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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 Sun. January / 24 / 2021

3 Ways to Invest in Connected-TV Advertising - The Motley Fool
3 Ways to Invest in Connected-TV Advertising  The Motley Fool

Liquid Advertising Is Now Liquid+Arcade - MarTech Series
Liquid Advertising Is Now Liquid+Arcade  MarTech Series

AdTech Roundup: Top Things in Advertising Technology - MarTech Series
AdTech Roundup: Top Things in Advertising Technology  MarTech Series

These Stocks Could Benefit From Digital Advertising’s ‘Perfect Storm’ - Barron's
These Stocks Could Benefit From Digital Advertising’s ‘Perfect Storm’  Barron's

Advertising for Consumers: Refocus on the Fundamentals in 2021 - TheWiseMarketer.com
Advertising for Consumers: Refocus on the Fundamentals in 2021  TheWiseMarketer.com

Digital Advertising Becoming Target of New York Tax Increases - Lexology
Digital Advertising Becoming Target of New York Tax Increases  Lexology

Pine Bluff advertising commission among 21 entities receiving grant - Northwest Arkansas Democrat-Gazette
Pine Bluff advertising commission among 21 entities receiving grant  Northwest Arkansas Democrat-Gazette

‘More regulatory minded’: ANA’s lobbyist on what advertisers can expect from Biden’s presidency - Digiday
‘More regulatory minded’: ANA’s lobbyist on what advertisers can expect from Biden’s presidency  Digiday

CMOs discuss the future of advertising - Business Insider - Business Insider
CMOs discuss the future of advertising - Business Insider  Business Insider

Research Marketing And Advertising (RMA) Expands Marketing Services To Clinical Research Industry Nationwide - PRNewswire
Research Marketing And Advertising (RMA) Expands Marketing Services To Clinical Research Industry Nationwide  PRNewswire

ProSieben says advertising rebound helps 2020 results - Reuters
ProSieben says advertising rebound helps 2020 results  Reuters

DDB Chicago sued over US Army advertising contract - Crain's Chicago Business
DDB Chicago sued over US Army advertising contract  Crain's Chicago Business

US: Nintendo is No.3 for TV advertising impressions in January 2021 - My Nintendo News
US: Nintendo is No.3 for TV advertising impressions in January 2021  My Nintendo News

Vrbo and Expedia Dominate Online Travel TV Advertising in the U.S. So Far in 2021 - Skift
Vrbo and Expedia Dominate Online Travel TV Advertising in the U.S. So Far in 2021  Skift

Subaru expands Feeding America donation, advertising - Automotive News
Subaru expands Feeding America donation, advertising  Automotive News

Full-time, Assistant Professor position in Advertising, Social Media Marketing job with I-shou University | 312821 - The Chronicle of Higher Education
Full-time, Assistant Professor position in Advertising, Social Media Marketing job with I-shou University | 312821  The Chronicle of Higher Education

LinkedIn Launches 6 Free Advertising Courses - Search Engine Journal
LinkedIn Launches 6 Free Advertising Courses  Search Engine Journal

Google's advertising practices targeted by EU antitrust probe - Yahoo Finance
Google's advertising practices targeted by EU antitrust probe  Yahoo Finance

Air Around the Clock Partners With Lipof & McGee Advertising - Business Wire
Air Around the Clock Partners With Lipof & McGee Advertising  Business Wire

Changes to Apple's iOS Could Hurt Facebook in 2021 - Motley Fool
Changes to Apple's iOS Could Hurt Facebook in 2021  Motley Fool

Turkey slaps advertising ban on Twitter, Pinterest - The Associated Press
Turkey slaps advertising ban on Twitter, Pinterest  The Associated Press

Davis Advertising headquarters in Worcester sold to owners of Masis Staffing Solutions - MassLive.com
Davis Advertising headquarters in Worcester sold to owners of Masis Staffing Solutions  MassLive.com

How Digital Advertising and Influencer Marketing are Shaping the Future of Business - PRNewswire
How Digital Advertising and Influencer Marketing are Shaping the Future of Business  PRNewswire

