This is part 2 of a blog series on brand positioning and messaging. In the first post, I explain the 10 steps to develop your brand positioning. In this next post, I explain how to use the positioning language to develop your brand messaging. With your brand position now defined, you have the foundation in place to develop your brand message. Often, people skip this positioning process and jump straight to messaging.

While this may save you time in the short-term, it will leave you dissatisfied and inefficient in the long-run when you find yourself changing it often trying to get it right. There are four steps to develop your brand message. Below I Naffco Qatar Company Profile and explain each one, and provide examples to reference. Corporate differentiation pillars articulate what makes your company different, and how those differences positively affect your customers.

These pillars each have a core message — or headline — and supporting details that prove how the differentiators are carried out in your business. Start by brainstorming key differentiators. Then, narrow those down and pick your top three. For each of these three, write a headline and 3 supporting details.

Here is an example from a TREW customer in the aerospace and defense industry:. With your brand positioning and differentiation information handy, start brainstorming. You may find you go down a creative How To Create A Company Message with one word or idea — cluster those into a group so you can see the various versions all together. Here are some examples:.

Next, say your pitch out loud. Would you actually say these words? Is it quick enough? It should also include your differentiators. This, and all other content you create should carry a consistent voice. Here are a few examples of About page content:. Say your About paragraph aloud or read it to a colleague.

Can they repeat back to you the critical elements of your business? Now you have the process for creating your brand positioning and messaging. This process can be used for product positioning as well. Next up, my colleague Morgan - who leads the brand positioning and messaging service at TREW - will share ideas on how to implement your messaging across your company.

Look for that post to come soon. Creating smart marketing to promote the innovations of our world's leading engineering, science, and technology business leaders. Marketing Planning. Content Marketing. Sales Enablement. Smart Marketing for Engineers Book. Content Marketing, Engineered. Step 1: Define 3 Differentiation Pillars Corporate differentiation pillars articulate what makes your company different, and how those differences positively affect your customers.

Differentiation Pillars should be valuable to your customers and articulate aspects of your company that cost you something to uphold Headlines should convey the value of your differentiators to your customer Supporting Details should be specific facts.

Here are some examples: We use a multidisciplinary engineering approach and proven expertise to design and build exact, on-time, and on-budget test systems for aerospace, defense, or energy applications. We transition products from traditional to touch. As a complete touch solution provider, we design, develop, and deploy plug-in ready, touch-based devices with an embedded UI, tested and proven to fit the exact needs of your product.

We are in business to engineer better How To Create A Company Message solutions. Here are a few examples of About page content: Tesla was founded in by a group of engineers in Silicon Valley who wanted to prove that electric cars could be better than gasoline-powered cars.

We live in the world of engineering, bound by the laws of physics but spared from the constraints of a specific industry. In energy. In aerospace.

In devices we use in our daily lives. And we ask: Why has it always been done this way? Can we make it better? How could something new cause a paradigm shift improvement?

Intel You may know us for our processors. Intel invents at the boundaries of technology to make amazing experiences possible for business and society, and for every person on Earth.

Harnessing the capability of the cloud, the ubiquity of the Internet of Things, the latest advances in memory and programmable solutions, and the Fence Company Brentwood Tn of always-on 5G connectivity, Intel is disrupting industries and solving global challenges.

Leading on policy, diversity, inclusion, education and sustainability, we create value for our stockholders, customers and society. Founded over many lunchtime workouts and evening happy hours, Wendy Covey and Rebecca Geier founded TREW Marketing in as a full-service marketing agency uniquely serving engineering and scientific companies that target technical audiences.

With a combined thirty years marketing in the test, embedded and industrial automation space prior to founding TREW, we developed a passion for the impact scientists and engineers have on our daily lives, from the cars and planes we use everyday, to the scientific breakthroughs that improve our quality of life.

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How to Develop Your Brand Message ThriveHive

Aug 28, 2017 · A good brand message is easy to spot. Check out your favorite brands to see what their messaging is, and get inspiration to create your own. Your brand message is key. Discovering and communicating that message to your audience will help you make future marketing decisions and build a greater bond with your target audience.Author: Thrivehive…