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Developing a Formal Brand Messaging Document


Ensure everyone in your company sings from the same sheet of music when it comes to communicating a consistent brand message.

Imagine one of your customers calling six different people in your company. The customer asks why they should consider purchasing your product. What do you think these six people would say? Would their explanation be consistent?

That's where brand messaging comes into play. In the audio book, "Sound Advice on Brand Marketing," author Tom Miller says brands need to speak with a single unified voice in every communication with customers and prospects.

"Brand messaging is a formalized document that captures the most important points about your brand," says Miller. "It is then used to create all of the various brand communications, such as ads, press releases, web sites, literature, and so forth."

The best place to begin the brand messaging process is with the elevator pitch. "Think about getting on an elevator with a senior executive from a great prospect company. He asks you to tell him why your product or service is so special and better than all the others are. You've got 30-seconds. Go!"

Distilling your brand message into a short, memorable description or value proposition sets the stage for the rest of the brand messaging to flow in a logical, informative fashion. "It may take a little hard work now, but it pays big dividends in the future," says Miller. "Not only is your message consistent, you should also realize major time savings in developing communications pieces. The heavy lifting from a messaging perspective has already been done."

Tom Miller offers brand marketing advice each week in the free audio newsletter from What's Working in Biz - http://www.what'sworking.biz/full_story.asp?ArtID=92 - and is president of the branding firm, Miller Brooks.

About The Author

Richard Cunningham is a principal of What's Working in Biz, http://www.what'sworking.biz, a publisher of business audiobooks and online audio programs on marketing, sales, and small business strategies.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Tue. March / 19 / 2024

Ahead of IPO, Reddit blends advertising into user posts - The Register
Ahead of IPO, Reddit blends advertising into user posts  The Register

Thanks to generative AI, advertising's business models will be reinvented - Fast Company
Thanks to generative AI, advertising's business models will be reinvented  Fast Company

Judge Throws Out Sephora Clean Beauty False Advertising Lawsuit - The Business of Fashion
Judge Throws Out Sephora Clean Beauty False Advertising Lawsuit  The Business of Fashion

Kristen Cavallo Retires From Advertising After 30 Years in the Industry - Adweek
Kristen Cavallo Retires From Advertising After 30 Years in the Industry  Adweek

Kristen Cavallo retires from advertising for political activism - Ad Age
Kristen Cavallo retires from advertising for political activism  Ad Age

While advertisers are playing it cool, they're hesitant to unleash their budgets on TikTok - Digiday
While advertisers are playing it cool, they're hesitant to unleash their budgets on TikTok  Digiday

Fox recalled for Iwo Jima service, advertising agency, TV show - Cleveland Jewish News
Fox recalled for Iwo Jima service, advertising agency, TV show  Cleveland Jewish News

Tesla flexes Model Y achievements with Cybertruck in rolling advertisement - TESLARATI
Tesla flexes Model Y achievements with Cybertruck in rolling advertisement  TESLARATI

National CineMedia 4Q Profit Rises After Increase In Advertisers - MarketWatch
National CineMedia 4Q Profit Rises After Increase In Advertisers  MarketWatch

Goodbye Lady In Red: Massive Illegal West End Avenue Building Advertisement Comes Down - westsiderag.com
Goodbye Lady In Red: Massive Illegal West End Avenue Building Advertisement Comes Down  westsiderag.com

Food Advertising Bill Advances To Assembly | News, Sports, Jobs - Evening Observer
Food Advertising Bill Advances To Assembly | News, Sports, Jobs  Evening Observer

Podcast Industry in 2024: Top Platforms, Audience Stats, & Ad Trends - eMarketer
Podcast Industry in 2024: Top Platforms, Audience Stats, & Ad Trends  eMarketer

Electronic Advertising Provisions Become Law in VA - Brewers Association
Electronic Advertising Provisions Become Law in VA  Brewers Association

National columnist examines CFPB reverse mortgage advertising data - HousingWire
National columnist examines CFPB reverse mortgage advertising data  HousingWire