Photo: Lamar Advertising installs a western wear billboard on Thursday - Billings Gazette
Photo: Lamar Advertising installs a western wear billboard on Thursday  Billings Gazette

DoorDash rises as it joins brands advertising in Super Bowl for first time - Seeking Alpha
DoorDash rises as it joins brands advertising in Super Bowl for first time  Seeking Alpha

Ronaldo turns down multi-million Saudi advertising deal - Middle East Monitor
Ronaldo turns down multi-million Saudi advertising deal  Middle East Monitor

The Modern Marketer's Take On Full-Funnel TV Advertising 01/21/2021 - MediaPost Communications
The Modern Marketer's Take On Full-Funnel TV Advertising 01/21/2021  MediaPost Communications

From BIA Advisory Services: What To Expect In Local Media Advertising In 2021 - Forbes
From BIA Advisory Services: What To Expect In Local Media Advertising In 2021  Forbes

Advertising Suit Dismissed Against Omni Hotels - The National Law Review
Advertising Suit Dismissed Against Omni Hotels  The National Law Review

Programmatic Native Advertising Platform Market Analysis And Demand With Foreca - Business-newsupdate.com
Programmatic Native Advertising Platform Market Analysis And Demand With Foreca  Business-newsupdate.com

Local News Publishers Need to Dig Deeper for a Better Advertising Model - Editor And Publisher Magazine
Local News Publishers Need to Dig Deeper for a Better Advertising Model  Editor And Publisher Magazine

Advertising firm honored at industry awards ceremony • St Pete Catalyst - St Pete Catalyst
Advertising firm honored at industry awards ceremony • St Pete Catalyst  St Pete Catalyst

Unilever's ambitious new plan for fighting social inequity includes more diverse advertising - Marketing Dive
Unilever's ambitious new plan for fighting social inequity includes more diverse advertising  Marketing Dive

Indoor Location-based Search and Advertising Market Status and Outlook 2021 to 2025 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Indoor Location-based Search and Advertising Market Status and Outlook 2021 to 2025 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Bertelsmann buoyed by advertising business recovery, says CEO - Yahoo Finance
Bertelsmann buoyed by advertising business recovery, says CEO  Yahoo Finance

Killi Ltd: How Privacy Will Upend Advertising in 2021 - Yahoo Finance
Killi Ltd: How Privacy Will Upend Advertising in 2021  Yahoo Finance

‘It’s a very volatile situation’: Advertisers pause paid social advertising amid D.C. chaos - Digiday
‘It’s a very volatile situation’: Advertisers pause paid social advertising amid D.C. chaos  Digiday

Children's Advertising Review Unit Determines that Visual Supply Company App Is Not "Directed Primarily or Secondarily to Children" - PRNewswire
Children's Advertising Review Unit Determines that Visual Supply Company App Is Not "Directed Primarily or Secondarily to Children"  PRNewswire

Traditional Advertising Service Market in 2020 Trends, Standardization, Challen - Business-newsupdate.com
Traditional Advertising Service Market in 2020 Trends, Standardization, Challen  Business-newsupdate.com

Cord-Cutting FuboTV and Advertising Platform PubMatic Are Not Buys Here - RealMoney
Cord-Cutting FuboTV and Advertising Platform PubMatic Are Not Buys Here  RealMoney

Redbox Expands Advertising Capabilities Across Its Entire Entertainment Ecosystem with Screenvision Media - MarTech Series
Redbox Expands Advertising Capabilities Across Its Entire Entertainment Ecosystem with Screenvision Media  MarTech Series

Pandemic boosts media consumption to fastest growth in years even as advertising and marketing spending falls - AdAge.com
Pandemic boosts media consumption to fastest growth in years even as advertising and marketing spending falls  AdAge.com

What Big Tech’s scrutiny means for luxury advertising - Vogue Business
What Big Tech’s scrutiny means for luxury advertising  Vogue Business

Greenwashing: Untruth in Advertising | Earth 911 - Earth911.com
Greenwashing: Untruth in Advertising | Earth 911  Earth911.com

Mobile Advertising Market Research during 2021-2025 | Industry Planning Structure for the New Normal | Technavio - Business Wire
Mobile Advertising Market Research during 2021-2025 | Industry Planning Structure for the New Normal | Technavio  Business Wire

