A strong brand begins with a strong foundation.
At The Marketing Machine, we almost always start every brand-building initiative with a core-messaging document. Simply defined, it’s a guiding charter, intended to clearly communicate your brand’s vision internally as well as externally.
Typically, a fully realized core messaging framework encapsulates the who/what/why of your brand or company. It begins with a statement that communicates who you are, what you create or what service you provide, how you’re different from the competition, the audiences/individuals/communities you serve, and why you do what you do.
We then take the core messaging document and use it as scaffolding upon which we will create your logo, website, TV commercial, advertising campaign and more. Everything we create from here out should reflect back to this document and hold true.
In our experience, companies willing to invest the time in getting their core messaging right are better positioned for long-term growth and success.
When complete, your core messaging may consist of (but is not limited to):
- A history statement
- A boilerplate statement
- Brand positioning
- Tagline development
- Brand descriptors
- A set of core values and brand attributes