Messaging captures an organization’s core differentiation, with prioritized benefits and proof points for each audience and offering. Messaging is a creative springboard so that an organization’s storytelling is always clear, relevant, different, and better than the competition.
If positioning defines an organization’s story for the general public, then messaging makes that story more specific for prioritized discrete audiences. Usually, positioning and messaging architectures are developed in tandem, sometimes with brand voice and editorial guidelines, too.
Messaging architectures evolve over time, so the best ones are stored in a central location that can be updated easily, allowing new changes and additions to cascade through the internal organization—and the external marketing mix—as easily as a code update.
Our recent messaging clients include:
- Synopsys Software Integrity
- Terrain Data
- Community Youth Center San Francisco
- Omidyar Network
- Leapfrog Toys
- Linux Foundation Energy
- Bankrate Insurance