Dinner for 2! It’s time to identify your key messages
ByLife Size Media June 14, 2018
This week Life Size Media CEO Alisa Murphy teaches you how to identify your key messages and how use them. If you haven’t been following the rest of our series on brand building; catch up here.
If you’ve completed the last 4 exercises, then you should know why your company exists, what the personality of your brand is and exactly how you offer value to your customers. Now it’s time to pull all that together whilst explaining WHAT you do.
Let’s identify your key messages. So many businesses struggle with this, so here’s another exercise from our fabulous brand workshops. Start by brainstorming all the things you want people to understand about your company and let’s go from there…
What you want people to understand about your company?
Keep each point short and succinct, just a few words. Don’t worry about language as this stage, just focus on content.
It might start something like this:
Market leader in France
Process is 90% efficient
Backed by 10 years of research
And so on…
The next step is to put them in priority order.
Pick a key stakeholder
It could be a dream client, a target investor or a key influencer in government. Imagine three scenarios in which you manage to get some time with this person.
1. You bump into them in a lift. You have one minute to pitch your business.
2. The pitch goes well, you’ve got their attention and they suggest you jump in taxi with them on the way to their next meeting. You have another 5 minutes to explain your business to them.
3. Congratulations, you clearly impressed them. They like what they hear in the taxi and suggest you have dinner that evening. If you’re lucky you’ll have plenty of time to tell them the whole story of your business.
Get a big sheet of paper or a white board and divide it into three columns (1 min, 5 min, 1 hour).
LIFT – 1 min: Your 3 most important messages go in the first column (yes, only three)
TAXI – 5 min: Choose another 3 or 4 messages for the taxi ride
DINNER – 1 hour: The rest will have to wait for dinner
Next stop…how to use it.
Using your company messaging
The final stage is to use those sets of messages as a guide for writing your messaging out in full fluent sentences. This is your high-level messaging document. This content should be used in all outward facing communications to ensure continuity, clarity and credibility. See below for examples of how these messages can be used:
The lift > 1 line
The headline message on your website
Description on your Twitter account
Introduction at an event
The taxi > 1 paragraph
The ‘About us’ content on your website
Your profile on LinkedIn
The boiler plate text in your press release
The dinner > 1 page
The full company description on your website
The company biography at events
The introduction of your company brochure
So now you have all your key messages organised by lift, taxi and dinner. You have them translated as one line, one paragraph and one page of your high-level messaging. You have your document which you should use EVERYWHERE.
Use it. Consistently. Everywhere. On your website, your LinkedIn profile, your marketing materials, even in person.
That’s how you build awareness.
If you want some further support for this exercise then go to our workshops page to find out more about what we can offer.
Ever wondered what Alisa is like as a dinner guest? Find out more with this video:
This is the fifth episode of our video series: How to build a successful brand. We’ve taken our core branding methodology and packaged it up into this 6-step series that will give you everything you need to build your own successful brand. This process has been developed and honed to perfection over the years, helping many cleantech companies achieve their commercial goals. All words of wisdom are from our knowledgeable CEO and brand expert Alisa Murphy.
Most of the steps we’ll go through will involve practical exercises to take back to your team and work through in order to develop your own brand and communications. But Alisa will also talk you through the theory of what we do and we hope it will help inspire you to make brand and communications a priority; because we believe that they are fundamental to commercial success.