People talk about 'messaging' and 'content' – both of them bland, unremarkable ways of describing something so crucial to get right in creating a successful brand.
Messaging is difficult and getting it right is a science as well as an art.
Being consistent doesn't mean saying the same thing over and over – though, to some extent, it does. It often means saying the same thing in different ways to different audiences.
Being convincing is about providing evidence, but you also need to be engaging, which means telling stories which are interesting and persuasive.
Finding the right tone is key, but this may vary according to which audiences you're talking to.
And how do you know that your messaging means anything to anyone anyway? Just how well is it doing its job?
This is why we have launched our Brand Armour Audit.
The Brand Armour audit helps companies understand the strength of their corporate brand at a particular moment – it tests the key pieces, identifies any vulnerabilities, and assesses how seamlessly the moving parts join up.
What you get in a practical, concise report is a snapshot of your company's performance across Purpose, Messaging, Identity, Authenticity, Consistency and Engagement. Each is defined by a set of key criteria which is used to to determine a score.
You will be able to identify which areas are performing stronger than others and where to focus your communications efforts in order to better project and protect your brand and defend your reputation.
When it comes to Messaging, it will help you answer questions like;
As part of our Brand Armour launch, we are offering companies the opportunity to choose two areas they feel will benefit from the audit. They can also request to be benchmarked against a competitor of their choice. We will conduct a complimentary assessment, together with a consultation to showcase our findings.
And when it comes to the full Brand Armour audit, all six areas will be assessed as well as additional competitor brands, giving companies an in-depth benchmark of the strength of their communications relative to their peers'.
Dan Budgen, Invicomm's Managing Director, says:
“Successful brands know what to say, how to say it, who to say it to and when. The Brand Armour audit can help you take out the guesswork and understand how to develop messaging that engages different audiences and builds your brand."
