Ever wondered how a mission statement relates to a tagline, whom a purpose statement matters to, or what a trueline is?

1. STEAL THIS IDEA
Brand Messaging
BY MARTY NEUMEIER

2. Ever wondered how a mission statement relates to a tagline, whom a purpose
statement matters to, or what a trueline is?
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3. Developing effective brand messaging is a complex task, but it’s crucial to
articulate your brand’s value proposition to everyone—from employees to
vendors to customers. Strong, clear messaging emanates from a strong, clear
purpose. A carefully considered messaging system allows you to dramatize the
uniqueness of your brand and spread the word effectively.
Use this simple slide to help illustrate how your brand’s messaging elements
move outward from its core purpose.
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4. Purpose (never changes)
The fundamental reason your company is in business beyond making money.
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5. Brand messaging hierarchy
purpose
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6. Mission (can change every 10-25 years)
An over-arching strategy for achieving your purpose.
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7. Brand messaging hierarchy
mission
purpose
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8. Vision (can change every 7-15 years)
A bold picture of the future to focus everyone’s efforts on the mission.
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9. Brand messaging hierarchy
vision
mission
purpose
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10. Trueline (can change every 3-10 years)
An internal expression of your brand’s most compelling differentiator.
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11. Brand messaging hierarchy
trueline
vision
mission
purpose
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12. Tagline (can change every 1-5 years)
An out-facing expression of your trueline.
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13. Brand messaging hierarchy
tagline
trueline
vision
mission
purpose
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14. Find more Marty Neumeier ideas to steal at
liquidagency.com/blog
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