There are millions of ways to describe an approach to communications-thinking, but whether it’s a public health campaign or a drive to sell more of your products, your audiences need to understand your brand messages easily and quickly.
We have a simple but effective process to test brand or campaign messages in a three-stage filter:
It has to be accurate. Just has to be. Your target audiences, whether in a B2C or B2B environment, want promises to match their expectations. And they have many ways to check what you say is accurate. And true.
Advice: Check, check and check again.
Don’t overstay your welcome with a message. Make it brief. If you can’t make it succinct and reduce it to a few words, it’s likely that it’s too complex for your audience. You can expand later, but for getting attention, be brief.
Advice: Use the delete button wherever you can and don’t be too smart.
Be clear. Use straightforward language, appropriate to the audience. If it’s red, say it’s red; not a delicious splash of vibrant crimson.
Advice: Test your message on a colleague. Is it clear first time?
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