Probe into UK’s online advertising industry resumes - Financial Times
Probe into UK’s online advertising industry resumes  Financial Times

UK advertising budgets hit by COVID-19 but recovery lies ahead: survey - Reuters
UK advertising budgets hit by COVID-19 but recovery lies ahead: survey  Reuters

E J Dalius Explains The Ways Technology Is Altering Online Advertising - Influencive
E J Dalius Explains The Ways Technology Is Altering Online Advertising  Influencive

Programmatic Advertising Platform Market Growth of CAGR with Focusing Key players like Quantcast Advertise, MediaMath, AppNexus Inc., Adobe Media Optimizer, Rubicon Project Inc., Choozle, Connexity, Inc, Between Digital, and More… – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Programmatic Advertising Platform Market Growth of CAGR with Focusing Key players like Quantcast Advertise, MediaMath, AppNexus Inc., Adobe Media Optimizer, Rubicon Project Inc., Choozle, Connexity, Inc, Between Digital, and More… – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Programmatic digital display advertising is having an identity crisis - eMarketer
Programmatic digital display advertising is having an identity crisis  eMarketer

Home Depot, Omnicom face shareholder questions over advertising's role funding hate speech - Marketing Dive
Home Depot, Omnicom face shareholder questions over advertising's role funding hate speech  Marketing Dive

Turkey imposes advertising ban on Twitter, Periscope, Pinterest - Reuters
Turkey imposes advertising ban on Twitter, Periscope, Pinterest  Reuters

Portland Advertising Federation ceases operations, becomes part of Pacific NW advocacy group - Portland Business Journal
Portland Advertising Federation ceases operations, becomes part of Pacific NW advocacy group  Portland Business Journal

Why Roku Could Still Have 'Significant' Advertising Growth Ahead - Benzinga
Why Roku Could Still Have 'Significant' Advertising Growth Ahead  Benzinga

Coca-Cola and Pepsi won't be advertising their namesake sodas during the Super Bowl - CNBC
Coca-Cola and Pepsi won't be advertising their namesake sodas during the Super Bowl  CNBC

Advertisers face a fraught start to the year - Business Insider - Business Insider
Advertisers face a fraught start to the year - Business Insider  Business Insider

2021 Trending Report on: Programmatic Advertising Spending Market: Industry Overview by Size, Share, Future Growth, Development, Revenue, Top Key Players Analysis and Growth Factors| Adobe Inc., DIGILANT, Kantar Media (WPP plc), Oracle Corporation - NeighborWebSJ
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mThink Names Rakuten Advertising Best Affiliate Network for 10th Consecutive Year - MarTech Series
mThink Names Rakuten Advertising Best Affiliate Network for 10th Consecutive Year  MarTech Series

Meet the tech company helping commercial real estate firms better advertise their space - Chicago Business Journal
Meet the tech company helping commercial real estate firms better advertise their space  Chicago Business Journal

Speaking the language of OOH advertisers in 2021 - SmartBrief
Speaking the language of OOH advertisers in 2021  SmartBrief

Executives who gained power after advertising company Dentsu reorg - Business Insider
Executives who gained power after advertising company Dentsu reorg  Business Insider

Google disputes Texas' suit claiming unfair advertising sales practices - Reuters
Google disputes Texas' suit claiming unfair advertising sales practices  Reuters

AdQuick Introduces Free Out-of-Home Advertising Media Planner - PRNewswire
AdQuick Introduces Free Out-of-Home Advertising Media Planner  PRNewswire

Comprehensive Report on Display Advertising System Market 2021 | Trends, Growth Demand, Opportunities & Forecast To 2027 |DoubleClick, Marin Software, MediaMath, Sizmek, AdRoll – NeighborWebSJ - NeighborWebSJ
Comprehensive Report on Display Advertising System Market 2021 | Trends, Growth Demand, Opportunities & Forecast To 2027 |DoubleClick, Marin Software, MediaMath, Sizmek, AdRoll – NeighborWebSJ  NeighborWebSJ