Radio And QSR Consumers Mirror Each Other. But There's An Advertising Mismatch. - Insideradio.com
Radio And QSR Consumers Mirror Each Other. But There's An Advertising Mismatch.  Insideradio.com

Radio Advertising Feeds Fast Food Restaurant Success - Radio Ink
Radio Advertising Feeds Fast Food Restaurant Success  Radio Ink

Advertise with Us - E&E News by POLITICO
Advertise with Us  E&E News by POLITICO

Advertising Sales Representative (Fargo) - KVLY
Advertising Sales Representative (Fargo)  KVLY

BMI Pays Tribute to Retiring CEO of the Radio Advertising Bureau - BMI, music
BMI Pays Tribute to Retiring CEO of the Radio Advertising Bureau  BMI, music

Jury finds man guilty of gun, drug offenses after advertising drugs for sale on social media - Abccolumbia.com
Jury finds man guilty of gun, drug offenses after advertising drugs for sale on social media  Abccolumbia.com

OUT OF HOME ADVERTISING CONTINUES ON GROWTH TRAJECTORY, UP 2.1% IN 2023 - PR Newswire
OUT OF HOME ADVERTISING CONTINUES ON GROWTH TRAJECTORY, UP 2.1% IN 2023  PR Newswire

CNN International Commercial elevates Sebastian Laver to lead content sales and advertising for Latin America - Editor And Publisher Magazine
CNN International Commercial elevates Sebastian Laver to lead content sales and advertising for Latin America  Editor And Publisher Magazine

Advertising Could Gobble Up The Grocery Business - AdExchanger
Advertising Could Gobble Up The Grocery Business  AdExchanger

Where Your Advertising Work Comes To Life: It's That Time Of Day 03/18/2024 - MediaPost Communications
Where Your Advertising Work Comes To Life: It's That Time Of Day 03/18/2024  MediaPost Communications

Kristen Cavallo, MullenLowe Group’s global CEO to leave advertising - Storyboard18
Kristen Cavallo, MullenLowe Group’s global CEO to leave advertising  Storyboard18

Can advertising tell the truth? This vodka brand is giving it a shot - The Drum
Can advertising tell the truth? This vodka brand is giving it a shot  The Drum

Mobvista Achieves $1.05B in 2023 Revenue, Sees Significant Profit Increase - Yahoo Finance
Mobvista Achieves $1.05B in 2023 Revenue, Sees Significant Profit Increase  Yahoo Finance

Top 15 Podcast Advertisers Spent Nearly $50M During Feb. - Insideradio.com
Top 15 Podcast Advertisers Spent Nearly $50M During Feb.  Insideradio.com

Lamar Advertising Executives' Salaries and Bonuses Increase - TipRanks.com - TipRanks
Lamar Advertising Executives' Salaries and Bonuses Increase - TipRanks.com  TipRanks

Is Townsquare Media Inc (TSQ) a Good Choice in Advertising Agencies Monday? - InvestorsObserver
Is Townsquare Media Inc (TSQ) a Good Choice in Advertising Agencies Monday?  InvestorsObserver

National CineMedia, Inc. Announces New $100 Million Share Repurchase Program - Yahoo Finance
National CineMedia, Inc. Announces New $100 Million Share Repurchase Program  Yahoo Finance

Learning from the (Advertising) Pros | BU Today - Boston University
Learning from the (Advertising) Pros | BU Today  Boston University

What a TikTok Ban Would Mean for Advertisers - Bloomberg
What a TikTok Ban Would Mean for Advertisers  Bloomberg

Textured Hair Advertising Campaigns : from one queen to another - Trend Hunter
Textured Hair Advertising Campaigns : from one queen to another  Trend Hunter

We Are Social: what we saw at SXSW - More About Advertising
We Are Social: what we saw at SXSW  More About Advertising

Europe’s AI Act Nudges Advertisers Toward Responsible Generative AI Use - AdExchanger
Europe’s AI Act Nudges Advertisers Toward Responsible Generative AI Use  AdExchanger

