Messaging tool

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1. you must have a clearly differentiated brand proposition which corresponds to customer needs / values / attitudes
2. this proposition must be translated accurately into the messaging you use in your marketing collateral
3. the messaging must be consistent across your marketing collateral

Key action points

This suite of tools helps you develop your key messages, based on your brand profile.

It takes you through 3 stages:

1. How do you define your brand within each target customer (potential customer) segment, how strong do you think it is, and how credible do you think it is?
2. How does your brand definition compare to competitive brand definitions? If your brand definition includes elements for which your competitors are more credible, you should be cautious about including that element in your brand, or at least find ways of reinforcing it.
3. How do you translate your brand definition into key messages/propositions, and which competitor delivers these most effectively? Again, if your key messages are more credibly delivered by competitors, you should be cautious about including them.

• Belgium tel: +32 (0)2 747 0945
• France tel: +33 (0)1 76 63 74 09
• UK tel: +44 (0)208 099 7385

or by e-mail at enquiries@mudvalley.co.uk.

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