Frank Limoncelli, former manager of Globe classified advertising, dies at 87 - The Boston Globe
Frank Limoncelli, former manager of Globe classified advertising, dies at 87  The Boston Globe

Latest News 2020: Digital OOH Advertising Market by Coronavirus-COVID19 Impact Analysis With Top Manufacturers Analysis | Top Players: JCDecaux, Clear Channel Outdoor Holdings Inc., Lama Advertising Company, Outfront Media, Daktronics, etc. | InForGrowth - NeighborWebSJ
Latest News 2020: Digital OOH Advertising Market by Coronavirus-COVID19 Impact Analysis With Top Manufacturers Analysis | Top Players: JCDecaux, Clear Channel Outdoor Holdings Inc., Lama Advertising Company, Outfront Media, Daktronics, etc. | InForGrowth  NeighborWebSJ

The Big Questions For Digital Advertising In 2021 - AdExchanger
The Big Questions For Digital Advertising In 2021  AdExchanger

Cookie-less Consumer Data Comes to In-Game Advertising Through Partnership Between Anzu.io and Digiseg - MarTech Series
Cookie-less Consumer Data Comes to In-Game Advertising Through Partnership Between Anzu.io and Digiseg  MarTech Series

COVID-19 Impact Analysis of Advertising Agency Billing Software Market Report 2020 | Asana, Monday, FreshBooks, AdPlugg, Shortlist, AdScale, etc. – NeighborWebSJ - NeighborWebSJ
COVID-19 Impact Analysis of Advertising Agency Billing Software Market Report 2020 | Asana, Monday, FreshBooks, AdPlugg, Shortlist, AdScale, etc. – NeighborWebSJ  NeighborWebSJ

Become an Expert at Social Media Advertising with Free Webinar – Pasadena Weekendr - Pasadena Now
Become an Expert at Social Media Advertising with Free Webinar – Pasadena Weekendr  Pasadena Now

Healthcare Advertising Market With COVID 19 Impact Analysis| Leading Players In-depth Analysis Research Report Foresight to 2027 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Healthcare Advertising Market With COVID 19 Impact Analysis| Leading Players In-depth Analysis Research Report Foresight to 2027 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Global Display Advertising System Market 2020- Share, Size, Research Report, Growth Trends, Revenue, Segmentation | Companies like DoubleClick, Marin Software, MediaMath, Sizmek, AdRoll, Choozle, etc. - NeighborWebSJ
Global Display Advertising System Market 2020- Share, Size, Research Report, Growth Trends, Revenue, Segmentation | Companies like DoubleClick, Marin Software, MediaMath, Sizmek, AdRoll, Choozle, etc.  NeighborWebSJ

Advertisers pull ads amid the attack on the US Capitol - Business Insider - Business Insider
Advertisers pull ads amid the attack on the US Capitol - Business Insider  Business Insider

Mobile Advertising Company Gets Flack from FTC for Failure to Deliver Upon Advertised Promises - JD Supra
Mobile Advertising Company Gets Flack from FTC for Failure to Deliver Upon Advertised Promises  JD Supra

Dear Advertising Community: Disney Ad Sales Provides a Diversity Roadmap for Change - MediaVillage
Dear Advertising Community: Disney Ad Sales Provides a Diversity Roadmap for Change  MediaVillage

Digital Out of Home Advertising Market Trends 2021-2026, Industry Growth, Share, Size, Top Key Players Analysis and Forecast · Wall Street Call - Reported Times
Digital Out of Home Advertising Market Trends 2021-2026, Industry Growth, Share, Size, Top Key Players Analysis and Forecast · Wall Street Call  Reported Times

Facebook's advertising integrity chief leaves company - Reuters
Facebook's advertising integrity chief leaves company  Reuters

Multi-Screen Advertising Market Size 2021 Analysis, Growth, Vendors, Drivers, Challenges With Forecast To 2027 – NeighborWebSJ - NeighborWebSJ
Multi-Screen Advertising Market Size 2021 Analysis, Growth, Vendors, Drivers, Challenges With Forecast To 2027 – NeighborWebSJ  NeighborWebSJ