Microsoft Advertising testing new interface similar to Google Ads - Search Engine Land
Microsoft Advertising testing new interface similar to Google Ads  Search Engine Land

Court Tosses Out False Ad Case Over Sephora's "Clean" Line - The Fashion Law
Court Tosses Out False Ad Case Over Sephora's "Clean" Line  The Fashion Law

Team Internet Group swoops for online advertising specialist in $41m deal By Proactive Investors - Investing.com UK
Team Internet Group swoops for online advertising specialist in $41m deal By Proactive Investors  Investing.com UK

EU introduces new rules on transparency and targeting of political advertising - Présidence française du Conseil de l'Union européenne 2022
EU introduces new rules on transparency and targeting of political advertising  Présidence française du Conseil de l'Union européenne 2022

Identity Is Paramount For Paramount: Scoles Offers Advertisers Real Audiences – Beet.TV - BeetTV
Identity Is Paramount For Paramount: Scoles Offers Advertisers Real Audiences – Beet.TV  BeetTV

Advertising salary guide—why design jobs are in demand - Ad Age
Advertising salary guide—why design jobs are in demand  Ad Age

3 big reasons to be optimistic about advertising in 2024, survey reveals - The Drum
3 big reasons to be optimistic about advertising in 2024, survey reveals  The Drum

What Would a TikTok Ban or Sale Mean for Advertisers? - Adweek
What Would a TikTok Ban or Sale Mean for Advertisers?  Adweek

Adalytics report exposes the intricacies of made-for-advertising sites - Digiday
Adalytics report exposes the intricacies of made-for-advertising sites  Digiday

National CineMedia, Inc. Reports Results for Fiscal Fourth Quarter and Full Year 2023 - Yahoo Finance
National CineMedia, Inc. Reports Results for Fiscal Fourth Quarter and Full Year 2023  Yahoo Finance

GenAI in Advertising - EMARKETER
GenAI in Advertising  EMARKETER

Gen AI Will Impact Media And Advertising In Multiple Ways, Experts Say. - Insideradio.com
Gen AI Will Impact Media And Advertising In Multiple Ways, Experts Say.  Insideradio.com

Ayurvedic company in India banned from advertising certain products : Goats and Soda - NPR
Ayurvedic company in India banned from advertising certain products : Goats and Soda  NPR

Amazon apologizes after its AI advertising system makes costly error - Search Engine Land
Amazon apologizes after its AI advertising system makes costly error  Search Engine Land

Elections 2024: Political advertisers supercharge TV News AdEx growth; to grow by over 85 percent - Storyboard18
Elections 2024: Political advertisers supercharge TV News AdEx growth; to grow by over 85 percent  Storyboard18

ADWEEK Names Ryan Joe Editor in Chief - Adweek
ADWEEK Names Ryan Joe Editor in Chief  Adweek

Gazette wins top news, advertising honors from Wisconsin Newspaper Association - The Janesville Gazette
Gazette wins top news, advertising honors from Wisconsin Newspaper Association  The Janesville Gazette

A weary advertising spend canary in a slow start to the year - AdNews
A weary advertising spend canary in a slow start to the year  AdNews

Over Rs. 100 crore spent on political ads on Google, BJP leads the advertising chart - Storyboard18
Over Rs. 100 crore spent on political ads on Google, BJP leads the advertising chart  Storyboard18

Lamar Advertising (NASDAQ:LAMR) Shares Purchased by Sunbelt Securities Inc. - Defense World
Lamar Advertising (NASDAQ:LAMR) Shares Purchased by Sunbelt Securities Inc.  Defense World

A tribute to Fali Vakeel: Indian advertising's 'last Mad Man' | News - Campaign Asia
A tribute to Fali Vakeel: Indian advertising's 'last Mad Man' | News  Campaign Asia

Free TV says further gambling advertising restrictions would significantly impact revenue - AdNews
Free TV says further gambling advertising restrictions would significantly impact revenue  AdNews

