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The Brand Message is the second of three types of brand positioning guidelines (or "platforms") developed at The Brand Development Company, the other two being the Brand Positioning Statement and Brand Personality.
Although "Brand Message" might be the term more frequently known, we've
found "Communications Platform" easier for clients to relate to
given its similarity to a political platform.
In our Brand Message 101, we gave you a crash course on what Brand Messages are. Here, we go into how they're used and the short answer is that they're used in everything.
A Brand Message is for both offense and defense. It
attracts customers while fending off competition. It's a hand of
playing cards that you can play all at once as a set or individually, mixed and matched as needed depending on circumstances. For instance, you may not need to play all cards with all customers, but may need to play certain ones with certain customers.
A Brand Message is used when talking to people in elevators or
waiting between flights at the airport lounge or cold-calling. It's
threaded into sales letters, web sites, brochures, trade show booths
and news releases. It's what you say to remind customer why they stick
with you even when the other guy offers a better price. It's what you say to
that hot salesperson you're trying to recruit from your biggest
competitor. It's what say during a prostrate exam and
what you tell that little old lady next door with the two
hundred cats and a yard full of roses.
A good Brand Message is like a fine piece of furniture well-crafted
with dovetail joints and rich finish.
It'll last a long time.
But you can't set it in a corner and forget about it. It needs to be tweaked and improved to keep ahead of the market.
A Brand Message is a set of fine china plates balanced and spinning on wobbly poles.
Keep your eyes on your Brand Message at all times. Keep those poles spinning or the plates will come down crashing down
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BRANDLAND CHALLENGE:
If you are bothered or confused by the metaphor of china plates spinning on poles, call Tim Bryant at 864-541-8295.
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