Google Stock, Apple Stock: Outlook for Digital Advertising As Cookie Crumbles - Investor's Business Daily
Google Stock, Apple Stock: Outlook for Digital Advertising As Cookie Crumbles  Investor's Business Daily

How deepfakes could change fashion advertising - Vogue Business
How deepfakes could change fashion advertising  Vogue Business

'The advertising restrictions aren't consistent with the reality of Spain’s online gaming' - Yogonet International
'The advertising restrictions aren't consistent with the reality of Spain’s online gaming'  Yogonet International

Why major networks are investing in streaming services—and advertisers should follow - AdAge.com
Why major networks are investing in streaming services—and advertisers should follow  AdAge.com

Part 2: The Eternal Marketing Dilemma: In-House vs. Outsourced Advertising - a Look at Strategies and What’s Right for Your Business - MarTech Series
Part 2: The Eternal Marketing Dilemma: In-House vs. Outsourced Advertising - a Look at Strategies and What’s Right for Your Business  MarTech Series

Weyburn upset by Regina's possible ban on fossil fuel advertising; invites companies to advertise with them - 620 CKRM.com
Weyburn upset by Regina's possible ban on fossil fuel advertising; invites companies to advertise with them  620 CKRM.com

Beware of scammers advertising 'loan offers' via social media, text messages, say police - The Star Online
Beware of scammers advertising 'loan offers' via social media, text messages, say police  The Star Online

The Evolution of Advertising Over the Past Four Decades [Infographic] - Social Media Today
The Evolution of Advertising Over the Past Four Decades [Infographic]  Social Media Today

Michigan promoting COVID-19 vaccine with $1.5 million advertising campaign - ABC 12 News
Michigan promoting COVID-19 vaccine with $1.5 million advertising campaign  ABC 12 News

ABANDONED MOTOR VEHICLE PETITION ADVERTISEMENT | Public Hearing | Notices | gwinnettdailypost.com - Gwinnettdailypost.com
ABANDONED MOTOR VEHICLE PETITION ADVERTISEMENT | Public Hearing | Notices | gwinnettdailypost.com  Gwinnettdailypost.com

Watch Now: Advertising Best Practices For The Generalist In-House Counsel - Intellectual Property - United States - Mondaq News Alerts
Watch Now: Advertising Best Practices For The Generalist In-House Counsel - Intellectual Property - United States  Mondaq News Alerts

The SEC's Modernized Marketing Rule for Investment Advisers - JD Supra
The SEC's Modernized Marketing Rule for Investment Advisers  JD Supra

Rocket Miner staff earn awards for articles and advertising - Wyoming Tribune
Rocket Miner staff earn awards for articles and advertising  Wyoming Tribune

2021 Meigs Guide coming soon… Advertising deadline approaching - Point Pleasant Register
2021 Meigs Guide coming soon… Advertising deadline approaching  Point Pleasant Register

India vs England: Star Sports expecting 'bumper advertising' as India to play 1st match on home soil after a year - InsideSport
India vs England: Star Sports expecting 'bumper advertising' as India to play 1st match on home soil after a year  InsideSport

Advertisement for Bids | Legal Announcements | oanow.com - Opelika Auburn News
Advertisement for Bids | Legal Announcements | oanow.com  Opelika Auburn News

LinkedIn launches LinkedIn Marketing Labs on-demand courses for advertisers - MarTech Today
LinkedIn launches LinkedIn Marketing Labs on-demand courses for advertisers  MarTech Today

Amazon’s advertising business booms in pandemic - Financial Times
Amazon’s advertising business booms in pandemic  Financial Times

Advertising Community: America Needs Our Help 01/15/2021 - MediaPost Communications
Advertising Community: America Needs Our Help 01/15/2021  MediaPost Communications

The 2020 Advertising Slump | Here & Now - Here And Now
The 2020 Advertising Slump | Here & Now  Here And Now

Scoop: Google pausing all political ads following Capitol siege - Axios
Scoop: Google pausing all political ads following Capitol siege  Axios

From The Experts: Media And Advertising In 2021 - Forbes
From The Experts: Media And Advertising In 2021  Forbes

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