Paid advertisement: Vote 'yes,' Citizens for Strong Fort Schools - FortAtkinsonOnline.com - Fort Atkinson Online
Paid advertisement: Vote 'yes,' Citizens for Strong Fort Schools - FortAtkinsonOnline.com  Fort Atkinson Online

Social Security: How we protect you from misleading advertising and communications - Terre Haute Tribune Star
Social Security: How we protect you from misleading advertising and communications  Terre Haute Tribune Star

Microsoft shows another Bing popup advertisement to Windows users - Ghacks
Microsoft shows another Bing popup advertisement to Windows users  Ghacks

The Willy Wonka experience's generative AI debacle is just the start of our nightmarish new advertising reality - Fast Company
The Willy Wonka experience's generative AI debacle is just the start of our nightmarish new advertising reality  Fast Company

Columbia man found guilty after advertising drugs on social media - WIS News 10
Columbia man found guilty after advertising drugs on social media  WIS News 10

US oil production hits record levels under Biden - Vox.com
US oil production hits record levels under Biden  Vox.com

Brands unknowingly wasting dollars on Made for Advertising sites - Search Engine Land
Brands unknowingly wasting dollars on Made for Advertising sites  Search Engine Land

Why I won't apologise for working in advertising - Creative Review
Why I won't apologise for working in advertising  Creative Review

Advertise - exploreClarion
Advertise  exploreClarion

DCPS begins re-advertising for superintendent position as search drags on - Yahoo! Voices
DCPS begins re-advertising for superintendent position as search drags on  Yahoo! Voices

Amazon Says It Sold Ads for Products Shoppers Couldn't Buy - Bloomberg
Amazon Says It Sold Ads for Products Shoppers Couldn't Buy  Bloomberg

Egg freezing: 41 percent of clinics could be breaching advertising guidelines • PET - BioNews
Egg freezing: 41 percent of clinics could be breaching advertising guidelines • PET  BioNews

Paper v pixels: Making a sustainable advertising choice - The Media Leader
Paper v pixels: Making a sustainable advertising choice  The Media Leader

‘Sneaky’ social media ads are luring young into gambling, say campaigners - The Guardian
‘Sneaky’ social media ads are luring young into gambling, say campaigners  The Guardian

Jivox Announces IQ DaVinci For Direct Advertising: A Single Workflow To Launch Campaigns On Multiple Retail Media ... - PR Web
Jivox Announces IQ DaVinci For Direct Advertising: A Single Workflow To Launch Campaigns On Multiple Retail Media ...  PR Web

TikTok advertisers will look to rivals if US Senate moves ahead on ban - Reuters
TikTok advertisers will look to rivals if US Senate moves ahead on ban  Reuters

Hispanic Hair Care Campaigns - Trend Hunter
Hispanic Hair Care Campaigns  Trend Hunter

MediaLink-UTA dispute signals end of an era for advertising excess - Campaign US
MediaLink-UTA dispute signals end of an era for advertising excess  Campaign US

Van Geest: City of Ottawa must stop accepting fossil-fuel advertising — now - Ottawa Citizen
Van Geest: City of Ottawa must stop accepting fossil-fuel advertising — now  Ottawa Citizen

Inside the 'made for advertising' crackdown—and why it isn't working - Ad Age
Inside the 'made for advertising' crackdown—and why it isn't working  Ad Age

Breaking News Live March 19: Patanjali advertising case: SC asks Ramdev, Balkrishna to appear before it - The Times of India
Breaking News Live March 19: Patanjali advertising case: SC asks Ramdev, Balkrishna to appear before it  The Times of India

Anomaly wins global brief to ‘supercharge’ Tonies audio platform - More About Advertising
Anomaly wins global brief to ‘supercharge’ Tonies audio platform  More About Advertising

IAB: Adapting To Consumer Data Limitations, Advertisers Are Turning To First-Party Options. - Insideradio.com
IAB: Adapting To Consumer Data Limitations, Advertisers Are Turning To First-Party Options.  Insideradio.com

