Many organizations hire research to find out what they should say to connect to their audiences. Research is important to uncover information about our audiences and direction to consider, but that alone isn’t going to do much if we don’t understand how messaging system works.
In marketing messaging, there are high level brand messaging and direct messaging, which both contribute to connection towards our audiences.
Brand messaging is internal that includes the change we commit to make, the values that guide our decisions and behaviors, and organizational goals.
Direct messaging are external including website copy, marketing campaigns, and promotions and events, the words and phrases we speak directly to our audiences.
For both the brand and direct messaging, the more pointed and clear we are, the more effective they will be. Often the articulation and clarity reflect the internalization of the brand. External messaging is guided by the internal. When we are not clear about our own brand, it’s likely that we are all over the place on external messaging too.
Internalize enough the change we make first, then everything else will fall into place.
