1. The TOP 5 Aspects of a Successful Brand
03 Message
01 Relevance
05 Consistency
02 Audience
04 Visual
Identity
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Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

2. 02: AUDIENCE
How well do you know your audience?
• Gender
• Race/Ethnicity
• Location
• Beliefs
• Behaviors, interests, hobbies
• Culture
• Literacy Skills
13
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

3. The TOP 5 Aspects of a Successful Brand
03 Message
01 Relevance
05 Consistency
02 Audience
04 Visual
Identity
14
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

4. 03: MESSAGE
Is your message clear?
A targeted message is read and absorbed
more readily than a generic one.
• Identify and understand your AUDIENCE
(outreach clients, supporters, donors, the media)
• Present a clear MESSAGE
• Use the correct TONE
• Tell your audience what ACTIONS to take
• Present your text CLEARLY
- Different text sizes for headings,
subheadings and paragraph text
- Use bulleted lists
- Use whitespace and margins
15
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

5. 03: MESSAGE
How can my message be more clear? ✓ WORDS of 1 or 2 syllables
• Give the most important information first ✓ SENTENCES between 8 and 10 words
• Limit the number of messages
✓ PARAGRAPHS between 3 and 5 sentences
• Tell audiences what they need to do
• Tell your audience what they will gain from
understanding and using the material
• Choose your words carefully
16
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

6. 03: MESSAGE
How can my message be more clear? ✓ Keep it short
• Give the most important information first ✓ Communicate as if talking to a friend
• Limit the number of messages
✓ Avoid talking down to your audience
• Tell audiences what they need to do
• Tell your audience what they will gain from
✓ Use an encouraging tone
understanding and using the material
✓ Limit jargon, technical or scientific info
• Choose your words carefully
✓ Choose words with a single meaning
✓ Be consistent with word use
✓ Use analogies familiar to your audience
✓ Avoid abbreviations or acronyms
✓ Limit use of statistics
17
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

7. 03: MESSAGE
Where do you present your message?
• Mission Statements
• Press Releases
• Brochures, Fliers, Door Hangers
• Websites
• Advertising
• Media Interviews
• Blog Posts, Tweets
• Correspondence
• “On Hold” Messages
• Word of Mouth
18
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

8. 03: MESSAGE
Pre-test your materials with a sample
group from your audience
• Readability Level
• Understanding of key messages
• Understanding of calls to action
✓
19
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

9. 20
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

10. 21
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

11. 22
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

12. 23
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

13. (redesigned ier)
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Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.