Water brands face recent class action lawsuits over false advertising, microplastics, more - Top Class Actions
Water brands face recent class action lawsuits over false advertising, microplastics, more  Top Class Actions

Britannia and Mindshare roll out AI-powered camera campaign for NutriChoice featuring Ranveer Singh - Storyboard18
Britannia and Mindshare roll out AI-powered camera campaign for NutriChoice featuring Ranveer Singh  Storyboard18

FCC has new rule requiring cable and satellite TV providers to disclose all hidden fees in advertising - KMVT
FCC has new rule requiring cable and satellite TV providers to disclose all hidden fees in advertising  KMVT

A US TikTok ban could fuel Meta's advertising dominance—but Google and YouTube stand to benefit as well - EMARKETER
A US TikTok ban could fuel Meta's advertising dominance—but Google and YouTube stand to benefit as well  EMARKETER

CBS Sports Ad Chief John Bogusz to Step Down (EXCLUSIVE) - Variety
CBS Sports Ad Chief John Bogusz to Step Down (EXCLUSIVE)  Variety

Qinghai Spring Sinks After TV Show Finds TCM Firm Is Falsely Advertising Liquor's Health Benefits - Yicai Global
Qinghai Spring Sinks After TV Show Finds TCM Firm Is Falsely Advertising Liquor's Health Benefits  Yicai Global

Patanjali advertising case: SC asks Ramdev, Balkrishna to appear before it - BusinessLine
Patanjali advertising case: SC asks Ramdev, Balkrishna to appear before it  BusinessLine

Patanjali advertising case: SC asks Ramdev to appear in person, stock down 3.5% - Moneycontrol
Patanjali advertising case: SC asks Ramdev to appear in person, stock down 3.5%  Moneycontrol

RTL, Fremantle Revenue Dips Amid Ad Troubles, Streaming Shifts - Hollywood Reporter
RTL, Fremantle Revenue Dips Amid Ad Troubles, Streaming Shifts  Hollywood Reporter

Patanjali Misleading ads case: Supreme Court asks Baba Ramdev to be present in court - The Hindu
Patanjali Misleading ads case: Supreme Court asks Baba Ramdev to be present in court  The Hindu

Leading advertisers believe in the ‘Cricket on TV advantage’ with IPL set to begin - ETBrandEquity
Leading advertisers believe in the ‘Cricket on TV advantage’ with IPL set to begin  ETBrandEquity

Patanjali misleading advertisement case: SC asks Baba Ramdev to be personally present for next hearing - The Economic Times
Patanjali misleading advertisement case: SC asks Baba Ramdev to be personally present for next hearing  The Economic Times

How the TikTok ban threat is affecting advertisers and creators - Ad Age
How the TikTok ban threat is affecting advertisers and creators  Ad Age

The Shift's Sam Baker: How to make your own media (and conquer advertisers' menopause fear) - Media Makers Meet
The Shift's Sam Baker: How to make your own media (and conquer advertisers' menopause fear)  Media Makers Meet

Pawsitive awareness: The rise of the pet parents - ETBrandEquity
Pawsitive awareness: The rise of the pet parents  ETBrandEquity

Meet The Ad Tech Players Using Generative AI For Their Media Buys - AdExchanger
Meet The Ad Tech Players Using Generative AI For Their Media Buys  AdExchanger

Lamar Advertising (NASDAQ:LAMR) Sees Significant Drop in Short Interest - Defense World
Lamar Advertising (NASDAQ:LAMR) Sees Significant Drop in Short Interest  Defense World

New Zealand government restructures advertising accounts with tender - AdNews
New Zealand government restructures advertising accounts with tender  AdNews

The FTC's PrivacyCon Was Chock-Full Of Warning Signs For Ad Tech - AdExchanger
The FTC's PrivacyCon Was Chock-Full Of Warning Signs For Ad Tech  AdExchanger

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