Why and how you should integrate messaging into branding

If employees don’t understand your vision, they can’t convey it to your customers, so your organization will miss advocacy opportunities on its two most important fronts.

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Messaging—or verbal branding—is as essential to bringing your brand to life as your organization’s name, tagline and graphic identity.

Yet many companies—especially the cash-strapped kind—don’t know they need it. They don’t see when their startup messaging is past its sell-by date, or they throw up their hands when a relatively fresh platform isn’t working.

Whatever the reason, the result is the same: The company can’t communicate effectively with the people who matter most to its success.

Developing a strong messaging platform—think of it as a house style guide for communication—and then activating it throughout your organization, ensures that everyone can speak clearly and consistently about your company’s worth and values.

That, in turn, vastly increases your chances of attracting the people you want to attract by helping you to:

If you’re wondering whether you need messaging work, ask yourself whether you’re experiencing any of these symptoms:

A corporate message platform typically includes the following elements:

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