Accelerate growth with messaging continuity in the customer experience. At OnMessage, we have developed a proven model for developing and delivering a consistent message throughout the customer experience — a model that maximizes engagement and delivers the highest return on every connection you make. In this brief, you will learn the essential steps to creating a consistent and compelling customer experience, such as: > How to align your corporate story to your business goals > How to bring about lasting change in your organization > How to infuse your corporate story into selling conversations

1. Create Compelling
and Consistent
Customer Experiences

2. TRANSFORM 3
DISCOVER 4
CULTIVATE 5
IGNITE 6
AMPLIFY 7
ENHANCE 8
ACCELERATE 9
ONMESSAGE 10
Contents

3. Are you maximizing
growth opportunities
across the customer
journey?
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Today, prospects and customers
expect messaging continuity and
consistency throughout their
buying journeys. The only way to
ensure this occurs is to develop
and infuse a clear, compelling
and consistent message inside
and outside of your organization.
It’s no surprise that a McKinsey
study revealed the number one
trait of companies that succeed
in delivering a superior customer
experience is the ability to
develop and deliver a clear,
consistent message.
That’s precisely why it is critical
that your organization implements
a proven model for developing and
delivering a consistent message
throughout the customer
experience — a model that will
maximize engagement and
deliver the highest return on
every connection you make.
Corporate messaging continuity
throughout the buying journey
creates a compelling and
consistent customer experience.
73% of CMOs indicate that their
teams are not on message.
(CMO Council)
TRANSFORM
your customer experience.

4. Effective customer
communication starts with a
clear, compelling and consistent
corporate message that tells
your true story in a way that
resonates with your target
audiences and comes to life
through your employees.
Companies need a strategic
Corporate Messaging Platform
that arms employees with the
resources necessary to stay “on
message” in critical business
situations. This solution must
go beyond a simple, single-page
messaging document for the
marketing department to include
a broad range of actionable
messaging content and tools
for executives, sales, customer
service, HR and every other team
within your organization.
A comprehensive platform that
drives messaging continuity
throughout the customer
experience is the difference maker.
Creating a single trusted
platform of strategic corporate
marketing and storytelling tools
drives continuity throughout the
customer experience.
Is your corporate
message clear,
compelling and
consistent?
DISCOVER
your true story.
#1 trait of companies that
succeed in delivering a superior
customer experience is the
ability to develop and deliver
a clear, consistent message.
(McKinsey)
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5. Are your employees
able to bring your
story to life?
In order to bring your corporate
story to life and cultivate lasting
change, your employees must
believe the story and be armed
with the key messages to
effectively communicate it at
every customer touchpoint.
From casual conversations
between meetings to client-facing
presentations, your employees
have the opportunity to bring
your company story to life in
every conversation. For these
conversations to have a positive,
lasting impact on the customer
experience, your employees
must tell the right story at every
customer touchpoint.
Companies that provide
employees at every level with
in-depth understanding of their
corporate messaging bring
their stories to life, creating
lasting change.
70% of brand perception is
driven by employees.
(Enterprise IG)
CULTIVATE
lasting change.
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6. In this self-service age, prospective
customers experience numerous
points of engagement with a
company before ever speaking
with a sales person. Infusing sales
enablement tools and selling
conversations with your corporate
story creates a consistent and
compelling buying process and
improves sales results. That’s why
messaging continuity is essential
throughout the sales process.
Companies that infuse clear,
compelling and consistent
corporate messaging into sales
tools and selling situations
ignite sales results by having
meaningful and trusted
conversations with customers.
Are you capitalizing
on every customer
conversation?
53% of sales executives say
that consistent messaging
in the sales process is a
significant challenge.
(SAVO GROUP)
IGNITE
sales results.
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7. Content development is critical
to engaging customers at every
stage of the buyer’s journey. In
order to maximize engagement
with your target audience, your
content development strategy
should extend and amplify critical
elements of your corporate story
to grow your reach and provide
messaging continuity as you
connect with your customers.
Content is not a nice to have.
It’s your voice and direct link
to customers and prospects ...
companies must make
sure it aligns with their
marketing message.
(The Pedowitz Group)
Content is the direct link
a company has to its
customers, and yet 56%
of corporate marketers do
not have a documented
content strategy.
(Content Marketing Institute)
Is your content
strategically aligned
to your story?
AMPLIFY
thought leadership.
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8. While your message is the
foundation of business success,
it must be wrapped in memorable
creative to achieve maximum
engagement. A consistent and
engaging visual brand builds
awareness and fosters trust
with customers.
Inside your organization, you
must recruit and educate brand
stewardship and advocates.
Brand integration — that is,
creative execution of a solid
messaging strategy — can truly
differentiate a company.
Companies that transform their
corporate stories and express
their brand identities through
memorable creative create
maximum engagement throughout
the customer experience.
Does your narrative
and visual brand tell
the full story?
ENHANCE
your visual brand.
The most compelling brands
bring key messages to life
with creative execution.
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9. Are you maximizing
the return on every
connection you make?
The customer experience has
forever changed. Purchasing
behavior, the Web, content
marketing, mobile commuting
and social media have
transformed the way customers
engage with companies and
consume their stories. Today,
prospects and customers expect
messaging continuity and
consistency in the journey from
one phase to the next. The only
way to ensure this occurs is to
develop and infuse a clear,
compelling and consistent
message inside and outside of
your organization.
At OnMessage, we have developed
a proven model for developing,
deploying and managing a
consistent message throughout
the customer experience. Our
model maximizes engagement
and delivers the highest return
on every connection you make.
ACCELERATE
business growth.
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10. About OnMessage
OnMessage is a messaging infusion company with a proven model for
helping you develop a clear, compelling and consistent corporate message.
Our methodology aligns your company’s strengths and true points of
difference with customer needs to create a messaging platform that elicits
optimal engagement throughout the customer experience. This methodology,
when combined with our organizational change, sales enablement, content
development and brand integration services, enables you to achieve a higher
return on every connection you make.
We do this through five highly integrated service offerings that enable you to:
> Develop and deliver a clear, compelling and consistent corporate message
> Train employees so they can bring your corporate message to life
> Provide sales with engaging messages, stories and tools
> Extend and amplify your story with compelling content
> Integrate your corporate message with captivating brand creative
By partnering with us and infusing consistent messaging in all five of
these areas, you can create a differentiated customer experience that will
accelerate business growth.
© Copyright OnMessage, Inc. 2015 | All rights reserved.
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help you improve your customer experience, go to:
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JAMES O’GARA
OnMessage President and Founder
James O’Gara is the president and founder of OnMessage
— a messaging infusion company. Under his leadership,
OnMessage has developed a proven model for helping
companies develop a clear, compelling and consistent
message. With almost 25 years of experience working in
business and marketing leadership positions, O’Gara
is known and respected for building collaborative
relationships with executive teams that result in highly
effective go-to-market, messaging / positioning and
demand generation strategies.