Your messaging strategy has four pillars:
- Unique selling points. What sets your product, service and business as a whole apart from the alternatives in the market?
- Core value. What is the essence of the value we are providing?
- Identification. How can we sculpt a message to that the viewer identifies with it?
- Funnelling & Call-to-Action. What do we want users to do at each stage of the funnel?
Articulating the Essence of Your Business
A useful exercise is to articulate an underlying need/problem from the users’ perspective.
You also want to make sure you outline the promise.
What is the essence of your offering?
Image & Tone
In a successful strategy, nothing is random with regards to the attributes of your business. Looking at the the core needs/problems of the target audience — what are the relevant attributes that describe your brand?
You need to come up with values, attributes, aspects and styling that matches the two.