging Platform—white paper

Morehouse Healthcare

Seeking to broaden its appeal among patient populations

in the metro Atlanta area and throughout Georgia,

Morehouse Medical Associates (renamed Morehouse

Healthcare at our recommendation) reached out to The

Design Channel to re-invent its branding and messaging.

Morehouse Healthcare I “One Voice” Messaging Platform

See complete Morehouse Healthcare Case Study

Page 7: One Voice Messaging Platform—white paper

The Essential Truths and Purpose of Your Organization

Think of The One Voice Messaging Platform as the

infrastructure for your brand—helping the essential

truths and purpose of your organization support your

brand communications. It is an especially valuable

tool and framework for storytelling and developing

creative themes for brand advertising and integrated

marketing communications.

Branding and Integrated Marketing Communications

The Design Channel has extensive experience in creating powerful positioning,

branding platforms, and content marketing programs for organizations and

enterprises in a wide range of industries. Visit www.thedesignchannel.com to

learn more about our work, services, and team.

Washington Baltimore Atlanta

Page 8: One Voice Messaging Platform—white paper

Speak and Be Heard

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Branding and Integrated Marketing Communications

The Design Channel, LLC

5420 Wisconsin Avenue

Chevy Chase, MD 20815

p 301.951.9195

f 301.951.9197

www.thedesignchannel.com